Today's food and beverage industry competition is becoming more and more fierce, even the daily chai rice oil salt sauce vinegar tea, have begun to "roll".
Recently, a sea salt jade oil citrus oil vinegar juice appeared on the market, which attracted the attention of the industry. This year's hot milk tea industry's jade oil citrus has been used in condiments?
Sea salt jade oil citrus oil vinegar juice Image source: Little Red Book
This sea salt jade oil citrus vinaigrette comes from the full flavor of the cutting-edge nutritional flavoring brand. Founded at the end of 2020, Taste Quan is positioned as an "advocate of nutritional condiments" and completed two rounds of financing in January and April 2021. Although it was established not long ago, around the positioning of nutritious condiments, it has torn a crack in the subdivision track with the explosive single product "Enzyme Live Soy Sauce", and was selected into the 2021 China Condiments Explosives List, becoming an innovative dark horse in the single condiment industry. And after the enzyme live soy sauce was first listed in April, it attracted the following from other brands.
Enzyme live soy sauce Image source: full of flavors
01, taste all 4 new products listed, breaking the stereotype of condiments
Although it is a seasoning brand, compared with the predecessors of the giants, the difference in its products is reflected in the positioning of "nutritional condiments", which takes the lead in shouting out the concept of "not only seasoning but also nutrition". Can condiments also be nutritious? This is an innovative distinction between tastes based on market insights and existing condiment categories.
Young people are rejecting takeout, and typing "refuse takeaway" in the search box of Douyin will pop up with terms such as "the 101st day of rejecting takeaway", "rejecting takeaway vlog", "refusing takeaway day", "refusing takeaway daily recipe". Healthy nutrition is becoming the mainstream of young people's dietary consumption.
For product research and development, taste has a complete iterative strategy, and the goal is to gradually realize the transformation of condiments from basic meals to nutritious meals. In October, the new sea salt jade oil citrus oil vinegar juice, Sichuan fragrant vine pepper oil vinegar juice, dietary fiber soy sauce, grape rice vinegar, are the first stage of enzyme live soy sauce, the taste of the four new products launched again.
Sea salt jade oil citrus oil vinegar juice, Sichuan fragrant vine pepper vinegar juice, dietary fiber soy sauce, grape rice vinegar Image source: full taste
Among them, vinaigrette is an emerging category in compound condiments. This category has grown rapidly among young people, but it is still in the barbaric growth stage of having categories and no brands. The flavor entered the field of vinaigreek juice in June, and in July, it won the first place in sales of Tmall vinaigrette. But the team soon discovered that there was a lot of room for improvement in both the taste and packaging experience of the existing market. Vinaiglass is essentially an imported product, basically original, Japanese Japanese, Thousand Island and other flavors, with extremely high similarity and serious homogenization. How to break the existing industry thinking and make a big innovation in taste and experience is a big problem for the team.
Taste full insight into this year is the first year of the popularity of niche fruits, jade oil citrus is this year's explosive Chaoshan niche fruit, in the milk tea brand first popular, citrus tea "scraping oil to fire" and other selling points can be described as the right red heart. Taste and nutrition are the two core factors of taste-wide R&D products. Taste has always been a strength of the beverage industry, and fancy and innovative flavors have created one hot spot after another on social platforms. For the same taste system, will the translation to the field of oil and vinegar juice be the innovation that users really need?
From this dimension, it took two months to develop 5 types of vinaigrette. Among them, sea salt jade oil citrus and Sichuan fragrant vine pepper were the first to be listed, and chia seeds, green plum coconut fragrance, and kumquat mint were the later limited models.
Taste Full Nutrition Vinaigrette Series Image Source: Taste Full
Sea salt jade oil citrus vinegar juice adds 7% oil citrus juice, jade oil citrus back sweet fusion of salty sea salt, the flavor is salty and delicious, and the existing original taste, Japanese wind on the market has opened up a great difference. And specially added erythritol, to reduce the dietary burden of fat loss people.
Sea salt jade oil citrus oil vinegar juice Image source: taste full
Sichuan fragrant vine pepper oil vinegar sauce is to meet the needs of fat loss and good heavy taste of the people's dietary needs, the selection of high-quality peppercorns and vine peppers, the selection of dozens of raw materials to mix the taste, smell of the smell of pepper, the taste is crisp and spicy is very appetizing, very suitable for pairing with boiled dishes.
"Love spicy is a taste gene engraved in the bones of Chinese. We purchased a lot of spicy and spicy oil and vinegar sauce on the market, most of which are only sour and spicy, and the taste is very stiff and not delicious. Even light food condiments are condiments in the end, they are made to make food more delicious, so we must not support sacrificing taste for health. "The taste is all expressed.
Sichuan fragrant vine pepper vinegar juice Image source: full taste
Dietary fiber helps maintain normal intestinal function, and the taste of the newly listed dietary fiber soy sauce is not only minimalist in ingredients, each bottle contains about 5.1g of dietary fiber, which is equivalent to the content of 190g of celery dietary fiber. The taste is all believed that the greasiness and indigestion of the meal can be promoted when seasoned, and there is no need to divide it into two scenes.
Dietary fiber soy sauce Image source: full of flavors
Grape rice vinegar is also a bold development of taste all in terms of functionality. Grape rice vinegar is fermented by wine, and wine is rich in grape polyphenols and has a certain antioxidant power. And the color is crystal clear, you can smell the fresh grape aroma. For the existing vinegar categories in the market, grape rice vinegar with full flavor is expected to kill a way with differentiation.
Grape rice vinegar Image source: full taste
Whether it is dietary fiber soy sauce or grape rice vinegar, it is particularly streamlined in ingredients, 0 addition is the basic criterion for full taste, and more subdivided functional condiment solutions are the difference in strategic development.
02, the new positioning brings new opportunities: seasoning the 3.0 era
The only way to break an old system is to build a new one, not tinker.
Taste is all considered that Chinese condiments are divided into three stages: 1.0, 2.0 and 3.0. Soy sauce with only basic seasoning functions, such as raw soy sauce and dark soy sauce, is 1.0, and from 2.0 onwards, condiments have shown several directions of differentiation and upgrading. One type takes the taste and quality of "high-end soy sauce" as the selling point, and "first road", "original pulp" and "ancient method" are high-frequency words; the other type takes natural, 0 additive, organic, etc. as the selling point to meet the needs of consumers in pursuit of health.
Under this trend, the taste all put forward the 3.0 era of condiment upgrades - not only to be healthy, but also to be rich in nutrition, and the slogan of "more than flavoring but also nutrition" came into being.
In recent years, functional foods have received attention, especially in 2020 began to enter the functional food year, after the optimization of ingredients to the extreme, by adding or subtracting protein, sodium, iron, dietary fiber and other components, giving condiments a certain degree of nutrition, such as enzyme-rich enzyme soy sauce, dietary fiber soy sauce, grape rice vinegar, etc., the future condiments must have more nutritional possibilities.
03, pay attention to the rate of the map, the taste should be the seasoning tide brand in the hearts of young people
How to harvest young people is a common topic in brand marketing. A survey by DT Finance shows that nearly 80% of young people have cooking habits, and in first- and second-tier cities, young people who have to cook several times a week account for 48.1% and 55.8%, which is significantly higher than that of fourth- and fifth-tier cities.
How often do you get off the kitchen? Image source: DT Financial Research
Users of different generations have different understandings of the core elements of cooking, and the post-80s and post-90s all believe that the importance of condiments is higher than that of vegetables, spices, etc., and the post-95s even think that condiments are the most critical factor in cooking.
What do you think the most important TOP3 ingredients under the kitchen are? Image source: DT Financial Research
Obviously, young people are happy to walk into the kitchen and attach great importance to the importance of condiments. For young people, cooking a healthy and delicious dinner is only a basic need, and it is only a serious thing to take a beautiful photo and share it in the circle of friends. This poses a huge challenge to the packaging and marketing of traditional Chinese condiments.
The brand positioning of The whole flavor is "a new generation of domestic seasoning brand", two of which are keywords - "new generation" and "domestic products". Starting from this positioning, the visual tone of the brand and products is set in the "national tide" style. National tide and Chinese style are the popular weather vanes in the past two years, and have shined in various new consumer goods industries, but in the field of condiments, few brands are willing to spend energy to reshape their vision and content.
Starting from the national tide packaging of enzyme live soy sauce, and then to the new products launched in September, whether it is the visual symbols of waking lions, buildings, deer or calligraphy, the packaging of the whole flavor is more alcoholic, and the drawing rate of Xiaohongshu in the circle of friends has surpassed other traditional seasoning brands.
The enzyme live soy sauce posted by the blogger on the Little Red Book Image source: Little Red Book
Coming to the shelves of the condiment area, at a glance, the common sauce is mainly dark, the painting style is Chinese and traditional, and the taste is all special in it.
Enzyme live soy sauce Image source: Weibo @ Taste Full
04. Build the brand into a super symbol and precipitate IP assets
For a start-up brand, how to quickly compete for attention on the shelves? How to let consumers quickly remember in a short period of time? Tastes are all about brand identity. The full taste of the LOGO is a bright and dripping big tongue, the taste of the full representation, the LOGO is for people to quickly identify and remember, if a LOGO needs to be explained in words to understand, then it is not a qualified logo, the association of the tongue unfolding is self-evident, no image can be like the mouth and tongue and so associated with condiments.
Taste full brand LOGO Image source: Taste full
The LOGO design of the whole taste also extends an IP image, called A Quan, he is very eye-catching, weird and cute, has his own set of personality, and will be applied to the memes, peripherals and terminal materials, and gradually enrich the brand visual universe of the whole flavor.
Taste full IP image: A quan Image source: taste full
Traditional condiments in the marketing of logo and IP marketing is absent, the channel is the first law, as long as the occupation of the channel, you can occupy "everything", but the era of channel as king has changed, in the new consumption field, content is the first driving force, through the continuous content output so that consumers have choice preferences, and then the brand has a preference, is the taste all to do.
From the dialogue with the taste full, we have seen the emerging forces in the traditional category to change the industry, the future taste will continue to launch more nutritional seasoning new products, for the taste of the full prejudgment of the seasoning 3.0 era, we wait and see.
What do you think about flavor all this cutting-edge nutritional flavoring brand?
prompt:
* FBIF submission and business cooperation, contact Bobo (WeChat: fbifmedia1)