What will the World Dairy Innovation Awards 2020 judges be looking out for? (Part 1)

We asked the judging panel for the World Dairy Innovation Awards 2020 what they are hoping to see from this year’s entrants.

The dairy awards, which will be hosted via a special webinar in June, offer brands an exceptional way to enhance the promotion of their latest products and ensure they are recognised at the highest level.

There are 20 trophies to be won in total, and being shortlisted provides a hallmark of success that will prevail long after the awards draw to a close.

The judges’ comments will hopefully offer inspiration and help in crafting the winning entry. The deadline is 30th April.

Jaap Patraeus 
Managing Director, Dairy Sustainability Support

Dairy is under increasing pressure because of the sustainability aspects. Greenhouse gas emissions, animal welfare and loss of biodiversity cause concern among consumers.  They are therefore looking for replacements for animal proteins. On the other hand, dairy products provide a good income for dairy farmers, who keep the countryside livable. 

By demonstrating that dairy products contribute to a sustainable diet for the future, with high-quality nutrients and a responsible environmental impact, the innovative dairy products must win the hearts of consumers.  Dairy products can demonstrate that they contribute to the United Nations’ Sustainable Development Goals. Dairy products must demonstrate that dairy products have a purpose and are in line with consumers’ concerns about the state of our planet.  

The following topics will be considered in my assessment of dairy products:  

• Demonstrably developed with respect for the planet.  Not only as few greenhouse gases as possible, but also attention to the preservation of biodiversity and attention to animal welfare.
• The circularity of the packaging has been demonstrably considered.
• Arguably better nutrient content than comparable plant products.
• Contributing to improving the financial position of dairy farmers.
• Sourcing of raw materials as locally as possible.

Donna Berry
Editor, Dairy & Food Communications

Innovation must go on! While the current uncertain climate may be disrupting product development plans, once the world recovers, consumers will be stronger, smarter and even more curious about the foods and beverages they put into their body. Nutrition, pleasure and sustainability will be key differentiators. It’s important that processors keep dairy relevant to shoppers. 

As a degreed food scientist who has been tracking consumer trends and innovation for 30 years, I appreciate when all aspects of product development are thoroughly addressed by the companies participating in the World Dairy Innovation Awards. Here’s what I want to know:

• What is the intent of the product? Is it to deliver nutrition? Provide convenience? Simply enjoy? Why does the market need this product?
• What makes this product different than similar products in the marketplace? Does it require special ingredients or processing technology?
• Were there any technical hurdles to overcome in its development? Does it use any patented technology?
• What role does the package play? Is it just a vessel to carry the product or is it a critical part of the concept?
• How is the company communicating the benefits or value of the product to consumers?

I’ve seen many new products debut, and sadly, many fail. Never before has the pressure been so great to innovate—and quickly–to attract consumers and then keep them as customers. The real industry disrupters—and winners–will be the innovators who think beyond the traditional refrigerated and frozen dairy cases.

Gerrit Smit
Managing Director, Yili Innovation Center Europe

For me, important aspects to judge a new dairy innovation are:

• What key newness does the product bring for the consumer? What are the strongest consumer benefits? Nutrition, convenience, indulgence, sustainability, clean label? And what will attract the consumer about the product in the first place…
• Does the product distinguish itself from already existing products in the (local) marketplace? Does it require special ingredients or processing technology?
• Was there a new technology hurdle realised to make its development possible and is there a patented technology behind it?
• What role does the package play? And how is/are the benefit(s) communicated towards the (targeted) consumers? Does it deliver the promise?
• How does the product perform in the market after introduction? Good sales figures confirm that there must be a benefit for consumers…

Good luck with innovating!

Kinga Adamaszwili
Senior Nutrition, Health and Food Law Officer, European Dairy Association

I am absolutely honoured and thrilled to be on the judging panel again for the 2020 World Dairy Innovation Awards.

• Dairy products are incredibly versatile and offer a wide range of opportunities to innovate on many different levels. I am looking forward to being surprised and inspired by the ideas of innovative entrepreneurs who will present their products to the panel. 
• As a nutritionist by training I will be obviously looking at the aspect of nutrition. Consumers become more and more aware of the health benefits of dairy and I would love to see how smart innovation can further boost the already enormous natural health potential of dairy. 
• At the same time, taste is a crucial factor for the consumers and this should never be compromised. Novel, exotic flavours are definitely intriguing but it is also smart to build on what consumers love about the traditional dairy products – milky flavour, creaminess, freshness. I believe that simplicity and the right balance here is a key to success. As a passionate foodie, I truly regret we cannot taste the samples!
• Convenience for the consumer is another factor which plays an important role in our busy everyday lives. This takes into account intelligent and intuitive packaging that makes the product handy, and easy to use and consume. At the same time, the environmental impact is incredibly important nowadays, as this awareness is globally growing amongst consumers. I am sure that many innovators will be able to find great technology solutions to meet these high expectations.
• Last but not least, the visual aspect of the packaging is crucial to attracting the attention of the consumer in a competitive purchasing situation. I am looking forward to being aesthetically pleased but also surprised by beautiful designs. A lot of marketing is done via the packaging and consumers are becoming more sensitive, not only to the design of the package but also to the content of the food label – this is for me interlinked, and all together should give a coherent and credible message about the product.

All these major factors combined should, in the end, create added value for the consumer who would not hesitate to buy the innovative product again. 

I was very impressed with the products nominated last year and I am sure we will see even more amazing products in the 2020 World Dairy Innovation Awards competition! Best of luck!

Greg Miller
Chief Science Officer, National Dairy Council

I have been working in the dairy food sector for over 30 years and seen product failure and success. Many factors play into the long-term success of new products. Dairy has many key base properties to build on that make it a great starting point for innovation. I believe the keys to success include:

• Sustainable food systems are being called for by international agencies and consumers. This demand for sustainably produced foods will continue to grow. I will be looking for dairy products that uniquely deliver against sustainability. This could be as a food, ingredient, packaging, recycling capability, responsibly produced, etc. 
• Innovation in dairy will be important in enhancing the role it can play in newer distribution channels, such as greater home delivery, with less cold chain needs. Innovations that will create new distribution opportunities from processor to consumer would be interesting. 
• New packaging innovations are always an opportunity to meet consumer demands, sustainability issues, distribution needs, etc. Dairy itself as edible packaging is an opportunity for innovation.
• Meeting a unique consumer demand (convivence, taste, health, etc.), and it can’t just say it meets the demand in marketing materials, it must deliver the benefits. If it says it’s good for skin health, consumer should be able to see the difference it delivers. Is there good science to support the claim.
• Consumers want food that is good for me and good for the planet. How do these innovative dairy products delivering the good for me benefit to different consumer segments? Are these good for me/nutrition/health claims based on a body of good science and will they truly deliver. 
• Is the innovation proprietary or based on a trade secret? Did they invest in the research and work to create the innovation? Is this innovation “out of the box” thinking?

Click here to see what the other half of the World Dairy Innovation Awards 2020 panel will be looking out for.