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Carob has been proposed as a healthy, stimulant-free alternative to chocolate in frozen desserts. In order to make carob a viable and attractive alternative, food producers need to know how it interacts with sweeteners and frozen dessert dispersion matrices. The purpose of this paper is to find the optimal sweetener concentration in three plant-based frozen desserts and carob-flavoured milk dispersion matrix ice cream.

The ideal sucrose concentrations (per cent) were determined through an affective test using the “just-about-right” scale for carob-flavoured frozen desserts made with cashew nut, coconut and soy beverage, as well as milk dispersion matrix. The sweetness equivalence of artificial sweeteners relative to sucrose was determined by the magnitude estimation test.

The authors identified the concentrations of sucrose, stevia and sucralose that produced ideal sweetness in carob-flavoured frozen desserts. Concentrations for soy-based frozen desserts differed from the other dispersion mediums tested. Plant-based frozen desserts exhibited a higher ratio of sweetening power of stevia and sucralose to sucrose compared to milk-based ice cream by a factor of 1.18 and 1.14, respectively.

This study undertook a comprehensive survey of a dairy-free and chocolate-free alternative to chocolate ice cream and found new sweetener interactions with dispersion matrices in carob-flavoured frozen desserts. The findings in this study can be applied in the development of carob-flavoured soybean-, coconut-, cashew nut- and milk-based frozen desserts.

Parallel factor analysis (PARAFAC) coupled with support-vector machine (SVM) was carried out to identify and discriminate between the fluorescence spectroscopies of coconut water brands.

PARAFAC was applied to reduce three-dimensional data of excitation emission matrix (EEM) to two-dimensional data. SVM was applied to discriminate between six commercial coconut water brands in this study. The three largest variation data from fluorescence spectroscopy were extracted using the PARAFAC method as the input data of SVM classifiers.

The discrimination results of the six commercial coconut water brands were achieved by three SVM methods (Ga-SVM, PSO-SVM and Grid-SVM). The best classification accuracies were 100.00%, 96.43% and 94.64% for the training set, test set and CV accuracy.

The above results indicate that fluorescence spectroscopy combined with PARAFAC and SVM methods proved to be a simple and rapid detection method for coconut water and perhaps other beverages.

COCO TANG India is an innovation-driven company. It takes inspiration from the humble coconut water that all of us are very familiar with and have drunk right from our childhood. The founders of the company, Dr Neelima, a dentist by profession and her husband Chaitanya who is a pharmacist have hit upon the idea of a coconut-based drink quite by accident.

When Dr Neelima was pregnant with her first child, the doctor advised her to take fresh coconut water. It was then that Dr Neelima discovered that fresh coconut water was a paradox, the water from a tender coconut is supposed to be fresh but in many cases is not as fresh as it should be. Coconuts are harvested from remote farms in Andhra Pradesh and sent to Hyderabad. And to top it all, the nutrition value of the coconut past its ideal window of consumption leaves a lot to desire. The price factor too is a dampener. It costs Rs. 25 to have tender coconut water in a metropolis like Hyderabad.

Dr Neelima and her husband developed the product idea from their search for a nutritious, healthy drink. Fresh, tender coconut pulp-based shakes, packed with nutrition, taste, health and at the same time make an aspirational product for the young, bubbly and restless youth of India.

This case deals with the problems, the trials and tribulations that these young first-time entrepreneurs faced and details the marketing efforts the young company is putting into survive in the dog eat dog world of fruit drink industry.

The case details the specific marketing-related problems the company faces and examines what the promoters are doing to overcome these problems, specifically related to the four Ps, that is, product, price, place and promotion. It looks in depth at the innovative marketing practices that COCO TANG India is deploying, including the use of the social media that enabled the COCO TANG India’s founder to win Junior Chamber International – Business Excellence Award for the year 2017–2018.

COCO TANG India is also the recipient of the Telugu book of records ‘certificate of national record’ as being the first brand to introduce Tender Coconut-based Mocktails and Milkshakes (A1).

The purpose of this study was to develop plant-based babassu milk flavored with grape fruit (GF).

A four mixed beverages formulations containing 15%, 25%, 35% and 45% GF were produced. The pH, titratable acidity (TA), soluble solids (SS), sugar: acid ratio and color analysis were performed. Sensory evaluation was measured by the hedonic scale, just-about-right (JAR) scale and purchase intent. Moreover, a check-all-that-apply (CATA) form was applied to obtain description data on the formulations.

The pH values of mixed beverages decreased (p < 0.05) when the concentration of GF increased, while the TA and the SS increased (p < 0.05). The GF addition provided the product with greater opaque and redness. Sensory evaluation revealed good consumer acceptance. For the hedonic scale, 35% and 45% GF contributed to the higher acceptance of color, appearance, flavor and overall liking attributes. For JAR data, the flavor grape term was highest in the JAR region (51%) with 45% GF. Based on the frequency of terms cited by consumers in the CATA test, the treatment with 15% GF was described by babassu flavor, strange and low astringency terms. For purchase intent, most consumers would buy the product with 35% and 45% GF.

This study demonstrates that babassu, an almond little used industrially, is an alternate to plant-based milk. The higher sensory acceptance occurs when 45% GF is used for its flavoring. The CATA indicated that ideal sweetness, striking, acid and ideal grape flavor described the better beverage.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

This study aims to investigate the consumption pattern of aerated drinks and examine its determinants among adolescents’ boys and girls (15–19 years) in India.

The fifth round of National Family Health Survey (2019-2021) data was examined applying sample weights. Pattern of consumption and its determinants was analysed separately for boys and girls using binary logistic regression and calculating adjusted odds ratio (AOR) at 95% confidence interval.

The daily, weekly and occasionally consumption of aerated drinks was 4.4%, 22.7%, 63% for boys and 2.9%, 14%, 70.8% for girls, respectively. Factors such as secondary/higher education [Boys AOR = 1.5, (1.2–1.9) (p = 0.001); Girls AOR = 1.2, (1.1–1.2) (p < 0.001)]; rich wealth index [Boys AOR = 1.8, (1.6–2.1) (p < 0.001); Girls AOR = 1.3, (1.3–1.4) (p < 0.001)]; fried food consumption [Boys AOR = 11.1, (9.5–12.9) (p < 0.001); Girls AOR = 11.5, (10.8–12.3) (p < 0.001)]; and watching television [Boys AOR = 1.5, (2.3–1.7) (p < 0.001); Girls AOR = 1.3, (1.3–1.4) (p < 0.001)] were found significant predictors of aerated drink consumption among adolescents.

The authors noted differences in consumption pattern between adolescents’ boys and girls. A shift to occasional consumption from weekly and daily was also observed. A further decrease in consumption may requires gender and region-specific health-promotion interventions. Rationalising sugar-sweetened beverages taxation adhering World Health Organisation’s recommendation to reduce affordability may be further researched in the Indian context. Furthermore, sale and consumption of traditional and locally available fruits, vegetables and healthy beverages may be warranted.

This chapter presents a typology, a comprehensive overview and a deconstruction of food counterfeits. In this chapter, common targets, defined by type of commodity, supply chain (node) and location, are identified based on incident reports and vulnerability assessments in global food supply chains. As a second step, the effects of counterfeiting on brand owners, consumers and governments are detailed, which is followed by the characterisation of the groups of buyers and suppliers. To comprehend the counterfeiting process and its most important factors in greater detail, counterfeiting is disassembled into and analysed for existing motivational drivers, opportunities and control measures. Lastly, various strategies are proposed to deter counterfeiting and disrupt these practices.

This paper aims to explore the specific causes of failure among Malaysian female entrepreneurs who were provided with financial services by the microfinance institution: Amanah Ikhtiar Malaysia (AIM) to start up their own businesses.

This paper adopts a qualitative-based case study design approach, with data collected from a total of 18 female entrepreneurs who had failed to develop their businesses. In-depth personal interviews were conducted, coupled with personal observation via purposive cum snowball sampling.

Thematic analysis revealed a pattern-based outcome which discloses a variety of causes affecting the failure of Malaysian female entrepreneurship. These causes ranged from inter-related external factors which were perceived as beyond their control, such as personal life events, intensive competition and loan inflexibility to internal causes, which were related to lack of resources, poor financial management and personal dissatisfaction with their own business performance.

The findings of this study provide valuable information for Malaysian economic policymakers in how to practically address the objectives of the National Women's Policy (NPW) and improve the innovative quality of their products and services. A thorough understanding of the specific obstacles facing female entrepreneurs in Malaysia is essential if policymakers are to improve opportunity exploitation efficiency and assist in mitigating the external and internal causes of business failure among Malaysian females.

Studies in this field have demonstrated that most new “start-ups” fail within three years of their establishment. While determinist, emotive and voluntarist theories can often provide an adequate explanation for the causes of business failure, it is clear that no single factor is usually responsible. Rather, multiple interrelated factors are found to be at play. This study, therefore, provides an integrative model for causes of business failure among small-business female entrepreneurs. It also represents one of only a few such studies in the literature and, to the best of knowledge at the time of writing, is the first such study that used an integrative approach to explain the causes of business failure in the Malaysian context.

The case study incorporated a combination of primary and secondary data collection approach. The authors interviewed Dr Varghese, the co-founder of Sunbird Straws and the protagonist in this case study. In addition, secondary data was obtained from various sources such as newspaper articles, journal publications and company reports.

On a rosy and vibrant morning in 2017, Dr Saji Varghese, a professor at Christ University in Bangalore, stumbled upon a curved coconut leaf on the campus resembling a straw. This sparked his motivation to transform coconut leaves into a natural straw, prompting him to initiate experiments with coconut leaves in his kitchen. The process of boiling and straining leaves became his method for crafting an eco-friendly straw. After numerous attempts, he successfully produced straws from coconut leaves, introducing a distinctive and creative concept incubated at IIM Bangalore. These unique straws, crafted by Varghese, prioritised environmental friendliness and were also crafted entirely from biodegradable materials, free from harmful chemicals. These straws demonstrated durability in hot and cold beverages for up to 3 h, maintaining their integrity without becoming soggy or leaking. As the business flourished, it reached a critical juncture. The primary challenge centred around product marketing, mainly due to consumer unfamiliarity with such sustainable straws. This was a product that also fell under the category of low involvement for consumers. Raising awareness about the product and persuading consumers to purchase presented a significant hurdle. In response, Varghese assigned his team to develop cost-effective marketing strategies. Given the start-up nature of the business, advertising budgets were constrained, and the objective was to achieve a positive return on advertising spend for every investment in advertising the product. In addition, the focus was on increasing the likelihood of selling the straws on both business-to-business and business-to-consumer levels. In this case study, Varghese’s role and predicament exemplify the delicate equilibrium that entrepreneurs frequently grapple with, striking a balance between marketing strategy and return on ad spent to steer the trajectory of their businesses. It offered a valuable examination of the nuanced decisions marketers encounter as they strive for both profitability and customer-centric products.

The case study is relevant to the marketing discipline. All undergraduate and postgraduate-level marketing courses in higher education institutions can use this case study. It can also be used in integrated marketing communication or digital marketing classes. It can be used further in the hospitality and management fields. Also, online courses in marketing can include this case study.

The purpose of this paper is to investigate the link between trade diversion risk and new Halal market exploration.

This paper analyzes the Halal trade flows for Malaysia’s top 11 halal food/food-related commodities from 1967 to 2018 by relying on co-integration and auto-regression techniques.

This paper determines that the greater the country’s current comparative advantage in an exported good, the higher the risk of export diversion between the Halal and conventional markets. The diversion risk, however, disappears with a lower current comparative advantage.

To take advantage of the fast-emerging Halal market, a country should expand export of commodities with relatively low current comparative advantage but high demand in the target market, along with supportive trade policies to build competitiveness in the long term.

This study fills the gap in the literature by investigating if the theory of comparative advantage can predict the market diversification risk that may arise from the expansion of exports to the Halal market occurring alongside existing exports to the conventional market.