FOOD INDUSTRY APPROACHES TO DEVELOPING A HEALTHY FOOD PRODUCT LINE
The healthy nutrition market in Russia has moved to a new progressive stage - new types of projects are appearing, the popularity of natural products is growing, new players are entering the market. It was established that, taking into account consumer demand for healthy food products, the producer performs not only important social functions that are part of the strategic direction of state policy, but also receives an economic effect that is advantageous for production. Based on the data of a sociological study, the feasibility of introducing new healthy food products into production was considered. Using the example of a specific enterprise of the Mari El Republic, “Bakery No. 1” LLC, the design cost of the ingredients for the production of two types of cakes was calculated, the position of the cake in the ingredient composition, which contains lactose, and a new lactose-free product were already entered. As a result, potential positive effects were assessed, both for certain groups of citizens suffering from lactase intolerance, and for the manufacturer in the direction of increasing interest in manufactured products, market recognition, and the formation of a new consumer brand that performs important social functions for the introduction and production of certain types of healthy foods.