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Health as a Marketing Opportunity
Bergrová, Zuzana ; Šafaříková, Radana (advisor) ; Kladný, Tomáš (referee)
The aim of this thesis is to define the growing use of health symbolism in the consumer goods industry. Powerful group of consumers, focused on the value of health and an active lifestyle, is the base for developing a long-term emerging market with portfolio of brands and products, which are building its image on the basis of health connotations. This "medicalization of consumption" takes place mainly at the level of signs with relevant references, according to which consumers are oriented at different levels of awareness of that fact. On the example of semiotic analysis of Activia brand we would point out how could each sign build a product, permanently associated with required values.
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Ice cream with additional value
Melicharová, Barbora ; Potůčková, Miroslava (advisor) ; Lidmila, Lidmila (referee)
The aim of this bachelor thesis is to summarise current knowledge about production and properties of ice cream with an additional value. Nowadays, incorporation of probiotics is considered as the most intensively studied possibility for functional ice cream manufacture. Their viability depends on the kind of a microorganism, for example bifidobacteria are mostly less stable than lactobacilli in ice cream matrix. Lactobacillus acidophilus AB518, AK414, Lactobacillus agilis AA1773, AC1888 and Lactobacillus rhamnosus AB2010 were chosen as suitable strains for ice cream production because of their stability during manufacture and storage processes and also digestion.
Viability of probiotic cultures in ice cream matrix can be negatively influenced by lethal damage of living cells during manufacture processes and storage. Critical points are freezing of ice cream mixture and temperature fluctuation during storage. The basic ingredients (milk fat, proteins, lactose, sweeteners, hydrocolloids, air bubbles, fruit ingredients) naturally protect starters against these impacts. Survival of probiotics can be also supported by prebiotics inuline and oligofructose (> 9 %) addition, by microorganisms incorporation into chocolate chips (> 23 %) or by starter microencapsulation into calcium alginate (> 30 %).
Probiotic microorganisms addition influences also sensory profile of the final product. To minimize their effect is recommended to incorporate them before the freezing step. Good sensory profile had for example ice cream containing Lactobacillus reuteri and Bifidobacterium bifidum. Probiotic ice-creams could have poorer aroma, yoghurt taste or unpleasant probiotic taste, but on the other hand pleasant fresh sauer taste, higher viscosity, homogenity, smoothness and resistance to melting. Their sensory quality can be also positively influenced by adding milk fat, hydrocolloids (guar gum, xanthan) and sauer fruit ingredients (strawberries) or by overrun (60 90 vol. %).
Moreover, probiotic ice cream is possible to use as a carrier of other health beneficial ingedients, for example essential substances (fatty acids, minerals, vitamins particularly calcium and vitamin D), fibre and antioxidants. It was observed that probiotic ice cream containing Bifidobacterium lactis and Lactobacillus acidophilus had anticariogenic effect.
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Probiotic high-fat dairy products
Šebestová, Kateřina ; Potůčková, Miroslava (advisor) ; Ivana, Ivana (referee)
The aim of this bachelor thesis was to summarise the current knowledge about application of probiotic culture of microorganisms into high-fat food matrixes (dairy or non-dairy) and their potential for devolepment of probiotic cookies. Probiotics are defined as living microorganisms which provide specific health benefits when consumed in a certain amount. They could be consumed in the form of commercially available food with added value or as nutritional supplements. The most common strains of probiotic microorganisms used in food industry are lactic acid bacteria (Lactobacillus, Streptococcus, Bifidobacterium sp.) Their benefical effects include immunostimulatory, antibiotic, antihypertensive, hypocholesterolemic, anticarcinogenic, anti-allergenic and antidiabetic effects and decrease of lactose intolerance symptoms.
As food carriers for probiotic strains of lactic acid bacteria were successfully tested some high-fat dairy or non-dairy matrixes. Non-dairy probiotic carriers with high potential include dressing and chocolate. However, the most common probiotic carriers are dairy products. Traditional are fermented dairy products, especially yogurt, quark and cheese. Increasingly popular are also probiotic ice creams. Probiotic strain Lactobacillus paracasei subsp. paracasei LBC 82 was successfully used for production of cream chocolate mousse.
Unfortunately, studies which are focused on probiotic cookies development are currently not available. However, based on the available results about high-fat probiotic carriers, it could be presume that suitable matrixes for probiotic cookie filling would be cream, yogurt and fresh cheese. High potential has also chocolate in the form of chocolate chips, filling or glaze.
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Funkční potraviny a jejich uplatnění na regionálním trhu potravin
ARDOLFOVÁ, Helena
The main objective of this work was to characterize the benefits of functional foods on human health and formulate effective procedure for the implementation of the regional market for food use marketing mix. The thesis was carried out a survey, whose task was to analyze consumers' awareness of functional foods and their preferences in terms of individual marketing mix. Based on this information, was subsequently formulated recommendations to manufacturers that these foods are introduced to the market as new products.
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Sója - funkční potravina
Zedníčková, Pavlína
This diploma thesis is about soybean as functional food. Functional food contain components with positive effect on human health. In soybean there are lot of these components and very valued are phytoestrogens. Phytoestrogens has estrogenic activity with positive effect in prevention of osteoporosis, breast and prostate cancer, cardiovascular disease and menopausal problems. In experimental part was measured level of isoflavones in different kinds of soy food. The method for separation was high performance liquid chromatography with mass spectrometry.
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Sója - funkční potravina
Drábková, Michaela
The food industry has lately experienced a significant growth in those foodstuffs known as functional foods. This bachelor's thesis focuses on soya bean as a crop that contains a number of biologically active substances with positive effects on the human body. Thanks to the presence of healthy substances, soya is considered to be a valuable functional food. The first part of the thesis deals with the characteristics of functional foods, the reasons for their genesis, development and the ways of classifying them. The following part is aimed at soya itself, its chemical composition and a thorough description of the physiologically impactful substances it contains. The last part of the thesis summarizes the effects of soya on human health, particularly its role in disease prevention, whilst allergy to soya is also mentioned.
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Složky funkčních potravin v chemoprevenci nádorových onemocnění
Baráková, Nikola
This bachelor's theses occupies with the compounds of functional foods -- nutriceuticals -- which may play protective role against cancer. The first chapter deals with functional foods in general and the role of nutrition in one's health. A great part of the thesis is dedicated to the process of carcinogenesis, which is essential to understanding the mechanism of action of nutriceuticals. The greates part of the thesis deals with specific effects of the compouds of functional foods and with the way of affecting the processes in organism against carcinogenesis. Some other nutriceuticals are mentioned in the next part. The end of the thesis is dedicated to methods, which may help to prevent prostate cancer, breast cancer and colorectal cancer. The thesis aims to introduce an integrated view on the topic and to point out some suitable foods, that everyone can include in their diet.
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Modulace imunitního systému člověka výživou
Urbišová, Amálie
This bachelor's thesis focuses on nutraceuticals, compounds of functional food, that can be used for treatment or as a prevention of deseases. Structure and important functions of immune system are described in the introduction of the thesis. Following sententious classification diseases, which is connected with immunity of organism. In this chapter it is described food allergy in detail, because its demonstrations are closely connected with nutrition. Thesis demonstrates influence colon intestine microflora on immune system. Next chapter describes problems of functional food, their characteristics and utilization. The important part of the thesis attends to several compounds of functional food, that makes a better immune system. This chapter includes sententious characteristic of nutraceuticals, their functioning on immunity, listing of food sources and recommended daily intake.
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Fermentation of different cereals by the probiotic bacteria Lactobacillus plantarum 299v
Hamalová, Sabina ; Španová, Alena (referee) ; Prof.Siv Ahrne (advisor)
Počet obyvatel trpících různými infekčními, zánětlivými a alergickými nemocemi stejně jako výskyt laktózové nesnášenlivosti a vysoké hodnoty krevního cholesterolu, má narůstající tendenci. Některé z těchto zdravotních problémů jsou způsobeny nevyváženou střevní mikroflorou. Probiotika jsou pak chápána (nejen) jako potravní komponenty, které přispívají k ustanovení mikrobiální rovnováhy (Parker, 1974) mezi zdraví prospěšnými a škodlivými bakteriemi. Z tohoto důvodu, terapie založená na podávání probiotik pacientům přitáhla zájem ze strany vědců. Vhodný probiotický kmen se pak volí v závislosti na požadovaném zdravotním účinku (příp. zdravotním problému, který má být probiotickou terapií léčen). Lactobacillus plantarum 299v již prokázal své blahodárné účinky na lidech a zároveň byla i potvrzena jeho zdravotní bezpečnost, díky čemuž může tato bakterie být kategorizována jako probiotický kmen (Probi AB, Sweden). I díky tomu je Lactobacillus plantarum 299v ve značné oblibě přidáván do mnoha fukčních potravin a prodáván na trhu pod různými jmény, probiotický nápoj ProViva je jedním takovým příkladem. Cílem této práce bylo studovat fermentační proces na žitném, ječmenném a sojovém substrátu pomocí kmene Lactobacillus plantarum 299v, přičemž zvýšená pozornost byla věnována právě soji a ječmeni jako potenciálně novým substrátům pro výše uvedenou bakterii. Hlavními záměry bylo zkoumání růstu a metabolické aktivity bakterie Lactobacillus plantarum 299v v asociaci s různými cereálními substráty, a později bylo studováno totéž také ve směsi fermentované cereální komponenty s běžně dostupným ovocným džusem. K tomu, aby se dosáhlo optimálních podmínek fermentace, je třeba vzít v úvahu několik aspektů. Hlavní role při konceptování nového fermentovaného produktu patří především zpracování a taktéž kompozici surového materiálu, růstové kapacitě a produktivitě bakteriální kultury a stabilitě finálního produktu během skladování (De Vuyst, 2000). Tyto parametry jsou důležité hlavně ze strany výrobců. Krom toho jsou tu ale i zákazníci, pro něž je přijatelnost produktu založena z velké části na organoleptických vlastnostech finálního probiotického produktu, tj. aromatu a chuti. Přítomnost a dostupnost různých jednotlivých nutrientů, která byla obsažena ve fermentačním médiu výsledkem rozdílných použitých cereálních substrátů, pravděpodobně vyústila v odlišnosti metabolických drah, což pak později mohlo způsobit rozdíly v organoleptických vlastnostech finálního produktu.
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Marketing strategy of the company Max Sport
Klačková, Alexandra ; Průša, Přemysl (advisor) ; Roháčová, Michaela (referee)
The subject of the bachelor thesis is the marketing strategy of the company MAX SPORT Ltd. This Slovak company produces nutritional bars falling within the fast-growing category of functional food. The aim of bachelor thesis is the analysis of the marketing strategy used by the company on the Slovak market. The first part summarizes the theoretical background of marketing, marketing strategy, market analysis, marketing mix and brand. Theoretical knowledge is then applied in the case study. The practical part analyses the company Max Sport Ltd. and its current marketing strategy in detail. Max Sport brand awareness and consumer behaviour of its customers are then analysed by conducting an own questionnaire survey. The main target of this thesis is the development of proposals and recommendations in order to improve the current strategies based on the results of the questionnaire and own market analysis.
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