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Innovation & Technology
A good briefing template can make all the difference during the process of creating a new food product. After all, it represents the first step that guides all subsequent stages of product development.
Faced with a competitive market and shelves full of consumption options, it is essential to ensure good planning, clarity and precision to develop solutions that meet new consumer expectations and create unique sensory experiences.
Access this tool and succeed in your product launch. Below, we will explain in more detail the importance of a good briefing, offer some guidelines for using it and provide a ready-to-download template.
Keep reading.
The importance of a good briefing template
The briefing works as a kind of itinerary. Its role is to guide the development of a product, whatever it may be. In the case of the food sector, its application is extremely important.
This is because we are talking about products that need to satisfy people’s needs and desires when it comes to food. Having a specific briefing template for this is like having a recipe for creative success.
The briefing for food product development begins by identifying the objective and scope of the project. The focus is to clearly define the direction to take. Based on this, it is possible to adapt the product according to your target consumers.
By defining the main characteristics of children, vegans or vegetarian consumers, for example, it becomes easier to create a product that meets their needs. The same goes for the region or country where it will be sold. This allows for adaptation to local preferences and demands.
To this end, there is also a reference standard. It could be a typical feijoada from a specific region, for example. It is also important to ensure the authenticity of the flavor created.
Sensory characteristics and functionality requirements are also addressed in the briefing template, such as texture, color, flavor, portion size, appearance, conservation and solubility. They help define what experience will be created for the consumer.
The same logic applies to other descriptions, such as standardization of active ingredients, market data, regulatory matters, expected price, etc. Every detail is important to ensure the development team has a clear vision of how to transform the idea into reality.
Going beyond the initial idea, the great value of the briefing is in detailing all qualitative, quantitative, temporal and integration aspects of product perceptions. Below, we discuss how they are described in the document.
Learn how to fill out the product development briefing
The importance of a good briefing lies in its ability to guide the entire process of developing a food product. This ensures that it meets the needs of the target consumer, that it is relevant in the market and that it achieves the desired success.
To use the template available on this page, you need to fill in some general information about the project, in addition to the desired sensory characteristics. This is done by taking into account a series of qualitative, quantitative and temporal aspects.
Among the information to provide, you should include qualitative details about the project. They describe what attributes characterize it. This is the case with flavor, appearance, smell and texture.
Additionally, the roadmap also includes quantitative attributes. Its function is to point out the degree of each of the sensory aspects. This is done using adjectives such as weak or mild and strong or intense, for example.
The briefing template also addresses temporal aspects. It expresses the order in which each sensory attribute is perceived, the differences in the order, and the response time and duration of each stimulus.
Finally, there is the integration of perceptions. It describes the overall smell and flavor intensity of the product. Furthermore, it describes the balance between attributes and their respective global differences.
In general, these are the aspects to be described in the briefing to guide the product creation process, making it clearer, more assertive, predictable and aligned among team members.
By understanding these characteristics, you will also find examples related to different product categories in all topics in our briefing template to inspire and guide you in your preparation.
Download the briefing template to get a complete itinerary to develop your new food or beverage product in the best way possible.