Patricia AvalosNancy BraunIreneya PasleyElizabeth Vega

NUTR 40512/9/2015

Product Description and Use

Veetza is a vegetable-based pizza crust featuring a blend of cauliflower, carrots, potatoes,

eggs, spices and cheese. This product was created to provide a healthy option to increase

vegetable intake into traditional foods, such as pizza, into the marketplace. As it is packaged to

cook from frozen, this item would be found in the freezer section alongside other pizza based

offerings. Market research indicates that consumers prefer food items with healthier ingredients

(Nielsen Company, 2014). Each Veetza crust is made from three different vegetables without

any preservatives or fillers. Additionally, our product is high in vitamins A and C and a good

source of calcium. Of course, a Veetza can be used as a customizable pizza crust for consumers

to bake with their preferred items. It can also function as a flat bread that could be topped with

pesto, meats or other ingredients.

Product Formulation and Ingredients

The development of the Veetza, a vegetable based pizza crust, was focused on improving

upon similar products currently found on the market. The goal was to create a product that

encouraged consumers to incorporate more vegetables into their diet. Most pizza crusts are

composed of flour and preservatives, but the Veetza is composed of cauliflower, carrots, and

potato flakes combined with protein rich eggs, mozzarella and Parmesan cheeses. Refreshingly,

no preservatives or additives are included in our recipe; the Veetza is made fresh, flash frozen

and then baked with the toppings of a customer’s choice to provide a healthy, customizable pizza

experience.

As shown in Table 1, six trials were conducted in order to create the final product

formulation. After Trial 1, potato flakes were added to increase stability; all herbs were increased

proportionally due to overall increase in recipe size. During Trial 3, carrots were added, but they

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were not steamed alongside the cauliflower causing an overwhelming carrot taste and a strange,

gritty texture ultimately resulting in a rejected product, though it should be noted that their

addition did provide a nicer, more realistic color to the product similar to actual dough based

pizza crust. Onions were added during Trial 4, but as before, the flavor of the product was

unfavorable. During Trial 5, the carrots were re-added but then steamed along side of the

cauliflower. This trial was ultimately chosen as the final product due to the pleasant color in

conjunction with the improvement in taste and texture that occurred after uniform steaming. The

last trial using formulation 6, incorporated sweet potato into the crust. The crust was considered

flavorful, but was not as well received as Formula 5.

Table 1: Formulations 1-6

Formula 1 Formula 2 Formula 3 Formula 4 Formula 5 Formula 62 cups cauliflower 2 cups cauliflower 2 cups cauliflower 2 cups cauliflower 2 cups cauliflower 2 cups cauliflower1/2 cup mozzarella 1/2 cup mozzarella 1/2 cup mozzarella 1/2 cup mozzarella 1/2 cup mozzarella 1/2 cup mozzarella1/4 cup Parmesan 1/4 cup Parmesan 1/4 cup Parmesan 1/4 cup Parmesan 1/4 cup Parmesan 1/4 cup Parmesan1/2 tsp oregano 1/2 tsp oregano 1/2 tsp oregano 1/2 tsp oregano 1/2 tsp oregano 1/2 tsp oregano1/2 tsp salt 1/2 tsp salt 1/2 tsp salt 1/2 tsp salt 1/2 tsp salt 1/2 tsp salt1/4 tsp garlic powder 1/4 tsp garlic powder 1/4 tsp garlic powder 1/4 tsp garlic powder 1/4 tsp garlic

powder1/4 tsp garlic powder

2 eggs 2 eggs 2 eggs 2 eggs 2 eggs 2 eggs1/3 cup of potato flakes

1/3 cup of potato flakes

1/3 cup of potato flakes

1/3 cup of potato flakes

7/12 cup sweet potato

1/2 cup carrots 1/2 cup onions 1/4 cup carrot

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Cauliflower “Veetza” Pizza Crust (Final Recipe)

Creates 1, 15.5 oz Package; 4 servings/package

Ingredients 2 cups cauliflower, riced ¼ cup carrot

1/3 cup potato flakes

1/2 cup shredded mozzarella

1/4 cup grated Parmesan

1 teaspoon dried oregano

1/2 teaspoon kosher salt

1/2 teaspoon garlic powder

2 eggs, lightly beaten

Directions

1. Preheat the oven to 400 degrees F. Line a baking sheet with parchment paper.

2. Break the cauliflower into florets and pulse in a food processor until fine. Then add carrot

and do the same. Steam cauliflower and carrot in a steamer basket and drain well. (Make

sure to get all the moisture out.)

3. In a bowl, combine the cauliflower-carrot mixture with the mozzarella, parmesan,

oregano, salt, garlic powder, potato flakes and eggs. Stir well.

4. Transfer to the center of the baking sheet and spread into a circle, resembling a pizza

crust. Bake for 20 minutes. Using a second cookie tray and another piece of parchment,

flip crust and bake 5 more minutes. Make sure to remove 1st piece of parchment from top

of crust.

5. Add desired toppings and bake an additional 10 minutes.

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Functional Foods:

In general, vegetables are important dietary constituents due to the provision of a

multitude of health-related vitamins, minerals, phytochemicals and fiber. In particular, potassium

promotes cellular growth and helps maintain normal water balance (Mahan, and others. 2012).

Beta-carotene and carotenoids are vitamin A derivatives which influence immune function,

vision, cell differentiation and reproduction (Mahan, and others. 2012). Flavonoids display

antimicrobial and antioxidant properties which may have the ability to lower the risk of

cardiovascular disease (Hertog and others., 1995; Knekt, Jarvinen, Reunanen, & Maatela, 1996).

Glucosinates (GLS) will, after decomposition within the alimentary tract, produce secondary

compounds which have been linked to reduced risk of specific forms of cancer such as: lung,

stomach, colon, and rectal cancers and to a lesser extent prostatic, endometrial, and ovarian

cancers. (van Poppel, Verhoeven, Verhagen, & Goldbohm, 1999; Verhoeven and others., 1997).

Vitamin C is closely linked to prevention of various chronic diseases that have their origins in

oxidative stress such as cancer and scurvy, because humans cannot produce their own vitamin C,

it has to be ingested regularly (Davey and others., 2000).

The main ingredient in this recipe, cauliflower, provides good sources of flavonoids, L-

ascorbic acid (L-AA or vitamin C) and glucosinates. Carrots provide moderate sources of L-AA,

and good sources of phenols, beta-carotene and carotenoids (Volden, 2009, Cefola, and others,

2012). Potatoes contribute nutritionally important amounts of L-AA, potassium, carotenoids and

antioxidant phenols (chlorogenic acid) in addition to dietary fiber (Burlingame, Mouillé,

Charrondière, 2009).

The addition of the mozzarella and Parmesan cheese aid in creating the smooth mouthfeel

and a savory taste, as well as increasing the protein and calcium content.  Additionally, the

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bioactive peptides from cheese, when included in one’s diet, may help regulate blood pressure in

people with normal levels via their ability to function as angiotensin-converting enzyme (ACE)

inhibitors to help relax blood vessels (Biziulevicius, 2008). The incorporation of eggs into the

recipe provides more protein, some vitamin D and B vitamins to the product. Overall, the Veetza

provides a significant amount of nutrient density and an impressive nutrient profile.

Product Performance

To evaluate the performance of the Veetza pizza crust, water activity and textural

analysis tests were completed. The importance of conducting a water activity analysis on the

product was to determine if the product will be shelf stable. Although the Veetza will be sold as

a frozen food product, knowing the water activity of it will be beneficial in determining how

long would be an appropriate amount of time it can be frozen for before spoilage factors could

come into play.

Veetza is made primarily out of vegetables, so the water activity of the Veetza should be

expected to be higher than that of standard pizza crust. For example, pizza crusts after being

baked have an average water activity of 0.65. Veetza was subjected to water activity analysis

after being baked from a frozen state, and had an average water activity of 0.95, significantly

higher than crusts made the traditional way with flour (Figure 1). Also water activity of this

product is of importance because it plays a role in the cooking of the product from a frozen state.

The original recipe had cook times according to fresh products being used. When consumers buy

Veetza, they will be cooking it from a frozen state, therefore to avoid sogginess or complete

drying out of the product, water activity will be important to know.

Textural analysis of Veetza was also done. The texture and fracture force of Veetza is

important in that our product is meant to emulate pizza crust, and there is a definite expectation

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of how pizza crust should perform when buying it. Finding a balance between crispness and

softness is what we intended for our product, while also designing a dough that would withhold

sauce and toppings. Also, since our crust will be bought frozen, and then re-cooked again in the

oven, it is important that it still retains its texture as if it were fresh out of the oven. Quality

defects can be observed in products that are frozen before use, due to the movement of water

while freezing (Hui, 2005). The migration of water while freezing and storage can often result in

a wet, slimy appearance of the dough or in an overly moist product, in which the TAXT analyzer

would detect. Also, at low freezing temperatures, staling of a product can be accelerated, thus

affecting a product’s texture and toughness (Hui, 2005). The use of the texture analysis machine

could be beneficial in determining if our dough can retain its textural properties, even after

freezing and storage. Although there were technical difficulties with the analysis, observation

and testing of Veetza after being re-heated in the oven showed that it did in fact retain its

intended texture, even more so than prior to be frozen. This factor could be related to an increase

in toughness from being stored at a freezing temperature. Nevertheless, this increase in

toughness is in line with the goals of our product, which was to create a pizza crust that was

made without flour, yet still closely resembled traditional crust. See Appendix D for individual

results from water activity and textural analyses.

Figure 1: Comparison of Water Activity of Veetza and traditional pizza crust

Veetza Tradtional Pizza Crust

00.20.40.60.8

1 0.95

0.65

Aw

types of crust

wat

er a

ctivi

ty

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The shelf-life of a food relates to the time it takes a food product to deteriorate to

undesirable degree under specific storage, processing, and packaging conditions. Food

deterioration can be classified as biological (microorganisms, spoilage), chemical (oxidation,

flavor loss, vitamin loss), or physical (loss or gain of moisture, breaking, textural changes). All

these factors were taken into consideration in determining the shelf-life of Veetza.

Veetza, made primarily of vegetables, cheese, and eggs, will be sold as a fully-cooked,

frozen product. Consumers who buy Veetza will only need to add sauce and toppings, and then

re-cook it in the oven. Veetza will be sold for single-use, therefore refrigeration or freezing time

after opening the package will not be issue. Due to the high water activity (0.95) and textural

changes undergone by the vegetables in Veetza, special consideration was taken in determining

the optimum shelf-life. Veetza will also be marketed as a product with high vitamin and mineral

content, therefore preservation of those vitamins is also of importance. Freezing of a product can

greatly reduce or eliminate spoilage from microorganisms, so the main concern with Veetza was

physical deterioration and the preservation of its nutrients and textural characteristics. Frozen

pizzas sold in grocery stores generally have a shelf-life of approximately 12 months, but there

are many preservatives added to them to increase the shelf-life. Other frozen products containing

similar ingredients to Veetza without the addition of preservatives were estimated to have a

shelf-life in the freezer of around 8 months. Based on these comparisons and the goal of keeping

textural integrity of the crust, Veetza’s shelf-life in the freezer will be 6 months. Comparison of

Veetza with two of its competitors, Trader Joe’s 3-Cheeze Pizza and Amy’s Frozen Pizza

(preservative-free) are shown in Figure 2.

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Figure 2: Comparison of shelf-life between Veetza, Trader Joe’s 3-Cheese Pizza, and Amy’s Frozen Pizza (preservative-free).

Veetza Trader Joes 3 Cheese Pizza

Amy's Frozen Pizza (no preservatives)

0

2

4

6

8

10

12

14

6

12

8

Shelf-Life

Competitors

Mon

ths

Market Potential

The potential for Veetza crust to flourish the market is high, due to not only the fast-

growing gluten-free market, but also the increasing numbers within the health conscious segment

of the market. The Veetza as a vegetable-containing pizza crust combined with its

flourless/gluten-free nature fills a unique niche within the health food and pizza crust markets.

Consumers desire the superior benefits that a Veetza pizza crust contains over those of a regular

pizza crust, such as its ability to provide 1.25 serving of vegetables per serving and its substantial

nutrient profile (high in vitamin A and C, good source of calcium and protein). Lastly, the

Veetza would cost the same as a Boboli, but offer 15.5 oz vs the Boboli’s 14 oz. Providing more

product, with a better nutrient profile at the same cost would prove desirable to the average

consumer. See Appendix B for Competitive Analysis. Being able to fulfill the need of the rapidly

growing markets, with a twist to America’s favorite food (Fitness Republic 2013), will prove

successful for both the retailer and the consumer.

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According to The Centers for Disease Control and Prevention (CDC), the majority of the

United States population has trouble meeting their daily recommended serving of vegetables; the

Veetza was created to surreptiously add an extra 1.25 servings of vegetables to a commonly

eaten, traditional American comfort food.

For the Gluten-Free population, this alternative to a flour pizza crust is necessary to allow

enjoyment one of America’s favorite foods without any discomfort or guilt. Those with Celiac

Disease suffer from an autoimmune disorder where the intake of gluten damages the small

intestine causing malabsorption of nutrients (Celiac Disease Foundation, 2013). To maintain

health and avoid GI distress, celiacs must eat gluten-free products, which excludes the majority

of pizza options. The Veetza’s exclusion of gluten and replacement of flour with vegetables,

cauliflower in particular, helps to overcome this dietary obstacle.

Competitor’s products, such as Boboli, often look appealing by using colorful and artistic

packaging but ultimately lack a gluten-free alternative. The only competitor found at the market

with a gluten-free option was Betty Crocker’s Gluten-Free Crust. This item is a processed mix in

an unappealing box and is also more tedious to prepare. Veetza would utilize fresh, veggie toned

colors with a window around the edges of the packaging so consumers could see the premade

crust. Our product would also be a more time efficient dish to prepare, by simply adding

toppings of preference and then baking it for 10 minutes to make a customizable, delicious and

nutritious pizza.

Sensory/Consumer Testing

Sensory testing was conducted in a nutrition classroom at San Diego State University. A

total of 20 students volunteered to participate in an evaluation of consumer taste preference and

shopping evaluation. The volunteers were asked to sit and refrain from looking at each other

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during the testing, as well as not to speak or make facial expressions while sampling the product.

A questionnaire was passed out to all the students and they were asked to fill out the

demographic portion of the form before the tasting began. The demographic questions consisted

of age, gender, smoking status, and whether or not the student had any food allergies. There

were also questions pertaining to eating habits like whether or not they eat pizza, if they purchase

vegetables, and if they chose healthier options when offered the choice.

Upon completion it was found that the panelists were between the ages of 19 – 36 with

the majority, 45%, being 20 years of age. The class was composed of 85% females and 15 %

males with 90% being non-smokers. The panelists were asked if they had food allergies and

95% had no allergies. They were also asked if they had eaten in the last hour to which 60%

responded no and 40% responded yes. When asked if the student purchased/ate pizza 100% said

yes, 100% also responded yes to eating vegetables and also to choosing healthier options when

given the choice. The students were also asked if the nutrition content of a food item played a

part in whether or not they would purchase that product and 90% indicated yes.

Once the demographic portion was completed the students were given samples of the

pizza and small cups of water. The students were instructed to take a sip of water and then taste

the pizza and complete the remainder of the questionnaire. The remaining questions had the

students rank the product on a scale from 1-10. The first question was based on taste preference

with 1 being “definitely would not consume” to 10 being “definitely would consume.” A

majority of the students, 55%, gave the product a 10 stating they would definitely consume this

product. All of the results indicated a positive preference for taste ranked at 7 and above.

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Figure 3: Taste Preference (based on a scale of 1-10)

Taste Preference

5% rated a 720% rated an 820% rated a 955% rated a 10

The second question pertained to the visual appeal of the pizza. The students were asked

on a scale of 1-10, with 1 being “definitely unattractive” to 10 being “definitely attractive, what

they thought about the appearance of the pizza. The responses ranged from 6-10, with 35% of

the students ranking the appearance either an 8 or a 9 indicating a positive reception for the

product aesthetically.

Figure 4: Visual Appeal (based on a scale of 1-10)

Visual Appeal

5% rated a 6

5% rated a 7

35% rated an 8

35% rated a 9

20% rated a 10

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The next question, also rated on a scale of 1-10, was based on the texture of the product.

Based on texture with 1 being “does not have the texture of a pizza crust” to 10 being “feels just

like pizza crust” the students were asked to rank the pizza. There were mixed results with the

majority ranking the texture between a 5 and 6, though it should be noted that 55% of results fell

between 6 and 10 indicating a positive preference for the texture.

Figure 5: Texture Preference (based on a scale of 1-10)

Texture Preference

5% rated a 215% rated a 35% rated a 420% rated a 520% rated a 615% rated a 715% rated an 85% rated a 9

Shelf Life Estimated

The shelf-life of a food relates to the time it takes a food product to deteriorate to an

undesirable degree under specific storage, processing, and packaging conditions. Food

deterioration can be classified as biological (microorganisms, spoilage), chemical (oxidation,

flavor loss, vitamin loss), or physical (loss or gain of moisture, breaking, textural changes). All

these factors were taken into consideration in determining the shelf-life of Veetza.

Veetza, made primarily of vegetables, cheese, and eggs, will be sold as a fully-cooked,

frozen product. Consumers who buy Veetza will only need to add sauce and toppings, and then

re-bake it in the oven. Veetza will be sold for single-use, therefore refrigeration or freezing time

after opening the package will not be an issue. Due to the high water activity (0.95) and textural

12

changes undergone by the vegetables in Veetza, special consideration was taken in determining

the optimum shelf-life. Veetza will also be marketed as a product with high vitamin and mineral

content, therefore preservation of those vitamins is also of importance. Freezing of a product can

greatly reduce or eliminate spoilage from microorganisms, so the main concern with Veetza was

physical deterioration and the preservation of its nutrients and textural characteristics. Frozen

products containing similar ingredients without the addition of preservatives were estimated to

have a shelf-life in the freezer of 6-8 months. To keep the textural integrity of the crust, Veetza’s

shelf-life in the freezer will be 6 months.

Regulatory Stipulations

Claims for Veetza crusts

Gluten-Free:

The FDA has now required foods labeled as Gluten-Free to meet certain requirements in

order to be labeled as such. Specifically, the food in question must contain less than 20 parts per

million (ppm) of gluten in order to be labeled as gluten-free on the shelves (FDA 2013).

Additionally, it must not contain any gluten-containing grain or any grain derived from a gluten-

containing grain even if it has been removed. The FDA must regulate labeling in order for

manufactures to make a truthful and accountable claim. Veetza meets all the requirements of the

FDA, and therefore, is a gluten-free food. See Appendix E.

Good source of Calcium:

According to the FDA, 10%-19% of the Daily Value (DV) per Reference Amount

Customarily Consumed (RACC) is considered a good source. The average pizza crust, like

Boboli, a competitor’s brand, only contains 6% of calcium per serving which is not a significant

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source of calcium. Veetza provides 19% of calcium per serving making it a good source of

calcium. See Appendix E.

Excellent (High) source of Vitamin A & C:

According to the FDA, 20% or more of the DV per RACC is considered to be an

Excellent Source. A Boboli, does not contain any Vitamin A or Vitamin C in its crust unlike a

Veetza crust. The Veetza can be labeled as an excellent source of Vitamin A (24%) and Vitamin

C (36%) in just one serving. As the Veetza contains both of these vitamins, it brings many

benefits to consumers that the average pizza crust does not offer. See Appendix E.

1.25 serving of vegetables per serving:

The Centers for Disease Control and Prevention (CDC) did an analysis to see how many

Americans met their daily recommendation of vegetables. The CDC analysis concluded that only

8.9% of Americans eat enough vegetables. This is a wide-spread issue for the United States,

especially in the southern states, because consuming adequate amounts of vegetables per day

increases intake of essential nutrients and also decreases the risk of diseases like heart disease

and cancers. Veetza contains cauliflower, carrots, and potato flakes that adds up to a total of 1.25

servings of vegetables that regular pizza crust does contain.

Product Cost

Using the Costco Business website, wholesale prices for each item were obtained. Once

the price per unit was determined the amount of each ingredient was calculated into the

corresponding weight by using the Book of Yields. Then the price of each ingredient per recipe

was determined. The recipe will make 1 pizza crust at 15.5 ounces or 438g. Each pizza crust

will have 4 servings with each serving being approximately 3.3 oz or 96g. Once the total cost for

the recipe was determined at $4.70 per unit, a 20% labor cost in addition to a $0.30 packaging

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cost were added. The final manufacturing cost for a 15.5-ounce pizza crust is $5.94. Once the

final cost per unit was determined, we increased the price up to $6.99 using pricing psychology.

Therefore, our total profit per unit will be $1.05 as shown in Table 3.

Item Wholesale Cost

Wholesale Cost/Unit

Amount Needed for One Recipe (15.5 oz.)

Totally Cost per Recipe

Cauliflower $4.29/2# $2.14/# 3 cups (9.3 oz) $1.24Carrots $5.59/5# $1.11/# 1/4 cup (.77 oz) $0.05Potato Flakes $2.98/2# $1.49/# 1/3 cup (2.4 oz) $0.22Mozzarella $5.99/2# $2.99/# 1/2 cup (4.8 oz) $0.89Parmesan $11.99/# $11.39/# 1/4 cup (2.4 oz) $1.70Dried Oregano $4.89/2.5 oz $1.90/ oz 1 tsp (.20 oz) $0.190Kosher Salt $2.93/104 oz $0.02/ oz 1/2 tsp (.10 oz) $0.002Garlic Powder $6.69/21 oz $0.31/ oz 1/2 tsp (.10 oz) $0.031Eggs $4.59/24 ct $0.19/ 1 ct 2 ct $0.38TOTAL price $49.34 $4.70/recipeTotal unit price (15.5oz) $4.70/unit

Table 2: Bulk cost and individual recipe breakdown

Product Cost + Labor + Packaging $4.70 + $0.94 (20% labor cost) + $0.30 (Packaging cost)

$5.94

Selling Price ________________ $6.99Profit/unit ________________ $1.05

Table 3: Total profit per individual unit of Veetza

Package Suggestions

The right packaging can be one of the most important decisions a company will make

when introducing a new product to the market. Appropriate food packaging will protect food

from contaminants and damage, is attractive and entices the customer to purchase the product.

The packaging should clearly state the ingredients and should also alert anyone about food

allergies or diet restrictions. Another determining factor concerning the packaging is the

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product’s shelf life, moisture content, and oxygen content. Shelf life will depend on the

degradation of the product (GFSR, 2014).

The Veetza Pizza Crust was tested for water activity and texture. Water in food that is

not bound to food molecules can support microbial growth so water activity is useful in

predicting the growth of bacteria. The test results showed that the product has a high water

activity with a mean of 0.948. For foods with a relatively high water activity correct refrigeration

is always necessary. The Veetza Pizza Crust will be sold frozen. Test results for texture were not

accurate because the product was too soft to penetrate.

Plastics in food packaging have continued to increase due to the low cost of materials and

practical advantages. The product would be packaged in tight vacuum-sealed plastic sheeting at a

cost of $0.30 per unit. Vacuum packaging will remove oxygen from the container to extend the

shelf life and limit the growth of aerobic bacteria; a frozen pizza crust could last in the freezer for

up to six months (Marsh, 2007).

Another facet to take into consideration when developing the right package is aesthetics.

An attractive layout makes the difference in product reception and noticeability. A competitor’s

pizza crust on the market has a bright green and red package; that is both eye-catching (red) and

fresh-looking (green). Some food products also benefit from including a recipe on the package,

especially if the product is new to the market and not everyone knows how to use it (GFSR,

2014).

Since Veetza Pizza Crust will be promoted as a healthier- vegetable based pizza crust our

packaging will feature green and orange colors, to promote the presence of vegetables indicate

freshness, with a window around the edges of the packaging to highlight the crust. There will

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also be a recipe feature on the packaging with suggestions to assist customers on how to best

make the product to their liking. See Appendix F for Label.

Nutrition Label

The nutrient analysis was obtained using NutriCalc Plus. See Appendix A. It was

determined that each serving of Veetza (without toppings) contains 111 calories per 96g

standardized serving. This serving size is larger than other similar products but with less calories,

as shown in Appendix B. The product contains 6g of fat with 3.4g from saturated fat and 64mg

of cholesterol per serving. A serving of Veetza has 7g of carbohydrates with 2g of dietary fiber

and 1.1g of sugar in addition to 9g of protein. Each serving contains 490mg of sodium and

259mg of potassium. In regards to micronutrients, one serving contains 24% of the DRI (daily

recommended intake) for vitamin A, 36% of the DRI for vitamin C 19% of the DRI for calcium,

and 3% of the DRI for iron. Overall, Veetza is a good source of calcium, high in vitamin A and

vitamin C (FDA 2013). Refer to Appendix A for detailed nutrient analysis and nutrition label for

Veetza. See Appendix E for food claims.

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Appendix A: Nutrition Facts Panel

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Appendix B: Competitive Analysis

Competitor’s Brand Name

Price Product Form

Packaging Flavors Main ingredients

Location and shelf position

Betty Crocker Gluten Free Crust

$3.99 Processed Box – 10.5 oz

Gluten Free

Rice flour, potato/corn starch, yeast

Bottom shelf, aisle

Boboli $6.99 Processed Plastic Pouch – 14 oz

Original, Thin, Mini

Wheat flour, casein, milk, palm oil, yeast

Middle shelf, aisle

Kroger Original $5.99 Processed Plastic Pouch – 14 oz

Original Enriched wheat flour, water, soybean oil

Bottom shelf, aisle

Mama Mary’s $4.39 Processed Plastic Pouch – 16 oz

Original Enriched wheat flour, water, soybean oil

Bottom shelf, aisle

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Appendix C: Sensory Testing Questions

Age:                       Gender:               Do you smoke?  Y   N     

Do you have food allergies?  Y  N Have you eaten in the last hour? Y N

Do you purchase/eat pizza?  Y   N         Do you eat vegetables?  Y   N

Do you ever purchase foods that are “healthier” options of traditional foods you normally eat?

Y   N

When shopping, does the nutrition content of a product play a role in your decision making?

Y   N

Take a sip of water. Then taste sample.

On a scale of 1-10, based on taste preference, 1 being “definitely would not consume” and 10

being “definitely would consume”, rank the sample.

1 2 3 4 5 6 7 8 9 10

On a scale of 1-10, based on visual appeal, 1 being “definitely unattractive” and 10 being

“definitely attractive”, rank the sample.

1 2 3 4 5 6 7 8 9 10

On a scale of 1-10, based on texture, 1 being “does not have texture of a pizza crust” and 10

being “feels just like a pizza crust”, rank the sample.

1 2 3 4 5 6 7 8 9 10

Would you buy this product? Y N

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Appendix D: Water Activity and Textural Analysis: Fracture Force Results

Aw        Cup % RH Temp (°C) Time (min:sec) Comments1A 0.999 20.730 5:50 We made sure to bring crust to

room temperature after baking it. 2A 0.992 20.790 5:553A 0.976 20.860 5:404A 0.925 20.930 6:055A 0.914 21.000 6:556A 0.888 21.100 9:057A 0.945 21.210 6:10

Mean 0.948 20.946  Standard Deviatio

n

0.036 0.125  

Table 4: Water Activity

 Texture Force (g) Distance (ml) Time (sec) Comments1A 336.100 23.938 1.408 Too soft to penetrate sample so

numbers are not accurate2A 525.600 24.052 1.4083A 685.500 24.370 1.4084A 615.400 24.522 1.4085A 497.900 24.129 1.4086A      7A      

Mean 532.100 24.202  Standard Deviatio

n

108.088 0.235  

Table 5: Texture Analysis

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Appendix E: USDA Food Claims

U.S. Food & Drug Administration - Labeling Requirement for Nutrient Claims

• Good Source of Calcium

• Excellent Source of Vitamin A & Vitamin C

U.S. Food & Drug Administration - New Labeling of Foods

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Appendix F: Label/Logo

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