Marketing - Case Study Quickpulse (Sanitarium)

Quickpulse, a range of precooked pulse-based dishes, was one of the first pre-prepared pulse-based products available in Australia.

Quickpulse selects high quality, Australian-grown pulses which are cooked and packaged at low temperatures to preserve more nutrients. They are then vacuum-sealed in plastic packs to preserve freshness and require no refrigeration.

Why was the product developed?

• Several factors are contributing to an increasing awareness and use of pulses in the Australian diet:
  • A growing awareness of the health benefits associated with eating pulses.
  • Increasing number of health conscious Australians are choosing meat-free meals.
  • Vegetarianism is increasing, especially amongst young people.
  • Increased interest in pulses is also being driven by the multicultural composition of Australia's population.
• However, there are several factors constraining consumption including:
  • Lack of knowledge about how to cook pulses.
  • Many consumers are put off by the thought of the long preparation times that are traditionally associated with pulses.

Demand for a pre-prepared product which did not require pre-soaking of pulses, much cooking or meal preparation was therefore identified.

How was the product developed?
Peter and Terry Hogan set up a company in Sydney in 1989 to produce pulse-based products for the retail and food service markets. The company responded to consumer demand for a wide range of convenient, easy-to-prepare pulse products and pulse-based meal solutions. Recipes were developed with the help of BRI Australia's home economist. Today, Quickpulse is owned by The Sanitarium Health Food Company.

The technology used to manufacture Quickpulse is a thermal process technology, which has three objectives:

• Preservation - to prevent food spoilage and extend shelf life.
• Product safety - to protect the consumer's health, some microbes in foods can be harmful.
• Profitability - to be profitable (consumers will pay for the convenience of shelf life extension).

The thermal heat treatment must achieve commercial sterility, where there are virtually no health risks.

During production, an informal on-line taste panel is used. Three people taste the product to see if it is typical. If there is a concern with the taste, the Quality Assurance Department will test the product against a standard sample. If the product is then deemed unacceptable, the batch will be rejected.

The quality of the product is tested for the following:

• Weight range - pack should be filled so that nett weight is 455 g + 5 g.
• Air gap - should not exceed 2% of pouch volume.
• Seal integrity - should be checked at half-hour intervals, by visual inspection and pressure testing.
• Labelling - labels should be applied on the centre of the front and back panel, with an additional use-by sticker dated 12 months in advance of pack date applied to back label.
• Product colour, flavour, pack finish, pouch seal, coding and label application - should be assessed to ensure they are within specified limits.

The final product

Physical appearance

• Chickpeas and lentils - pre-cooked chickpeas and lentils, packed to commercial sterility, ready to use on their own or in cooking, packed in clear plastic pouches.
• Chickpea & Curry - pre-cooked chickpeas in a milk curry sauce, packed to commercial sterility, which is ready to consume.
• Lentil Pasta Sauce - pre-cooked brown lentils in a tomato sauce, packed to commercial sterility, which is ready to consume.

Nutritional value of Quickpulse compared to alternative or similar products

• Quickpulse Chickpeas and lentils are similar to canned chickpeas and lentils, as well as those prepared from dried beans. However, unlike canned chickpeas and lentils, the Quickpulse products are low in salt, as no salt (or other ingredients) is used in their preparation.
• As alternatives to meat sauces, the Chickpea & Curry and Lentil Pasta Sauce provide more fibre, less saturated fat and no cholesterol. They are also bothlow in fat.
• Lentils and chickpeas, like all other legumes are sources of protein, fibre, vitamins, minerals and natural phytochemicals. In addition, legumes have a low glycaemic index.

Packaging and Labelling

• Packaging involves a four-layer bag, three plastic layers, one foil layer.
• Pre-printed gussetted pouches are used (6 pouches per case).
• Use-by date - 12 months from date of production.
• Labelling contains an ingredient list and nutrition information panel.
• Serving directions, serving suggestions and nutrition claims are also shown.
• Product is shelf stable for its specified shelf life, however, it should be refrigerated after opening and consumed within two days.

Marketing

Quickpulse products are targeted to people who want to include more pulses in their diet (for health or cultural reasons), but who also want the convenience of not having to pre-prepare pulses. The branding Quickpulse conveys this positioning.

Consumers require simple recipes and meal ideas to show them how to use pulses in meal preparation as well as tips for quickly and easily preparing and cooking pulses.

Distribution

The Quickpulse range is located in the health food section of major supermarkets throughout Australia. These products are also used extensively by the food service industry as meal components and supplied to small but growing export markets.

Evaluation of product's success

In 1999, Peter and Terry Hogan were awarded the National Legume Award for Excellence from CLIMA, the national research centre for pulses in WA.

In the first three years, turnover of Quickpulse doubled each year.

In 2000, wet seed beans had a grocery value of $21.2 million (+2% on the previous year). The market for pulses in sauce is therefore young and relatively underdeveloped.

For Further Research

Additional links

• Dietary fibre
• Antioxidants and phytoestrogens
• Glycaemic index
  
• Food legislation
• Manufacture of Pulse-based foods
  
• Marketing