2017 Tulip Food Company Challenge2019-10-31T15:03:19+00:00

Tulip Food Company Challenge:

“How can we develop high-protein meat and savoury snacks for children?”

The Challenge

We challenge you to develop a range of high-protein meat and savoury snacks for school children serving as a pre-lunch snack and/or lunch box treat. Expected launch in several markets 2018/19 – in physical stores in Northern Europe.


Launching a new strategy plan in 2016, Tulip Food Company sees meat snacking as a major strategic and innovation driven bet in growing business across the domestic markets in Europe. Modern lifestyle means that everywhere in the world, consumers are looking for better quality and nutritious meals with a strong focus on health, sustainability, value for money, and taste. The growing markets for meat snacks and high-protein dietary foods are converging and expected to grow considerably on a global scale.

Obesity in children is rapidly increasing owing among others to nutritionally imbalanced foods, main meals being replaced by unhealthy, sugary and fatty snacking, and a tendency for consuming the majority of the daily protein intake with the evening meal – where in fact protein early in the day is crucial for satiety, stimulation of the metabolism, and preservation and buildup of lean body mass (muscle).  Although the protein fortification of meat and savoury products has occurred somewhat later compared to dairy products and use of dairy protein in specialised protein foods, the development of hydrolysed meat protein powders now enables exiting new product innovation in the meat and savoury snack category.

The global market for meat and savoury foods with meat protein as an ingredient is already more than a €150 billion retail business in total sales (Euromonitor). The scientific evidence for the health benefits of meat-based proteins is increasing, and there are substantial sustainability rewards in the potential of making protein a higher proportion of food energy (versus fat and carbohydrates) and to enable higher absolute protein amounts in a food or snack serving by adding high-quality proteins from meat production as a nutritional ingredient.

Together with DC Ingredients, Tulip aims to create a portfolio of nutritious snacks for school children as on-the-go snack items for pre-lunch snacking and/or as a lunch box food item infused with hydrolysed meat protein powder ingredients. The products may re-introduce already known lunch-box classics in new interpretations and/or introduce completely new and perhaps green/vegetable mixed combination product concepts. Health means that minimised fat and salt content is a key consideration, and besides a nutritionally relevant amount of protein, “Nøglehulsmærke” is a key success criteria.  Another consideration is to balance the energy and to deliver higher amounts of quality protein per serving unit. This is why Tulip has partnered with DC Ingredients for what promises to be a synergistic collaboration. Tulip has a strong brand market platform and multi-channel reach and DC Ingredients has the ability, raw material base, and knowledge to develop new and reinvent existing Mindful Meat Nutrition concepts, applications, and products for the global food industry that are of superior quality, taste, and texture than many of its global competitors, and there is a big potential to increase branding on health, CSR, and sustainability. This will create new market opportunities for Tulip and DC Ingredients in new channels and markets, where high-protein, meat-based snack products are not present in the average consumer mindset today.

About Tulip Food Company

Tulip Food Company is a subsidiary of Danish Crown  and employs 2,700 people. Tulip Food Company is a modern meat processing company with sales of products to more than 120 countries around the world. The product portfolio consists of a variety of categories from canned meat to soups, sausages, and meat snacking products.

Tulip is the first registered trademark in Denmark dating back to 1909 and is still today among the strongest brands within several categories domestically and globally with canned meat products. Tulip is globally renowned for food quality and strong focus on food safety. Tulip operates with 12 highly specialised production facilities in Denmark, Sweden, and Germany, with special attention to health and environmental and social responsibility. Tulip and DC Ingredients collaborate to develop innovative and nutritious, high-protein meat snacks.

About DC Ingredients

DC Ingredients is a newly founded subsidiary of the Danish Crown Group and dedicated to developing, producing and marketing hydrolysed meat proteins from pigs or cattle as  nutritious, – “Muscle to Muscle®” -, protein-boosting ingredients for food protein fortification. A joint challenge is to find “happy home”-applications of DC Ingredients’ proteins that meet both culinary and nutrition preferences of health conscious consumers. In addition to continuous efforts to reduce CO2 emissions and consumption of water and electricity, Tulip and DC Ingredients now aim to take an already high degree of slaughter utility to new heights and to set new global benchmarks for how to bring scarce animal protein resources to the highest degree of food utility and nutrition.

The student challenge team

The team of students within these expertise will work and pressent their solution to the challenge

Analytical skills, energetic and involving drive with an open and strategic mindset to problem solving

Global consumer food market understanding and  trends insight with focus on end-customer value creation

Passionate about quality product development and a strong knowledge of food safety

Passionate about quality product development and a strong knowledge of food safety

Knowledge about  global health and protein nutrition and food chemistry

Speakers at the conference

Experts for the Tulip Challenge

Morten Hoffmann Kyed,
Director of Technical Sales, Danish Crown Ingredients

As an M.Sc. in Food, Morten Kyed has 20 years of experience from several of the world’s biggest players in the food industry including DuPont, Solae, Orkla, Palsgaard, and now Danish Crown. Focus has been on food ingredients and especially proteins and their nutritional, functional and sustainability values to the food industry.

Tina Roed Garza,
Senior Manager of Global Category, Tulip

Throughout her career, Tina Roed Garza has worked with FMCG marketing, consumer insights, food trends, and the launch of new products. For the last few years, Tina’s focus has been on canned meat products to overseas markets in both Latin America and Asia. Recently, she has taken over the global category responsibility of meat snacks in Tulip Food Company, primarily to build and strengthen Tulip’s position within snacks in the European markets.

Line Ahm Mielby,
Post Doc in Sensory and Consumer Science at Department of Food Science, Aarhus University.

She has versatile experience within the field of sensory and consumer science. This includes experience in consumer research, including consumers’ response to different food composition matrices, taste-taste interactions and cross-modal interactions, research on different consumer segments, adolescents in particular, as well as basic research on method development.

Ursula Nana Kehlet,
Consultant in human nutrition, M.Sc. in Human Nutrition, Danish Meat Research Institute

For the last six years, Ursula has worked with the nutritional quality of meat and functional meat products in close collaboration with the Danish meat industry. Focus has been on the use of fibre ingredients in pork products with regard to nutritional claims, sensory quality, and appetite regulation.

Alice Grønhøj,
Associate Professor, Department of Management – Bartholin

She conducts consumer research with children, adolescents, and families as target groups and is specialised in young consumers’ food socialisation and pro-environmental consumer socialisation. She has been involved in a range of different projects related to healthy eating, product development targeted children, intergenerational consumer influences, and school interventions to promote healthy eating.

Lars Holm,
Associate Professor, University of Copenhagen

Lars Holm is head of a research group investigating how changes in skeletal muscle mass, with influence on strength and function, can be obtained through interventions with muscular activity and protein nutrition; and how these changes are regulated by fluctuations in muscle protein turnover rates with focus on the measurement and regulation of protein synthesis and degradation rates.

Norbert Reichl,
CEO, Food-Processing Initiative e.V. 

Managing networks and dissemination activities in the food sector for over 19 years, Norbert has experience with innovation and collaboration projects (b2b, b2s) on both the national and international level. He has established contacts to industry and research, managing national and European projects, and participates actively in networks in Germany and Europe (German Food Clusters; European Food Alliance, German Agricultural Society, German Food Technologists Association).


  • Session time: August 31th,  10.15 – 12.00

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