We Love the Moment When We Can Say: "New to the Range."
We don't leave the development of new products to chance, but follow a structured innovation process. This is how we ensure that Dr. Oetker products meet the high expectations of our consumers and the high Dr. Oetker quality standards in equal measure.
In addition, with the help of trend and basic research, we are intensively involved with the future of nutrition. We want to find out what it will look like in 20 to 30 years' time and how Dr. Oetker can serve changed dietary preferences. We also conduct intensive market research in order to be able to react to changing consumer habits.
Since Dr. Oetker was founded, one thing has always driven us: the passion for food and new products that taste good to our customers and that create moments of pleasure. That is why research and development is particularly important at Dr. Oetker.
At the end of 2016 we opened a new research center at our Bielefeld location. The building was designed to be inspiring, bright and future-oriented. It has a surface area of 3,550 square meters on three floors and offers an inviting, high-quality working atmosphere for around 100 employees. The special feature is the continuously open laboratory structure with integrated workplaces. We have also built the new 4U technology development center with a surface area of 4,000 square meters at our Wittenburg location. Here, research teams from various Dr. Oetker locations develop and test new technologies and manufacturing processes for dough-based products.
Would you like to know how we work? Then take a look at our short film.
Sight, smell, taste: When we develop new products or improve recipes, we let our consumers test them and decide. Over 4,500 consumers are now registered as test eaters. With their help, the Sensory Technology department investigates how the products are perceived by the human senses. The point is to find out whether consumers like the products, whether they look appetizing and whether they smell good. The testers decide if they like our new or improved products during tasting sessions. The results provide valuable information on whether a new product has a chance on the market and also play an important role in improving existing formulations. Ultimately, consumer judgment is decisive as to whether a new product is introduced, revised or discarded.
At the beginning of a new product, there is always the idea. In order to find them Dr. Oetker employees from Marketing and Product Development are always on the lookout for new trends, unusual flavors and much more. Some product ideas arise in the everyday life of employees, sometimes employees bring new ideas with them from their travels, but consumers also provide valuable suggestions.
In order for a new product to reach consumers, however, it must meet their diverse needs and be easy and safe to prepare. In order to find out about these needs, Dr. Oetker's marketing staff, in collaboration with their colleagues in market research, systematically observe global consumer trends and conduct consumer surveys. If an idea appears promising, it will be pursued. This means that the experts consider: Who is this product suitable for, what is the recipe and what ingredients are used to prepare the product? Finally, the packaging has to be designed and a decision has to be made on what the product should be called. In addition to all of this, the food law requirements must naturally likewise be met.
The employees of Dr. Oetker market research accompany all phases of a product, starting with the development through the introduction into the market, up to a possible adaptation of the product to changing market conditions. In the meantime, the attractiveness, quality and taste are continuously checked in a large number of consumer tests, because after all, the products should prove themselves in the everyday life of consumers.
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