China Food

Interview with Founder Kiki of Sunday: vision, development path and Possibility Thinking of Sunday in Chinese vegetable meat venture market

This is the sixth interview by foodplus

In China’s current vegetable meat market, Sunday is an eye-catching start-up company, which “acts frequently” on the consumer side, and is also paid close attention to in the capital market. Recently, we announced the completion of a new round of financing on Sunday. We also took advantage of the opportunity shared by Kiki, founder of Sunday, at the food plus pre packaged food ecological conference. We talked with Kiki about who was Sunday and what key time points we have experienced along the way. We also talked about our views on China’s vegetable meat market Law.

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Author, interview outline: Sean, orva, turo



Interview background

The artificial meat and the whole substitute protein market is the direction that foodplus has been paying close attention to for a long time and conducting systematic research. Among them, we focus on the insight of plant meat and plant substitute protein.


As early as the beginning of 2018, we paid continuous attention to the venture capital market of American Meat making. It can be said that from 2018 to 2019, the global investment in artificial meat is more active and concentrated. Star start-ups in the field of plant-based or cell-based artificial meat, such as impossible foods, Memphis meat and Aleph farms, have attracted huge amounts of financing. In addition to being clamped down by well-known institutions, there are also tycoons such as Tyson.


In May last year, the IPO of beyond meat and its brilliant performance in the secondary market pushed the track to the attention of the mass market. (we also released “beyond meat star company is about to land on Nasdaq, which is our interpretation of” the first stock of artificial meat “)


These successful cases in the primary and secondary markets not only give the start-ups in this field a dose of chicken blood, but also make the concept of artificial meat further arouse expectations in the consumer market and capital market.


It can be said that, basically from the middle of 2019, China’s artificial meat track began to usher in its own “wind outlet”. It was also at this time that we exchanged views with a number of top domestic investment institutions and felt the expectation and thinking of the capital market for this track.


In July 2019, we released “about artificial meat: development, imagination space, structural opportunities, and thinking about venture capital in China | foodplus insight”, which systematically analyzed the development of artificial meat industry under the circumstances at that time, and also judged and considered the future opportunities of the whole industry.

Source: foodplus

In the continuous pursuit of capital, we have witnessed the rapid development of plant-based artificial meat (hereinafter referred to as plant meat) in the commercialization.


From medium and high-end supermarkets such as whole foods, popular retail outlets such as Wal Mart, and online e-commerce platforms such as Amazon fresh; from high-end fine dining restaurants and vegetarian restaurants to popular fast-food chains such as KFC, Burger King and Carlos, as well as beverage retail scenes such as Starbucks and tea, we can see vegetable meat in more and more channels and scenes.


Brand of plant meat and terminal oriented products are also emerging rapidly. Among them, also have Nestle, Tyson such tycoons direct “end”.


Among them, beyond meat of the plant meat head company, its business growth can be described as “rapid”. Its annual receivables in 2019 increased by 238.8% compared with the same period in 2018; however, in the three years from 2016 to 2018 before listing, the compound annual revenue growth rate of beyond meat was as high as 133% — after beyond meat began to sell products to the market in 2016, its annual revenue increased from $16.18 million to $87.93 million in 2018.


In the Chinese market, which is a big meat consuming country and has a certain history of vegetarian diet, plant meat is also fermented at the capital end and consumption side.


On the one hand, China’s vegetable meat companies have gradually become active, with a number of start-up companies such as Sunday, Weishida and zhenrou, as well as listed companies such as Jinhua ham and Shuangta food. On the other hand, capital injection has gradually become a “water flower” in the consumer market. Different channels and scenarios such as chain fast food, new tea and new retail are also open to vegetable meat products Attitude.


In March this year, we released the “China artificial meat start-up company starfield has obtained tens of millions of financing on Sunday. What are the development keys of China’s artificial meat market and the judgment logic of start-ups? 》At that time, we just announced the completion of tens of millions of yuan financing on Sunday. Well known investment institutions such as Jingwei China and joy capital are among them. There are also overseas professional institutions such as new crop capital that have long focused on plant meat.


In the study of Sunday, we pointed out that in China’s vegetable meat start-up companies, Sunday has a certain leading position – to quickly develop products directly facing the market, and through offline catering, food consumer goods brand co branding cooperation and other forms of rapid promotion to some scenes, conducted a certain small-scale experiment; at the same time, the team is the front-line vegetarian restaurant gene In addition, some external supply chain and R & D resources are also integrated and utilized. As a whole, there is a certain degree of differentiation advantage in Chinese vegetable meat start-ups.


At the same time, we can see that Sunday is still a very early start-up. Even when it comes to plant meat, there is still a long way to go: there are no end products that can directly face mass consumers and can withstand verification. At present, there are not enough stable channels to support the rapid growth in the future, and there are some shortcomings in the company’s R & D, which leads to unclear expectations of product breakthroughs.


As far as financing is concerned, we directly pointed out at that time that the financing on Sunday sent a very positive and important signal in the whole Chinese vegetable meat venture capital market, which can be regarded as a confidence transmission of Chinese plant meat venture capital. Of course, on the other side of the signal, there is also the admission of funds. At least from the standpoint of Monday, in the next 1-3 years or so, there will be funds to do some things at the level of R & D, products, supply chain and market. Some of them may be the road that “beyond meat” has gone through, while others need this young start-up company to explore the Chinese market by itself.


On August 19, it was announced on Sunday that it had obtained a round of financing of tens of millions of US dollars from Yunjiu capital, old shareholder pleasant capital and Jingwei China’s co investment, which is also the largest financing in the field of domestic plant meat entrepreneurship so far.


A few days before the announcement of the new round of financing on Sunday, Kiki, founder of Sunday, shared the theme at the foodplus · catering prepackaging industry ecological Conference on August 15. Meanwhile, Sean, turo and orva, members of the foodplus research and analysis team, also conducted in-depth interviews with Kiki. We are very happy to discuss with the founder of Sunday the experience, thinking and insight of this start-up company and China’s vegetable meat market.

Kiki shares at the food plus pre packaged food ecology conference. Photo source: foodplus

1. About Sunday: development path, core barriers, corporate vision

Foodplus: as a start-up company, can we resume our business today? What are the initial goals of this week, the development path to the present, and the key nodes?


Kiki: I used to work in different fields, from media to consulting. Many of my family are vegetarians, and there is a vegetarian restaurant in my family, but the business situation is not very good. It has been in the state of loss before. Because of this belief at home, people will think that it is a Taoist temple, which needs to attract more people who are good, so they have been supporting its operation.


After doing some research, I found that everyone knows that vegetarianism is good for your health and environmental protection, but even if you know it’s good, you don’t love it. The essential reason is because of the problem of the product, because you think that not eating meat is an anti human and anti human thing, it goes against people’s desire, and you don’t get satisfaction from eating this food.


So we wonder if there is a product that doesn’t have to sacrifice people’s desire to eat meat, taste or flavor. At the same time, it doesn’t have to sacrifice any animal life and environment. So I noticed that there are some foreign companies that do vegetable protein, plant milk and plant meat. I think plant meat is the upgrading of all dimensions of our traditional vegetarian meat.


At that time, I thought that if I could do this in China, I could actually push the field of vegetarianism into the eyes of more mass consumers and get their attention to this lifestyle. I think this is the most important thing in my next life. I must do it well. I firmly believe that this is the most valuable thing I must do.


So I started building teams of scientists. There are not many food universities in China. There are some food universities in China where different experts are doing research on plant-based materials. I will listen to their lectures and forums, and then I will add wechat to them and invite them to join the team.


In the production of vegetable meat, we had nothing at first, and it was impossible to find large-scale supply chains such as Zhengda Group to help us contract. So we began to find out which traditional vegetarian meat factories, such as Ningbo Sulian, Hongchang, and so on. We found that Hongchang was the whole vegetarian meat product. The equipment, technology and raw material quality of Hongchang were the best. We chose to follow them In depth cooperation. In the absence of a business model, he can unconditionally take the scientist’s formula to the production side to restore, and adjust some parameters in the equipment.


At that time, I firmly believed that this was something we must do, even though it had many difficulties. Since we wanted to do this since 2017, and by the time we opened a restaurant with the theme of vegetable meat in 2018, beyond meat was not listed. In fact, not many people in China knew about it. We were “shot” in financing.


Later, beyond meat was listed on the capital side, which helped us to pay more attention to the concept of plant meat. However, we firmly believe that it was earlier than this.


At present, we have reached the stage of round A. new crop capital, an American investment institution, has invested in beyond meat and our angel. Round pre-A is invested by pleasant capital. We have another round a this year, which will be announced in the near future.


Foodplus: what do you think are the core barriers and advantages of vegetable meat enterprises in China?


Kiki: there are several. The scientific research side is one, and the iteration speed must be fast enough. We think that in plant meat, in addition to the basic beef, chicken and pork, we also develop new plant protein products for each category, such as seafood. We already have vegetable chicken, and what we work with Dexter is chicken.


We believe that Sunday is a plant protein enterprise, and plant meat is only our way to enter the market in the early stage. We are building a plant-based ecological platform, because there are many products that can be made by plant protein, far from only meat. Therefore, our constant frontier exploration technology in scientific research will form a scientific research barrier in this area. Patents are not barriers. You must be fast enough to iterate and produce new products fast enough.


In addition, the consolidation of the supply chain is also very important. In domestic vegetable meat start-up companies, we have gone very fast. We will build a core factory by the end of this year, and then we will work through large factories such as Zhengda Group and Shengnong to guarantee the production efficiency and quality of Star Zero products. However, the core formula is our own, so is this one A barrier.

Co branded product launched by X hi tea on Sunday, photo source: Kiki shares at foodplus pre packaged food ecology Conference

Another is brand recognition, which is a very delicate thing. Why not choose others on Sunday? Brand is an absolute barrier. The occupation of mind may sometimes be more important than the product side. Why do we do so many co branding things on Sundays, and why do we do activities that do not seem to have any transformation at the C-end? We are building up our brand mind. When this symbol appears enough times, even if we don’t know who he is at the beginning, ten times will surely perceive Sunday. It’s a plant protein enterprise, and it’s a very good one Cool companies have been delivering sustainable ideas.

I would think that every link needs to establish a barrier, but the way each company establishes the barrier is different. I believe that it is enough to understand this area on Sunday.


Foodplus: I just talked about a point. I want to make a platform or ecology about plant protein. Can you tell me more about this?


Kiki: every kind of plant has protein content. Their protein characteristics are different, and the products that can be made are also different. For example, spirulina protein, which contains omega-3 and omega-6, is the most beneficial for human body to absorb. It is a very healthy protein. This protein can be made into noodles. It is 0 calories and high protein, and it also has the taste of noodles. Such products are especially suitable for people who have body requirements and can meet people’s protein needs at the same time. This protein can be used not only for noodles, but also for potato chips. It can also be added to plant milk or vegetable meat products to make mixed protein, so that its nutrients are more balanced and rich.


We set up a plant protein database. Not only do we see the most commercialized soy protein, wheat protein or pea protein, we may add algal protein or quinoa protein or chickpea protein. We need to find better protein and make it be used in our products on a large scale, and make different plants Base products. This is what we want to do. We don’t think there will be only plant meat on Sunday.

2. The fundamentals of starting a business on Sunday: products, gross profit structure, team composition, and tactics

Foodplus: cost is a challenge for many vegetable meat companies. At present, what level has the cost of products on Sunday been controlled?

Kiki: at present, our products can satisfy customers who have high requirements on cost. We are already the same as meat. Even for some brands, our cost is lower than meat. The main reason why we can achieve such cost control on Sunday is that we completely eliminate the investment costs in scientific research, brand and market. The reason why we are willing to do this is because of the star The core value of zero is to create value for human sustainable life. This product must flow into ordinary people’s homes to make sense, not just the food for middle and high-end consumers. The deeper significance of this matter is that when people can’t get protein from animal routes, there may be plague, and when there’s no way to eat pigs and cows, I’ll give you some advice Think it’s the biggest choice of quality protein.


There are many countries in the world, such as Africa, who have been plagued by the plague. Although there is a lot of meat, they have no way to get safe meat. This product can also help them get protein supplement, which is the value. For us, we hope that it will be implemented among all kinds of people. We will not only position it as a product that can be eaten by middle and high-end people or a certain class. We will certainly reduce the cost so that everyone can eat it. People who can’t afford meat can eat it, and people who can afford it can eat it. Even in poor countries, we can donate products to them.


I think Sunday must have social influence, otherwise it is meaningless for sustainability. We hope it is a carrier that can connect with people and experience with everyone.


Foodplus: from the experience of foreign countries, many vegetable meat enterprises are doing retail channels and catering channels. What is the thinking and choice of channels on Sunday?


Kiki: why is there no direct 2C on Sunday? It’s because of our judgment on the early Chinese market – if we directly 2c, if we use our raw material products such as minced meat or meat pie 2c, we think the data in the Chinese market will be very ugly.


We want consumers to buy a piece of meat, and buy it home to thaw and make it delicious. This path is very difficult. Let’s buy a new vegetable meat material. If his cooking method is ordinary, he will subjectively think that it is not his cooking method that is not good, but the meat is not delicious. He will deny the vegetable meat.


Catering brand cooperation is a relatively light way. Consumers can experience it when they sit down. They don’t need any cooking. The threshold of experience is low. When customers experience it, it’s a dish. We will not have a bad impression of it after buying it back for cooking. We think that it is a reasonable way to make it into a meal form in the early stage, and to build up people’s cognition is a reasonable way. It is a cost-effective way to combine it with the catering brand in the early stage of market education. In the brand side, through the form of CO branding and B2B2C, we can quickly let the C-end fans of this brand perceive who is on Sunday and what they are doing on Sunday.


Foodplus: does it mean that in the medium and short term, our channel strategy is still mainly catering channel?


Kiki: we have rich channels now. In addition to catering channels, there are channels for factories, distributors and convenience stores.


We and catering B2B2C form is limited to our big brand and Online Brand Co branding, small and medium-sized customers we are not co branding. Now the team is running fast, many sinking cities across the country are running. A small customer will be sold and sold, though he will not join him. But our official account or map will light up a lamp. The store can eat it in this city. The user knows that this shop has products selling zero on the week.

Part of the food and beverage channel on Sunday, photo source: Kiki shares at foodplus pre packaged food ecological Conference

Foodplus: we find that many start-ups will encounter some difficulties in channel expansion, such as bearing a lot of inventory or accounting period pressure, or their profit structure suffers from different degrees of erosion due to channel types? Do you have any suggestions or experiences to share?


Kiki: in terms of inventory, because we have our own factory, our production is very flexible. If we don’t have inventory, we will produce when there is an order. Of course, we have a safety stock. This is for replenishment. We don’t have an inventory problem.


At the same time, we also make customization for some brands, and directly provide products that meet their requirements according to the product design and requirements of the brand side. For example, “Wen he you”, all the products on Sunday are original, while “Wen he you” wants to make is spicy stinky tofu, but he thinks it is very difficult to buy our original products and then operate the seasoning by ourselves. He hopes that we can adjust the flavor directly and we can do it. We are very flexible in production. We have our own factory to make small orders, and we will directly hand over large orders to large factories. Therefore, we have no inventory problem.


Kiki: in terms of gross profit, our idea is to design products for channels, not to adapt products to channels. Different channels are different, such as convenience store channel. Before choosing the channel, you must keep this profit space, instead of going to the convenience store channel after a good product is produced, because the channel gross profit space of convenience store is different from that of display. For example, the cost of the product itself is already very high. If you want to go through the convenience store channel, you will not be able to beat “unity” and “Master Kang”. Then you must change products and packaging. I think we should push back what kind of products I want to design around the convenience store channel, rather than research and produce this product and then see what kind of channel it does.


Foodplus: according to our observation, the commercial operation mode of beyond meat and impossible foods is relatively mature. Either B2B2C or retail channel can be directly put on the shelves of private brand products. However, we prefer to cooperate with the catering pre packaging and put the retail end face to the C-end consumers. Why do we think of making the product path of catering prepackaged facing the C-end? Will you come up with your own brand in the future?


Kiki: at present, we don’t have any substantial cooperation in the form of catering prepackaging. We still make meals with restaurants in the form of serving out meals. We hope to make this meal prepackaged. We also fully support it. For example, making instant food, like “Jin Mian Tang”, he put our products in a sauce bag to make a combination.


If the food and beverage is pre packaged, the “he Fu Lao mian” is also here today. They want to develop a vegetable meat noodle with us. During the outbreak, we also made a tomato plant meat sauce spaghetti with Gaga, but he made it through meituan, not to turn it into a pre packaged product with shelf life. In fact, we are not limited to any channel, but we do not have a 2C product now. We will only 2C when the market popularity reaches a certain level.

Research and development logic of Sunday, photo source: Kiki’s sharing at the foodplus pre packaged food ecological Conference

Foodplus: at present, many start-up companies focus their resources on a single product, and then channel and channel the products. However, the explosive products usually face fierce competition, so the gross profit is not high. If the C-end products are pushed on “Sunday”, will they also use this method to push an explosive product? Or insist on customized product promotion and design?


Kiki: I think we still need to push products in different application scenarios and different channels, because we are different from them. We were originally a technology company of plant protein, and what they may do is mature standard products. If we only push one product is not suitable, just like raw meat can’t enter all channels, we must do the right thing according to different experience scenarios According to different products, we will choose one of our core products to promote in different scenarios, and maybe other products are assisting the brand in empowerment and strong cognition.


Foodplus: we just mentioned that there is no sales team in our company. What is the team structure of our company?


Kiki: we have a sales team now, and we’ve been building it in the last month or two. There was no sales team before, mainly including brand, market, scientific research team and supply chain team, as well as basic human and financial personnel.


Foodplus: can you introduce the background and situation of our research team?


Kiki: we now have five scientific research teams. The leader of the team is Professor Li Jian, our technical partner. He is a scientist specializing in flavor research. He has undertaken one of the 14 leading topics of GFI global plant meat and cell meat. He is the only one in Asia. His previous research topics include how to remove the odor in peas, which substances are foreign matters in beans, and which substances are the most important factors affecting the odor through chromatography and mass spectrometer, and then remove them by enzymatic hydrolysis or other scientific methods. In addition, he has been doing research on the odor of Solanaceae earlier, and has been doing research in the field of flavor. Because he has very solid technology and theoretical precipitation, which is why we first overcome the flavor. At present, he is leading our whole team to help us lay out the R & D planning of each plate, and we need to go with external scientists to find out who is more suitable.


At present, there are five people in the research team. Recently, there will be one doctor who will join us full-time. After joining, there will be six people. These are just the personnel of our independent research team. In addition to doing research and development of frontier exploration or visiting, they will also go to solve some technical problems.


At the same time, we are also cooperating with external scientific institutions, such as Jiangnan University, Wageningen University in the Netherlands, and so on. These food colleges and universities are all establishing cooperation. They just help us to break through some difficult points. The most important formula arrangement and combination is operated by our independent research and development team. At present, the five people in our R & D department are all scientists Column combination to debug our recipe. The establishment of this year’s large front laboratory and back field will make our scientific research iteration, formula iteration and product iteration faster.


Foodplus: before, many vegetable meat belonged to “black technology” to consumers in the market, but what research and development focuses and breakthroughs have been made to make this food delicious?


Kiki: for the products on Sunday, the source of research and development technology is still raw materials, such as beef. After we have this formula, we will continue to develop different forms, such as minced meat, meatballs, meat cakes, meat granules and meat pieces. Based on the products and cooperate with different restaurants, they will cook our raw materials and products for a second time. In addition to the product itself, cooking technology and ingredients and seasoning technology are also closely related to “delicious”, because the original meat has no taste, and the meat only has a fishy smell. If no pepper or salt is added, it is also disgusting and fishy. But people do not want to eat meat fishy, just want to eat fresh flavor and compound seasoning to bring good taste and meat taste, plant meat is the same truth. If the company’s brand and R & D resources are unable to meet the requirements of vegetable meat products, we will intervene in the early stage. Our own chef team will help him develop products, and then train them to make their meals standardized as far as possible. This is controllable in the early stage. If the meat is not cooked well, you will also find it tasteless. If the chef in this restaurant cooks it very bad, the customers must have a bad impression. We really have no way to control it.


But once there are more chain brands, you may find this store delicious, and another store may taste different. This problem exists, but for us, we can’t control it. This happens to any restaurant, even if it’s not vegetable meat or other dishes. Maybe these restaurants have a very stable meal, but they don’t do so well. This is a common problem.

3. Talk about China’s vegetable meat Market: technology, commercialization and industry development prospect

Foodplus: the last part is about the market. We’d like to talk about the vegetable meat market in China. We have previously studied the users of beyond meat in the United States, and we also found some findings in its brand proposition. When we interviewed other plant-based brands, we also found that the product concept of value to the environment and society is very important. But for China’s mass market, consumers’ perception of this is not so strong. What’s the idea on Sunday? What are the most basic concepts supporting the development of plant meat in China?


Kiki: it’s true that the environment is not the same, and people’s cognitive level is not the same. Most domestic consumers have no obvious perception of environment and animals. We feel that if we educate users from the highest point of morality, they will feel that we are abducting them morally. We think that this thing is originally a food material, can not be too far away from the food, it must be delicious, the price is affordable, delicious food as the basis, but also can have health, can let everyone understand that is beneficial to environmental protection, animal friendly, natural health, that is the added value.

I think most people don’t buy a thing because of their health and environmental protection. Because human nature is relatively inert, we can’t tell you what to do from a high position. Instead, we can connect with people constantly, walk into their lives and find their pain points. So we think we are talking about plant meat, such as the production of ground gas such as dumplings We won’t talk about the future of science and technology. It’s something that connects them emotionally. Consumer goods users are called consumers because they are meeting people’s different desires.

In promoting vegetable meat products in China, we should not talk about this matter from the highest point of morality. It will put pressure on everyone. We should not feel that you are against my desire. You are asking me not to eat meat. Our position is that you can eat meat, but when you eat meat, you have a new choice, a more friendly choice. We think that for Chinese consumers, this meat and vegetable meat coexist. We can’t hold a banner saying that you can’t eat meat any more. This is very frightening because there are many people who have not really eaten meat before. They even think that eating meat represents a good life. We will encourage people to eat meat and take many pictures and videos full of appetite.

Foodplus: vegetable meat and traditional meat coexist. How high do you think the market ceiling of vegetable meat is? Is there any data support?

Kiki: This is related to cognition. The stronger the cognition, the higher the popularity, the higher the market share. Our current focus is how to talk about this product, how to make people better accept, imperceptibly accept. Why do we make a brand? Let us know that it brings a new way of life, a new choice, a better way for ourselves and the environment, and products are its carrier.

I would think that this thing must be closely related to the lifestyle and values. If this thing is not understood by others, people will not consume it in large quantities. This is along with the improvement of cognition. If one day people highly recognize this product, the products will become better and better, and the categories will be more abundant. I think the consumption ratio is not necessarily lower than that of meat.

Foodplus: we also want to know about the gap in R & D between China and the United States and Israel?


Kiki: in fact, Israel is just exploring some cutting-edge technologies, and it can’t mass produce on a large scale. Let’s take 3D printing for example. They want to sell it to restaurants, and we plan to buy one to put in our laboratory. However, at present, it is not commercialized. Its speed is very slow and the cost is very high. They are more exploring the frontier of food technology, and they are not really able to go to the level of commercialization.


In the domestic plant-based enterprises, most companies are still in a very early stage in terms of technology. In fact, many of them do not have their own scientific research team, and they do not spend their energy trying to do it seriously. At most, some raw material companies on the market give some solutions and optimize themselves to launch their products. They really attach importance to scientific research and have independent research teams I think it should be very little. In terms of R & D investment, we should use foreign technical solutions to guide them to do so.


I think “zero week” has gone out of the same line of technology at home and abroad. First of all, it is the flavor and technology level. At this level, we do not add flavors. When we use the synthesis of precursor compounds to reach a certain temperature, cooking will emit the aroma of meat, it will be more natural, and at the same time, it will leave the space for chef to cook. Therefore, our technical route is more suitable for the application of Chinese and Asian dishes, without emphasis on seasoning, and chefs can cook again to turn it into a better dish. Therefore, we are totally different in exploring this basic technical route.


In addition, the technical level of fat, in fact, is more determined by the fat flavor characteristics of the meat, such as lard and butter, so that you can distinguish which is beef, pork or chicken. In fact, when eating meat, it is often the satisfaction brought by eating fat. For example, when eating streaky pork or beef parts with concentrated butter, you think the aroma of the fat brings satisfaction to eating meat. How to use vegetable oil to make the aroma of animal fat? We have a technology called directional oxidation of fatty acids in vegetable oil. This technology is different from other brands. They may directly add refined coconut oil or sunflower seed oil. Our technology is to make the vegetable oil in the process of directional oxidation, so that it will have a more similar aroma to animal meat when put in the product. This technology is also the first problem that we decided to overcome from the beginning. This technology will be widely used in the product side by the end of this year.


No matter at home or abroad, at the level of plant meat technology, we are still constantly exploring, and each company has gone out of its own technical route, because to make such a product, it is not to use only its technology, but at present in China, there are obvious differences, standardization and marketization of technical solutions. I feel that there is a big difference between the two More advanced.

Research and development logic of Sunday, photo source: Kiki’s sharing at the foodplus pre packaged food ecological Conference

Foodplus: from the current stage of development, how much proportion and importance do you think technology plays in the future development of our overall business?


Kiki: I think it’s getting heavier and heavier. In fact, we can use the starting point and the ending point as a metaphor. Our starting point is that the product as a tool, brand as a value, as a way to do the market, like a sword, cut a gap in the market at a time, but it is very fragile, we must have a very blunt sword to continuously pry open this gap. I feel that the scientific research end and the supply chain end are very blunt swords, which will continue to develop in the follow-up As a barrier, the starting point is our products and brands, and the end point is our ability of continuous scientific research and supply chain.


Foodplus: we do marketing with users. Have we found any changes in users’ perception of products in the past two years?


Kiki: since we started the market-oriented operation only in October last year, at the beginning, we thought that it might be strange for you to talk about it. We should make scientific research concepts and scientific and technological concepts so that we can try it. We feel that by the second half of this year, vegetable meat is no longer a novelty seeking thing. We have a knowledge of it, but only stay at the news level. There are many places where we can’t eat the products of plant meat, so we need to popularize it.


We must let people build a deeper understanding of it through consumption, so we feel that we must pull people out of the distant sense of science and technology and the sense of future when doing popularization. From the marketing level, we are trying to tell consumers that it is a delicious dish, a delicious food material, which is more beneficial to your health, and it is not expensive.


We also told our brand side: stop making technology concepts. People don’t think it’s fresh. To experience it, it’s time to popularize it. Why do you come to my restaurant and why we choose our products online? I think we are still the same at the marketing level. We need to contact more people and be more grounded. Grounding gas is not low, but interesting, so that we can understand it more deeply and objectively through each communication.


Foodplus: what is the attitude of the country and industry towards plant meat? What progress has been made in terms of industry norms?


Kiki: the industry standard is that different enterprises in the industry make the industry standard and group standard together, and then they will rise to the national standard, and we will do it. We also work with brands in the industry to establish group standards and industry standards, so as to promote the establishment of national standards. In fact, the state has always said that it will issue a document before the end of this year, but it is still unknown when it will be issued.


In any case, all research and development, all products and ingredients added on Sunday are within the scope of China’s food safety standards. This is the red line. You can’t add this because of the cutting edge of scientific research. This is no good, and it is not conducive to market implementation.


Foodplus: there’s another question about industry competition. Who is the biggest competitor on Sunday? And what do you think of the competitive environment in the whole vegetable meat market?


Kiki: I think the market is big enough. At present, it is not competitive enough to face to face. We need to make the vegetable meat market bigger, give full play to our respective advantages and build up our consumption awareness. I think we may see that foreign brands are pushing into the Chinese market now, but they do more channel playing and do not establish cognition. They are just selling goods. Maybe they have some cooperative brands abroad, and they can cooperate quickly at home. Not in the dissemination of their own food value to do more efforts, just through the channel dealers in this way in the sale of goods. I think it’s a good thing for us to compete together and spread this concept together. The whole of China needs more people to work together to make this work bigger. We must not only rely on our start-up company. But the good thing is that we can influence more brands together, even if our partners are not brands in this field, we can cultivate market users together.




PS: foodplus de colloquially edited the interview transcript without changing the context and conveying the meaning, and desensitized some sensitive information of the company in the interview, so as to keep the original interview as much as possible.


In the interview column, there are many start-up companies and investment institutions in the field of food consumer goods, including some representative start-up companies and investment institutions. How do they think about food entrepreneurship, what experience they have accumulated in the process of entrepreneurship or investment, and what unique insights they have produced, we want to dig out these. In the early stage, we will spend a lot of time collecting the data of interviewees / companies, and then conduct in-depth and all-round interviews to try to dig out some key information.

If you are the founder of a food company and the person in charge of an investment organization who pays attention to food direction, you can contact us if you are interested in doing an interview with foodplus.

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