2

Executive Summary Product Description Creamy avocado, bright and flavorful

vegetables, and bold spices all come together in

Bistro Garden’s Savory Yogurt. A unique,

convenient, and spoonable yogurt snack, this

after-breakfast yogurt is sure to satisfy your

“savory tooth” unlike any typical sweet or fruity

yogurt. Why snack on sodium-overdosed chips

and deep-fried products at a high caloric cost

when you can enjoy this light and delicious

medley of avocado, tomato, corn, cilantro, and

lime? This portable, ‘on-the-go’ item is perfect work workplace snacking and is ideal for

women, ages 18-49, especially those interested in “better for you” (BFY) products. A

savory yogurt snack is a unique twist that will catch the eye of consumers that have

become fatigued by fruit. Bistro Garden’s Savory Yogurt with avocado, tomato, and corn

will intrigue adventurous consumers seeking a change in their normal yogurt routine.

Nutritional Profile

Bistro Garden’s Savory Yogurt isn’t just a snack; it’s a satisfying and delicious

way to achieve health and wellness goals. This yogurt is an excellent source of calcium

and fiber and a good source of vitamin A and C. It’s low in cholesterol and contains a

half serving of vegetables. This product also contains three live and active cultures:

Streptococcus thermophilus, Lactobacillus delbrueckii

subsp. bulgaricus, and Lactobacillus acidophilus.

Probiotic cultures such as these may promote good

digestive health. With only 190 calories per serving,

Bistro Garden’s Savory Yogurt has a total energy

density of 0.826 kcal/g.

3

Executive Summary Shelf Life and Storage

The potential shelf life for Bistro Garden’s savory yogurt is two to three months

under refrigeration (36-38o F). This minimally processed product employs hurdle

technology (low pH, refrigeration, and vacuum packaging) to extend the shelf life and

prevent contamination by bacteria, yeast, and mold while maintaining a clean label.

Packaging In order to extend the shelf life of the product, preserve the texture of the

vegetables, and give this product a unique visual appeal, Bistro Garden’s Savory Yogurt

has a two-part primary packaging system. The bottom half contains the avocado yogurt

portion and the top half contains the vegetable portion. The two halves are attached via

a double-sided lid. Cutouts on the label over both containers allow the customer to see

the product within. The entire container is wrapped in a single label with a perforated

strip over the lid. The label depicts vines wrapped around a decorative fence, which

surrounds the garden where the tomato, corn, and cilantro were grown.

Cost and Sales Bistro Garden’s Savory Yogurt will be sold in the refrigerated section of retail

supermarkets at a price of $1.99 for a single container and $9.99 for a case of six

containers. According to market insight, “the steady gains observed between 2007 and

2012 indicate that, while consumers in most segments continue to embrace recession-

era frugality, many are willing to pay modest premiums for “better-for-you” (BFY) snack

and breakfast foods.”1

4

Executive Summary

Multifunctional Applications

Although the market research and sensory analysis are based around the

concept of a spoonable yogurt, the application possibilities are truly endless with this

multifunctional yogurt-based product. It can be used as a dip for wings, carrots,

broccoli, or tortilla chips. It can be incorporated into a layered dip, replacing both

guacamole and sour cream. It can be used as a base for smoothies and soups. It can

also be used as a topping for burgers or a sauce for Southwestern grilled chicken.

With fewer calories per serving than the average sour cream or ranch dressing, it’s a

healthy alternative ingredient that will taste great in a wide variety of recipes.

5

Market Demand Health and wellness aspirations of Americans and the desire for more “better for

you” (BFY) products are the major market factors that are driving the demand for yogurt.

Bistro Garden’s Savory Yogurt was designed as an excellent source of calcium and a

good source of vitamin A and C without sacrificing flavor or convenience. Because of

the fresh avocado and Danisco’s HOWARU Dophilus probiotics, this yogurt is also an

excellent source of fiber and contains live and active cultures, which appeals to the 24%

of yogurt consumers that purchase yogurt “for digestive health reasons.” 1

This product is marketed primarily towards women, ages 18-49, especially those

interested in BFY products. The target consumer is health

conscious and interested in high-quality products containing

ingredients perceived as ‘natural’ (much like the tomatoes, corn,

and creamy avocado base of this savory yogurt).

In order to achieve a greater opportunity for differentiation,

the product is also marketed as a convenient, after-breakfast snack

that caters to a fast-paced lifestyle. The avocado yogurt is

packaged separately from the tomato, corn, and cilantro mixture.

This adds an element of interactivity for the consumer, extends the

shelf life of the product, preserves the texture of the vegetables,

and gives the item a strong visual appeal. Studies have shown that

consumers feel more confident purchasing items that allow them to see the actual

product.2 The cutouts on the top and bottom portions of the primary packaging allow the

consumer to see the eye-catching bright red and yellow of the tomato and corn as well

as the soft green tint of the avocado.

According to the What’s Hot 2012 Chef Survey published by the National

Restaurant Association, hyper-local sourcing (e.g. restaurant gardens) was listed as

one of the Top 10 Trends among American

consumers.3 While this concept is not feasible for a

national food manufacturer, the

name “Bistro Garden” was chosen

specifically to reflect this idea.

6

Market Environment In the refrigerated aisles of a retail supermarket, many different flavor profiles of

packaged 6- to 8-ounce spoonable yogurt snacks exist, from plain to strawberry-banana

flavored to yogurt with added pieces of peach and granola clusters. However, this

monotony has created an opportunity. In an area of the retail market that is inundated

with variety, a game-changing idea is needed to create a standout yogurt product.

Once consumer acceptance of a spoonable,

savory yogurt has been gained, there will be an

opportunity for line extensions and other flavor

profiles like tzatziki, crème fraîche, and kid-

friendly flavors.

According to Mintel Reports, refrigerated spoonable yogurt sales exceeded $6.2

billion in 2012, accounting for 89.3% of total yogurt and yogurt drink sales in that year.

Despite weak economic conditions, sales of yogurt (including drinks and frozen items) in

the United States are forecasted to steadily increase and reach between $8.8 and $10

billion by 2017.1

This product will be available nationally in the refrigerated section of retail

supermarkets (74% of consumers that purchase yogurt buy it from supermarkets).1

Other major yogurt manufacturing companies/products include Groupe Danone

Inc./Dannon, Oikos, Stonyfield Farm (29.9% market share), General Mills Inc./Yoplait

(29.2% market share), and Agro Farms Inc./Chiobani (16.7% market share).1

With the increasing globalization of the food industry, it’s important to look

beyond the local scope. Not only can this product succeed in the United States, it has

the potential to succeed in growing yogurt markets around the world. The yogurt market

in the UK is forecasted to grow from £3.3 billion to £3.6 billion between 2012 and 2017.1

According to a 2008 Mintel Report on Healthy Eating and Drinking in France,

“Functional dairy foods are now a €1 billion market, of which yogurt and yogurt drinks

account for more than three-quarters.”1 In Spain, Groupe Danone has been successful

in the development and sale of probiotic yogurt drinks, an application for which this

product can easily be adapted.1

7

Formulation and Development When it was decided a yogurt-based product would be developed, the Bistro

Garden team wanted to find a way to reinvent a common product. Creating a new sweet

or fruit-flavored yogurt would create many challenges in terms of differentiation and

securing market share. Therefore, it was decided that a spoonable, savory yogurt snack

would have the greatest potential for success in terms of differentiation. To gain just 1%

market share of all yogurt and yogurt drinks would equate to $62 million in sales,

certainly a profitable venture.

Once the gold standard recipe was finalized, commercial ingredient samples

were requested and evaluated. The texture of individually quick frozen (IQF) tomato,

corn, and cilantro was found undesirable. The addition of lime juice in order to reduce

the pH of the mixture made it possible to safely use fresh tomato, corn, and chopped

cilantro, while retaining the desired firm texture of the vegetables. Freeze dried avocado

was initially used in the formulation but was found to contribute many off flavors. The

color, texture, and flavor of Calavo’s Ultra-High Pressure (UHP) processed avocado

pulp matched closest to fresh avocado pulp. A seasoning blend of Southwestern flavors,

similar to a salsa mix, was formulated. Life Spice Ingredients used the formula to

estimate the cost of the seasoning mix.

Because DuPont™ Danisco® offers such a wide variety of yogurt cultures, it was

decided that a YoMix culture would be used for the commercial product as well as

HOWARU Dophilus for its probiotic qualities. Because of the increasing saturation of the

Greek yogurt market, a plain yogurt was chosen as the base for this product. Yogurt

made from whole, partially-skim, and fat-free milk were prepared and compared. The

fat-free yogurt had a light texture and flavor that worked best in the product. Xanthan

gum was added to slightly thicken the yogurt and a BEST MIX product was added as a

stabilizer to prevent separation.

Wanting to be as nutritious as possible, the product

initially contained a full serving of vegetables. However, the

focus group feedback indicated that the portion was too

large for a snack. Therefore, the vegetable portion was

reduced to a half serving.

8

Product Formula and Ingredient Listing Formulation for One Portion of the Yogurt Mixture

Ingredient Supplier Amount (g) Portion of Total Product (%)

Non-fat milk Hickory Hill 114.00 67.01 Avocado Pulp Calavo 50.01 29.40 Seasoning Mix Life Spice and

Ingredients 4.69 2.76

GRINDSTED Xanthan 80 DuPont Danisco 0.85 0.50 GERMANTOWN Best Mix DuPont Danisco 0.51 0.30

HOWARU Dophilus LYO 10 DC-S

DuPont Danisco 0.037 0.02

YO-MIX 495 LYP 250 DCU

DuPont Danisco 0.003 0.01

Total 170.1 100.00

Formulation for One Portion of the Tomato/Corn Mixture Ingredient Supplier Amount (g) Portion of Total

Product (%) Tomato FreshPoint 39.57 65.95

Corn FreshPoint 19.78 32.97 Cilantro FreshPoint 0.50 0.83

Lime Juice Sun Orchard 0.15 0.25 Total 60.0 100.00

DuPont™ Danisco® Ingredient Functionality

1. GERMANTOWN™ Best Mix is a blend of stabilizers in powder form that enhanced

texture and mouthfeel of the yogurt while preventing unwanted separation.

2. GRINDSTED® Xanthan 80 is a xanthan gum that is used as a thickening agent and

stabilizer in this product.

3. HOWARU® Dophilus LYO 10 DCU-S is a freeze-dried culture of the bacterial strain,

Lactobacillus acidophilus, which provides probiotic function and promotes digestive

health.

4. YO-MIX™ 495 LYO 250 DCU is a blend of the lactic bacteria strains Streptococcus

thermophilus and Lactobacillus delbrueckii subsp. Bulgaricus, which were added for

acidification, pH stabilization, texture, and taste.

9

Shelf Life The potential shelf life for the avocado yogurt is two to three months under

refrigeration (36-38o F). Various shelf life studies on both the avocado yogurt and

vegetable mixture were conducted in order to observe the potential shelf life of the

product. Because of the high fat content in the avocado, the physical and oxidative

stability were of primary concern during the study.

The extruded vacuum pouches, composed of 3-millimeter thick, seven-layer

mixture of polyethylene and nylon resins, are used to address the browning issue of the

avocado. The pouch has barrier properties that prevent the transmission of oxygen and

moisture vapor. However, once the package has been opened the avocado can lead

browning. For the vegetable mixture, a four-ounce plastic cup is used and sealed with

plastic film. Ideally, elements of both the vacuum pouch and plastic cup would be

utilized in the primary packaging used for presentation.

Water activity and pH of both components were taken into consideration during

shelf life testing. The tomato is seeded and the cilantro is blanched in order to

remove/inactivate enzymes that could increase the degradation of the product. Lime

juice was added to lower the pH of the vegetable mixture to 4.5. The pH of the yogurt

mixture is 4.6. The pH levels of both mixtures are considered to be within the ‘safe zone’

for inhibition of most microorganisms. The pH of the yogurt was kept above 4.2 in order

to preserve the live and active cultures. Because of the high water activity of the

vegetables (0.984 Aw) and the yogurt (1.00 Aw), the product must be refrigerated.

Since Listeria monocytogenes and Yersinia enterocolitica can grow at low

temperatures and are naturally found in the environment, both are pathogens of

concern. Keeping the product refrigerated and the processing plant equipment sanitized

will reduce the risk of growth of these microorganisms. Staphylococcus aureus or

Escherichia coli may contaminate this product if sanitation requirements are not met or

if the product is not stored properly. The addition of a MicroGARD product could inhibit

unwanted pathogenic microorganisms. High Pressure Processing could also be used to

reduce or eliminate spoilage caused by microorganisms, thereby increasing the shelf

life and enhancing the food safety of the product. HPP also helps products that do not

include many food additives to retain a fresh taste through processing and storage.

10

Focus Group and Sensory Evaluation A focus group was conducted to gain insight concerning how consumers felt

about a spoonable, savory yogurt. Since this is a relatively new concept, it was

important to determine if potential customers would accept and enjoy the product.

Overall, the panelists were slightly skeptical but were intrigued and interested in

sampling the product. They enjoyed the seasoning blend and the fresh lime scent of the

yogurt. The data collected indicated that the amount of vegetables needed to be

decreased. Originally, a full serving of vegetables was included in the product but the

panelists felt this was too large for a snack portion, so it was reduced to a half serving of

vegetables. Also, they felt that the ratio of tomato to corn should be adjusted from a 1:1

ratio to a 1:2 ratio, respectively.

A sensory panel was conducted to determine liking of various qualities of the

yogurt. The results collected showed positive responses in terms of overall creaminess

and amount of vegetables. All panelists indicated that yogurt helps them achieve their

health and wellness goals, and over 60% of the panelists showed willingness to buy this

product. Panelists were also asked what price they would be willing to pay for the

product and what portion size they preferred. According to the results, 60% of panelists

chose a 6- to 8-ounce portion and thought the yogurt should cost between $1.39 and

$1.99. Therefore, the yogurt will be sold for $1.99 and will be packaged in 8-ounce

containers (2 ounces of vegetables, 6 ounces of yogurt).

Results

Mean Scores of Various Attributes of Bistro Garden’s Savory Yogurt Attribute Scores Color1 5.801

Overall Appearance1 6.17 Crunch1 6.104

Creaminess1 7.126 Overall Texture1 6.563

Spice1 5.759 Amount of Vegetables1 6.863

Overall Flavor1 6.326 Purchase Intent2 61%

Nutritional Value2- 100% 1 Where 0 denotes “ Dislike Extremely” and 10 denotes “Like Extremely”

2 Where 0 denotes “No” and 100 denotes “Yes”

11

Nutritional Profile

The nutritional information for the complete

product (avocado yogurt and vegetable mixture) is

presented in the figure to the left. This product contains

190 calories per 230 grams and has an energy density of

0.826 kcal/g. The information regarding the

nutritional values were calculated using

Genesis® R&D software and are based

on a 2,000 calorie diet.

Health Claim Regulatory Compliance

“Excellent” source of calcium Contains at least 20% of the recommended daily

value (DV) of calcium per reference amount.4

“Excellent” source of fiber Contains at least 20% of the recommended daily

value (DV) of fiber per reference amount.4

“Good” source of Vitamin A and C Contains at least 20% or more of the

recommended values of each of these vitamins. 4

“Low in Cholesterol,” Contains a maximum of 20 mg cholesterol per

reference amount.4

“Contains Live and Active Cultures.” Contains at least 1x109 CFUs of Lactobacillus

acidophilus

“1/2 Serving of Vegetables.” 2-ounce vegetable mixture of tomatoes and corn

INGREDIENTS: AVOCADO-YOGURT: Pasteurized Skimmed Milk, Live and Active Cultures (S. Thermophilus, L. Bulgaricus, L. Acidophilus), Avocado Pulp, Seasoning (Maltodextrin, Salt, Green Bell Pepper, Onion, Sugar, Black Pepper, Red Pepper, Jalapeño, Modified Starch, Garlic, Lime, Vinegar, Xanthan Gum, Citric Acid), Xanthan Gum, Guar Gum. TOMATO-CORN MIXTURE: Tomato, Corn, Cilantro, Lime Juice. ALLERGENS: Contains Wheat, Milk, and Soy

12

PROCESSING FLOW CHART

YOGURT/AVOCADO MIXTURE TOMATO/CORN MIXTURE

Raw Milk

Avocado Pulp

Dry Ingredients

Whole Tomatoes

Raw Cilantro

Corn

Homogenize

Pasteurize

Inoculate and Mix

Incubate

Cool

Pumping system and in-line mixing

Packaging

X-ray and metal

detector

Manual packaging of components into carton

Case

Palletizer

Refrigerated Storage

Citric Acid

Wash

Citric Acid

Wash

Seed Removal

Dice

Stem Removal

Chop

Citric Acid

Wash

Remove cob

Cook

Chill

Weigh

Weigh Weigh

Mix

KEY Indicates production flow Indicates ingredient addition Indicated critical control point

Lime Juice

Weigh

13

Critical Control Points

Process Step Hazards Control Measures

Critical Limits Corrective Action

Receive raw milk

Microbial (Salmonella enterica, Escherichia coli, Listeria monocytogenes)

Microbiological analysis

Analysis results, pH

Reject milk if not within critical limits

Pasteurization of milk

Microbial (Salmonella enterica, Escherichia coli, Listeria monocytogenes)

Time and temperature

UHT, 275°F for 1-2 seconds

Re-pasteurize

Cooling of milk Microbial (Salmonella enterica, Escherichia coli, Listeria monocytogenes)

Time and temperature

Below 41°F within 4 hours

Use ice water to cool more rapidly

Washing vegetables

Microbial (Salmonella enterica, Escherichia coli, Listeria monocytogenes)

Time and contact

Determined by citric acid wash manufacturer

Re-wash vegetables

Good Manufacturing Processes (GMPs)

• Cleaning equipment • Washing vegetables and herbs • X-ray and metal detection

Commercial Production and Technical Feasibility

Any product that contains avocado will face difficulties in terms of production and

technical feasibility. Before the 1990’s, commercially packaged avocado pulp with a

shelf life longer than a few weeks was considered impossible. However, High Pressure

Processing (HPP) equipment that uses pascalization can be utilized in this process to

inactivate pathogenic microorganisms and denature enzymes that lead to browning

during storage. Because this is not a heat-based processing technique, it would have

little to no effect on the flavor or texture of the yogurt and an HPP step could be added

to the processing flow chart. Companies like Fresherized foods have shown how

technically feasible products like this can be. Although the equipment would be a large

capital investment, its application possibilities extend far beyond just this product.

14

Cost Analysis

Formulation and Cost Analysis for One Portion of the Yogurt Mixture Ingredient Wholesale Price

($/unit) Amount (g) Cost of Ingredient in

Formulation Non-fat milk 2.60/ gallon 114.00 0.0756

Avocado Pulp 1.79/ pound 50.01 0.1968 Seasoning Mix 2.52/ pound 4.69 0.0261

GRINDSTED Xanthan 80 4.65/ pound 0.85 0.0087 GERMANTOWN Best Mix 6.90/ pound 0.51 0.0078

HOWARU Dophilus LYO 10 DC-S

0.35/ gram 0.037 0.0130

YO-MIX 495 LYP 250 DCU

0.6/ gram 0.003 0.0018

Total 170.1 0.3298

Formulation and Cost Analysis for One Portion of the Tomato/Corn Mixture Ingredient Wholesale Price

($/unit) Yield (%) Amount (g) Cost of

Ingredient in Formulation

Whole Tomatoes 0.90/ pound 78.4 39.57 0.1001 Corn 0.61/ pound 63.49 19.78 0.0416

Cilantro 3.35/ pound 46.43 0.50 0.0080 Lime Juice 7.74/ gallon 100.00 0.15 0.0003

Total 60.0 0.15

According to Mintel Reports and sensory panel results, panelists (and the

average yogurt consumer) are willing to pay a modest premium for this type of yogurt

product.1 Bistro Garden’s Savory Yogurt is a unique new product with bold flavors that

cater to post-recessionary and recovery spending behaviors. At a $1.99 price point, this

product has a 25% food cost, not including labor, overhead, or packaging. This cost

analysis is based on a small-scale operation. As the number of units produced

increases, the cost will decrease. Bistro Garden sources fresh tomato, corn, and

cilantro, which are processed in-house. These items can be sourced pre-washed, cut,

and individually quick frozen (IQF) at a lower cost. Freeze dried avocado pulp is also

commercially available from companies like Síosí in Mexico City, Mexico. Many steps

can be taken to lower food cost. However, this formulation is the superior version of the

product in terms for texture, flavor, appearance, and overall quality.

15

Prototype

16

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3 "What's Hot 2013 Chefs Survey." National Restaurant Association. N.p., n.d.

Web. <http://www.restaurant.org/Home>.

4 Huth, P.J., Ph.D., & Hoadley, J.E., Ph.D. (2011). Quick Reference Guide.

Nutrition claims for dairy products. In Huth (Ed.), Dairy Research Institute.

Retrieved from

• "2010 Dietary Guidelines for Americans." USDA. N.p., n.d. Web.

<http://www.health.gov/DietaryGuidelines/>.

• Chandan, Ramesh C. Manufacturing Yogurt and Fermented Milks. Ames, IA:

Blackwell Pub., 2006. Print.

• Damodaran, Srinivasan, Kirk L. Parkin, and Owen R. Fennema. Food Chemistry.

4th ed. N.p.: CRC, 2008. Print.

• Lynch, Francis T. The Book of Yields. 8th ed. N.p.: Wiley, 2010. Print.

• McGee, Harold. On Food & Cooking: An Encyclopedia of Kitchen Science,

History and Culture. London: Hodder & Stoughton, 2004. Print.

• Mintel GNPD. Mintel Group Ltd., n.d. Web.

• Montville, Thomas J., and Karl R. Matthews. Food Microbiology. 2nd ed. N.p.:

American Society for Microbiology, 2008. Print.