New foods development is always challenging, and including consumers’ opinion during the design process is crucial to increase a successful welcome of the product in the market. During the present study, a whole product design and development process is described, including consumers’ insights collected from focus groups, a national online survey, and a final sensory consumer study of the developed vegetable dip. The aim of the study was to determine if some of the extrinsic properties of a product developed using discarded parts of fruits and vegetables had an impact on the final product acceptance, or if the intrinsic properties were the main drivers of the acceptance. The experimental design included four focus groups to study consumers’ ideas about products made with sustainable ingredients and which may have health benefits. Then, a national survey was conducted to test the best messages associated to the new food. A vegetable dip was developed, using consumers’ insights, and a consumer study was conducted to test the impact of three different messages associated with the product. Results of the survey showed three consumers’ segments with different interests on the concepts associated with the products, being two of the clusters potential consumers of the new vegetable dip. Results of the consumer study showed that, although consumers belonged to these segments in which the extrinsic properties seemed to be important, the 3 tested messages were similarly accepted.

新食品的开发始终具有挑战性，在设计过程中吸收消费者的意见对于成功赢得市场欢迎是至关重要的。在本研究中，描述了整个产品设计和开发过程，包括从焦点小组收集的消费者见解，全国在线调查以及对已开发蔬菜浸膏的最终感官消费者研究。该研究的目的是确定使用废弃的水果和蔬菜部分开发的产品的某些外在特性是否对最终产品的接受程度有影响，或者固有特性是否是接受的主要驱动力。实验设计包括四个焦点小组，以研究消费者对使用可持续成分制成的产品的想法，这些产品可能具有健康益处。然后，进行了一项全国调查，以测试与新食品相关的最佳信息。利用消费者的见识开发了一种蔬菜蘸料，并进行了一项消费者研究，以测试与该产品相关的三种不同信息的影响。调查结果显示，三个消费者细分市场对与产品相关的概念有不同的兴趣，是新蔬菜蘸酱的潜在消费者群体中的两个。消费者研究的结果表明，尽管消费者属于外在属性似乎很重要的这些细分市场，但接受了3条测试的信息也同样被接受。并进行了一项消费者研究，以测试与该产品相关的三种不同消息的影响。调查结果显示，三个消费者细分市场对与产品相关的概念有不同的兴趣，是新蔬菜蘸酱的潜在消费者群体中的两个。消费者研究的结果表明，尽管消费者属于外在属性似乎很重要的这些细分市场，但接受了3条测试的信息也同样被接受。并进行了一项消费者研究，以测试与该产品相关的三种不同消息的影响。调查结果显示，三个消费者细分市场对与产品相关的概念有不同的兴趣，是新蔬菜蘸酱的潜在消费者群体中的两个。消费者研究的结果表明，尽管消费者属于外在属性似乎很重要的这些细分市场，但接受了3条测试的信息也同样被接受。