Leveraging capabilities for the creation of a smart, healthy and personalized breakfast: a case study of collaborative innovation in the EU

Abstract

Background: Rapid population growth, increasing urbanization, and an expanding global middle class has profound impacts on food and nutrition. In the long run the smart appliance industry will reflect the social, technological, and demographic forces around food without losing the authenticity of food traditionally prepared in the kitchen. This paper investigates the capability of collaborative innovation to co-create a new consumer-driven breakfast concept. Methods: Three smart cooking technology providers (3D food printing, digital sous-vide cooking and instant dough baking), one ingredient supplier, and a top-tier food research and innovation centre shared resources to carry out common tasks such as market research, product development, and consumer taste tests. Consumers were segmented into four types of households (single, young families, consolidated families, and senior). An online community (40 participants), nine focus groups, two interviews with eight experts, and one quantitative study with 2055 participants were carried out in Spain, UK, and Germany. The findings provided both theoretical and practical insights into the perception of the three smart cooking devices per type of household and per country. A combination of technologies was used to develop the new breakfast concept for the target group and country with the most positive perception. Results: A customized, fresh, tasty, nutritious, and healthy 3D printed breakfast bar was developed for senior consumers in Spain. Sensory analysis and acceptability were tested with 80 senior consumers aged between 45 and 75 years and divided in two groups: 46-60 years (mature), and 61-75 (senior). Around 56% of consumers increased their acceptance of the new breakfast bar after being informed about the technological, nutritional, and convenient benefits of the new breakfast concept. Conclusions: A strategic collaborative innovation method was implemented to show how sharing resources can encourage productive entrepreneurship, and help start-ups define and identify their target customer segments.