LCJ Mountain Farms Ltd - Development of Oat Based Beverage: Proof of Market Study

LCJ Mountain Farm Ltd计划生产一种标签清洁的低GI冷冻燕麦饮料，该饮料的灵感来自南美传统，但在英国生产，采用优质的英国燕麦和可持续的农业实践。按照南美的传统，这种冷冻燕麦饮料将作为家庭早餐替代品销售，供父母和孩子在家中饮用。这款产品的目标是它也可以在路上消费；考虑到41%的英国员工现在在上班的路上吃早餐，这一点很重要。这些消费者将是主要的目标市场。将生产规模从传统方法扩大到商业上可行的、延长保质期的方法是一个关键挑战。创新英国基金将帮助利益相关者评估国内市场机会，并解决成功制造此类产品所涉及的技术挑战。这将涉及系统重新设计(碾磨)和工艺设计(食品技术)方面的创新，以帮助打破目前的加工链。目前的加工链涉及使用英国一家大型工厂生产燕麦片；燕麦片是燕麦饮料的关键成分。由于磨坊的大小，进入障碍很大，这反过来又限制了NPD，并排除了任何直接来源声明。因此，该项目的一个关键里程碑是评估替代碾磨技术，将产品与新的种子育种技术(裸燕麦和去壳燕麦)结合起来。如果成功，这项创新将降低这些进入壁垒，为全谷物谷物打开新的市场，并在这种情况下动员对产品的特定来源声明。考虑到这一点，该产品具有以下USP-该产品是英国唯一清洁标签的冷冻粥饮料，并具有特定的100%英国家庭农场来源声明。

LCJ Mountain Farms Ltd plans to produce a clean label low GI chilled beverage, created fromits cooked oats that takes inspiration from South American heritage but is produced in Britainfrom top quality British oats and sustainable farming practices.In line with South American tradition, the chilled oat beverage will be marketed as a familybreakfast alternative, consumed by parents and children in the home. The ambition for this product is that it is also consumed on-the-go; an important point considering 41% of Britishemployees now grab breakfast on the way to work. These consumers will be the main targetmarket.Scaling up production from traditional methods to one that is commercially viable with anextended shelf life is a key challenge. InnovateUK funds will help stakeholders assess thedomestic market opportunity as well as address the technological challenges involved in thesuccessful manufacture of such a product. This will involve innovation in terms of systemredesign (milling) and process design (food technology) to help break the current processingchain.The current processing chain involves using one of the large UK mills to produce an oat flake;a key ingredient of the oat beverage. There are significant barriers to entry due to the size ofthe mills which in turn limits NPD and precludes any direct provenance claims.A key milestone of the project is therefore to assess alternative milling technologies for theproduct in conjunction with new seed breeding technology (naked and husked oats). Ifsuccessful, this innovation would reduce these barriers to entry, open up new markets forwholegrain cereals and in this case mobilise a specific provenance claim on the product.Considering this, the product has the following USP –This product is the only clean label chilled porridge beverage in the UK and with a specific100% British family farm provenance claim.