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Globally, consumer’s inclination towards functional foods had noticed due to their greater health consciousness coupled with enhanced health-care cost. The fact that probiotics could promote a healthier gut microbiome led projection of probiotic foods as functional foods and had emerged as an important dietary strategy for improved human health. It had established that ice cream was a better carrier for probiotics than fermented milked due to greater stability of probiotics in ice cream matrix. Global demand for ice cream boomed and probiotic ice cream could have been one of the most demanded functional foods. The purpose of this paper was to review the technological aspects and factors affecting probiotic viability and to standardize methodology to produce functional probiotic ice cream.

Attempt was made to search the literature (review and researched papers) to identify diverse factors affecting the probiotic viability and major technological challenge faced during formulation of probiotic ice cream. Keywords used for data searched included dairy-based functional foods, ice cream variants, probiotic ice cream, factors affecting probiotic viability and health benefits of probiotic ice cream.

Retention of probiotic viability at a level of >10⁶ cfu/ml is a prerequisite for functional probiotic ice creams. Functional probiotic ice cream could have been produced with the modification of basic mix and modulating technological parameters during processing and freezing. Functionality can be further enhanced with the inclusion of certain nutraceutical components such as prebiotics, antioxidant, phenolic compounds and dietary fibres. Based upon reviewed literature, suggested method for the manufacture of functional probiotic ice cream involved freezing of a probiotic ice cream mix obtained by blending 10% probiotic fermented milk with 90% non-fermented plain ice cream mix for higher probiotic viability. Probiotic ice cream with functional features, comparable with traditional ice cream in terms of technological and sensory properties could be produced and can crop up as a novel functional food.

Probiotic ice cream with functional features may attract food manufacturers to cater health-conscious consumers.

This study aims to increase knowledge of the ability of nutrition labels to guide consumer choices in real-life environments.

Food consumption and plate waste data were collected from two self-service restaurants (SSR) with different customer groups over six observation days: three control and three intervention (with nutrition labelling) periods. Study Group 1 consisted of vocational school students, mostly late adolescents (N = 1,710), and Group 2 consisted of spa hotel customers, mostly elderly (N = 1,807). In the experimental restaurants, the same food was served to the buffets during the control and intervention periods.

The nutrition label in the lunch buffet guides customers to eat fewer main foods and salads and to select healthier choices. Increased consumption of taste enhancers (salt and ketchup) was observed in the study restaurants after nutritional labelling. Nutrition labelling was associated with a reduction in plate waste among the elderly, whereas the opposite was observed among adolescents.

The results provide public policymakers and marketers with a better understanding of the effects of nutrition labelling on consumer behaviour. Future studies should further evaluate the effects of nutrition labelling on the overall quality of customer diets and the complex environmental, social, and psychological factors affecting food choices and plate waste accumulation in various study groups.

The purpose of this paper is to investigate the impact of design features in in-feed advertising on its effectiveness. Previous research on various forms of advertising has demonstrated that design features can influence advertising effectiveness. However, given the distinct presentation mode and content of in-feed advertising compared to traditional forms, it is crucial to examine whether the effects of design features differ for this type of advertising. Through two studies, we examined how five specific design features affect consumers' purchase intention within the context of in-feed advertising. The mediating role of perceived value and the moderating role of product involvement are also proved.

Using the methods of online survey and online experiment, the author conducted two empirical studies. In study 2, the authors adopted the orthogonal array design to simplify experimental grouping.

The findings demonstrate that akin to conventional Internet advertising, the informational content, credibility and entertainment value of in-feed advertising exert a positive influence on its efficacy. Notably, the interactive nature of in-feed advertising significantly enhances users' inclination toward making purchases. Conversely, any form of interference can detrimentally impact its utility.

The study demonstrates five design characteristics that may impact the effectiveness of in-feed advertising, expanding the relevant theories about in-feed advertising. At the same time, this study contributes to the understanding of consumer responses to advertising. However, the two studies in this paper are conducted within the framework of WeChat, a popular Chinese social media platform, with the participants consisting exclusively of Chinese users.

Considering the rapid development of in-feed advertising in terms of quantity, content and form, the author believes that the results of this paper can help advertisers in their design thinking. The moderating effect of product involvement can be applied to optimize personalized advertising delivery schemes.

This paper focuses on a practical problem, that is, how to improve the effectiveness of in-feed advertising by modifying advertising design features.

The rising number of food recalls has raised concerns about complexity, globalization and weak governance in the food supply chain. This paper aims to investigate the recall of plant-based products with data from the US Food and Drug Administration.

Introducing the structural topic modeling method allowed us to test theories on recall in the context of sustainable food consumption, enhancing the understanding of food recall processes. This approach helps identify latent topics of product recalls and their interwoven relationships with various stakeholders.

The results answer a standing research call for empirical investigation in a nascent food industry to identify stakeholders’ engagements for food safety crisis management for corporate social responsibility practices. This finding provides novel insights on managing threats to food safety at an industry level to extend existing antecedents and consequences of product recall at a micro level.

For practitioners, this empirical finding may provide insights into stakeholder management and develop evidence-based strategies to prevent threats to food safety. For public policymakers, this analysis may help identify patterns of recalls and assist guidelines and alarm systems (e.g. EU’s Rapid Alert System for Food and Feed) on threats in the food supply chain.

Two detected clusters, such as opportunisms of market actors in the plant-based food system and food culture, from the analysis help understand corporate social responsibility and food safety in the plant-based food industry.

After reading and discussing this case study, students will be able to explain the concept of diffusion of innovation and predict how the passion fruit-infused vinaigrette (PFIV) might spread throughout the Thai market; analyze the market environment for condiments in Thailand and identify specific opportunities that Preedha Vinchit and her team should consider for the successful launch of the PFIV; interpret both qualitative and quantitative data gathered by the new product development (NPD) team and discuss its implications for the product’s market strategy and development; and critique the initial launch plan proposed by Krit Anon, suggest practical strategies and calculate the break-even point necessary to meet the project’s financial goals.

During July 2023, Vinchit, product marketer at the Thani Food Institute (TFI), faced a critical decision regarding the launch of the APFIV. Developed from TFI’s patented passion fruit peel powder, the PFIV offered functional benefits and addressed the sustainable use of passion fruit resources. As COVID-19 restrictions eased, TFI’s board of advisors anticipated a successful market entry for PFIV. Anon, culinologist and chef behind PFIV’s formulation, expressed keen interest in launching it independently with a startup investment of THB 500,000 (US$14,388). Vinchit, with market research and home-use test results indicating positive consumer reception in hand, contemplated whether to proceed with a launch plan of TFI’s design or endorse Anon’s entrepreneurial venture. Critical considerations included market viability, strategic partnerships, target demographics and marketing strategies encompassing pricing, distribution and promotional campaigns. The decision hinged on maximizing PFIV’s market potential amidst Thailand’s robust condiment consumption and growing health awareness.

This case study can be used in undergraduate and graduate courses in entrepreneurship, food product development, marketing strategy, market research and innovation on topics including NPD, opportunity identification, concept testing, consumer research analysis, marketing strategy formulation, business/financial analysis and launch strategies. This case study may be more useful in the middle or later parts of a course or module when an instructor is focusing on any or all stages of the NPD process and the strategic decisions, particularly for aspiring entrepreneurs with limited resources. Additionally, students should have developed at least some preliminary understanding of qualitative and quantitative research methods. This case study has been very effective in demonstrating various organizational processes and decision-making tools, which allow students to apply strategy frameworks and systematically evaluate several alternatives.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

The purpose of this study is to develop nature-inspired 3D surfaces for atmospheric water harvesting.

Initially, cylindrical-shaped protrusions were produced utilizing a 3D printer to obtain a surface with a high surface area. Subsequently, an electrospraying technique was employed to coat the tips of these hydrophobic protrusions with hydrophilic nano-scale particles and fibers, utilizing polyamide 6 (PA6) or PA6/chitosan (CH) blends. In the next stage of the study, the impact of protrusion shape was investigated by fabricating surfaces with cylindrical, conical and tree-shaped protrusions. Following the production of 3D surfaces, PA6 was electrosprayed onto the protrusions to achieve varied wettability patterns on the 3D surface. Finally, the water collection rates and capacities of the surfaces were evaluated.

Water collection tests demonstrated that PA6-coated surfaces exhibited greater water collection capacity compared to untreated surfaces. Furthermore, the addition of CH enhanced the water collecting efficiency of the 3D surface. It was found that the shape of the protrusions significantly influenced water collection capacity. Particularly, cone-shaped protrusions exhibited the highest water collecting capability among the different shapes tested.

In this study, 3D printing and electrospraying techniques were combined to create 3D surfaces characterized by high surface area, along with hydrophilic and hydrophobic regions to produce superior surfaces for atmospheric water harvesting.

Consumers’ digital engagement can bring various benefits to both brands and consumers. Besides, few studies investigated the outcomes of engagement with restaurant brands on Instagram. Therefore, this study aims to examine the effect of consumer engagement (CE) with restaurant brands on consumer-related factors (namely, consumer’s brand knowledge, perceived enjoyment and consumer social interaction) and brand-related factors (namely, e-WOM and brand reputation), as well as the mediating role of consumer-related factors.

The sample consisted of 394 Instagram followers of restaurant/coffee shop brands, and covariance-based structural equation modeling and bootstrapping were used to assess the hypothesized relationships.

The results show that CE with restaurant brands on Instagram enhances brand-related outcomes as well as consumer-related outcomes. Moreover, consumer-related factors partially mediate these relationships.

The findings of this study provide insights for restaurant managers and digital marketers to stimulate consumer-brand engagement.

To the best of the authors’ knowledge, this study is among the first that examines the effect of CE with restaurant brands on consumer- and brand-related outcomes on Instagram. The context of the study is Iran, which adds to the literature on CE that mainly focuses on developed countries.

The purpose of this study is to explore the impact of gamifying brand storytelling on user immersion in the brand narrative, a concept referred to as “narrative transportation”. The aim is to comprehend how transportation influences users’ experience and their responses to the brand, with particular focus on brand attitude and WOM. The study also explores the role of interactivity in brand storytelling and its effects on transportation and user engagement.

Four experiments were conducted to sequentially test the proposed hypotheses. Each experiment involves ad hoc gamified brand stories for different product categories (wine, museum, glasses and frozen fruit).

Findings indicate that including gamification elements in brand stories heightens narrative transportation and enhances the information obtained by users as well as their entertainment. Users thus respond more positively to the brand in terms of attitude and WOM. The study also reveals that high levels of interactivity in the game may actually decrease narrative transportation in the story, although this is offset by the perception of greater entertainment.

This research contributes to current understanding of brand storytelling and its impact on branding. It highlights the importance of offering users a gamified experience that can provide them with information about the brand whilst also offering them entertainment. The results also hold implications for gamification literature by emphasizing the need to ensure a balance between game and story vis-à-vis enhancing the impact of gamified storytelling on brand response.

This study investigates the roles of technological development, artificial intelligence (AI), and robots in the catering business and their effects on the labor force and staff shortages.

The impact of AI, robots, and technological advancements on the labor force is outlined. Secondary sources and the results of interviews with two highly experienced experts were used to identify the transformation or metamorphosis that affects the staff situation during catering operations. This is an opinion paper that explains why it contains many of the authors’ observations and experiences.

Technological equipment and AI have been used frequently in catering operations, and robots are not grooved. In the near future, these tools could be part of a solution for the staff shortage because, with their help, less-skilled workers could be doing some of the job in the catering business.

The study is written from a limited perspective because of its qualitative nature and the fact that it is shaped by expert opinions and the author's views. It is expected that conducting the same study with a larger number of experts operating in various fields on similar topics in the future will lead to more effective results.

This research character is an opinion paper and qualitative. This research aims to explain the use of artificial intelligence, technological advancements, and robots and to explore their impacts on the labor force based on the opinions of experts and the author. The data obtained are expected to be useful for future labor force planning in catering businesses.

This study provides an exploratory framework regarding staff shortages in catering businesses and the integration of technology, AI and robots.

Based on a literature review, only a limited number of studies have been conducted on the use of technology, artificial intelligence, and robots in kitchens. None of these studies investigated their impact on the labor force. Therefore, this study is both original and valuable.

Consumers increasingly expect brands to have a social purpose. Yet, guidelines on how to effectively engage in conscientious purpose-driven branding are lacking. This study aims to better understand what the key drivers of a successful conscientious purpose-driven branding strategy are and what is its impact on key brand outcomes.

Data was gathered using a self-administered survey, answered by 670 young adults belonging to generations Y and Z. The study integrates in a single moderated-mediation model, tested using partial least squares structural equation modelling, the joint effects of cause–brand–consumer congruences, cause-brand authenticity and brand image, on consumers’ intention to purchase and recommend the brand.

Consumer-brand congruence mediates the path from cause-brand congruence and authenticity to brand image, which in turn impacts purchase and recommendation intentions, with authenticity playing a dominant role. Moreover, for consumers highly congruent with the cause/purpose, the direct effect of cause-brand congruence on brand image becomes non-significant and only works through consumer-brand congruence.

Theoretically, this study contributes to a better understanding of how and when conscientious purpose-driven branding can be effective. Its findings further advance prior research, by providing an alternative path anchored on cause-brand authenticity to explain positive effects of conscientious purpose-driven marketing on brand outcomes. Moreover, it challenges prior assumptions regarding the impact of consumer-cause congruence on the effectiveness of these strategies. Finally, it highlights that cause-consumer and brand-consumer congruencies also play a role, offering an integrated, triadic view of conscientious purpose-driven branding strategies. Managerially, it provides insights to brand managers wishing to successfully implement these strategies and better understand the role of brands as “purpose-driven entities”.