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Research Meats Reality: The Challenges of New Product Development

Research Meats Reality: The Challenges of New Product Development. Antonio (Tony) Mata, Ph.D. Mata & Associates. New Products…. No more than 5% make it from the bench to the market. High failure rate. No more than 10% succeed in the market place.

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Research Meats Reality: The Challenges of New Product Development

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  1. Research Meats Reality:The Challenges of New Product Development Antonio (Tony) Mata, Ph.D. Mata & Associates

  2. New Products… • No more than 5% make it from the bench to the market High failure rate • No more than 10% succeed in the market place

  3. More on new food products . . . . • Highly expensive marketing costs - $50 million • Speed to the market continues to accelerate • Blue prints / cookie-cutter approaches rarely work • R&D budgets continue to shrink

  4. Examples of Successful New Products LUNCHABLES ROTTISERIE CHICKEN HAGENDAZ ICE CREAM HOT POCKETS CHICKEN WINGS FAJITAS CHICKEN NUGGETS FLAT IRON STEAK

  5. Attributes/Characteristics of New Products… True NEW Offerings and/or CONVENIENCE Breakthrough and/or QUALITY Breakthrough

  6. Examples of Successful New Products LUNCHABLES ROTTISERIE CHICKEN HAGENDAZ ICE CREAM HOT POCKETS CHICKEN WINGS FLAT IRON STEAK CHICKEN NUGGETS FAJITAS

  7. More on convenience . . . Some of us must experience first hand it’s need, to fully appreciate the value of convenience

  8. Examples of Flops COCA COLA NEW COKE CRYSTAL PEPSI McLEAN ARBY’S POT ROAST SANDWICH ATKINS LOW CARB DIET

  9. LAB PHASE. . .they may whisper back Research and theNature of Biological Systems • BENCH TOP/PILOT PLANT PHASE. . .more questions arise . . . • PLANT TESTING. . .they begin to talk back • REGULAR PRODUCTION. . .they YELL back

  10. Fundamental Goal of Pilot Plant and Plant Tests Clearly establish failure/no failure limits of all key parameters

  11. Murphy Shows Up and You Get Results that . . . . • YOU DO NOT EXPECT • YOU DO NOT UNDERSTAND • YOU DO NOT LIKE

  12. Future Epitaph of this Meat GEEK…

  13. Other Examples of Mata Flops Cheeseburger Fries Rotiss-A-Roast Deli Wraps

  14. A skeptic champion is essential Suggested Practices to Avoid Disaster • Address the toughest, make-or-break questions first • Celebrate killing projects; it’s a number’s game

  15. Always push for single endless raw material Additional suggestions: • When failure occurs, set up ASAP an “autopsy brigade” • Don’t be too proud to be “second best”

  16. Sense of humor, ability to laugh at oneself. R&D Personality Traits • Non-delegator • Not in it for big money • Not in it for recognition • Cooking/meat cutting skills are huge pluses

  17. (noun) A person who is narrow-minded or accomplished in scientific or technical pursuits and has a ridiculous obsession for all things meat.

  18. Research Meats Reality:The Challenges of New Product Development Antonio (Tony) Mata, Ph.D. Mata & Associates

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