Editor’s Note: Not all new products end up on a retail shelf! Here, Prepared Foods get the inside scoop on foodservice new product development in an interview with Michael S. Zeller, Senior Corporate Executive Chef, R&D, at Simplot Food Group.
This Boise, Idaho-based business processes frozen potatoes, avocados, fruits, vegetables, and grains for both commercial and non-commercial foodservice channels. A 26-year food industry veteran, Zeller manages a four-person culinary team, works with Simplot’s R&D scientists and operator customers. He helps develop innovation, support customers with menu development and aligns Simplot products with market trends and consumer preferences.
Prepared Foods: Thanks for your time today Chef! Can you tell us a little about how you interact with operator customers, your own R&D food scientists and consumers?
Chef Michael Zeller: I work with operator customers—including operation heads and chef counterparts—on a regular basis to gather feedback and understand their challenges. My collaboration with R&D food scientists is frequent, as we work closely to innovate and refine our product offerings. Although direct interaction with consumers is a little less frequent, I stay informed about consumer trends and preferences through market research as well feedback from operator customers and many other outlets.
PF: What’s something you’ve learned from Simplot’s R&D scientists?
Zeller: Working with Simplot’s R&D scientists has taught me the importance of precision and experimentation in product development.
Their scientific approach to ingredient selection and processing has greatly enhanced our ability to create products that are not only delicious—but also meet strict quality and consistency standards. For example, it’s making sure you’re using the correct mesh of pepper that will support (and not hang up) the blending process. It’s all about the details.
PF: Thanks! Now let’s dive into a some fun new product examples from your primary areas. What’s been a new potato offering you’re proud of? Why?
Zeller: We love to be trailblazers in the culinary innovation world. For our new product, we traveled the country—tasting, looking at flavors, shapes, sizes, taste and smells. Now we’re thrilled to unveil our latest masterpiece: Simplot Maple City Waffle Fries and Waffle Bites, which we believe are the world’s first waffle flavored potatoes. Launched this March, Simplot’s waffle-flavored potatoes are made with real maple syrup, and feature notes of cinnamon, vanilla, and nutmeg. We think they are the perfect match for chicken, morning eggs, and more.
We believe this item is exciting new potato option in a breakfast daypart that has seen little innovation in recent years. Moreover, this new brand meets three big trends: late-night snacking, extravagant breakfasts, and one-handed meals. They smell and taste amazing and are perfect the fast-paced lifestyles of QSR customers.
PF: How about Simplot’s work with avocados? What’s new here?
Zeller: I'm proud of innovation in the avocado category with our new flavored avocado spread portfolio. This platform delivers on-trend avocado products and meets consumers' desires for new and unique flavors. Our Dill Pickle and Cucumber Tzatziki spreads have already been well received, and we're excited to announce the launch of a third flavor this October. It continues our commitment to innovation and makes Simplot stand out in the avocado category.
I’m also proud of our new frozen avocado halves. Recognizing the growing demand for avocado in various dishes, our team focused on developing a product that offers the fresh taste and texture of ripe avocados with the convenience of being ready to use. This product meets the need for consistency and reduces prep time for operators. In the end, it makes it easier for them to include avocado in their menus. It’s perfectly ripe and 100% useable.
PF: What’s new within your vegetable line?
Zeller: We believe our Simplot RoastWorks line has a bright future and we are creating new and interesting products that not only save our customers time—but also add value and excitement to their menus.
Simplot RoastWorks is our premium brand of roasted vegetables and is the #1 line of roasted products in foodservice. In the brand’s 25 years, we’ve innovated and pushed the boundaries of what’s possible from a culinary standpoint and, more recently, from a food safety standpoint. In 2020, we launched a line of ready-to-eat (RTE) vegetable products, which has only grown since then.
Most recently we’ve updated our RoastWorks Corn and Black Bean Fiesta to make it RTE. This has been a request we hear frequently from our customers as this product is delicious and works well in a variety of cold applications. Operators no longer need to heat to 165F, and then chill to serve cold; they can simply thaw the bag in the refrigerator and serve cold as needed.
Many customers are becoming more concerned with food safety and are requesting products to be RTE, even if they plan to cook them. This ensures the product is safe if one of their employees fails to heat the product properly. Simplot RoastWorks Corn and Black Bean Fiesta will be available in RTE in November of 2024.
PF: Would you also share an example of a new rice or grain product? How does it address an operator need and/or consumer interest?
Keller: One of our recent successes is a line of seasoned rice blends. These products cater to growing interest in ethnic meals and bowls and we offer a variety of flavors inspired by global cuisines. These seasoned rice blends provide operators with a convenient, ready-to-use base for creating diverse, flavorful dishes that appeal to a wide range of consumers.
PF: Indeed. One of your blogs referenced how how ethnic meals and bowls are quite popular with schools and colleges, etc. What have you learned about working with rice?
Zeller: After a decade of explosive growth, grain bowl popularity shows no sign of waning, especially among younger generations. New products are making bowls easier than ever to serve at colleges, universities, and K-12 school programs. In a post, you’ll learn about those products and why grain bowls continue to be a smart choice for student menus and non-commercial kitchens strapped for labor.
Working with rice has taught me a lot about the importance of balance in flavoring and seasoning. Rice is a staple in many cuisines, and its versatility allows it to be paired with a wide range of ingredients. Through experimentation, we’ve learned how to enhance its natural flavor while ensuring it complements the other components of a dish, creating a harmonious and satisfying meal.
PF: Speaking of exciting global flavors, where do you go for culinary inspiration?
Zeller: I enjoy exploring local markets, dining at diverse restaurants, and traveling to experience different cuisines firsthand. These experiences help me stay current with food trends and discover new flavors and techniques that I can bring back to our product development process. I often will look at two or three recipes and photos. Then I will combine one part from one dish one from another and come up with something brand new. In many instances, it starts out with a visual and I build from there.
PF: Before we let you go, what are you most proud of from this calendar year?
Zeller: I’m most proud of the successful launch of several new products, which have been well-received by our customers. For the remainder of 2024, my goal is to continue innovating and expanding our product lines to meet emerging trends and customer needs.
Speaking of trends, we create a “Trend Feast” brochure twice a year and looked for our own ways to capture and embrace what’s happening in these four areas: nostalgic desserts, veggie small plates, elevated pizza, and “loaded” fries.
PF: What excites you for 2025? Is there a particular trend or flavor you’re watching?
Zeller: For 2025, I’m excited about the continued flow of global flavors into mainstream menus. I’m particularly interested to explore new ways to incorporate these trends into our products. We want to offer operators more unique and exciting options to enhance their menus.
