How Tiffin Develops a New Product: From First Idea to Customer.

A new food-to-go product can start in many ways. It could come from a customer request, a gap in the range, something the team has spotted in the market or an idea from a product tasting. But turning that idea into a product that works commercially, can be produced consistently and is ready for customers takes much more than creating a good recipe.

At Tiffin, we involve the right teams early to ensure an idea works not just as a recipe, but as a product that can be produced consistently, meet required standards, and deliver a commercial opportunity for the customer. As a food-to-go manufacturer, that means considering everything from the initial idea through to production, packaging and launch.

The Opportunity

Before development begins, the team assesses whether an idea has a genuine opportunity. That means considering who the product is for, where it could be sold, expected volumes, production requirements and how it could fit within the wider food-to-go range.

Benna, NPD, explains that the team considers the “size of the prize”, the route to market and whether Tiffin has the capacity and equipment required.

Customer input is important too. For food-to-go products, ideas can go through several rounds of development, with recipes and specifications refined through customer feedback and sign-off.

Steve, NPD, sums up the wider aim: “Our aim is to have the best range within each category that we have.”

Developing and testing the product

Once there is a clear opportunity, the product moves into development.

NPD looks at the market, competitors, emerging food trends and, importantly, what customers are looking for. The team also regularly tastes products across the business, helping bring different perspectives into the development process.

As Steve says: “We actively encourage all of our team members to come with ideas.”

The product then needs to work commercially as well as taste good. Ingredient costs are only one part of the picture. Preparation, assembly, packing, packaging, distribution and expected volumes all need to be considered.

Products are tested through production to understand whether the proposed build is realistic and what it will actually cost to make.

As Steve explains: “It’s not just the cost of the ingredients; it’s the production effort we have to consider.”

Making sure it is safe, compliant and ready for production

As the product develops, Technical works alongside NPD, Production and suppliers to make sure it meets the required safety, legal and quality standards.

Products go through checks covering areas such as food safety, ingredients, allergens, shelf life, microbiological testing, packaging and labelling.

A product therefore needs to be safe, legally compliant, consistent and suitable for its intended shelf life and production process. Early input helps identify potential issues before full-scale production.

Making sure it works at scale

A recipe that works in development still has to work in a real production environment.

Production and Operations consider how the product will be made consistently at the required volumes, including equipment, labour, preparation time, food safety and how it will fit into existing processes.

Alison, Production Manager, describes the first production run as “checking whether the whole process works from start to finish, not just whether the product can be made.”

If something doesn't work as expected, it can be adjusted and trialled again before launch.

The Tiffin Collection is a good example. The range was developed to fill a gap for a “bigger eat and a treat range”, with larger, deeper-filled sandwiches designed to create more of a showpiece on the shelf.

The team had to make sure the larger builds could move efficiently through production, maintain quality at the required volumes and still deliver the finished product customers expected.

Hazel, Operations Manager, describes the range as “nothing like what we had done before.”

Getting ingredients and packaging ready

Once the product has been developed and tested, the ingredients and packaging need to be in place for production and launch.

Purchasing considers the recipe, packaging requirements, expected volumes and launch timescales. Where new suppliers are needed, factors such as quality, food safety, traceability, reliability, lead times and price are considered.

Packaging has a role beyond making the product look good. It needs to protect the product, work effectively during packing and distribution, stack efficiently and provide the information consumers need.

As Jake, Packaging, explains: “My first thought is to create something that stands out from the crowd.”

The finished pack needs to deliver on both sides of the brief: looking right for the customer and working properly throughout the operation.

Preparing the product for launch

With the product ready, Marketing and Sales help take it to market.

Marketing looks at what makes the product different and why customers will want to buy it. The team can then develop photography, video, website content, social media, email campaigns, brochures and sales materials to support the launch.

Sophie, Marketing Coordinator, explains that the team considers “what makes it different and why customers will want to try it.”

Sales then brings the customer perspective back into the process.

Laura, Head of Sales, says: “The Sales team is involved from a very early stage.”

Because Account Managers speak to customers every day, they can bring insight into what businesses and consumers are looking for, where range gaps exist and where new opportunities may sit.

When introducing a product, Laura says “it’s about understanding the individual customer first.”

That means looking at their existing range, consumers, price points and the commercial opportunity, before using samples, tastings and customer conversations to demonstrate what the product could add.

The process doesn't stop at launch

Getting a product onto the shelf isn't the end of the process.

Once it reaches customers, Tiffin can look at repeat orders, sales performance, customer feedback and distribution to understand how it is performing.

That information feeds back into future development, helping the team refine products, identify gaps and spot new opportunities.

Laura describes this as an important “feedback loop” between the customer and the wider business.

From opportunity to product

Developing a successful food-to-go product requires different areas of expertise working together, but the aim is straightforward: to turn an opportunity into a product that works for the customer and can perform in the real world.

From the initial idea and product development through to safety checks, production trials, packaging, launch and post-launch feedback, each stage is designed to make sure the product is commercially viable, consistently produced and ready for its intended market.

That is where the value of working with an experienced food-to-go manufacturer comes in. Customers don't just get a recipe. They get a team that can help take an idea through development, production and into the market.

Looking to develop or expand your food-to-go range?

Whether you’re adding to an existing range or exploring a new food-to-go opportunity, we develop and supply innovative products designed to help you serve your customers.

If you have an idea, a gap in your range or an opportunity you want to explore, talk to our team about how we could help bring it to life.