Reducing Childhood Obesity: Food Innovation Consultancy Challenge
PHE ePoster Library. Benson M. 09/12/19; 274305; 116
Michael Benson
Michael Benson
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Abstract Sheffield Business School (SBS) 'live' offers consultancy with real companies to help get students career ready. As part of this initiative final year Food and Nutrition students were presented with a consultancy challenge to reduce levels of sugar in the client's own-brand biscuits, and help to reduce childhood obesity. This was in response to the Public Health England's directive to reduce sugar in UK food and drink by 20% by 2020.Eighty students worked with Asda Stores plc to reduce sugar in own-brand bourbons, custard creams and milk chocolate digestives. Supported by Sugarwise, the client and Sheffield Hallam University students delivered a full gap analysis of the biscuit market identifying assortments currently available. Primary research included qualitative interviews and innovative quantitative research using social media to understand the voice of the consumer. This was supplemented with secondary research using live data from Kantar, Shopper Intelligence and IGD. Students developed the reduced sugar products ready for retail sale which included full production costings and recommendations for retail pricing and marketing. Students took part in speed dating where senior Asda managers answered questions in a fast paced table hopping session. The challenge culminated with the students presenting their findings at Asda House using poster style justifications and tastings of the reformulated products. Product forecasts and marketing plans were recommended, along with the improvements made for the Nation's health and future NHS savings. Students reported they had learned from this new teaching approach improving professional development skills and prepared them for graduate work. External funding details
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