Sviluppo e innovazione di prodotti carnei

This study applied a co-creation approach combined with the Jobs-To-Be-Done (JTBD) methodology to the New Product Development (NPD) process, focusing on flexitarian consumers who seek to reduce meat consumption. Co-creation actively involved consumers and experts, enabling the development of innovative food solutions aligned with real market needs. The process followed ten key phases. Initially, in-depth interviews with 40 selected consumers were analyzed using a semiotic approach to create five Theme Cards (TC) representing opportunities for NPD. These TCs were discussed through in-depth interviews with company staff (marketing, sales, quality, R&D) and translated into six concepts. An online questionnaire (n=313) measured interest in these concepts, providing data for target segmentation and concept refinement. Based on the results, four company experts created twelve recipes of ready-to-cook meat and vegetable dishes. An additional online questionnaire, completed by 129 consumers, assessed expected liking for the recipes and identified the five most liked recipes. This was followed by an evaluation in a corporate canteen, where 261 consumers sampled the dishes and provided structured feedback. In the optimization phase, two chefs and the R&D team refined the recipes through iterative tasting sessions. Following this, a panel of 12 trained judges conducted a sensory shelf-life evaluation to monitor the preservation of sensory characteristics over time. Finally, a market test in selected retail locations assessed the commercial reception of the products in a real-world setting. Results indicate that co-creation, supported by JTBD, effectively facilitates the development of innovative and appealing dishes, encouraging a shift toward more sustainable eating. This model offers a replicable approach for other companies aiming to meet the growing demand for healthy and sustainable products.