China Food

The new trend of chobani’s product innovation: oatly won $200 million in financing, and Dongshi completed a round of financing of 10 million yuan | foodplus weekly

This is the 129 weekly weekly by foodplus

Statement: This article is the original article of foodplus and cannot be reproduced without authorization

Weekly weekly news focuses on the analysis and revision of information to the richness of information. We will collect and review the most noteworthy information of the food consumer goods industry in the past week.


The epidemic has affected the catering and food industry. The catering industry is exploring the prepackaged food and seeking new growth points. Convenience food, frozen fast food and other food categories are growing rapidly, but also looking for inspiration in catering. Based on the overall situation of this year’s industry, foodplus will hold the first “catering prepackaged food ecology conference” in Shanghai on August 15. At that time, it will release the “first map of catering prepackaged food industry”. How to take the road of prepackaged food for catering brands? Where is the hot spot of venture capital

👇 Scan the QR code below for more information!

PS: at the end of the article, there is also a preview of the roundtable activity jointly organized by foodplus. We will invite industry practitioners, sociologists and futurists to discuss the deep composite proposition, and start to send a series of in-depth round table talks online from August (you can click here for more information)

Big event & wind vane

New product innovation trend of American yogurt star company chobani: adding probiotics and strengthening nutrition

By: orva

Information sources: fooddive, official website of chobani, foodplushub

According to fooddive, American yoghurt giant chobani has recently launched two new product lines, namely, the new series of “chobani complete” nutritious yoghurt and “chobani probiotic” herbal juice beverage.


“Chobani complete” mainly focuses on the concept of “advanced nutritional yoghurt”. The products are functional yoghurt and drinks with probiotics, prebiotics and high protein. The main flavor of the product is fruit, and the fruit flavor components are from fruit, without adding. There are three types of products in this series: Cup (cup yogurt), shake (yogurt beverage) and tub (bucket yogurt). Each yoghurt is supplemented with probiotics and prebiotics, 3G dietary fiber, 15g or 17g protein, involving 20 kinds of amino acids and other necessary nutrients. In addition, it has the characteristics of 0 sugar and 0 addition.

“Chobani complete” product series, information source: Official Website of chobani


“Chobani probiotic” is a series of probiotics flavored drinks with organic juice and plant herbs. The series has four flavors: Lemon + ginger, pineapple + turmeric, honey peach + Mint, cherry + hibiscus tea. It has effervescent and foaming taste. It can enhance immunity by adding probiotics.

“Chobani probiotic” product series, information source: Official Website of chobani


Chobani, an American yoghurt brand founded in 2007, successfully entered the market with Greek yogurt and made great progress all the way. From scratch, chobani occupied 25% of the yogurt Market in the United States. The annual sales volume in 2019 has exceeded $1.6 billion.


Chobani should pay attention to its performance in product innovation, which is also commendable in the industry: on the one hand, it can grasp the innovation point in time to innovate the mainstream product line of Greek yogurt. On the basis of the categories of Greek yoghurt in 2018, low sugar Greek yogurt, ketogenic friendly Greek yogurt, skimmed Greek yogurt, mixed flavor Greek yogurt and Greek yoghurt snacks were successively launched to enrich Greek yogurt products to meet the different health needs of different groups.


On the other hand, it can follow the trend of healthy consumption to expand its category map. Under the strong trend that children’s food has attracted the attention of European and American capital markets, chobani gimmies was launched for children’s yogurt, and plant-based product lines such as plant-based yoghurt, oat milk, oat yogurt, oat milk essence and coconut milk products were successively launched in 2019. This time, HAMD, the founder of probiotic functional products, expanded the product category for the third time Ulukaya has also been hailed by the media as jobs in the yoghurt industry.


Up to now, chobani has four product lines, namely Greek yogurt series; plant based dairy products represented by oat milk and coconut drinks; gimmies children’s products; probiotic products including newly released high protein functional dairy products and herbal juice drinks.

Overview of chobani product line, information source: Official Website of chobani


In terms of the overall business sector and product structure, the two new product lines launched this time can be said to directly constitute a product direction of chobani. And the core label behind this product direction is also very direct and clear: Probiotics & prebiotics, protein, plant-based represented by health & Functional & nutrition.


Under the trend of large-scale health consumption, the consumption consciousness of “national health preservation” has emerged. Improving immunity, brain health, emotional health, intestinal health, and enhancing metabolism have become the most popular daily functional needs of consumers. Among them, intestinal health is regarded as the basic functional demand to enhance immunity and enhance metabolism. Consumers are more and more willing to choose products with natural ingredients, help maintain daily health, and have a certain demand for disease prevention.


However, due to the inherent characteristics of functional components and functional principles, the educational level of the consumer market is uneven, which directly leads to different consumer awareness and acceptance. Probiotics are the few functional components that are widely educated and have relatively high acceptance, which also benefits from the development and iteration of yogurt products. Traditional probiotic products are mainly divided into two types, professional probiotic supplements and popular consumption of yogurt products.


In addition to the probiotic products of activationa, the yoghurt also has the advantages of probiotics. On the contrary, domestic yogurt products are also seeking innovation and breakthrough in probiotics. The representative mode is: select patent strains of authoritative institutions + specific scenarios / groups. For example, for the scene of postprandial digestion, CASS selected Bifidobacterium cohensis C-I to launch “one hour after meal”; Jane Eyre was authorized by the LGG patent of Lactobacillus rhamnosus to launch “body knowing” formula of “probiotics + prebiotics”; for people with low calorie and sugar control, Yili Changqing launched “light after meal” with Lactobacillus acidophilus, Bifidobacterium lactis and dietary fiber. Similarly, yoghurt with the properties of improving immunity, controlling sugar and low calorie is also carrying out product innovation.


At present, the functional market is booming, and major manufacturers have taken probiotics as functional market entry, and applied them to food and beverage products, including probiotics + beverages, probiotics + pet food, probiotics + snacks, probiotic solid drinks and probiotic solutions. The innovation of probiotics in yogurt products is in-depth, while that in mass consumer products is horizontal. We will continue to track the innovation of probiotics in product application.

“Probiotics +” product application innovation category, mapping: foodplus research and analysis team

Big company news

Catering to the healthy trend of consumption, Danone invested 100 million euro to add to China’s special nutrition market

By San

Information sources: Danone official website, xiaoshidai, Foodbev

Danone recently announced a series of investments totalling about 100 million euros (790 million yuan) to strengthen its special nutrition business in China. The investment specifically includes the establishment of an open scientific research center in Shanghai, the acquisition of MCO Qingdao milk powder plant from Saputo dairy Australia, and the expansion of the production capacity of its Jiangsu Plant, so as to further enhance the ability to develop “special medical food” (fsmp).


V é ronique penchienati bosetta, executive vice president of Danone professional nutrition, said that the new open science research center in Shanghai will serve as a research and development platform for the region, focusing on breast milk and intestinal health. At the same time, the research center is positioned as an “open” platform, aiming to bring together the public sector, medical academic institutions and business partners, and develop more nutrition products and services in combination with the characteristics of local market and consumers.


In addition to efforts to improve R & D capabilities, the investment also includes the expansion of local capacity. Qingdao Maigao milk powder factory was acquired from Saputo dairy Australia, which is a registered infant milk powder brand. After the transaction, Danone will have its first infant formula production plant in China. A Danone spokesman said that the acquisition of Qingdao Maigao was aimed at turning Danone’s scientific research achievements into products suitable for Chinese consumers “faster”, including infant milk powder. At present, the focus of Qingdao factory is to upgrade the production line, and production is expected to resume in the first half of next year.


The investment in Jiangsu factories will focus on advanced medical and nutritional facilities, which will provide or optimize solutions for the development of protein based liquid nutritional supplements, and further expand “food for special medical purposes” to meet the anti-aging needs of consumers and the rehabilitation needs of patients.


Special nutrition is one of the three major businesses of Danone. With the growing concern of consumers on the health and functionality of food, nutrition products and related products will show greater growth potential.

Mengniu march into adult milk powder and launch “gabelo” probiotic sheep milk powder

By turo

Source: Sina

It is reported that Mengniu recently launched a probiotic goat milk powder for adults, officially entering the adult sheep milk powder market, adding Bifidobacterium lactis (bi-07) and Bifidobacterium animalis (Bb-12) to the products.


This is not the first time Mengniu has been exposed to goat milk. As early as 2017, Mengniu’s Yashili launched a baby sheep milk powder called “Dora lamb”.


Compared with milk, goat’s milk is actually more suitable for human consumption. There are two types of β – casein in milk: A1 and A2. A1 protein is easy to cause allergic reactions, such as dyspepsia, flatulence, diarrhea, eczema and other problems. A2 protein is more friendly to the human body and less allergic reactions. But at present, about 70% of the milk produced by dairy cows is A1 type, and goat milk is A2 type milk. Lactose in goat’s milk is significantly lower than that in milk. According to the food tolerance network, more than 80% of Chinese people are lactose intolerant, and goat’s milk is more friendly to these people.

Objective: to determine A2 protein in goat milk by RP-HPLC

Proportion of people with lactose intolerance in different regions of the world, source: food tolerance network


Although goat milk has more advantages in terms of nutrition, it has a natural disadvantage in terms of supply. At present, most of the milk that can be drunk on the market comes from Holstein cows. A Holstein cow can produce more than 10 tons of milk a year, while a goat can only produce hundreds of kilograms of milk a year.


In addition, in order to cater to the public taste, the processing of mutton smell also brings more costs to the whole processing process. As a result, the price of goat milk is about 2-4 times higher than that of goat milk in the United States. This price difference also reflects the terminal, the terminal price of goat milk is significantly higher than that of milk.


Although there is no advantage in price or taste, the nutrition advantage has made the goat milk category grow up in the past few years. According to the “Research on the development of China’s goat milk powder industry” issued by the Academy of Social Sciences in 2019, the market sales of China’s goat milk powder were only about 300 million yuan in 2008, exceeded 5 billion yuan in 2015, and is expected to reach 10 billion yuan in 2020.


At present, the scale of Chinese goat milk brands is generally small, and the popularity is not high. In addition, due to the limitation of raw materials and policy control, although there are many domestic sheep milk powder brands, none of them has the advantage of market domination. Some imported sheep milk powder brands such as Gabriel occupy more market share.


In addition to Mengniu, Yili also launched sheep milk powder in May this year. According to the “Research on the development of China’s goat milk powder industry” released by the Academy of Social Sciences in 2019, China’s current per capita consumption of goat milk is also significantly lower than that of Japan, South Korea, Europe and the United States. After all the giants enter the Bureau, there is still a huge market potential for goat milk in China to be tapped.

Nutrition drink company of new hope Dairy Co., Ltd. launched “instant shine” brand of female energy drink

By Ethan

Information sources: 36 krypton, new hope vmei, new dairy related announcements

Recently, new hope vmei (Sichuan new hope nutrition beverage Co., Ltd.) launched a female energy drink brand “instant shine”, which focuses on the concept of “anti fatigue”. It can also be understood as the female version of Red Bull, with a retail price of 8 yuan. At present, we can buy this product through the official account of “new hope V beauty”, Chengdu Ito’s Washington store and Jianshe Road store.


The product is also designed to meet the needs of women. It is packaged in a light pink pop-up can. The bottle is printed with the words “female Yuanli plant beverage” and “Zero sugar”. In terms of publicity, it is different from the traditional energy drinks which emphasize masculinity. At present, new hope vmei has opened a microblog account for the brand, and has two information updates.

Instant flash microblog, photo source: Sina Weibo


In the product formula, instant shine uses caffeine, theanine, guarana and other three main anti fatigue ingredients. According to the brand, these three anti fatigue ingredients are milder and more suitable for female consumers. They can not only refresh themselves but also cause discomfort after drinking, such as rapid heartbeat. In addition to the basic refreshing ingredients, instant shine also adds other value-added components, such as bird’s nest acid (also known as sialic acid, a group of neuraminic acid derivatives), blood orange powder, needle leaf cherry powder, etc., while the sweetener uses erythritol, stevioside and other natural sugar substitutes.


According to 36 krypton, instant shine will be tested in Chengdu and East China. In addition to Taobao store, online sales channels will also conduct product testing in some live channels. Xiaohongshu and station B, the mainstream grass planting positions of online content channels, will continue to output relevant content. Female consumers from the first and second line will be the main users, and the subway advertising and other large-scale exposure channels will be tested first Will also do the whole domain marketing promotion.


The launch of “new hope vmei”, which was established in 2011 according to its official website, is an independent subsidiary of new hope dairy, which focuses on beverage business. We checked the industrial and commercial registration information, and the registration time was October 2014. The company is relatively active in recent years. In mid May, it also launched a new “hope dietary fiber water” for household users. The product features functional drinking water, adding 5.25 grams of dietary fiber, and has health labels such as low sugar, 0 fat, 0 calories, 0 essence, and retail price is 5 yuan. In addition, new hope V us also has a number of beverage products, such as “half an hour after dinner”, “banana milk drink”, “coconut milk drink” and “lactic acid bacteria in lime”.

New hope V US products, photo source: new hope V US official website


Although “new hope vmei” has been established for nine years, and products such as “banana milk drink” and “coconut milk drink” were launched as early as 2013 and 2014. However, according to the public information we have consulted, the net profits of the company in 2017 and 2018 H1 were only 432300 yuan and 336800 yuan, and the total assets were only about 20 million yuan. In addition, before 2018, “new hope vmei” adopted the “outsourcing processing” mode, that is, the new dairy industry provided raw materials and processed by outsourcing suppliers (the mode was cancelled in 2018).

New hope V US financial data, photo source: new dairy prospectus


Therefore, from the perspective of scale, “new hope vmei” has little impact on the new dairy industry. But on the other hand, new dairy is increasing its investment in the company, acquiring 4.3% and 1% minority equity of the former in 2018 and 2019, respectively, increasing the shareholding ratio to 99.7%. The company claims that V will continue to be a “good service provider” and will continue to be a “good service provider”.

Coca Cola’s fairlife launched ice cream products

By Mika

Information sources: food business news, food and beverage industry micro Journal

Recently, the dairy brand “fairlife” of Coca Cola has launched a new series of ice cream products in cooperation with “boardwalk”, a frozen food dealer. Fairlife will enter the ice cream market for the first time with the help of boardwalk’s rich experience in product, marketing and national distribution.


According to the official introduction, the product mainly focuses on the concept of “low sugar and low fat”, which continues the consistent product characteristics of fairlife. It uses low sugar and high protein ultrafiltration milk, and does not contain lactose. The sugar content is about 40% lower than that of traditional ice cream. It also increases the sweetness of the product by adding a small amount of sucrose, Siraitia grosvenorii and low calorie sweetener allarose. In addition, the taste of the product is also very rich, including vanilla, chocolate, cream cookies, Brownie and other seven flavors. At present, the product has been sold in 15 super convenience stores of Albertsons, big Y foods, food city, etc.


Fairlife, a joint venture between Coca Cola and select milk producers, was founded in 2012. Taking advantage of the dietary needs of American consumers for nutrition and health, fairlife focuses on ultrafiltration dairy products with low sugar content and high nutritional value, including ultrafiltration milk, high protein nutrition milk shake, fruit mixed milk shake, etc. In January this year, fairlife launched a series of lactose free coffee creamers, officially starting to expand into new categories other than liquid milk.

Fairlife product line overview, information source: fairlife official website


Thanks to Coca Cola’s influence, the brand has a strong position in the field of innovative dairy products with growth potential. Fairlife had retail sales of $500 million last year alone, according to Coca Cola. On January 3, 2020, Coca Cola announced that it had acquired 57.5% of fairlife’s shares from its joint venture partner, select milk, to realize 100% equity of fairlife.

Investment and financing news

Jijia pet (crazy dog) completed a new round of financing of 40 million yuan

By San

Information sources: crazy dog official website, investment community

According to a report from the investment community on July 14, Jia pets (Jia pets, a group brand renamed by crazy dog) has completed a new round of financing of 40 million yuan and invested by Jisheng Jinrui fund managed by Guosheng Furui.


Prior to that, Jijia pet obtained 300 million yuan of round B financing in May 2019, which was jointly invested by Guangdian capital and Fosun Group (click to view the previous weekly), and in April 2018, it completed the round a financing of 100 million yuan led by Tiantu capital. In addition, from the industrial and commercial change information, in December 2019, Yili venture capital, a subsidiary of domestic dairy giant Yili, also became the shareholder of Jijia pet.

Jijia pet part of the shareholder information map, picture source: enterprise check


The investors in this round are Jisheng Jinrui fund managed by Guosheng Furui. Guosheng Furui is an asset management company under Guosheng holding. Guosheng holding group is subordinate to Xuzhou SASAC and is a local financial holding platform. Referring to the industrial and commercial information provided by the enterprise, Jisheng Jinrui fund had no other foreign project investment before.


Jijia pet was founded in 2014. Its predecessor was crazy dog. At the beginning of its establishment, Jijia pet created a high cost-effective staple food product by positioning the novice pet breeder. It has rapidly developed and become a force that can not be ignored in the domestic online pet market. In 2015, the sales volume of crazy puppies was only 18 million yuan, while in the following years, the annual growth rate was more than 90%. In 2016, the sales volume was 110 million yuan, in 2017, 320 million yuan, and in 2018, the sales volume was 620 million yuan. By 2019, its sales volume had exceeded 1 billion yuan, reaching 1.2 billion yuan.


In mid-2019, crazy dog completed the b-round financing of 300 million yuan, and announced the establishment of Jia pets, a comprehensive pet industry group integrating research and development and manufacturing of pet food products. Crazy dog became the product brand of Jijia pet. The incident marks the official transformation of crazy dog from a pet food brand to a pet industry group. According to Cui Jia, the founder of the company:

In fact, Jijia now has the ability to acquire a platform for M & A. whether it is the acquisition of brands, channels, or factories, we have the digestion ability, which is a very important point. Jijia’s next step is to quickly absorb high-quality brand assets and talents through its current volume advantages.


Therefore, we can see that foreign investment and acquisition has become one of the important measures for Jijia to build a multi category and multi brand pet group. For example, Jijia has completed the acquisition of legendsand, a pet food brand, and its investment in pet Angel round, etc. Before the deadline, Jijia has owned many well-known pet product brands, such as crazy dog, legendsand, Gongliang yupet, fankeqi, meimeimeow, Weitu and fresh farm, as well as channel brands such as Maishi, waled, Yihan and pet bud. The products cover pet food, pet health care products, pet clothing, pet daily necessities and online services, etc Covering tmall, JD, Amazon and other e-commerce platforms, offline pet hospitals and pet stores.


Looking back on the development process of Jijia pet, it has found a niche in the highly competitive pet food industry through accurate and differentiated positioning, and has obtained the capital for the upstream supply chain layout of the industrial chain, the establishment of overseas R & D centers and the acquisition of other brands through several large amount of financing, Referring to the development process of Mars and Nestle prina, the leading enterprises in the global pet industry, extensive M & A plays an important role in it. However, how to integrate and operate the acquired brand to make it play a greater role, and make it become another pillar brand after crazy dog, all these are the thoughts and Countermeasures of Jijia pet. In addition, while the sales volume of Jijia keeps growing at a high speed, how to make a profit and when it can make a profit also need to be paid attention to. Jijia pet has also been included in the list of noteworthy Chinese food consumer goods start-up companies in 2019 | foodplus · annual list “(click on the text to see the list details).

Oatly, a Swedish plant based milk brand, has completed a new round of financing of US $200 million, with investors including Blackstone capital and a series of star investors, with a valuation of US $2 billion

By Sean

Source: BBC, Wall Street Journal, brand planet, oatly website, CrunchBase

Recently, BBC, blog and other foreign media reported that oatly, a Swedish brand of plant based milk, has obtained 200 million US dollars of investment. This round of financing is led by Blackstone growth, a well-known institution. The follow-up investment includes a group of celebrities and individual investors: famous American host Oprah Winfrey, actor Natalie Portman and pop singer Jay-Z, and former CEO Howard Schultz of Starbucks.


According to people who did not want to be named, the shares sold accounted for about 10% of the company’s shares, meaning oatly was valued at about $2 billion after the current round of investment.


According to CrunchBase, oatly has completed three rounds of financing in 2018. The last round of financing was at the end of October 2019, with a financing amount of US $41.4 million. The Wall Street Journal reported that oatly’s financing is likely to be in preparation for an IPO or acquisition.

Oatly historical financing statistics, source: CrunchBase


According to the BBC, the financing will be used for oatly to continue to expand its current major markets – Europe, the United States and Asia. At present, oatly’s products have entered more than 50000 retail outlets in 20 countries around the world.


At present, oatly, which started with oat milk, is also constantly expanding product forms and scenarios. The current product line includes oat drink, small package product line suitable for outdoor on the go scene, Oatmilk product line, cooking product line for cooking scene (including oat based plant-based cream, spread sauce, etc.), and oat based plant yogurt product line.

Oatly’s cooking product line for cooking scenes, information source: oatly official website

It can be seen that oatly is basically expanding products around the main categories of traditional dairy products, trying to cover the market and scene of traditional milk, yogurt, ice cream and other categories through the gradually established concept of oat milk substitute.


In 2019, oatly achieved sales revenue of US $200 million and achieved three-digit annual growth rate for three consecutive years. The company also announced plans to generate $400 million in revenue by 2021.


Oatly is a company founded in 1990. The rapid development of its business and global attention are more than the past few years. This is closely related to the trend of plant base, especially the trend of plant protein substitution. In this trend, oat milk has gradually developed into a star category.


Of course, oatly is also a company that has established its own advantages in terms of brand value proposition, supply chain & Channel fundamentals, marketing methods & consumer interaction and so on. On the basis of further improving its business fundamentals and expanding its market, we also expect to see a beyond meat in the field of plant based milk.


To learn more about oatly’s strategy and thinking, especially the brand’s playing method and development in the Chinese market, you can read interview with Herbert, brand director of oatly China: why is oat milk on fire? | FoodPlus Interview》。

Subscription weight management brand “Dongshi” completed 10 million a round of financing, exclusive investment of panda capital

By Ethan

Information sources: 36 krypton, enterprise check, Dongshi tmall flagship store, foodplus previous dinners

On July 15, Dongshi, a subscription weight management brand, announced that it had completed a round of financing of tens of millions of yuan from panda capital. We have found from the enterprise investigation that the two investors of panda capital, “Fuzhou gebaorongeucalyptus venture capital center” and “Chengdu gebao Tiantou venture capital center” became new shareholders on the same day, respectively holding 8.57% and 6.43% equity of Guangzhou Moji Technology Co., Ltd. (Dongshi), totaling 15%. Prior to that, on August 31, 2018, Dongshi obtained Angel round investment from Haipeng capital and Zeng Zheng, partner of illuma capital.

Guangzhou Moji Technology Co., Ltd. (Dongshi) equity structure, photo source: enterprise check

Dongshi was founded in 2017 and is positioned as “weight loss for dinner”. Compared with some substitute food products, one of the characteristics of Dongshi is that it develops products based on Chinese style dinner and realizes weight management function through nutrition and calorie control. Compared with other products, Dongshi is more in line with the taste of Chinese consumers and more conducive to consumers’ persistence. Of course, it is not as convenient as the former.


Yu Lide, the founder of the brand, once said at the “food plus 12th small meal” that he had inspected the markets in many countries and found that there were three functional demand groups for catering: people who control sugar and lose weight, people with diabetes mellitus, and people who live in the elderly. Traditional catering is limited to the surrounding 3 km, which leads to insufficient functional demand. However, the popularity of cold chain makes it possible for “catering” to meet functional requirements.

Picture of Dongshi products, photo source: official flagship store of Dongshi tmall

At present, Dongshi tmall’s official flagship store sells three products: 2-day experience meal (including breakfast, lunch and dinner), 3-day experience meal and 21-day meal.

In the sugar control and weight loss market, Dongshi not only has to accept the competition from various weight management brands such as diet replacement and ketogenic diet, but also indirectly faces the “competition” from traditional service organizations such as gyms. However, Yu also said that controlling sugar and weight loss in a commercial way is still an incremental market, and the overall penetration rate is still very low. Although there is competition, the growth expectation of the category itself exists.

from the perspective of business logic, it is very important to reduce the marginal cost by scale. In the distribution mode, Dongshi adopts the mode of large-scale delivery (centralized distribution twice a week). At the same time, we also set up a member points system to increase user stickiness.

WeChat shopping mall, official account, the shopping mall, the source of the picture: the official account of WeChat.


In addition, we have also noticed that Dongshi has adjusted its previous “63 day meal” to “21 day meal”, which has lowered the purchase threshold of users, which may also be based on the consideration of speeding up the scale efficiency.

Dongshi existing package, photo source: Dongshi tmall flagship store

There are six combinations of a / B / C / D / E / F, each of which has 3 packages, a total of 18 packages, and the daily calorie intake is about 1000-1200 calories. The system sends 3 days’ volume per Wednesday and Sunday, and is distributed in 6 times. During the period, the date of delivery and the address of receipt can be freely modified through the official account. Cold chain delivery home, users with microwave oven or water boiling heating can be eaten.


In its flagship store, the “21 day package” is priced at 1420 yuan, equivalent to about 68 yuan per day. In addition, the price of the “2-day experience meal” is 159 yuan, and the daily expenditure is about 79.5 yuan; the discounted price of the “3-day experience meal” is 209 yuan, and the single-day expenditure is about 70 yuan. In addition, if the consumer purchases the “21 day meal” after purchasing the product, Dong will return the 209 yuan paid for the previous experience meal.


Yu Lide said that in order to achieve three meals a day without duplication of samples, the dishes should be rich in sku, and the 21 day set meal means a large number of dishes. “Multi” is a great challenge in the early days of the company. Only refrigeration technology can better meet the two requirements of national delivery and diversity, but national delivery means the construction of cold chain technology network and the increase of cost.

Product pictures of consumers drying in Dongshi tmall flagship store, photo source: Dongshi tmall official flagship store


According to 36kr, Dongshi has served more than 100000 users, of which more than 20% have subscribed for more than 10 weeks. With the improvement of living standards, the number of overweight and obese people is gradually increasing, and the weight management market itself is expected to continue to grow. The number of cold warehouses has expanded from 13 in 2019 to 15. At present, Dongshi is in the initial stage of scale expansion. After this round of financing, Dongshi will increase investment in brand and marketing, and will continue to improve it system and further optimize the supply chain.



Kokomio, a brand of high-pressure processed coconut water with USDA organic certification, recently updated its packaging and taste, adding flavors of original, cocoa, cold coffee, pineapple, etc., and streamlining the previous flavor of probiotics and hemp. This product does not contain sugar and has a calorie range of 100-130 calories per bottle. At present, the retail price on the official website is $30 for 4 bottles, 350ml for each bottle. (source: bevnet)


Based on the tequila bubble cocktail brand elenita launched two flavors: Cucumber & Lemon & basil leaf, pineapple & Mexican pepper, 355ml package. The taste of tequila elements brings great difference to this product. The alcohol content of Cucumber & Lemon & basil is 6.5%, 0 g Sugar, 130 calories per can; pineapple & Mexican pepper is 7%, 5 g Sugar, 150 calories per can. At present, the price on the official website is 36 US dollars in 8 bottles. (source: bevnet)


Kombrewcha, a brand of alcoholic kombrewcha, has launched two new flavors: blood orange, mango & pineapple, all of which are made from natural raw materials, and the tea has fair trade and USDA organic certification. The alcohol concentration of these two products is 4.4%, 355ml, 120 calories, 6-9g sugar, 4 cans, the price is about 10 US dollars. (source: Foodbev)

An event Preview

Initiated by of innovation consulting firm of and jointly supported by foodplus, deepeater Jam series of round table talks is a deep meeting between the tip of the tongue and the mind

We invite food practitioners, sociologists, futurists and speculative designers to explore the in-depth thinking of food business design.

In the first issue of the topic, we will focus on emotional consumption of food, including guilt, compassion, offensive and other emotional consumption phenomena, and think from the commercial and social perspectives to capture business opportunities and challenges.

The round table will be released online from August. Interested readers can click here or at the end of the article to read the original for more information.


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