The brief is the starting point of the product's development journey and its quality and content needs to be clear. The detail included within this document varies in format, detail and length, depending on the source. It is part of the skill of the developer to interpret it accurately. A poorly written brief can waste precious time in the tight critical pathways that are pre-determined.
Consumer insight, market research and food trends all need to be considered. As more avenues are explored, the understanding grows and robust concepts can be developed in response.
This summer I've had a lot of fun in my kitchen. I've made jam, chutney, and tomato ketchup. I've bottled fruit and vegetables and baked cakes for any occasion that arises. It's a means of escapism and I find it therapeutic. Many things I've attempted to make this year have been new to me as I've taken recipes from magazines, the internet and books from The Women's Institute and the National Trust with varying degrees of success!
When I visit friends now, I bring a jar of chutney and a cake, as opposed to the traditional bunch of flowers and bottle of wine from the shop around the corner. I've received an appreciative reception of the more personalised gifts so I benefit from two hits of pleasure: the making and the giving.
Recently I was looking at some research on food trends and noticed the use of phrases such as 'food cocooning', 'customisation', 'global comfort', 'baked comfort' and 'back to cooking'. I had a surreal moment of recognition as I realised that the research could have been written about me and I thought that it was just my time of life!
Becky Sparks is director and food technologist at Sparkling Innovation. Contact her at r.l.sparks@totalise.co.uk