Proactive NPD sifts wheat from the chaff

- Last updated on GMT

Related tags: Nutrition, Wheat, New product development, Npd

More manufacturers are seeking to reduce levels of saturated fat, salt and sugar in their products.

Two-thirds of respondents (66%) to Food Manufacture's survey said nutrition formed a key part of their firm's new product development (NPD) strategy, which is up on the 58% reported last year. Around two-thirds of respondents (65%) were moving towards 'clean labels'.

NPD continues to be crucial to success, with 60% (57%) planning to invest more in NPD this year. Zoeb Bhujwalla, director of the American Muffin Company, said: "We have had increased NPD activity to stay ahead and give increased choice in niche areas of gluten-free and wheat-free."

Lise Madsen, md of organic firm Honeyrose Bakery, said: "Proactive NPD will separate the 'winners' from the 'losers'. There is so much pressure on raw materials ... NPD and innovation will therefore be important tools."

Related topics: NPD, Bakery

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