Sound Science, Tasty Nutrition

At Quaker Oats, skilled research teams, technology and nutritional science combine to create innovative products that continually find success in the marketplace.

LINDA MILO OHR, Sr. Technical Editor

Advances in extrusion technology resulted in the Quaker Fruit & Oatmeal bars.

Ask any food company's research and development (R&D) staff what their goals are and you are sure to hear new product innovation somewhere in the answer. True, unique new products are mutual goals of many companies, but successful development and consumer acceptance is not as common.

Quaker Oats Company stands out as ne company who has found success in creating new products. With launches like Gatorade energy bars, Quaker Crispy Mini's rice snacks and Quaker Fruit and Oatmeal Bars, Quaker Oats' R&D has proven that they possess the expertise and capabilities to create innovative products.

With a history that spans back to the mid-1800s, Quaker's R&D has "improved with age, like a fine wine," comments Ron Rogowski, vice president of R&D. "We learn with each new project and fine-tune our process to enhance efficiency and effectiveness."

Quaker's chairman, president and CEO, Robert S. Morrison, has brought a new business approach for Quaker that emphasizes simplicity, innovation, passion and execution. "This approach has trimmed the bureaucracy, empowered people, and encouraged best practice sharing, project teamwork and effort recognition," says Rogowski. "All of these changes have energized the new product efforts at Quaker in the last three years."

A closer look at Quaker's R&D center, organization and recent endeavors shows why Quaker Oats is Prepared Foods' 2000 Food Processor of the Year.

Sowing the Seeds
Quaker Oats centralizes its R&D activities at the John Stuart Research Laboratories in Barrington, Ill. Opened in 1956, it is the home of all product, process and packaging research for Quaker's entire line of domestic foods and beverages. Quaker receives international support via satellite labs in Canada, Asia, Europe and South America.

"The centralized nature of having research done under one roof allows for sharing of resources and best practices across Quaker's diverse product line," comments Rogowski. "The John Stuart Research Lab is a technical community of about 275 people, which includes R&D, Quality Assurance and Engineering Technical Services. Areas of expertise include cereal science, analytical sciences, flavor technology, extrusion technology, exercise physiology and exercise science, chemical and mechanical engineering, beverage processing technology, packaging engineering and plastic packaging technology, nutrition and functional ingredient science."

Skilled researchers with various backgrounds enhance the cross-functional product development teams. The R&D organizational structure is a hybrid in which researchers are either assigned to work on specific product lines such as cereals, convenience foods or beverages, or are assigned to technical areas such as packaging, sensory evaluation or flavor technology, which support projects across businesses, adds Rogowski.

In the new product development process, cross-functional teams evolve as the product progresses. "There are slight differences between business units but in general, new product development is the responsibility of the New Platforms team. The team usually consists of Marketing, R&D, and Marketing Research," explains Rogowski. "Based on the strategic framework defined by the team's leadership, the functional areas participate in identifying and developing concepts that fit within this framework. Once a concept is identified, product development begins and a project team with additional functional support is chartered." He adds that leadership of the team changes as the project progresses through consumer testing to manufacturing scale-up.

Success is a Team Effort

Packaging innovation has brought oatmeal to the time-crunched consumer in Quaker Instant Oatmeal Express.

R&D projects at Quaker are initiated in different ways depending on the business need: growth, cost improvement, quality, or technical support. Senior management of each business unit reviews opportunities and cha rters project teams, if appropriate. The teams follow a clear defined process for review, approval, evaluation and termination.

Rogowski cites Gatorade EDGE (Ergonomically Designed Gatorade Experience) as an example that depicts Quaker's R&D organization, procedures and competencies. The EDGE sport bottle is more akin to sports equipment than a beverage container.

"In this case, we began work on this concept within a year after the launch of the Gatorade PET sport bottle. We used consumer needs research coupled with supplier involvement, marketing and external consultants. We worked with the designer of the ergonomic mouse for the computer and involved consumer feedback very early in the process to come up with a bottle that was uniquely designed for the active occasion," explains Rogowski.

"Everything about the container--from the cap design, bottle grip features
and shrink labels--were new. This effort required the close
cooperation of R&D,
Marketing, Sales, Distribution and Supply Chain. Formulation and labels were also researched for the new process requirements. Within two years, we had launched the product and it is a resounding success."

Since its introduction, the EDGE bottle has won several packaging design awards and outsells the old sport bottle by 20%.

Technology Breeds Innovation
Novel technologies and unique ingredients have fueled the innovation behind Quaker's new products. Packaging technology contributed to the success of the EDGE bottle. In addition, Quaker also introduced a Gatorade eight-pack of 20-oz. wide-mouth bottles in grocery stores. On the oatmeal side, packaging has brought Quaker Oatmeal to the time-crunched consumer. Quaker Instant Oatmeal Express is a new microwaveable cup of oatmeal, making it more portable and convenient.

Advances in extrusion technology resulted in the Quaker Fruit & Oatmeal bars, Quaker Crispy Mini's rice snacks, Quaker Toasted Oatmeal Squares and other such products, comments Rogowski.

Progress in food science and ingredients helped spark fun-in-the-bowl concepts like Quaker Instant Oatmeal's Sea Adventures and Dinosaur Eggs. Both use novel color or appearance changes that make breakfast more entertaining for children.

Flavor science has added indulgent flavors to existing lines, such as Blueberry-Cheesecake flavored Fruit & Oatmeal cereal bars and Cinnamon Roll and Honey Nut flavored Instant Quaker Oatmeal.

Nutrition: Focus on Sound Science
Advances in nutrition research are crucial to Quaker's R&D efforts. Quaker oatmeal received a boost with the Food and Drug Administration (FDA) oat health claim approval. The FDA singled out the fiber in oatmeal for its ability to help reduce cholesterol and lower the risk of heart disease.

Quaker is committed to researching the heart-healthy benefits of oatmeal beyond soluble fiber and cholesterol reduction at leading medical schools and universities. To date, the company has conducted more than 30 scientific studies that support the health benefits of oatmeal and oat bran.

"Quaker Oats is committed to providing healthful products to meet the needs and demands of consumers. All product claims are based on sound science--there is no compromise. We have key areas within the health arena in which research is now ongoing. These are on trend with consumer dynamics and with developing science," notes Rogowski.

A new hot cereal line formulated specifically for women is one example of using sound science for healthful products. Quaker Oatmeal Nutrition for Women is fortified with nutrients that women need, including calcium, soy protein, iron and folic acid. "Nutrition for Women" will be available in the Northeast in the fall in Brown Sugar and Vanilla Cinnamon varieties.

On the Horizon
Expect more nutritional products to come from Quaker in the future. Altus Food Company, Chicago, Quaker's joint venture with Novartis, plans to develop and market functional food brands in the U.S., Canada and Mexico. Altus plans to focus on the healthcare concerns of women, children, athletes and maturing adults with food and beverage products that offer great taste and convenience.

"This venture is a great opportunity for the introduction of scientifically researched and clinically proven ingredients into food forms that consumers will find appealing and efficacious. And, it's a great example of best practice sharing between companies to the benefit of both parties and to the consumer as well," says Rogowski.

With the R&D expertise and successful relationships with suppliers and joint ventures, Quaker will no doubt continue its success in new product development. PF

Gatorade: An Unstoppable Force

In addition to the John Stuart Research Laboratories, Barrington, Ill., is also home to the Gatorade Sports Science Institute (www.gssiweb.com). Created in 1988, the Institute shares information and expands knowledge on sports nutrition and exercise science. Led by several advisory boards, it develops educational programs, provides scientific reviews, supports graduate research and sponsors speakers bureau and lecture programs. Scientists at the center conduct internal research and direct external research at various universities.

The success of Gatorade is a phenomenon in itself. What started as a beverage to help prevent dehydration for the University of Florida Gators football team has now grown into a respected institute and a brand that commands 80+% market share of the estimated $1.5 billion sports drink category. The unprecedented success is due in part to innovative marketing, sports science and effective R&D.

Gatorade has grown beyond its traditional lemon-lime flavor, which, to date, still remains the most popular. Cool, lighter flavors such as Rip Tide Rush make up the Gatorade Frost line, while bold fruit flavors make up the Fierce line extension.

The latest Gatorade products and offshoots include new sports beverages and Gatorade energy bars. The bars provide "clean-burning" carbohydrate fuels in four flavors--peanut butter, chocolate, berry and orange.

Propel Fitness Water targets active people who typically drink water to stay well hydrated. It has only ten calories and comes in three light flavors--Lemon, Orange and Berry--each providing four B vitamins and two antioxidants.

TORQ energy juice drink is a 300-calorie beverage loaded with simple and complex carbohydrates. It is a "high-octane," high-performance drink for highly active people who want sustained high energy throughout the day.

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