4 Food product development such as a meal at a restaurant, it can be complex and emotional. The company defines a new product as having some difference in the basic functions and aesthetic presentation; but consumers compare it with the old product and competing products and if they recognise a difference then it is a new product to them(Schaffner et al., 1998 ). Product development is all about reconciling these two points of view There are many thousands of food products and they can be grouped together into product categories according to food system position market they serve processing technology used to manufacture them basic common characteristics such as nutrition and health level of innovation Grouping products is a useful method of developing new product ideas using techniques such as product platforms, product morphology and gap analysis One can identify spaces for new developments, methods of product improve ment and indeed innovation related to changes in food system or technology 1.1.1 Food products and the food system Products interact with every part of the food system from primary production to the consumer as shown in Fig. 1. 1. The new cereal, high in protein, may go to the processor to produce a specialised protein product for bakers, or to a food manufacturer to make a high-protein breakfast cereal, or to a vegetarian fast food outlet as a meat replacer, or to a supermarket as an ingredient for home prepared muesli or directly to the consumer for us home breadmaker a new product in one part of the food system can cause new products in other There is a need to distinguish the three groups of products 1. Primary products from sea and the land 2. Industrial ingredients from food processors 3. Consumer products from food manufacturers and food service They basically have the same product development process, but there are activities and techniques specific to each area. There is a need to recognise the total product in each case. There is a formal product with its associations such as service, know-how and image as identified by the company( Crawford, 1997), and then the product concept of the consumer or customer. A McDonald's hamburger may seem a simple product but it has strong associated benefits such as convenience, price, fast service and hygiene, along with a very powerful allure especially for young people of the good things in American life. Food service products usually have a high proportion of services, but so do industrial products and increasingly primary productssuch as a meal at a restaurant, it can be complex and emotional. The company defines a new product as having some difference in the basic functions and aesthetic presentation; but consumers compare it with the ‘old’ product and competing products and if they recognise a difference then it is a new product to them (Schaffner et al., 1998). Product development is all about reconciling these two points of view. There are many thousands of food products and they can be grouped together into product categories according to: • food system position; • market they serve; • processing technology used to manufacture them; • basic common characteristics such as nutrition and health; • product platforms; • level of innovation. Grouping products is a useful method of developing new product ideas using techniques such as product platforms, product morphology and gap analysis. One can identify spaces for new developments, methods of product improve￾ment and indeed innovation related to changes in food system or technology. 1.1.1 Food products and the food system Products interact with every part of the food system from primary production to the consumer as shown in Fig. 1.1. The new cereal, high in protein, may go to the processor to produce a specialised protein product for bakers, or to a food manufacturer to make a high-protein breakfast cereal, or to a vegetarian fast￾food outlet as a meat replacer, or to a supermarket as an ingredient for home￾prepared muesli or directly to the consumer for use in a home breadmaker. A new product in one part of the food system can cause new products in other parts. There is a need to distinguish the three groups of products: 1. Primary products from sea and the land. 2. Industrial ingredients from food processors. 3. Consumer products from food manufacturers and food service. They basically have the same product development process, but there are activities and techniques specific to each area. There is a need to recognise the total product in each case. There is a formal product with its associations such as service, know-how and image as identified by the company (Crawford, 1997), and then the product concept of the consumer or customer. A McDonald’s hamburger may seem a simple product but it has strong associated benefits such as convenience, price, fast service and hygiene, along with a very powerful allure especially for young people of the good things in American life. Food service products usually have a high proportion of services, but so do industrial products and increasingly primary products. 4 Food product development