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To actually develop a gluten free product in the baked good area is quite complex because
gluten is actually the protein that’s in flour. And it creates the structure of the
product. And so you need to find alternatives to wheat flour, which is really the backbone
to most of our baked goods. Substitute with those with things that will give you the same
finished product performance, but be made up with different ingredients. And so our
scientists worked very hard to not only think about what they were going to put into the
dry mix that we were making, but also what would the consumer add to that, that then
combined, would deliver the finished product that they remembered from their childhood
in the Betty Crocker brand?
And so it was the combination of really manipulating the-- both of those technical levers, the
formulation on our side and then the consumer add ins. We did over 75 experiments. We ran
thousands of samples and did-- tested these products with hundreds of consumers. And I
must say too that we didn’t do this alone. That we have an extensive network of external
suppliers and partners. And in this case we really relied on some complimentary capabilities
in the gluten free area that we didn’t have in house. And it was our combined effort that
really made the success of this launch.