The information from this survey supported the development of Microban protected household products.

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About the manufacture
Microban® anti-bacterial protection can be incorporated into virtually any polymer resin, plasticiser or colouring/dye process and works in cast, blow moulded, injection moulded, extruded, blown or powder coated processes. Its use does not disrupt the manufacturing process and has no effect on the tensile strength, colour or texture of the end product.

Microban® anti-bacterial protection exists in an equilibrium distibution throughout the product. It migrates from the inside of the product to the surface, as required, to create an anti-bacterial surface which helps to minimise the growth of bacteria. It can only be removed by abrasion, egs. during washing up, or in use. As it is used up it is continually replenished. Products are engineered to contain exactly the right amount of Microban® to provide protection for the lifetime of the product.

Before new products can be approved for manufacture, various safety and legal checks have to be made. Microban® is fullt approved by the European Union (under EU Directive 90/128/EC) for use in food contact applications, and has been proven not to taint food in contact with plastic surfaces containing Microban®. It is registered with the Environmental Protection Agency (EPA) and approved by the Food and Drug Administration (FDA) for use in medical and food-related products. All applications were tested for consumer safety before manufacture before being released onto the market.

In due course, Sainsbury's will expect all the companies that supply them with food products to use Microban® anti-bacterial protection in their manufacturing units.

This helps to set standards throughout the manufacturing chain in terms of managing food safety within high volume food production operations.

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About the marketing
Microban® is used in a growing number of products to help provide protection against most food poisoning and otherwise undesirable bacteria. These products include:

Whilst offering additional protection, the use of Microban® in products does not remove the need for the consumer to maintain good food safety and hygiene standards. This is stated on the packaging, in order not to mislead the consumer.

Additionally, now that full food contact approval is granted, is there are plans to introduce Microban® into food packaging. This will not sterilise the food itself, or attack food spoilage organisms, but will stop the growth of bacteria, such as E-coli, on the surface of the packaging and so can help reduce cross-contamination risks in food handling processes.

Incorporation of Microban® anti-bacterial protection into a wide range of household products gives Sainsbury's an important market lead and point of differentiation in their retail market. The added value and brand profile offered to consumers within Microban® protected products is a major component in Sainsbury's marketing strategy to attract new shoppers.

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About issues and values
Cases of food poisoning in England and Wales doubled in the decade between 1987 and 1997. In response to this problem, and seeing a gap in the market, numerous companies have introduced products containing anti-bacterial agents. In the last few years this has become a growth market.

Their use in consumer products 'adds value' to them, by providing additional anti-bacterial properties, personal and food hygiene benefits.
The main factors identified in cross-contamination are:

Products containing anti-bacterial agents claim to reduce these risks to the consumer, preventing risks from becoming hazards. But, whilst offering additional protection, their use does not remove the need for the consumer to maintain good food safety and hygiene standards.

The Consumers' Association reported (1999) that half of all households have bought anti-bacterial products and that nearly one in ten people wrongly believe that anti-bacterial agents could make dishes, surfaces and hands sterile. Around 60% of those questioned said they felt more confident about home hygiene by using these products. The Consumers' Association called for closer monitoring of the use of anti-bacterial agents in household products.

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Making use of the case study - things to think about and do
Using this case study for the following tasks will help to develop your understanding about:

• food safety and hygiene
• industrial practices - products that are designed to protect consumers, food safety and hygiene handling practices
• new product development - designing to meet consumer needs
• values issues - decisions made about design, eg. whether products meet consumer needs in the most appropriate ways and safely

• Present a report of the main findings.
  
• How might companies use information from market research to inform new product development?