Print Email Facebook Twitter Vleesch noch Visch Title Vleesch noch Visch Author Roorda, H. Contributor Wormgoor, R. (mentor) Jepma, E.J. (mentor) Faculty Industrial Design Engineering Department Industrial Design Programme Master of Science Design for Interaction Date 2012-07-18 Abstract The goal of the new brand ‘Vleesch noch Visch’ is to reduce meat and fish consumption in the Netherlands. Reasons for this are the high consumption of meat, the unhealthy influences of meat on the consumer’s personal health, and the high environmental impact of the bio industry. The target group for this new brand are those who want to eat more environmental friendly and nutritious meals, but lack the knowledge of how this could be put into practice. Where eating more vegetarian meals provides the solution for the mentioned problems, three thresholds (taste, convenience, and education) prevent consumers from eating these vegetarian meals. The ‘Vleesch noch Visch’ products will reduce all three thresholds in a positive manner to support consumers during the process of creating vegetarian meals. This does also lead to a new perception of a vegetarian meal. By starting with the current diet, a composition of meat, potatoes, and vegetables, the new created vegetarian meal exists of three similar elements; sauce, vegetables, and carbohydrates. Here, the ‘Vleesch noch Visch’ product line focuses on the sauce, which will be made based on personal flavours and desires. To create this sauce, spice mixes, each representing one cultural kitchen, will be combined with a protein-rich basic sauce. By selling the spices and basic sauces separately, the interaction of making combinations is stimulated. Here, each basic sauce is combinable with at least two spice mixes. The amount of five spice mixes and five protein-rich basic sauces, results in thirteen delicious combinations. In order to understand the possible combinations, each ‘Vleesch noch Visch’ product has a combination key, which visually communicates the possible combinations. When these keys match, a delicious combination is guaranteed. The created sauce guarantees a delicious and nutritious ingredient for a dish. To complete the meal, the combination of the ‘Vleesch noch Visch’ products has to be combined with vegetables and carbohydrates. However, since these products are not part of the product line, the complete meals are promoted via meal tips and online recipes. These meal tips are stickers pasted on the lids of each ‘Vleesch noch Visch’ product. Each sticker communicates the possible ingredients for a meal. Since there is no universal sticker, each packaging could promote another meal. During the cooking process, the online recipes help guiding the consumer systematically. An additional feature of the online recipe database is a suggestions generator. This tool will let a consumer explore which combination of ingredients lead to a delicious meal. Here, the consumer himself will search for the ingredients of his meal and think of which cooking techniques to apply. Next to that, individual stickers in the vegetables department will also promote ‘Vleesch noch Visch’. These are similar sticker as the meal tips, however this sticker only communicates with which spice mix or basic sauce that individual vegetable could be combined. Again, this provides the opportunities of promoting multiple combinations on the same kind of vegetable. For example, a tomato is both delicious with a Mexican as well as Italian spice mix, which does not mention the possible combinations with the basic sauces yet. While focussing again on the thresholds, the taste and convenience thresholds are clearly applied in the product line. The educating element is more unconsciously present. The generated theory of the new vegetarian meal comes back in the division of the product line. However, this is just a superficial element of the theory, the detailed written information is provided online. The more general explanation will be present in the recipes while describing what makes that specific meal nutritious. However by triggering the consumer’s curiosity more information will be provided, which will help him eventually compose his own vegetarian meal. Subject vegetarianismsustainableconsumer behaviourretail To reference this document use: http://resolver.tudelft.nl/uuid:73ba518f-00cb-4a8b-b857-27c622f717e6 Embargo date 2013-07-18 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2012 Roorda, H.