Guide Book: Target Audience, Gluten Free

To further my research and create content for the cook book I've conducted a more detailed interview with Rosanna who suffers from coeliacs disease asking her about her experience and asking the following question.

1 What diet do you have? (vegan, gluten free, diary free etc)

2 Do you find it hard to access suitable foods such as chocolate, cake, biscuits etc?

3 Is it expensive? if so do you think its worth it?

4 Would you be interested in cook book and educates you about different foods and shows you how to easily make alternative to suit your diet with readily available ingredients?

Rosanna, 60:
1. Gluten-free
2. yes its hard as many that are suitable are twice the price and half the size.
3. yes its very expensive, not really worth it as a lot of sweet treats are actually double the calories and half the size compared to the alternatives.
4. Yes I think it would help people who have just discovered an intolerance as it can be hard to know what you can and can't eat as gluten can be hidden in a lot of things such as pasta sauces and some nuts which are coated in wheat flower.
Additional Information:
One of the hardest things to deal with was coming to terms with the fact that there was a lot of things that I liked but could no-longer eat such as biscuits and normal bread. The most surprising thing was how much gluten is hidden in things such as some nuts and pasts sauces and cross contamination is very common. Many people with coeliac disease have to have separate butters and toaster in order to avoid cross contamination from crumbs. Cross-contamination can be very common in restaurants making it difficult to eat out as although places may have a gluten free menu they can be cooked using the same utensils and pans as normal making them unsafe for those with a server form of coeliacs disease. Interestingly you can get some gluten free foods on prescription however this is limited as you can only get certain things depending on your location. Additionally those with coeliacs disease are at an increased risk of Osteoporosis so have to have a higher calcium intake. Generally coeliacs have a lower immune system as its an auto-immune disease meaning it can be easier to catch colds and the flu, resulting in free flu jabs being given out on the NHS.

Publication: Initial ideas

In order to respond to feedback given during my presentation I've refine my idea/target audience to focus on those with food intolerance, specifically those with coeliacs disease, lactose intolerance and those who are refined sugar free. This will allow me to refine my ideas and conduct more research in order to create the content for the book.

Initial Ideas:
Care Package:
- including a recipe book for each intolerance, and fact file cards to help inform those who have recently discovered they have an intolerance about the intolerance itself and what others found hard.

- Care package include all three issues could be shaped like a shopping bag with each book of recipes being shaped like there intolerance e.g; bread for coeliac and milk carton for lactose intolerance.

- Cook book for each intolerance, gluten free, diary free and refined sugar free.

One cook book:

- Cook book for those with food intolerances focusing on recipes suitable for lactose intolerance, coeliac disease and those who are refined sugar free.

- Cook book including a self help section at the front featuring tips about certain foods and how they effect certain conditions.

- food diary or tracker aspect so people who are trying to change there diet can keep on top of the changes there making

- split into sections looking at different health issues linked with intolerance and recipes for those issues.

- Sugar section can help both with overall health and those with lactose intolerance and coeliacs disease.

- feature simple, easy to understand terms so information is clear and not confusing

 - maintaining gut heath with a weaker immune system as the result of coeliac disease (autoimmune disorders)

Presentation

The following presentation shows the key information/research discovered whilst responding to the summer brief focusing on the following:

Secondary Research:
- existing books ands how they started such as Deliciously Ella and Livia's Kitchen
- dietary conditions helped by eating a whole food diet and elimination gluten, diary and refine sugar.

Primary Research:
- Interviews exploring how those with dietary issues would respond to a baking book that both educates about foods whilst teaching you how to bake.
- Images of the recipes that I've made over summer mainly from Deliciously Ella and Livia's Kitchen with some small alterations to make them easier to make.

Feedback/ Potential Points of Development:
- refine the idea more to create a USP in order to define an audience
- focus on health benefit of healthy eating and how it can help certain conditions
- how recipes actually taste
- introduction for those who have recently developed an intolerance how they can still enjoy there favourite treats

Photos

Below are the best photos documenting the recipes that will feature within the cookbook:

Guide Book: Interviews

In order to gain a greater understanding of the target audience I've interview different people who have specific dietary requirements/ conditions such as coeliac disease, mild food allergies and veganism.

1. What diet do you have? (vegan, gluten free, diary free etc)

2. Do you find it hard to access suitable foods such as chocolate, cake, biscuits etc?

3. Is it expensive? if so do you think its worth it?

4. Would you be interested in cook book and educates you about different foods and shows you how to easily make alternative to suit your diet with readily available ingredients?


Sophie, 21, minor food allergies:
1.  Normal diet. 
2. Not really, but there are a fair few that I have to avoid and I normally have to make sure that there are no nuts in things
3. As I have a normal diet it's no more expensive than usual but I just have to make sure I avoid certain foods
4.  yes, I would find it useful to know more about alternative for nuts and fruits etc.

Hannah, 20
1. Vegan 
2. In restaurants, cafes etc yes it is hard to find good alternatives. It isn’t as hard in supermarkets though if they are big
3. I spend less on meat, but more on vegetables. I think it evens it out generally. It is just the restaurants and snacks that are a lot more expensive than say buying a sandwich or a chocolate bar, but yes I do think it is worth it because I feel like I have more energy and I am doing my bit to help out.
4. yes that would be so good because I find that I cook the same food all of the time as I know they are quick. It would be good to know some recipes that don’t use too many ingredients and are quick to cook.

Jack, 21:
1. Vegan 
2. I wouldn't say that I find it hard to find suitable foods, however it does eliminate the convenience of some foods, in the past it was a lot easier to just go into a shop and grab something as there was no worry about consuming something that I didn't want to consume, one aspect that has been an issue actually is alcohol, a lot of the time certain alcohols have certain ingredients in them that meant that I couldn't drink it.
3. In terms of it being expensive, the only aspect that is expensive in my eyes is generally the vegan food is either fresh (vegetables and fruit) which go out of date quickly, or there is a process in the creation of the food that results in the price going up, an easy way around this is bulk buying items such as chick peas or nuts which reduces the cost in the long run, food markets are also a big bonus, buying fresh fruit from a market is usually cheaper and usually tastes a lot nicer.
4. With the cookbook aspect, there is a lot of guides out there already that cover the basics, if you were going to do it that isn't just reusing old information and that would offer information that isn't already available, I would try focus on an aspect of the food that is unique, focussing on the cost area could be interesting, like how to be vegan cheaply


Becky, 20:
1. Vegan
2. Chocolate and biscuits easy from supermarkets, cake tricky to find
3. Doesn't work out any more expensive for me
4. Would be interesting to read but wouldn't go out of my way to buy an expensive book when most stuff can be found on the internet.

Arpna Arora, 19:
1. Gluten free
2. I definitely fine it hard, yes.
3. It can be expensive and worth it but would be interested in cheaper options
4. Yes, very interested as it would allow me to access chocolate and cakes more easily. 


Sophia, 19:
1. Vegan
2. Definitely (and when you do find them they're very expensive)
3. Overall it's cheaper but because I'm not buying meat/dairy anymore the cost of expensive things balances it out
4. Yes!!

Guide Book: Research, existing cook books

Deliciously Ella (see figures 1-4):
Originally started as a blog documenting Ella's experimentations and attempts at sticking to a whole foods, plant based diet. This was to aid in her attempt to improve and reduce her symptoms of an illness called Postural Tachycardia Syndrome.
Key aspects of the book:
- matt hardback cover
- slightly textured matt stock inside, similar to high quality recycles paper which links to the natural nature of recipes within the book.
- use of imagery on front and back showcasing some recipes
- recipes grouped by food group e.g, vegetables, fruit.
- simple layout across the book with the most recipes being featured alongside a photo.
- classic cook book recipe layout featuring an introduction, ingredients and instructions as well as serving size.
- Addition of 'top tip' on some recipes in order to aid users
- Throughout the book Ella discusses each food group and explains how they work as a replacement and her journey of discovery in a similar way to on her blog.

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Livias Kitchen: figures 4-7
Originally started as a blog to support Olivia Wollenberg's new business producing healthy desserts such as crumble which Olivia invented after being diagnosed with server food intolerance in 2014 but still wanting to satisfy her sweet tooth. Consequently she stared experimenting with how to make common baked goods and sweat treats without using gluten, diary and refined sugar which would feature on her blog. Her cook book features a variety of recipes from pies to mouses and showcases the variety of sweet treats accessible to those with food intolerances/allergies.
Key aspects of the book:
- simple layout
- recipes split up into sections to make them easy to understand as some have multiple aspects
- smooth, matt hardback cover

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Modern Way to Cook: figures 8-10
This cook book focuses on how to make delicious home cooked meals every night despite living a busy lifestyle. The heavy focus on eating well is evident within the recipes within the book which feature recipes to suit different diets from vegetarians to meat eaters and advice on how they can be alter. The simple philosophy of cooking adopted by Anna Jones, the author, is evident in the simple layout chosen throughout the book.
Key aspects of the book:
- matt hard back
- split sections by time, bulk baking etc.
- smooth matt paper stock
- recipes can be easily adapted to fit different diets as suggested within some recipes.
- the book also discusses the importance of eating well and how to do this whilst living a busy lifestyle.
- alternatively there are less images in relation to recipes through this cookbook with a more simple layout being chosen which features cooking time, ingredients, a description/personal opinion and instructions.
- also features tips and tricks to quick cooking from what equipment is needed to key ingredients to have close to hand.

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Hemsley and Hemsley: figures 11-14
Throughout this book Hemsley and Hemsley showcase there approach to heathy eating through a wide variety of recipes. They also discuss there opinion on keeping food simple and the effects of high-sugar, high-gluten and overly processed foods. The beginning section of the book discusses simple ways you can alter your lifestyle to become healthier, including information about different food groups such as fats and meat and fish which discuss there importance. This additional section of the book creates a self-help aspect to the book as it throughly educates readers on diet and nutrition as well as lifestyle tips such as the importance of sleep and budgeting tips to get more out of your money when shopping.
Key aspects of the book:
- matt hardback with paper sleeve featuring majority of the cover design.
- simple column grid layout
- recipe features traditional information alongside image of recipe through the majority of the book.
- smooth, slight sheen paper stock through the book, makes images appear slightly brighter and more colourful.
- additional tips feature throughout to aid in preparation and additional foods that would compliment certain recipes.
- recipes categorised by meal e.g. breakfast, lunch, drinks, desserts etc.
- additional section at the back featuring basic recipes and methods to aid the main recipes as well as tips about living a healthy lifestyle such as a guide to eating out.

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Get the Glow: figures 16 - 20
Madeline Shaw's first cook book focus on how to live a healthy lifestyle by getting rid of processed foods and showing people how to make nutritions recipes at home. This book also features a six week guide on how to gradually reduce the amount of processed foods and refined sugars that you eat. Throughout this section she discussed common issues such as bloating, digestive issues and issue with your immune system that can be aided by living a healthier lifestyle. The cook book also includes sections of general well-being, FAQs and tips to aid her advice such as reminding readers that its ok to slip up and the benefits of changing how they eat.
Key aspects of the book:
- matt hardback cover
- smooth matt paper stock
- varied recipe layout within the book
- most recipes including a reference picture
- recipes split into meal sections e.g. breakfast, lunch, dinner
- simple weekly meal plan
- all recipes gluten free but not all are vegetarian or vegan friendly
- classic information provided (serving size, instructions and ingredients)
- wide variety of sweet and savoury recipes to show how you can eat well in all aspects including desserts.

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A whole new way to eat, Vladia Covrdova: figures 21-24
Throughout A Whole New Way to Eat Vladia gives tips and advice about certain ingredients and recipes to improve readers knowledge and awareness around certain foods. Each section of the book is split up by meals including snack to help those with busy lifestyles plan there meals more effectively showing that you can eat well whilst living a busy lifestyle. Interestingly the book attracts people who follow different types of diet as each recipe has a list of diets it is suitable for such as vegan, gluten-free and paleo.
Key aspects of the book:
- smooth matt cover
- smooth matt paper stock
- includes prep and cooking time
- includes little tips within some recipes about both the ingredients and the methods used
- double page spread of images throughout the book featuring different recipes and there page number
- includes how long certain recipes will last for

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Be Good to Your Gut: figures 25-30
Be Good to Your Gut is a chapter by chapter cook book confronting common health and diet issues from bloating to food intolerances. Each chapter discusses different health issues and how to eat in accordance to those issues. This educates readers about food and digestion by giving readers recipes that directly correlate to each section such as foods that are rich in antioxidants and those that don't contain inflammatory foods. Additionally the book discusses overall health for those without specific conditions and could also aid those who have very mild cases of certain conditions such as coeliac disease, lactose intolerance and IBS.
Key aspects of the book:
- informs readers about gut health and its importance
- matt hardback cover with foiled lettering
- slightly textured matt stock
- traditional recipe layout however the book is split in chapters based on health issues
- all recipes feature natural non-processed foods
- includes serving sizes
- additional small tips throughout
- recipe description discusses the heath benefits of that specific recipe

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Conclusion:
After looking at existing cook books that focus of living a healthy lifestyle and that feature recipes catered to those with different dietary requirements a few key characteristics have emerged. Many feature sections explaining how certain foods can effect the body and ways to subtle change your diet to help reduce the symptoms of certain digestive conditions. This is particularly helpful as it shows reader how to change there diet in simple steps, making it easier for those who may have just discovered or developed they have a certain condition. This is a key aspect I plan to incorporate within the guide book I will create as it adds a self help nature to the book which is more beneficial to readers especially those who have discovered a recent intolerance as food intolerances can develop at any age.  Another aspect that few books feature is a key telling readers which recipes suit which diet as not all recipes within the books are gluten free or diary free.