The Complex Task of the New Product Developer

I am a seasoned professional with more than 18 years of experience in research and development (R&D), specialising in food products and the application of food ingredients. Throughout my career, I have successfully led projects, development teams, and technology processes in the fields of biscuits, snacks, and cereals.

I spent ten years working in the food industry in Brazil for PandurataAlimentos, which encompasses renowned brands like Bauducco, Visconti, and Hershey's. My tenure included engagement in various R&D areas, such as process engineering. I led the raw material development team and spearheaded new product development, specialising as an expert in biscuit development.

For the past eight years, I have been employed by Cerealto Foods, a Spanish-based company focused on the manufacturing of biscuits, cereals, snacks, and pasta. In this role, I have been instrumental in leading and managing large-scale projects aimed at evolving the biscuits portfolio. During this period, we have successfully launched over 50 products for various clients across the globe.

My education is a Bachelor's degree in Business Administration from the University of São Paulo.

I have a Master's degree in Food Engineering with a specialisation in New Product Development from the Maua Technological Institute.

In my present capacity, I serve as the global head of process technology. This role entails overseeing teams located in different parts of the world, including Spain, Portugal and the United Kingdom. My responsibilities encompass managing and optimising various aspects of the company's process technology ensuring the efficient production of high-quality food products.

My extensive experience, education, and track record of successfully leading projects and teams make me well-suited for the complex and dynamic world of food product development and process technology.

The Concept of New Product Development

One must recognise that the concept of being a new product developer is a multifaceted endeavour; while universities equip aspiring professionals with comprehensive education, including scholarships, training, and access to prototype development in pilot plants, the transition to the professional world unveils an intricate reality. Each company adheres to its unique methodologies, objectives, infrastructure, personnel, leadership, and budgeting, making it imperative for new entrants to adapt to these distinct workplace dynamics to achieve corporate goals.

Experience stands as a formidable asset in achieving these objectives, simultaneously facilitating personal growth and a less stressful professional journey.

Drawing upon my 18-year international experiencein the food industry, I emphasise its profound influence on expediting new product development (NPD) initiatives.

A key tip is to understand the unrealistic expectation of coming up with a winning recipe on the first try; this approach can invariably lead to immense anxiety and frustration, particularly when the recipe requires days or even months of development and refinement. It is essential to understand that to achieve a single winning recipe; one must be prepared to develop multiple, perhaps 50 or even 100 recipes, aligned with the objectives outlined in the project report. Consequently, when estimating project hours, it is essential to consider the nature of the product under development; applying an existing product on the market may take longer than creating a completely new product.

Addressing the anxiety factor is paramount, especially these days and for new professionals in this field, starting a project and meeting time and budget constraints can be immensely stressful, which can lead to mistakes and greater anxiety than expected, precisely to be able to meet these limitations. It is increasingly vital that professionals are well prepared and meet budgetary, timing and project requirements, as companies demand these attributes.

In the early stages of a project, particularly for those with limited experience, evaluating the potential complexities associated with a product can be challenging. It is essential to look for market analogies, make price comparisons between raw materials and products, examine market offerings and conduct extensive analyses, including examining the baking process, product finishing and other relevant factors, to obtain information about the target product.

Preparation is as important as the product itself; before embarking on the development of a prototype, it is imperative to do extensive preliminary work, ensuring that the theoretical recipe aligns with the legal stipulations, ingredients and nutritional information that are provided. Similarity to the target product sets the stage for success. Achieving these criteria significantly increases the likelihood of a successful recipe, leaving only minor adjustments such as improvements in flavour, sugar type and intensity, and the inclusion of supplemental ingredients and additives.

Becoming a successful new product developer (NPD) requires a combination of various aspects and skills to excel in this challenging and dynamic field.

Here are some key aspects and essential skills for NPD professionals:

Market Research:The ability to conduct comprehensive market research to identify opportunities, trends, and consumer needs that can inform new product ideas.

Creative Thinking:The capacity to think innovatively and generate unique product concepts that can meet consumer demands and stand out in the market.

Project Management:Proficiency in project management to plan, execute, and monitor the development process efficiently, meeting timelines and budgets.

Cross-Functional Collaboration:Effective communication and collaboration with cross-functional teams, including R&D, marketing, manufacturing, and quality control.

Problem-Solving:Strong problem-solving skills to overcome challenges and hurdles encountered during product development.

Risk Assessment:The ability to assess and manage risks associated with new product development, ensuring the mitigation of potential setbacks.

Regulatory Compliance:Understanding of relevant regulations and standards in the industry to ensure that new products meet legal requirements.

Prototyping and Testing: Proficiency in creating prototypes and conducting thorough product testing, including quality assurance and consumer testing.

Cost Analysis:Skills to analyse the cost implications of product development, ensuring that new products align with budget constraints.

Intellectual Property Knowledge:Awareness of intellectual property rights and strategies to protect innovations, such as patents and trademarks.

Adaptability:The ability to adapt to changing market conditions and emerging technologies, staying current with industry trends.

Communication Skills:Effective communication is crucial for conveying ideas, updates, and results to team members and stakeholders.

Creativity: The capacity to brainstorm and generate inventive ideas that can lead to unique and successful products.

Attention to Detail:Meticulous attention to detail during the development process, ensuring that product specifications and quality standards are met.

Data Analysis:Proficiency in data analysis to make informed decisions based on consumer feedback, market trends, and product performance data.

Market Strategy:Knowledge of marketing strategies and the ability to develop a clear market positioning and launch plan for new products.

Continuous Learning:A commitment to continuous learning and staying updated on advancements in technology, consumer preferences, and industry best practices.

Time Management:Effective time management skills to prioritise tasks, meet deadlines, and optimise efficiency in the development process.

Ethical and Environmental Considerations:An awareness of ethical and environmental concerns, including sustainability, when developing new products.

Professionals who are and want to develop as NPDs who possess these aspects and skills are well equipped to excel in the competitive and constantly evolving field of new product development; these will be important factors to differentiate you in the market, which is increasingly competitive, especially with the constant evolution of technology for food development and manufacturing.