How the Cookie Crumbles: The Case of Gluten-free Cookies.

Slides:

Advertisements

Similar presentations

1 Serving Healthy Food Section 3: Module 7. 2 Childcare Centers play a significant role in nutrition Head Starts in Alaska –Serve over 3,000 children.

Advertisements

Going Gluten-Free The why and how of gluten-free diets.

Formulating Gluten-free Baked Goods Sunday, October 6, 2013 Smarter Ingredients…Smarter Solutions NASDAQ: PENX.

Eating Healthy and Eating Well Nutrition Unit Eating Healthy Foods By eating healthy foods in recommended amounts, you make sure that you will grow and.

Making Good Choices My Diet, My Life In the Kitchen with Paul Higgins, CEC.

Healthy Diet for Diabetics

1. finely ground cereal grains: a powder made by grinding the edible parts of cereal grains. 2. ground foodstuff: a finely ground powder made from any.

Rice and Food Aid USDA/USAID Food Aid Conference April 8, 2009 Jim Guinn Vice President International Promotion.

Celiac Disease. Recent Prevalence of Celiac Disease 1 in 133 people have CD Prevalent, but under diagnosed – Those not diagnosed have a higher death rate.

Planning Meals for Special Dietary Needs Easy Peasy… Dairy Free Meals Gluten Free Meals Vegetarian Meals.

FAIR TRADE. Chocolate  Do you like Chocolate?  Do you know what chocolate is made from?  Milk, cocoa/cocoa butter, sugar, and vegetable oil  Cocoa.

Copyright © 2012 School Nutrition Association. All Rights Reserved. School District Date An Introduction to School Nutrition.

Growing Chocolate Simulation. Simulation:Growing Cocoa Beans You are going to experience what happens to cocoa farmers when they are paid for their cocoa.

1 Meeting Children’s Special Food and Nutrition Needs in Child Nutrition Programs Lesson 5: Managing Celiac Disease.

Katelyn Quealy Morrison Chartwells Dietetic Intern

Oldways and the Whole Grains Council Translating the Science of Whole Grains to Consumer Messages Translating the Science of Whole Grains to Consumer Messages.

June 8, 2015 The Fastest Growing Meatless Brand.

By: Cecilie Braadt Bridget McHugh Janelle Gros Rosemary Squires

Gluten-Free Baking Sponsored by the Ninja-on-the-board.

Gluten & Gluten-free Food Production. Agenda O Definition of gluten O Gluten-containing foods O Indications for GF diet O Contraindications for GF diet.

What are nutrients? Six categories of nutrients.

Rediscovering Ancient Grains Paul Anderson Champagne Foods Ltd.

Facts Proudly Organic and Farmer-Owned Since 1988 Dairy has been one of the fastest growing segments of the organic foods industry. According to the Organic.

LIFE-LINES YOUR TEAM WILL REPRESENT THE AUDIENCE. CATRIN OR LYNN WILL TELL YOU TWO WRONG ANSWERS. ASK A MEMBER OF YOUR TEAM.

Glencoe Making Life Choices Section 2 How to Choose Nutritious Foods Chapter 7 Nutrition: The Nutrients 1 > HOME Content Vocabulary MyPyramid.

The Five Food Groups and Nutrition Facts

Module 3: Choosing Healthy Foods for Kids Cooking Matters EXTRA for Center-Based Child Care Professionals NATIONALLY SPONSORED BY.

Much Ado About Diets: Paige Gustafson, RD, LD

To start, journal your food intake from yesterday. Identify which nutrient(s) each food item is. Did you participate in any physical activity? Tuesday,

Breakfast Granola Bar Abigail, Amanda, Madeleine, and Timothy.

Chapter 17 Healthful and Special-Needs Baking. Copyright ©2009 by Pearson Education, Inc. Upper Saddle River, New Jersey All rights reserved. On.

Kristen Estima Sodexo Dietetic Intern July 2013 GLUTEN-FREE.

Global Trade Exchange & Midwest Specialty Grains Conference Emerging Growth Markets for Specialty Grains and Soybeans Becky Starr Western Region Manager.

School Day Health. Outline  School Day Meals  School Nutrition Policy  Fact sheets:  Canada’s Food Guide  Healthy Lunches for Children  Lunch Box.

Quinoa Barley Amaranth Grains Rice Buckwheat.

By Ross MacDonald.  Gluten is this tiny protein that is found in wheat and wheat-related grains such as barley and rye. It has no nutritional value and.

... according to the Canadian Restaurant and Foodservices Association Food Trends Canada's top food 10 trends of 2013.

Barrie Lynne Sutton Keene State College Dietetic Intern 2014/15.

Background  The availability, accessibility, and choice of foods to meet an adequate and safe diet and to promote health and nutrition are fundamental.

Food Processing AG BM 102. Introduction Adds value to farm production Creates products consumers want Employs lots of people ~ 90,000 in PA.

Teacher: Samar Mahmoud

Hailey Rowe Burns Recreation Center Loyola Marymount University

1 Meeting Children’s Special Food and Nutrition Needs in Child Nutrition Programs Lesson 5: Managing Celiac Disease.

The Five Food Groups and Nutrition Facts

“LIVE FULLY” Katharine Roegiers -PRAD 351: Advertising and Copywriting - Professor Daniel Azzaro - Final Project.

The First MEDICEL Meeting Cairo 30 th April to 1 st May 30 th April to 1 st May Prof. Luigi Greco Dr. Laura Timpone Following ESPGHAN PROTOCOL REVISION.

The Chocolate Chip Cookie Survey By: Kaitlyn Cloud and Skyler Sullivan.

Eat This, Not That: Supermarket Survival Guide! Megan Lee & Stefanie Milroy.

Diets in the West. There are many allergies to food and special diets in the West.

Health Info Public Health October 2015 Grain Products.

 Meat  Population  Grain  Money  Water  Ethanol  Air  Temperature  Climate  Drought  Oil.

Nutrition by the Numbers. 2 3 GUIDA'S HEALTHY MOO FAT FREE CHOCOLATE MILK GUIDA'S HEALTHY MOO STRAWBERRY FAT FREE MILK GUIDA’S 1% LOWFAT MILK.

Product Life Cycle.

Granola and Breakfast Bars

Gluten and Your Gut’s Good Health

An Introduction to School Nutrition

What’s The Deal With Gluten?

What Determines Price? Part Three.

Chapter 25-2,3: Consumer Guidelines for Food

1. A market stall in London, UK

Module 3: Choosing Healthy Foods for Kids

Module 3: Choosing Healthy Foods for Kids

Module 3: Choosing Healthy Foods for Kids

Energy Drinks Generated the Most Revenues

New Trends Seminar, Shelby, MT March 23, 2016

US Gluten Free Food Market US Gluten Free Food Market.

US Gluten Free Food Market US Gluten Free Food Market.

The International Marketing Mix

United States Gluten Free Food Market (by Products and Distribution Channels), Mergers & Acquisitions, Key Company Profiles - Forecast to 2025

Presentation transcript:

How the Cookie Crumbles: The Case of Gluten-free Cookies

The Back Story Angela Ichwan and her husband Hermanto Hidajat are founders of Arico Natural Foods Company. With $500,000 from 14 angel investors, Arico started production in March Arico set out to produce products that are safe and tasty alternatives for individuals who have a restricted diet.

The Question How do we best market our products to meet the specific needs of our traditional customers (persons with celiac disease and families with autistic children) and reach new non-traditional customers?

The Darling of Natural Products Gluten-Free Products have no (or very little) gluten, a protein in wheat and closely related grains. are the fastest growing segment of the natural products channel. increased in sales to $921 million in 2008, a 16% increase.

The Cookie Market The market has been in decline since However, the “Good-For-You” segment of the cookie market is growing. Low-fat cookies increased by 17.7%. Gluten-free cookies increased by 30.2%. Premium cookies are also on the rise.

The Crumble Gluten-free cookies are hard to make well. Gluten-free cookies do not crumble in the mouth as gluten-containing cookies do. Removing gluten requires finding other flours from beans, rice and the “ancient grains” like amaranth, millet, quinoa, sorghum and teff which do not have gluten.

The Three Consumers The Celiac Disease Consumer The Self- Diagnosed Consumer The Autistic Consumer

The Model What attributes encourage consumers to select the Arico cookie bar over other products? In the fall of 2007 and spring of 2008, we conducted a marketing experiment based on a random utility model.

The Model

We asked the participants to rank the nine products from most favorite (1) to least favorite (9). The products were different types of chocolate chip cookies with one outside product, an apple.

The Model We ran the experiment at Krogers, Day Spring: The Natural Shoppe, and Auburn University campus, We had four treatments: no additional information, information on gluten-free diets, a taste test of the Arico cookie bar, and both additional information and a taste test.

The Model Each participant had a coupon sheet of the products, which highlighted attributes of the products. We also provided posters of the nutritional labels of each product. We used an incentive compatibility mechanism ascertain true(r) preferences.

The Model Independent VariablesModel 1Model 2Model 3 Base ModelStore EffectStore and All Information Price -0.17*** (0.032) -0.16*** (0.036) -0.16*** (0.033) Fat * (0.011) (0.013) * (0.012) Gluten-Free 0.23*** (0.088) 0.16 (0.10) 0.18** (0.093) Organic -0.20* (0.10) -0.39*** (0.12) -0.30*** (0.11) Partially Hydrogenated Oils -0.39*** (0.11) -0.32*** (-0.12) -0.35*** (0.11) Effect*Price (0.077) (0.11) Effect*Fat (0.028) (0.039) Effect*Gluten-Free 0.41* (0.22) 0.77** (0.31) Effect*Organic 0.90*** (0.25) 1.13*** (0.36) Effect*Partially Hydrogenated Oils-0.28 (0.26) (0.39)

The Model Independent VariablesModel 1Model 2Model 3 Base ModelStore EffectStore and All Information Price -0.17*** (0.032) -0.16*** (0.036) -0.16*** (0.033) Fat * (0.011) (0.013) * (0.012) Gluten-Free 0.23*** (0.088) 0.16 (0.10) 0.18** (0.093) Organic -0.20* (0.10) -0.39*** (0.12) -0.30*** (0.11) Partially Hydrogenated Oils -0.39*** (0.11) -0.32*** (-0.12) -0.35*** (0.11) Effect*Price (0.077) (0.11) Effect*Fat (0.028) (0.039) Effect*Gluten-Free 0.41* (0.22) 0.77** (0.31) Effect*Organic 0.90*** (0.25) 1.13*** (0.36) Effect*Partially Hydrogenated Oils-0.28 (0.26) (0.39)

The Model Independent VariablesModel 1Model 2Model 3 Base ModelStore EffectStore and All Information Price -0.17*** (0.032) -0.16*** (0.036) -0.16*** (0.033) Fat * (0.011) (0.013) * (0.012) Gluten-Free 0.23*** (0.088) 0.16 (0.10) 0.18** (0.093) Organic -0.20* (0.10) -0.39*** (0.12) -0.30*** (0.11) Partially Hydrogenated Oils -0.39*** (0.11) -0.32*** (-0.12) -0.35*** (0.11) Effect*Price (0.077) (0.11) Effect*Fat (0.028) (0.039) Effect*Gluten-Free 0.41* (0.22) 0.77** (0.31) Effect*Organic 0.90*** (0.25) 1.13*** (0.36) Effect*Partially Hydrogenated Oils-0.28 (0.26) (0.39)

The Probability of First Rank ProductBase Day Spring Effect Day Spring and All Information Effect Kroger and All Information Effect Apple15.33%13.82%9.67%15.01% Arico Chocolate Chip11.85%20.77%24.37%12.77% Chips Ahoy Chocolate Chip 11.47%6.09%4.42%10.21% Chips Ahoy Chocolate Chip Reduced Fat 10.29%5.48%3.12%9.42% Kroger’s Brand Chocolate Chip 6.40%2.97%1.58%6.11% Lärabar Chocolate9.46%14.68%24.43%10.07% Newman’s Own Chocolate Chip 13.09%17.39%17.74%13.83% Odwalla Bar Chocolate Chip and Peanuts 8.69%10.46%8.78%9.62% Pepperidge Farm Chocolate Chip 13.43%8.35%5.88%12.95%

The Case Questions What does the ranking exercise tell us about the interest in Arico cookies and the attributes customers want when considering snack foods. What are the challenges of this choice experiment?

The Case Questions Which customers should Arico pursue? If these consumers are not the traditional consumers how do you meet the diverging needs of these diverse consumers?