China Food

Unilever confirmed the divestiture of tea business, negotiated to release two strategic new products, and a number of domestic and foreign food start-ups obtained financing | foodplus weekly

This is the 130th weekly by foodplus

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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

At present, new hope Liuhe, Shuhai supply chain, Sunday, Huiji food and other guests have confirmed their participation.

Scan the above small program code for more information about the conference!

In addition, we will write several in-depth analysis articles on food and beverage prepackaged food in the near future. At present, the first insight article has been published. Click here to read “if the deep integration of catering and prepackaged food is a kind of future, what opportunities will the Chinese market have and how to seize these opportunities? 》。

Big event & wind vane

Unilever finished the evaluation of its tea business and will divest most of the global tea business

By San

Information source: Unilever official website, snack food substitute


On July 23, Unilever released the financial report of Q2 in 2020. After nearly half a year’s strategic review, Unilever gave the evaluation results of tea business. According to the report, Unilever “will retain the tea business in India and Indonesia, as well as the partnership interest in the ready to drink tea joint venture”, and all other businesses will be spun off. The divestiture will begin soon and is expected to end by the end of 2021.


According to previous reports in the Wall Street Journal, Unilever’s tea business has annual sales of about 2.8 billion euros. The divestiture will generate sales of 2 billion euros in 2019, which means more than 2 / 3 of tea revenue will be stripped.


The news that Unilever will spin off its tea business was reported by Reuters in 2019, but a Unilever spokesman denied it at that time. It was not until 2020 when the company released its 2019 annual report that Unilever officially stated that it was conducting a strategic assessment of its tea business, which may include the sale.


From hearsay to strategic assessment to final confirmation, there are two issues worthy of attention and consideration in the process of divestiture

1. Why Unilever insists on divesting tea business?

2. Why should we retain the tea business in India and Indonesia, as well as the relevant interests in the tea joint venture?


Restricted by the length of weekly’s article, we will briefly sort out and present our thoughts on the above two issues.


As to why Unilever wants to divest the tea business, the analysis of the reasons should include at least two dimensions. On the one hand, it should consider the overall strategy of Unilever; on the other hand, it should consider the environment of tea business itself and the opportunities and challenges it faces.


Unilever, as one of the global consumer goods giants, achieved a revenue of 52 billion euro in 2019, but this figure almost has no growth compared with 2012. After having a large business scale, how to maintain an organic and sustainable income growth is a problem that all global consumer goods giants including Unilever need to face and solve.


And optimizing the investment portfolio is one of the strategic measures commonly used by giants. Since 2009, Unilever has adjusted the proportion of the three business sectors through continuous acquisition and sale. Among them, the proportion of food and tea business has been shrinking, while the beauty & personal care and home care business has been growing.


Over the years, the proportion of Unilever’s three business sectors’ revenue has changed over the years, source: Unilever’s official website


From the point of view of the business sold before, most of them have the characteristics of aging products and slow income growth. Take spread, a butter business company sold in 2017, for example, which contributed more than 3 billion euros to Unilever’s revenue in 2016. However, under the influence of the health trend, butter has gradually lost the favor of consumers. In the 10 years before 2016, the sales volume base of spreads has increased Ben remains flat.


And the tea business is also experiencing the decline in demand and weak income growth. According to the financial times, demand for black tea, the core of Unilever’s tea business, has declined significantly over the past five years, with the UK market down 15.3%. In recent years, Unilever has tried to arrange other tea varieties and high-end markets through acquisition to alleviate the adverse situation brought about by black tea business. However, due to the large proportion of black tea in Unilever’s tea business (more than 2 / 3), the growth of other businesses can not drive the growth of the whole tea business.


On the whole, Unilever’s disposal of tea business is an arrangement made after comprehensive evaluation under the big goal of organic growth of the company’s overall revenue, combined with the development trend and transformation difficulty of tea business itself.


However, Unilever did not completely divest the tea business owned by the company, but selectively retained the tea business and instant tea business in India and Indonesia. Why? First of all, this is highly related to its own growth ability. According to information from Unilever quoted by beveragedaily, Indian tea business will continue to maintain “strong growth” in 2019; for instant tea, Graeme, chief financial officer of Unilever Pitkethly said at the Q2 performance conference in 2020 that “the global ready to drink tea market is almost twice as large as the global tea market, and the joint venture operation between Unilever and PepsiCo is” very successful “. Unilever has brand and marketing experience, PepsiCo has expertise in bottling and distribution. For a long time, both sides have performed very well. This is also the main reason why we exclude it from the conclusion of the strategic review. “. According to IRI, an information consulting firm, Lipton’s products occupy the top five positions of tea market sales in the United States and maintain the leading market share.

top five list of bottled and ready to drink teas in the United States, source: IRI

Secondly, we believe that it may be of strategic significance to retain the Indian tea business. On the one hand, India is an important tea producer in the world, with a high-quality raw material base; on the other hand, Unilever has a deep supply chain accumulation in India. If Unilever wants to start its tea business again in the future, this resource will play a crucial role.

map of global tea production in 2018, source: International Tea Commission


As can be seen from the figure below, Unilever has suppliers of raw materials in the major tea producing countries in the world, but the suppliers cooperated by Unilever in India and Indonesia account for about 80% of the total number of suppliers (36 of the 46 page supplier list are from India and Indonesia). In India, Unilever co founded trustea organization with tea Bureau of India, aiming to change the situation of scattered cultivation of small-scale farmers in India, and strive to improve the planting efficiency, product standards and economic benefits for tea farmers at the same time.

distribution map of global suppliers of Unilever tea business, photo source: Unilever official website


According to Euromonitor information consulting data quoted by, the global sales of tea reached 45.4 billion US dollars in 2018. Among them, Unilever ranks first among the global tea companies with a share of 10.6%. Unilever will divest more than 2 / 3 of its business. Although the ultimate “destination” of the stripped business has not been announced yet, whether it is sold or separated, it will have a significant impact on the global tea market competition pattern. The tea industry may usher in new leaders, and at the same time, new opportunities may also come.

Big company news


Author: Hai Feng

Information sources: annual report, quarterly report and tmall store

Qiqia 2020 strategic new product launch conference, photo source: China Economic Weekly


According to the Beijing News, qiqia food released two strategic new products at the new product cloud launch conference on July 25, namely probiotics daily nuts and daily nut cereal products. With the release of these two new products, qiqia food’s nut strategy will be further upgraded and further deepen its nut product line.


We also know from the tmall store of qiqia food that these two new products have been on-line for a period of time. Among them, daily nut cereal has been on-line for more than half a year. From the sales data of tmall store, it has sold more than 100000 bags in total. If compared with the same type of cereal brands on line, this is not a good result, such as Wang Quanfu, ozak New cereal brands such as Haomai duo sell more than 100000 bags a month.


However, as an old brand food company, qiqia’s strength lies in the channel network supported by offline distributors. The holding of the new product conference also indicates that this daily nut cereal product will enter the offline channel sales. Once this new product successfully enters the offline retail channel and circulation channel, the cereal products will also contribute a lot of revenue to qiqia.


The other new probiotics nut was sold online in qiqia tmall store at the end of June 2020, with a total sales of nearly 3000 pieces. Compared with laiyifen and three squirrels, it is not a high sales volume. However, by comparing the probiotic content of several products, we found that qiqia daily nuts had the highest probiotics content, reaching 500 million probiotics per 25g, while laiyifen and three squirrels were sold per day 100g contains 500 million probiotics.


In fact, it can be seen that Qiaqia, as an old food company, has another advantage, namely, R & D and production, which are the same type of daily nut products, but the probiotics content is four times different. If there is no advantage in R & D and production, it is difficult to achieve this.

Institute of probiotics established by qiaqa and Institute of material science, Chinese Academy of Sciences, photo source: Internet


At the same time, we also learned from the new product launch conference that Qiaqia has established a probiotics Research Institute in cooperation with Hefei Institute of material science, Chinese Academy of Sciences, to further increase investment in R & D and technology, so as to have the opportunity to further expand its own advantages in the future.


It can be seen from the two new products that they were sold online at the earliest time. It can be understood that they were trying to sell online to collect some consumer feedback. At the same time, through the data disclosed in the annual report of qiqia food, we also know that Qiaqia food e-commerce business has gradually become a new growth point of the company,


Since the disclosure of e-commerce data in 2016, the growth has been significant. From 2016 to 2019, the e-commerce data are RMB 194 million, RMB 196 million, RMB 280 million and RMB 484 million respectively, accounting for 10.01% of the total revenue in 2019 from 5.55% in 2016, of which, the growth rate in 2019 is 72.67% compared with that in 2018. If the e-commerce business is negotiated according to this growth rate, the e-commerce business will break the threshold of RMB 1 billion.


With the increase of the business scale and proportion of qiqia e-commerce, e-commerce, as the function of new product testing and trial sale, will also become the main revenue source and core channel.

Revenue of each business line of qiqia food over the years, photo source: foodplus


Back to Qiaqia, the main character of this press conference: qiqia nut business was disclosed in the annual reports of 2010 and 2011. However, compared with the annual revenue at that time, the scale was very small, ranging from 10 million to 20 million RMB. From 2012 to 2014, the disclosure of nut business was cancelled, and the daily nuts trial sale in some regional markets began in 2015, and the nut business revenue was re disclosed, By 2016, the daily nut products were officially sold, and the nut business began to grow rapidly from 2018.


According to the annual report of qiqia food in 2019, the melon seed business increased by 17.54%, and the nut business increased by 64.21%, %Other categories of business decreased by 19.8% year-on-year, while the overall revenue of qiqia food increased by 15.25% year-on-year. With the continuous updating of nut strategy, the product portfolio in nut business will also be strengthened. Once different product line combinations of melon seed business are formed, nuts are expected to become an important support for the future growth of qiqia. Moreover, if the current growth rate is maintained, the nut business is expected to be in the next five years At that time, the annual revenue of qiaquo food is expected to exceed 10 billion RMB.


From the current business lines covered by qiqia, qiqia has basically no competitors who can challenge its market position in the melon seed market. However, it is difficult to break through the nut business online at present. However, the offline channel is the strong area of qiqia food. Through the competition with Voron, qiqia gradually occupies a leading position in the daily nuts offline. Once the product portfolio after nuts is rich, qiqia has a strong position As a result, the scale of e-commerce business has also been further expanded, which may bring competitive opportunities for daily nuts on qiqia online.


At least in the short and medium term, the certainty of the development and growth of qiqia food is still very high, which can also bring some references to other traditional food companies, that is, how to achieve the growth of main business through product innovation and new product portfolio when the growth of main business is stagnant, how to find new business lines and how to develop new business lines while maintaining the growth of main business As another main business line of the company. In the future, we will make further analysis.

卡夫亨氏再次出手投资植物性成分食品科技公司,这家甜蛋白初创公司同时获得SOSV、Khosla Ventures等知名机构参投

By: orva

Sources: fooddive, evolv ventures, Khosla ventures, sosv


Recently, according to fooddive, the US Food Technology Company “joywell foods” (formerly known as miraculex) has obtained US $6.9 million round a financing. This round of financing is led by evolv ventures, which is invested by Kraft Heinz, and jointly invested by Khosla ventures, sosv, alumni Ventures Group and other investors. So far, the company has raised $13.2 million.


It is worth noting that evolv ventures, Khosla ventures and sosv are well-known investment institutions focusing on food technology innovation and entrepreneurship. Evolv ventures, a leading investor, is an investment institution established by Kraft Heinz with a capital injection of 100 million yuan in 2018, aiming to invest in subversive food technology start-ups. Previously, in our previous daily articles, a brand named “new culture” that replaced traditional casein and produced plant-based mozzarella cheese through microbial fermentation was also awarded evolv of KFH In the 127 issue weekly, we wrote about sun, a probiotic solution start-up company that recently obtained financing Genomics “is also one of sosv’s portfolio. In addition, subversive food technology start-ups such as” perfect day “of plant ice cream and” Memphis meats “of experimental cultivation of artificial meat can be seen. However, what is the charm of “joywell foods” that can win the favor of three well-known investment institutions in the field of food technology at the same time?


“Joywell foods” was founded in 2014 and headquartered in California, USA. the original intention of the brand is to reduce people’s daily diet sugar intake, and is developing a sweet protein “mirabilin” from berry fruit, the raw material is Synsepalum dulcificum. It is understood that miraculin is 5500 times sweeter than sugar, compared with the same quality of ordinary sugar. The company will use these protein products to make bread, candy, dairy products, frozen desserts and other foods. This round of financing will focus on improving the company’s R & D capabilities, including expanding its technology platform, establishing sweet protein product portfolio and increasing R & D.


At present, most of the sweeteners used in the market are stevioside, erythritol and other sweeteners. Although the consumption of calories is greatly reduced, the sweetness and taste of products made from traditional sugar are still very different. For example, the difference between the taste of ordinary Coca Cola and sugar free zero cola can be clearly perceived. Joywell foods is building a sweet protein product to replace traditional sugar. Ready to commercialize its first popsicle, pop lolly. In a press release, the company said it plans to test several consumer products through retail and DTC channels. For Kraft Heinz, the world’s fifth CPG, if the response is good, it will help upgrade its sugar containing products, such as Heinz ketchup, caprisun, Jell-O, Kool Aid and kraft barbecue sauce.

Investment and financing news

燕麦品牌「Wholly Moly! 好哩!」获近千万美金A轮融资

By: orva

Source: 36 krypton


According to 36 krypton, the oat brand “why moly! Yu delight, Inc., the parent company of the company, announced that it would complete a round of financing of nearly 10 million US dollars in the near future. This round of financing will be exclusively invested by C ventures. C capital was founded by Dr. Zheng Zhigang, a famous cultural entrepreneur. Its investment fields include technology and new consumption.


Prior to this, “Holly” has won Angel round investment from famous angel investors in the United States, and pre-A round investment from Qianming capital and Detong capital. Financing is used for supply chain and new product R & D, continuously expanding brand construction and market share, and laying out the dominant position of China’s plant-based natural healthy diet industry.


Haoli, a brand founded in 2017, initially focused on oatmeal bran solid drinks, aiming at meal substitution scenarios. At present, the product line has been expanded to snacks, meal substitutes, women’s solid drinks and other categories, and the product consumption scene has also been added from substitute meals to pre meal and post meal and non burden healthy leisure snacks, with the intestinal health care function product label of clearing intestinal tract.


In recent years, domestic oatmeal products have begun to innovate iteratively. Wang satin and ozak, who are also engaged in oatmeal business, have become the national network red oats brand with rich instant oatmeal. The consumption enthusiasm and consumption consciousness in the domestic consumer market are close to that of PepsiCo’s “Quaker”. As far as products are concerned, it has to be said that in the stage dominated by traditional solid beverage Cereals, these two brands have indeed achieved certain innovation, which is specifically reflected in the innovation of categories of technology, the innovation of consumption scenes through the cultivation of habits, and the enrichment of the taste and taste experience of oatmeal. However, the raw materials are healthy after baking, and stevioside is added although there is no sucrose. On the whole, snacks are more healthy, while healthy foods are good in taste.


Of course, in the case of oat track gradually hot, how to improve product differentiation has become the key to innovation. In this regard, “Haoli” shows two points worthy of our consideration

First, take a return to nature food innovation. It is not only to optimize the variety of oat products, but also to restore food nutrition and give full play to its functions. The “Haoli” products are sugar free, sweetener free, non additive and unprocessed, which is more in line with the current consumption trend of healthy consumption diet.

Secondly, probiotics are used as “super ingredients” to help the innovation and development of intestinal functional food. Oat is rich in soluble dietary fiber, which is a kind of prebiotics, which can be used as probiotics food, so that probiotics can protect intestinal function better and longer. Adding prebiotics is also what the frontier intestinal health products are doing. For example, Mengniu and choban have launched “prebiotics + probiotics” yoghurt.


“Xuanma food” won 55 million yuan round a financing, and the brand of online red egg yolk crisp has grown rapidly

By Ethan

Information source: xuanma official website


In July 23rd, Guangxi Xuan Ma Food Co., Ltd. (referred to as “Xuan Ma food”) completed the 55 million yuan A round of financing, led by Beijing Fangyuan Jinding Cci Capital Ltd (referred to as “Jinding investment”), and local venture capital company Guangxi Blue Blue Investment Co., Ltd. (referred to as “blue blue investment”). This is the second round of financing completed by xuanma food in one year. In June 2019, the company’s pre-A round of financing was completed by the current round of Qinglan investment, with an investment amount of 10 million yuan.


Xuanma food was established in early 2016 and is located in lianxun u Valley, Jiangnan District, Nanning City, Guangxi Province. The main products are Chinese style pastry and egg yolk crisp, as well as cheese crisp, durian crisp and other extended products. Wei Fuxian, the founder, started his career as an agent for durian cakes. Later, he found that there was a mental vacancy in the egg yolk pastry category, and developed rapidly with the help of wechat channels. According to the public information, xuanma food’s revenue exceeded 100 million yuan in 2017 and 200 million yuan in 2018. According to the information disclosed by the company in this year’s “China International Baking Exhibition”, the sales volume of egg yolk pastry in all channels will reach 70 million in 2019 (6 in a box, about 11.67 million boxes). According to the price of each egg yolk pastry, the retail value of this year is about 500 million.

xuanma egg yolk cake, photo source: xuanma official website


From the perspective of sales channels, xuanma is mainly sold through online channels such as tmall, Jingdong and wechat. However, we also find that the brand has begun to be sold in convenience stores in some provincial capitals and key cities in southern China, such as Meiyijia and youzhilin in Nanning, HEMA Xiansheng in Shenzhen, Guangzhou and Changsha, and Century Lianhua in Hangzhou.


According to the brand, it has been striving to build the first brand of egg yolk crisp since its establishment. At present, the company has two production bases, Guangxi xuanma factory and Zhejiang xuanma factory, with a total area of 15000 square meters and more than 300 employees. Therefore, in the egg yolk crisp category, the brand has a certain brand and scale of the first mover advantage.

Sales of baking materials, sandwich machines and electric egg beaters increased significantly during the outbreak of . Photo source: CCTV 315 party


In the past, egg yolk crisp was mainly sold with bread in some bakeries, and the category was relatively weak. But in this market segment, there are some brands that are doing well and growing well, such as xuanma and A1 Aiyi. First of all, these brands have made a certain improvement from the dimension of product quality, and then promoted rapidly with the help of channels (A1 Aiyi is mainly offline). From this, we can see that there are good entrepreneurial opportunities for Chinese style pastry prepackaged products, even if they are not high-frequency consumption and strong products. Its big industry background is that people’s consumption demand for high-quality baked food continues to increase.


The new liquor retail brand “sanliangbai” won two rounds of financing with a total of 50 million yuan

By Ethan

Information source: 36 krypton, sanliangbai official website


According to 36 krypton, the new liquor retail brand “sanliangbai” recently announced the completion of round a and round a + with a total of 50 million yuan of financing, led by Xintian capital and Yuanyi investment (according to the information released by the enterprise, round a of Xintian capital investment and round a + of Yuanyi investment) were respectively led by Xintian capital. Financing will be used to speed up the market layout and optimize the supply chain. Since its birth, the project has been warmly welcomed by capital, and has received investment from many institutions in Angel round and pre-A round.

the financing process of sanliangbai, photo source: data of Unicorn


“Yujiu technology” – Shanghai youjiu Information Technology Co., Ltd. (sanliangbai), founded in 2017. Different from other liquor channels, sanliangbai currently mainly places “intelligent liquor dispenser” on the dining tables of restaurants, hot-pot/" 22375 rel="nofollow" target="_self">hot pot shops and other husband and wife shops, with a single capacity of 5l-10l. Diners can directly scan the code and buy wine on demand, which can meet their “small drink” drinking demand.

intelligent wine separator, photo source: sanliangbai official website


Sanliangbai upstream directly through the distillery to purchase liquor products, and then through agents will shop to catering stores. According to the brand, it has reached strategic cooperation with Sichuan development pure grain liquor equity investment fund, and established cooperation with several distilleries in Suqian, Guizhou, Luzhou and other liquor producing areas.

9 liquor fund and sanliangbai sign a strategic cooperation agreement, photo source: 36 krypton


From the point of view of the sales model, three two white to take a free agency, revenue sharing model. Sanliangbai provides equipment and finished wine. The agent is responsible for the market development of a certain area, and the equipment laying and maintenance of catering stores. At present, sanliangbai divides its partners into municipal, District, partner and terminal stores. If there is sales revenue, agents and stores can directly withdraw cash from the background of sanliangbai. It is worth noting that each intelligent liquor dispenser has an independent background management system, which can monitor the remaining inventory of each bottle of wine, facilitate the brand to grasp the sales dynamics, and prevent the pouring of fake and inferior liquor.


According to the founder Cao FA, according to the different sales areas and stores, the price of one or two liquors ranges from 4 to 14 yuan. The estimated Gmv of a single equipment without marketing promotion is about 10000 yuan / year (2-4 Liang sales per day for a single machine). In the future, it is planned that at least 3000 intelligent devices will be deployed in a single city, and 1 million intelligent terminals will be planned in China.


According to the above data, the annual retail sales of 1 million sets of equipment will reach 10 billion yuan. If the market changes and the sales loss of equipment maintenance are included, it is estimated that the gross profit will be 7 billion yuan with a 30% discount. If the average number of equipment installed in each city is 5000, then the retail sales of 7 billion will need to enter 200 cities. If the average number of equipment for each catering store is 15 (Cao FA disclosed that each store has 10-20 equipment), then sanliangbai needs to enter more than 66000 stores. If it is calculated according to 10L of each equipment, it is necessary to supplement 5-6 times of goods per year for each equipment (the average sales price is calculated as 9 yuan / Liang). In addition, the sales situation of each store is different, it is difficult to achieve centralized distribution, so the logistics cost of replenishment may be higher. In this way, it is not easy to operate these 60000 equipment at the same time, so that each equipment can sell as much wine as possible, and ensure that each equipment has wine to sell at any time.

A screenshot of the relevant publicity of the new retail mode of sanliangbai liquor, photo source: sanliangbai official website


On the whole, the development trend of liquor category sales dimension is to “disintermediation and chain”. In fact, there are at least 2-3 levels in sanliangbai’s sales model (sanliangbai company ① – agent ② – Catering store ③). Compared with the direct selling of winery and the chain store mode of 1919 and Huazhi liquor store, there seems to be no obvious advantage in “de intermediation”. We believe that the main value creation point of the “three two white” model is to provide convenience for consumers. So for sanliangbai, will the future focus on its claim of “disintermediation”? Or is it about convenience? We will continue to pay attention to its development.

Western liquor brand “hoopos” completed 10 million pre-A round of financing

By Mika

Information sources: 36kr, Taobao, enterprise check


According to 36 krypton, the “hoopos” brand of Xida liquor, completed the 10 million level pre-A round of financing by the end of last year. This round was led by strategic investor Yanchuan, and the financing was used to expand production capacity and channel laying. However, according to the industrial and commercial information checked by enterprises, the round of financing has not yet completed the industrial and commercial change.


Xida liquor is a kind of low alcohol fruit juice beverage, which combines the characteristics of beer and fruit juice. It tastes mellow and has the flavor of fruit. Xida wine is one of the most popular fruit wine categories in Europe and the United States. However, due to its short entry time in the Chinese market, it still belongs to the category with high growth rate but a small number.


In the domestic Sitar market, the mainstream products are still mainly imported brands, such as Sweden’s rekorderlig, Belgium’s Furi strawberry and Lindeman, England’s alska and brother cider, Denmark’s tempt, etc.; while local craft beer brands, such as taste room, clot and water monkey, have also launched related products.


Founded in 2016, “hoopos” is committed to becoming an omni-channel Xida product, adjusting to meet the taste of Chinese people, and providing a more cost-effective choice in the category of Xida liquor. According to the company’s information, we know that Lily (Changli), the founder, was the domestic agent of Xida liquor brand ruikedelin. She has a very in-depth understanding of China’s Xida liquor market, and has established close cooperation with many online and offline channels and distributors.


In terms of the supply chain, due to the need for fresh fruits to be pressed and fermented, the quality of raw materials and the fermentation process are very important. In consideration of processing costs, “hoopos” purchases high-quality fruits from Australia as raw materials, and cooperates with local wineries in the whole process of brewing, fermentation, production and filling. According to 36kr, hoopos will also consider setting up production lines in China after the company expands in size.


From the perspective of products, “hoopos” products currently have five different flavors, including strawberry lime, mango raspberry, passion fruit, pear and wild berry. Different from the traditional apple cider, “hoopos” uses pear as the base for brewing. Compared with apple, it can reduce the acidity and astringency of the finished product and make it sweeter.


However, at present, the taste and packaging of hoopos products are similar to Sweden’s rikhodrin, and the brand recognition and product innovation still need to be improved. At present, the price of the product in Taobao channel is 20 yuan / bottle, which is lower than the price of 25-30 yuan of imported Xida liquor brands. However, it does not have competitive advantages in terms of price for local brands such as taste room.


At this stage, Taobao is the main sales channel of hoopos. It is expected that it will go online in Jingdong and tmall supermarkets in the second half of the year, and offline channels will be gradually promoted in the future.

Vive organic, an American start-up company of concentrated functional drinks, has completed a $13 million round of B financing. The concentrated functional beverage market deserves further attention

By Sean

Source: foodbusiness news, vive organic official website


According to food business news, vive organic, an American energy drink startup, has completed a $13 million round of b-round financing. This round of financing is led by Monogram capital and participated by Cambridge SPG and powerplant ventures. Vive organic plans to use the funds for online promotion, product innovation, and plant-based functional beverage business in the United States.


Vive organic was founded in 2015, and its products are concentrated energy drinks (shots) with various functions. In addition to the main immune function, it also includes antioxidant, energy enhancement and other functional points.

products of vive organic, source: vive organic official website


Concentrated functional beverage is a kind of functional food widely used in American market. Among them, the head brand of concentrated energy drinks, 5 hour energy, has nearly 1 billion US dollars in sales in the U.S. market in 2018, which is a very typical energy drink focusing on Sports scenes. In addition to simple and fast energy supplement, the product also uses no sugar, low calorie, low carbon, rich in various trace elements to strengthen the health characteristics of the product. The sales volume of energy beverage giant red bull in the United States in 2018 is 2.89 billion US dollars, and 5 hour energy has reached 1 / 3 of Red Bull’s scale.


In addition, from the perspective of category development, the product innovation of many traditional beverage categories based on concentrated beverage development this year contains the thinking of functional scenarios, and “concentration” is also “functionalization”. The functional beverage category is also expanding.

The development of concentrated drinks has led to the expansion of category boundaries of functional drinks, source: foodplus


When we pay attention to vive organic in 2019, we have noticed this relatively strong growth entrepreneurial brand. At that time, the brand’s products had entered more than 1400 terminals in the United States, including whole foods, and its revenue growth was amazing. According to the company, the revenue increased 8 times from 2016 to 2017 and 5 times from 2017 to 2018.


From the perspective of products, vive organic emphasizes the characteristics of sugar free addition, plant-based, organic and non transgenic, and the application of some super food elements. No matter the product function points, presentation means and labels, there are certain differences in the current concentrated functional beverage market.

Product features of vive organic, source: Official Website of vive organic


On the whole, the concentrated functional beverage is an extension of the traditional functional beverage market, but its breakthrough in product form, category convenience and functional value makes this category have more potential and imagination space. In such a track, through continuous product innovation, comprehensive, solid and differentiated playing methods, it is possible to create innovative brands with rapid growth 。

Baby desensitization food brand “ready, set, food!” received $3 million investment from Danone venture capital department

By Mika

Source: fooddive, ready, set, food



Recently, “ready, set, food!” has won a $3 million investment led by Danone manifesto ventures, Danone investment department, and co invested by Mark Cuban and AF ventures.


“Ready, set, food!” was founded in 2017. The main product of the brand is a bagged powder, which can be added to baby bottles or food to prevent food allergy of peanuts, milk and eggs by introducing early allergens. The ingredients of the product are organic milk, egg white and peanut, without any other additives. It is mainly divided into two stages, which are suitable for infants aged 4-6 months. From stage 1 to stage 2, the food dose of allergens is gradually increased to enable infants to transition and adapt slowly. According to the official report, if the product is continuously used for more than 6 months, the risk of food allergy can be reduced by 80%.


In the United States, the incidence of food allergy has been rising. In 2013, a study released by the Centers for Disease Control and prevention showed that food allergy in children increased by about 50% between 1997 and 2011. Therefore, consumers for desensitization products are also growing.


Last year, Danone just launched Marty’s, an allergy free children’s snack brand, in the UK. For Danone’s venture capital department, “ready, set, food!” is a baby health food brand with high growth potential, which is also a new step for Danone to develop desensitization products.


Some interesting new products



Colin McCabe, co-founder of creative salad restaurant chain, recently launched a functional bubble water brand free rain, which currently has three SKUs of “energy”, “focus” and “calm”. “Energy” contains Siberian ginseng, which is said to enhance energy and physical strength. “Focus” contains Ashwagandha, which keeps the mind sharp, as well as blood oranges and warm ginger. “Calm” combines passion fruit and blackberry to soothe the body and mind. (source: Food Business News)



Swiss retailer Migros has launched a new line of milk free yoghurt, which includes CP Pro 70 from innovopro, an Israeli food technology company, which claims to be the first company in the world to launch 70% chickpea protein concentrate. At present, this product has three SKUs, natural, vanilla and tropical fruits, all containing oats, without gluten and lactose. (source: Foodbev)



Piccolo, a baby food brand, has recently launched a series of small bags of organic ingredients. They claim that this product does not add extra salt and sugar, and does not contain palm oil. It currently has three SKUs: tomato & basil, beef and vegetables. The recommended retail price of four bags is 1.8 pounds per bag of 10G. (source: Foodbev)


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