Brigham Young University

1
Brigham Young University
Mike Alder Director, Technology Transfer Office
Lynn V. Ogden, Ph.D. Chair Nutrition, Dietetics
Food Science
2
(No Transcript)
3
Marketing
4
(No Transcript)
5
Customer Reaction to Sparkling Yogurt
6
Consumer Panel Strawberry Yogurt
7
Age Profile of Purchasers
8
Carbonated, Non-carbonated Strawberry Yogurt
Preference by Children Ages Three Through Seven
9
HOW TO MARKET A ...SPARKLING YOGHURT?Market
research carried out by Ipsos-Insight, Brussels
(Belgium)commissioned byBRIGHAM YOUNG
UNIVERSITY / LOOKMAN INTERNATIONAL
10

• METHOD AND SAMPLE
• 32 semi-qualitative interviews
• 16 began with concept and then tasted product
• 16 began with product and then discovered concept
• Realized in a central location after street
• recruitment 20 30 minute duration
• Sample
• All open to milk/dairy products and carbonated
  soft drinks
• 16 males/boys and 16 females/girls
• 16 Dutch (Antwerp) and 16 French (Brussels)
  speaking
• 16 between 12-15 years (teenagers) and 16 between
• 20 - 25 years (young adults)

11
Positive Response Product tasted before concept
The sparkling taste is ORIGINAL
SPECIAL SURPRISING its a nice change,
particular, déjà vu special, I didnt expect
this new, a new kind of yoghurt not ordinary
its nice though etc
An effect of a nice surprise
12
Positive Response Product tasted after concept
The sparkling taste is RECOGNISABLE
ORIGINAL JUST FINE special taste which is out of
the ordinary not too sparkling little
tingling sensation but not too much the tingling
on the tongue is kind of nice
An effect of a nice surprise
13
Minority Negative Response Especially When
Product Is Tasted First

• ACID,SOUR, CHEMICAL
• can make you think of a spoilt or out-of-date
  product
• like an aspirin theres a bit of acid in it
  because it doesnt contain any preservatives a
  sensation that tingles the throat artificial
  taste like vinegar
• HEAVY, thick, too consistent
• a bit like flour, powdery you are fast full
• TOO SUGARY, disgusting

A taste that is difficult to access for some
14
Comparison Sparkling Versus Non-Sparkling
THE MAJORITY ( 80 ) PREFERED THE SPARKLING
YOGHURT
15
Reasons to Buy
THE ABSOLUTE MAJORITY WOULD BUY THE SPARKLING
YOGHURT

• BECAUSE ITS NEW, out of curiosity
• to try it something special particular trendy
  product
• FOR THE SPARKLING EFFECT, the sensation
• new sensation feel like something other than
  softness sparkling after-taste
• FOR THE TASTE
• intense taste more refreshing its good fizz
  is nicer than ordinary yoghurt

A good buying intention
16
(No Transcript)
17
Carbonation Process
18
Fraction of Carbonate, Bicarbonate, CO2 Ions in
Solution as a Function of pH
CO2
CO32-
HCO3-
H2CO3
Adapted from Lee, E. Hotchkiss, J.H. 1996.
19
Temperature Effect of CO2 Solubility in Water at
1 atm
20
(No Transcript)
21
(No Transcript)
22
(No Transcript)
23
(No Transcript)
24
Packaging
25
Relative Permeability of Carbon Dioxide
26
CO2 Retention in Yogurt
27
Packaging
28
(No Transcript)