Contrasting Opportunities for Mass Customisation in Food Manufacture and Food Processes

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In this chapter the concept of mass customisation is studied and the feasibility of its application to food production is discussed. Mass customisation is a concept that offers, at relatively low prices, products tailored to the requirements of the particular customer. It has increasingly become important as markets become fragmented and customers become fastidious. However, mass customisation is rarely applied in the food industry. This chapter investigates via previous literature and case studies justifications for this and presents some opportunities for the food and drink industry to exploit.