"Ready-to-eat" is defined as the status of the food
being ready for immediate consumption at the point of sale. It could be raw or
cooked, hot or chilled, and can be consumed without further heat-treatment
including re-heating
Ready to eat foods are food
products that require no further processing to ensure their safety. They may or
may not have been cooked: i.e. Fruits, sushi, some species of shellfish,
spices. Foods such as luncheon meats, tuna salad, bakery products and cheeses
are also considered RTE foods
There are five fundamental
processes of producing RTE cereals (Nevo, 1998): granulation, flaking,
shredding, puffing and extrusion. With the exception of Nestle, all the major
RTE producers have their origins from the United States, and thus forming one
of the most concentrated US industries today. Since the 1980’s, the Federal
Trade Commission has been investigating and prosecuting the largest three
cereals makers on the charge of shared monopoly (Wall Street Journal, 1980).
Advertising is the major means of competition in this industry, especially by
television advertising (Ippolito & Mathios, 1990). The television
advertising expenditure is second only to automobile producers. Advertising
ratio to sales is about 13 percent, while the average in food industry is only
2 – 4 percent. Born with the convenience trend, the industry today, however,
has undergone changes in customers’ concern. Diet nutrition gradually replaces
convenience as one of customers’ most concerned factor when purchasing RTE
cereals. More than half of men and women are reported to consider nutritional
factors such as fiber, vitamins, and sugar content when purchasing RTE cereals.
Women express the most concern about the amount of sugar and fat, while men are
more interested in vitamin content.
There is some lack of
clarity about differentiation between RTE and Ready to Cook (RTC) and both are
commonly referred to as RTE. RTC
products are mainly various pastes where a consumer adds vegetables or meat to
prepare a dish. RTE products, on the other hand, normally come as a complete preparation
in the frozen form or in the cans or in packets with inner pouch and what is
referred here are part of meals in pouches and not the snack or other segments.
RTE products have a shelf life of about 12-15 months. Thereafter the product
may be safe but may lose colour and aroma
RTE products are prepared in
a large industrial kitchen like any other product but care is taken in
formulating the product with respect to ingredients and cooking it just bare
minimum as the product undergoes steam sterilization during processing. It is a
specialized technology requiring alertness, high degree of precision, process
controls and handling
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