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9th Euro-Global Summit & Expo on Food & Beverages

Cologne, Germany

Sveinung Grimsby

Sveinung Grimsby

Nofima AS, Norway

Title: Experimental product development through online grocery stores
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Biography

Biography: Sveinung Grimsby

Abstract

Test sale through online grocery stores opens up for better consumer insights. A European FP7 SME research project named “Increased utilization and consumption of barley for better health” with the acronym BARLEYboost, tested new fiber enriched barleybread in order to develop a new cost efficient method for real-life testing of minimum viable food products (mvp’s). The experiment was conducted through the online grocery store www.kolonial.no in 2015. Free samples were handed out to known costumers with and without approved health claims, printed on the products. The health claim “Maintenance of normal blood cholesterol concentrations” due to its high on fiber from beta-glucan content, referred to at least 1g/meal as a necessary daily dose of 3g/day. The experiment indicated that health claims printed on the product had no significant effect on increased sales of barleybread. Mapping consumer behavior using big data technics at online stores, opens up for a new way of rapid prototyping with validated learning for the food industry. By studying behavior of barleybread consumers vs. average costumers, at the online grocery store, using social network analyzing methods, we find new patterns of consumers enabling us to group consumers in new segments. This will help us in more efficient mvp experiments for maximum learning, during new product development, in a new cost-efficient experimental design.