Abstract
The domestic dairy market is currently characterized by intense competition across all segments. Under these conditions, expanding the product range, developing innovative technologies, and producing functional foods that meet modern consumer demands are of particular importance. In a highly competitive environment, effective presentation of a new product and its proper positioning among similar products represent key strategic objectives. Therefore, this study aims to determine the consumer positioning of an enriched curd-based pudding in comparison with analogous products available on the market. This research is devoted to exploring the possibilities of using locally sourced plant-based raw materials in the production of a curd pudding product. During the study, the component composition of a pudding produced on the basis of curd whey with the incorporation of plant ingredients was determined, and the technological parameters and processing regimes were developed. A series of experimental studies was carried out to optimize the technological process, focusing on the assessment of the influence of physicochemical properties of raw materials on the quality and stability of the finished product. Comprehensive analyses of the finished curd pudding were conducted in accordance with applicable regulatory standards. As a result, its organoleptic, physicochemical, and structural-mechanical properties were determined, and its nutritional value, shelf-life stability, and consumer characteristics were evaluated. The obtained results demonstrate the functional orientation, safety, and competitiveness of the developed product in the dairy market.