FACULTY OF FOOD TECHNOLOGY AND BIOTECHNOLOGY, UNIVERSITY OF ZAGREB
ECOTROPHELIA CROATIA 2014 - Or/Gold ECOTROPHELIA EUROPE 2014 - Not awarded
Sit Fit is a dairy drink based on cultured buttermilk with addition of autochthonous Croatian Marasca cherry and organically grown millet and buckwheat. The ingredients were chosen in regards to their nutri¬tional, environmental and socio-economic role giving Sit Fit multidimensional value. The formulation was developed in order to provide for energy and nutri¬ent content of a balanced snack suitable for all age groups. Favorable protein, fat and calcium content were accentuated by nutrition claims in accordance with the European legislation. Glass packaging pre¬serves the product with consumer’s health and en¬vironmental impact in mind due to its chemical inert¬ness and endless recycling and up-cycling potential. Fairy simple production requirements make it easy to incorporate into existing dairy industries while using buttermilk that is essentially a byproduct of butter production presents a cost-effective and environ¬mentally friendly raw material for new food products development. In the long run, Sit Fit also has potential for diversification thus expanding the market of¬fer and covering a wider range of consumers’ prefer¬ences. A relatively higher retail price in comparison to similar products estimated at 1,9 € (including VAT and margins) is considered acceptable due to high quality ingredients suitable for all consumers includ¬ing ones suffering from celiac disease, exceptional nutritional value and consumers’ willingness to pay more for glass packaging.