2nd Mercosur Congress on Chemical Engineering 4th Mercosur Congress on Process Systems Engineering

PROPOSING A REFERENCE FOR THE FOOD PROCUCT DEVELOPMENT PROCESS (FPDP)

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Andra Cristina dos Santos1* and Fernando Antonio Forcellini2

Ps-Graduao Engenharia Mecnica - Universidade Federal de Santa Catarina Departamento Engenharia Mecnica - Universidade do Estado de Santa Catarina

Abstract. The increasing competition among companies, fast technological changes, decrease in product life
cycle and growing consumer demand, lead companies to seek higher effectiveness and efficiency in the product development process (PDP). Nevertheless, it can be observed in the literature that a thorough model for PDP, providing an easier approach to the development of these systems with a lower level of abstraction, has not been devised yet. Moreover, few activities are reported in the existent literature only technical information and some procedures can be found. These, however, do not explain, why and how such activities are developed. The purpose of this paper is, therefore, to carry out an investigation of activities and suggest methods and tools for supporting them by means of a reference model for Food Product Development Process (FPDP). In other words, this paper aims to give support to the decision-making process through a theoretical reference whose complexity and content can contribute to the systematization of such processes at food companies.

Keywords: Product development, food design, process design.

1. Introduction
In the current competitive market in which products from different countries compete with each other within common markets, consumers are faced with a wide array of options, thus becoming more demanding in terms of quality, price and performance of products. Against this backdrop, the product development process (PDP) is fundamental for companies to become more competitive, from the correct identification of market opportunities to the launch of new products, with a view to meeting the consumers new expectations and needs as well as those of the other agents involved (e.g. stakeholders) in the product development process. PDP began to be outlined in the last century around the 60s but the food industry took longer to recognize and adopt PDP as a scientific method of research and development of products and processes. Fifty years later, we can notice that the research topic PDP for Food Industry is scientifically underexplored. Nevertheless, the topic has gained some new ground with the opening of markets and the increase of competition among industries. In this context, it is possible to notice various scientific studies which attempt to clarify and support food PDP. To achieve this, researchers usually resort to design processes which, among other things, offer a script with a number of tools and documents to support the design process, aiming to assist a design team to develop such systems. By observing these studies, we can verify that a detailed product development process for the food industry providing ways in which these systems can be developed more easily and with a lower level of abstraction has not been presented yet.
*

To whom all correspondence should be addressed. Address: Departamento Engenharia Mecnica, UFSC Campus Universitrio, Bloco B, Cx P. 476. Bairro Trindade, Florianpolis, SC Brazil. Cep: 88040900 E-mail: andrea@nedip.ufsc.br

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Moreover, only a few activities are usually documented, that is, only technical information and some procedures are made available, and no information explaining why and how the activity has been planned and developed in a certain way is provided. As a result, we can verify the inconsistency of the existing documents which concentrate the knowledge of the activities exclusively on the hands of those who have undertaken them. In view of this problem, the purpose of the present study is to identify the technical and managerial activities which need to be organized during the development and knowledge control stage of the engineering design by means of a reference model for the food product development process. This paper is divided into three main sections. The first one offers a brief literature review of the existing models and methodologies for PDP. The second section presents the information survey of how the process is carried out in practice. Finally, based on the acquired knowledge, the third section proposes a model organized in stages, activities and tasks displaying the main supporting input, output, methods, tools, and documents for each task or activity. 2. PDP Models for Food Industry The first attempts to model the FPDP (Food Products Development Process) into stages within the food industry were made by Buzzel & Noruse (1967) and Earle (1968). The first techniques for the development and processing of food products were identified by Buzzel & Nourse (1967), and in the following decade Philip (1976) described in detail the methods for the technical development of product formulations and processing. It was only in 1985 that Earle divided PDP in the food industry into the seven stages which integrate market research and technological research. Another model proposed by Fuller (1994) provides an overview of PDP and its interaction with the market, presenting a number of recommendations about the technical development of the product related to stability and the processing technologies. A model published by Rudolph (1995) was adopted in the Arthur D. Little company, and it is organized into three main stages. The author focuses on the definition of product stage, and the tools presented aim to elaborate a prototype of the product in a way that consumers needs are taken into account in the initial development stage. In 1997 Earle published a model based on future tendencies. The model presents a systematized view and a methodological and ordered deployment of the study. Nevertheless, it has a rather managerial view which may lead us to believe that the decisions along the process are made based on the previous knowledge of the development team. Some efforts in this direction have already begun in Brazil. The PDP model put forward by Polignamo & Drumond (2001), for example, focuses on the utilization of statistical market research tools throughout the PDP. Another model proposed by PENSO (2003), which approaches all the product stages from the pre-development stage to the eventual product retirement, has its main focus on the product design (i.e. development). By means of a critical analysis of the models found in the literature, it became evident that a model for the detailed food product development process providing ways in which this process could be developed more easily and with a lower level of abstraction had not yet been presented. The study of the best design practices from other areas of knowledge was also carried out. By way of example, we can mention the model used by Ncleo de Desenvolvimento Integrado de Produto (NeDIP Nucleus of Integrated Product Development) from Universidade Federal de Santa Catarina, Brazil. This model 2

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has been successfully used in a design of prototypes for agriculture machines and equipment, often involving solution principles which can be used by the food industry. According to Baxter (1998), the methods and tools of the design are regarded as a set of recommendations that can stimulate ideas, analyze problems, and organize the activities of the design. The main methods and tools mentioned by Fuller (1994), Rudolph (1995), Earle (1997) and Polignamo & Drumond (2001) are summarized as follows. Table 1. Methods and Tools Suggested by the Authors Fuller (1994) Pass/Not System Pass Rudolph (1995) Sensory Analysis Benchmarking QFD Analysis based on response surface methodology, HACCP, and TQM Earle (1997) Brainstorming Morphological Analysis of Products Qualitative Quantitative Research and Polignamo (2001) Factorial Analysis Descriptive Analysis Multidimensional Scaling (MDS) Correspondence Analysis Descriptive Analysis Preference Map Penso (2003) Brainstorming Benchmarking Market Analysis Check list Sensory Analysis Matrix Attributes of

Brainstorming Market Analysis Sensory Analysis HACCP TQM

QFD, TRIZ, SCAMPER, and HACCP

Quality Function Deployment (QFD) is often quoted in the literature as an excellent tool for PDP. However, owing to the characteristics of food products, the method needs to be adapted so that it can take into account the specificities of the food industry. The use of other methods and tools to support QFD (e.g. experiment design and sensory analysis) is suggested in the literature with the aim of meeting these specificities (see BECH et al, 1997 and HOLMEN & KRISTESEN, 1998). There are a great number of methods and tools which support decision making and performance task in the PDP. In this study, we sought to identify which methods and tools suggested in the literature could contribute to the performance of tasks. It is not our purpose herein to exhaust the methods and tools which can be used in the PDP for the food industry, but to find a way in which these tasks can be more effectively and efficiently performed. 3. Interviews at Food Companies The second part of the modeling in the product development process for the food industry was carried out by means of individual interviews or group meetings, which allowed to obtain information on how the product development process occurs in practice. These interviews and group meetings were held in four multinational companies based in Brazil. Table 2 gives an overview of the general profile of the surveyed companies. Table 2. General Profile of the Surveyed Companies Compan y
A Multinational based Condiments, additives, aromas, Quality Manager, Application Development

Origin

Products

Interviewees

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in Brazil ice cream products, dehydrated ingredients, flavorings, fillings, and others. Margarine, oils and mayonnaise. Milk, yoghurt, biscuits, chocolate, condiments and others. Sea foods Manager of Products, R&D manager, responsible for the creation of aromas, and responsible for [the] processes. Product Development Manager Process Analyst , Chief Technician, Industry Manager, Chief Technician, Industry Manager. Product R& D Manager

B C D

Multinational Multinational Multinational

We could not identify a systematic strategy in the surveyed companies, anticipating a methodological and ordered deployment able to provide them with secure control over their PDP. Contrarily, the work was carried out in such a way that the decisions made by the professionals were based on their previous knowledge and the environmental conditions of each company. Table 3 illustrates the main activities related to the PDP of the food companies surveyed. Moreover, by means of the interviews, we were able to confirm that these companies lacked a systematized methodology to conduct the development process of food products. Table 3.Main activities carried out in the PDP of the surveyed companies Stage
Informational Design Conceptual Design

Objective
Survey information deal customers. Create conception product of to with a of

Activities (what to do)

Study on the necessities of acquiring new processing lines Creation of technical specifications. Different types of formulation

How it is done
Financial economic and flavor market analysis, specialized technical team (experienced), sensory analysis, market test. Specialists in the development of aromas; Characteristics of the final product (restrictions); Visit to the equipment suppliers, development in partnership (experience). Team experience; Hiring of company specialized in facilities. ISO 9001 Product development reports; Supplier specifications; Good manufacturing practices; Norms of food legislation HACCP and FMEA programs; Training of production line employees in the training rooms.

Definition of the productive process Detailed Design Production Preparation Create a detailed plan to make the new product. Production Preparation to launch the product Pilot line test Industrial plan test Industrial Facility Creation of documents and implementation: technical specifications of the (semi-) finished product; specifications of raw material and ingredients; Line operation procedures (HACCP and operational); Preparation of quality control (analysis methods and types of analysis); Hiring and training of new employees.

4. Proposal of a Reference Model for FPDP The modeling of the product development process initiated with a bibliographical survey, followed by a survey of how the process occurs in practice by means of interviews, and ended with its formal description. Figure 1 shows the migration path highlighting the role of reference models in the improvement of the product development process.

2nd Mercosur Congress on Chemical Engineering 4th Mercosur Congress on Process Systems Engineering

PDP Actual State

PDP Objectives

Reference Model for PDP

Assessment

PDP Improvement
Schedule
PDP Model

Specification Dra win s gs M ar Op ke pro erati t ce ng du res Pilo Consumer t pl ant trials

Productio n trials

g tin era ure Op ced pro r s sume Con arch e res

Migration Path
Project plan

Fig. 1. Migration Path for the Improvement of the Product Development Process (based on Vernadat, 1996).

The proposed model for the FPDP is deployed in three macro-stages: (i) pre-development, (ii) development, and (iii) post-development. There is a set of activities and tasks for each knowledge domain that needs to be carried out. These activities need to interact with the different departments of the company. Figure 2 displays the stages and knowledge domains involved in the FPDP. Each stage of the model developed is described through the activities, tasks, input, output, methods, tools and support documents. The tasks and activities represent what needs to be done and the methods and tools how they are going to be accomplished. The input and output are the material resources or information necessary to carry out these activities and tasks. The macro-stage of knowledge domain development for the engineering design is deployed in four stages: (i) informational design, (ii) conceptual design, (iii) preliminary design, and (iv) detailed design. In the informational stage, the product idea is translated into the market language for the design technological environment, where the design specifications are generated. The conceptual design can be considered the most important stage of the design, as the decisions made in this stage influence the results of the following stages. At the end of this stage, the food conception (i.e. its formulation) and the conception of the equipment to transform it are defined, which represent the solution through a technical system. The preliminary design stage aims to establish the final formulation of the product and the final layout of the production process in which the decision of the parts to be developed and purchased is made. The study of the functional behavior of the production process can be carried out by constructing equipment prototypes. The detailed design stage aims mainly to spell out the industrial plan for the production of foodstuffs. The beginning of this stage consists of using information from the previous stages.

Pr

tio uc od

Resource Activities

Constraints PDP

Modeling Formalism

Structured Approach

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FOOD PRODUCT DEVELOPMENT PROCESS

PREDEVELOPMENT

PRODUCT DEVELOPMENT
Informational Design Conceptual Design Preliminary Design Detail Design Preparation of Production Launching

POST DEVELOPMENT

STAGES

Strategical Planning

Use

Product Development Management Marketing Product Design

KNOWLEDGE DOMAINS

Process Design Packaging Design Quality Supply Chain Costs Sales

Manufacturing

Assessment 0

Assessment 1

Assessment 2

Assessment 3

Assessment 4

Assessment 5

Assessment 6

Assessment 7

OUTPUT

Design plan

Design Technical Specifications

Concept of Product and process

Process and Product Prototype

Detailed Design

Release product and Projeto process

Comercial Batch

Removal of the product from the market

Fig. 2. Detailed Structure of the Reference Model for the Food Product Development Process.

The production preparation stage initiates with the implementation of the industrial plan and also involves the implementation of the product in the production line and the conclusion of the process design. Due to the amount of information in the model and the importance of the information content for the next stages, this paper emphasizes the first two phases of the proposed model, namely, the informational design stage and the conceptual design stage.

4.1 Information Design Stage The objective of the informational design stage is to generate the technical specifications of the design. To do so, it is necessary to understand what kinds of problem the design has, who the customers are, what their necessities are, what requirements and restrictions the design has to produce the product. Figure 3 illustrates the informational design stage deployed in activities and its main tools. The principal method used in this stage is the QFD. From the first matrix of the QFD (i.e. the Quality House), the second matrix of the QFD is created to generate the technical specifications of the process. The first matrix can also be deployed to generate the technical specifications of raw materials, ingredients and packages. Nevertheless, the QFD needs the help of other methods and tools (e.g. the development spiral, the matrix of attributes, the sensory analysis techniques, and the experiment design) to be used. Figure 4 shows the detailing of Activity 1.5 (i.e. detail the specifications of the product design), its input, methods/tools and support documents to carry out the tasks and obtain the output from this activity.

2nd Mercosur Congress on Chemical Engineering 4th Mercosur Congress on Process Systems Engineering
Design plan Stage 1 Informational Design Create plan of informational design Survey information for food product design Detail the life cycle of the product Quality Function Deployment (QFD) Detail the specifications of product design Survey information for process design Identify need of actors process design Deployment of second QFD matrix Detail the specifications process design Identify availability of ingredients and raw materials and addictive an equipment Monitor information from internal and external sources Update the design plan and register the knowledge and lessons learned
Aid methods and tools.
Knowledge Base

Activity 1.1 Activity 1.2 Activity 1.3 Activity 1.4 Activity 1.5 Activity 1.6 Activity 1.7 Activity 1.8 Activity 1.9 Activity 1.10 Activity 1.11 Activity 1.12

Specification of the Product Design and Specification of the Process Design

Revise

Assessment

Cancel X

Fig. 3. Informational Design Stage

Activity 1.5 Detail the specifications product design Task 1.5.1 Task 1.5.2 Task 1.5.3 Task 1.5.4 Activity 1.6 Task 1.5.1 Input Designed Qualities, Specifications of opportunity, conflict solution, product basic attributes. Designed Qualities, Data from internal and external sources , Product design plan . Designed Qualities, Data from internal and external sources, conflict solution, Technical market requirement report, Food regulation requirement report Designed Qualities, Technical market requirement report, Manufacturing, packaging and distribution requirement report Detail technical and market requirement Detail food regulation requirement Detail the manufacturing, packaging, stockpiling, distribution, preparation, use, and discards requirement Create the specifications of the product design Aid Methods/ tools and Document Market research, Check list, Focus consumer Panels, Grouping analysis, United Analysis, Consultation to the database Food regulation research, Check list, Delphi Method, Consultation to the database Food regulation research, Check list, Delphi Method, test of use and prepare and simulation, Consultation to the database Check list, Consultation to the database Output Technical market requirement report

Survey Information about the process design

1.5.2

Food regulation requirement report Manufacturing, packaging and distribution requirement report
Technical specification of the product design

1.5.3

1.5.4

Fig. 4. Detailing of the Activity 1.5 (Detail the specification of product design)

2nd Mercosur Congress on Chemical Engineering 4th Mercosur Congress on Process Systems Engineering
Figure 5 displays the output of Task 1.5.4 (i.e. create the specifications of the product design). In this stage, the first laboratory tests for the new formulation of the product are carried out, aiming to identify the rheological parameters of the product in order to control future processes.

Technical Specifications of the Product Design

1. Texture 2. Quantify total lipid 3. Thickness of pasta 4. Absorption of water 5. Cooking time 6. Disappearance central Hilum 7. % of water residue 8. Color/pigment 9. Humidity 10. Sensory Brightness 11. Pigment quantity 12. Acidity 13. % Ashes of pasta GOAL SENSOR Undesirable output Observations

Fig. 5. Outputs of Technical Specifications of Product Design

4.2 Conceptual Design Stage The conceptual design stage aims to develop the formulation of food products and the conception of the equipment to transform these products. The declaration of food product is created from the generation of ideas to the elements which constitute a food product produced according to the design specifications, product concept (foodstuff), and process concept. The activities aim to develop alternative ways to formulate the product and process the formulation. They can occur in parallel or simultaneously depending on the complexity of the product being developed. The declaration of food product is a written statement offering sufficient details in relation to the elements that constitute a food product. The elements of a food product are: formulation, process and packaging. Figure 6 shows an example of the declaration tool for the products.

Technical specification of Design (product and process) Product concept

Generation of Idea for Product Element

Product Element
Process Formulation Packaging

Declaration for Food Product

FORMULATION Basic formulation Raw materials Ingredients and additives

PROCESS Overall function Main function Elementary function United operations

PACKAGING Main function Market Function

Fig. 6. Declaration for the Product

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By means of the generation of ideas for the basic formulation and alternative ways for the production process, it is possible to combine different solutions to the product/process morphological matrix created from the example initiated in the product declaration tool.
Table 4. Example of a Morphological Matrix Filled According to the Declaration for the Product Declaration for the Product: Aromatized Milk Basic Formulation Milk Sugar Aromatizing Process 1 Thermo Treatment of Milk plus Ingredients Mix Ingredients Packaging Cooling Whole liquid Cocoa Sterilize Mixter Glass Immersion Ingredients, raw materials, additives and others Skimmed SemiPowder Skimmed crystal fruit Chocolate Fresh Fruit Aroma Solution Principles and Unitary Operations Pasteurize Irradiate Emulsifier Polypropylene Cooling Tunnel Mixer for solids Cartoned Plate Changer Whey

Freeze

Mixer for liquids Cooling Tank

5. Final Remarks on the Developed Reference Model After the creation of the reference model for FPDP, the model was submitted to the assessment by the food companies. The objectives of this assessment were to verify (i) the characteristics of the proposed model, (ii) its application to the food industry, and (iii) its utility as an educational and professional qualification tool. The adoption of the supporting methods and tools was identified by the companies as the main contribution of the model, due to the guidance it provides in the technical and managerial decision- making process. The necessity of integrating knowledge as presented in the model has awakened the companies to the need of managing teams and multiple designs being occurring in the same period of time. The present study has added experience to the systematization and integration of different knowledge domains for FPDP. The result is based on the integration of technical and managerial types of knowledge. It has also given its contribution as a theoretical reference whose complexity and content had not been presented - up to the present moment - in an integrated and systematized way for the food companies. Despite the fact that the models reviewed herein present some deficiencies, they have contributed to the improvement of the proposed model with the indication of methods and tools to carry out activities and tasks. The adaptation of the methods and tools to be used in the food area was carried out after a detailed study so that these methods and tools could be complete and used in different types of designs. During the study, an attempt was made to focus on its practical application, and sometimes the conclusion was reached that some adjustments to the tools were necessary. By way of example, the declaration of food product was created according to the method of the synthesis function due to the fact that foodstuffs are not a mechanical system, but a physico-chemical and microbiological system. A more in-depth study of this model to apply it in the conception of equipment to process foodstuffs is the first step to revert the lack of studies in this particular research area.

2nd Mercosur Congress on Chemical Engineering 4th Mercosur Congress on Process Systems Engineering
This study continues to be carried out through its application as a reference model in a food company in order to improve its PDP, and also as a PhD design being currently developed. For further information about the developed reference model, please contact the authors:

References
Baxter, M. (1998). Projeto de produto: guia prtico para o design de novos produtos. So Paulo: Edgard Blcher LTDA. Bech, A. C.; Hansen, M. & Wienberg (1997). Application of house of quality in translation of consumer needs into sensory attributes measurable by descriptive sensory analysis. Food Quality and Preference, v 8, n 5/6, p.329-348, 1997. Disponvel em: <http://www.elsevier.com/locate/foodqual> Acesso em: 28 de julho de 2003. Buzzeli, R. D.; NOURSE, R. E (1967) Product innovation. In:_. Food processing. Boston: School Business Administration. Havard University. Earle, M. D. et al. (1968) Product Development and Marketing. Food technology in New Zeland, v.3, p.11-24. Earle, M. D. (1985) The product development process. In:_ Product and Process development in food industry. Harwood. Earle, M.D. (1997). Changes in the food product development process. Trends in food Science & Tecnology , vol. 8, p. 19-24 , January. Fuller, W. G. (1994). New food product development: from concept to marketplace. Florida: CRC Press LLC. Holmen, E.; Kristensen, P. S. (1998). Supplier role in product development: interaction versus task partitioning. European Journal of Purchasing & Supply Management, v.4, pp.185-193. Penso, C. C. (2003). Modelo de referncia para o processo de desenvolvimento de produtos na indstria de alimentos. Florianpolis, 180 f. Dissertao de Mestrado Engenharia Mecnica, Universidade Federal de Santa Catarina. Polignamo, L.A.C; Drumond, F. B. (2001) O papel da pesquisa de mercado durante o desenvolvimento de novos produtos. In: Congresso Brasileiro de Gesto de Desenvolvimento de Produto, 3, 2001, Florianpolis. Anais...Florianpolis: UFSC, CD-ROM: il.p.121-130. Rudolph, J. M. (1995). The food product development process. British Food Journal. Vol. 97, n 3, pp. 3-11.

Acknowledgments
We would like to thank the Postgraduate Program Mechanical Engineering from Universidade Federal de Santa Catarina (UFSC), CAPES, FINEP and the companies involved in this research. The present study continues to be carried out with the support of Conselho Nacional de Desenvolvimento Cientfico e Tecnolgico CNPQ [National Brazilian Agency of Scientific and Technological Development].

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