FACULTY OF FOOD TECHNOLOGY AND BIOTECHNOLOGY, UNIVERSITY OF ZAGREB  

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ECOTROPHELIA CROATIA 2014 - GOLD

SIT FIT

Sit Fit is an innovative dairy drink based on cultured buttermilk with addition of autochthonous Croatian Marasca cherry and organically grown millet and buckwheat, suitable for all age groups.

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.