“Biscuit milk tea” is on the rise recently.
Orio, bear biscuits, cookies made into pieces, or directly inserted in milk tea, can lead to numerous photos, sun prints.
Xicha, guiyuanpu, chabaidao, Lele tea, Koi and other brands all use biscuits to make milk tea.
This looks like “Earth” small material, worth to follow?
In the jitter, Xiao Hong Book Search “biscuits milk tea”, 40 thousand + Notes tiktok.
Milk tea cream top inserted with a biscuit, or sprinkled with biscuits, milk tea products, quite popular.
Take the recently popular Koi biscuit milk tea in xiaohongshu as an example. One of its products is hung on the wall with caramel sauce, added with Earl’s milk tea and milk cap, and finally the crisp biscuit with the finishing touch. When drinking milk tea, the taste is more prominent and simple.
On the new autumn products, Koi also launched salted egg biscuit milk tea, adding salted egg yolk and milk tea, biscuit taste level is more rich.
Salted egg biscuit milk tea, picture from little red book
From the perspective of research and development, biscuit milk tea is to add flavor biscuits to the beverage, and highlight the memory points and selling points of small ingredients.
Xicha, mixue ice city, guiyuanpu, chabaidao and other brands have used the combination of Oreo and drinks.
The picture is from little red book
Michelle ice city has launched a myriad of earth shaking milkshake powder, which is to use Oreo biscuits and ice cream, black tea, chocolate sauce fusion, shake before drinking, a cup of sweet “Earth” is completed.
For drinks with biscuits, more Caramel biscuits and more flavor biscuits are used. There are also special products such as bear biscuits, caramel biscuits and so on.
Pan Shengyi, head of the research and development of 7 Fen sweet, believes that the inspiration for the use of Oreo biscuits comes from its own classic advertisement “twist” and “bubble”.
The popular biscuit flavor in the market basically has the IP attribute, which reduces the difficulty of brand education for consumers’ cognitive sense. Consumers will know that the flavor will not be too bad, or even have a curiosity mentality.
As many people like it, there are many brands to present. Is it appropriate to follow the trend of biscuit milk tea? I asked a number of brand research and development personnel.
Good photo taking, sweet and greasy, lots of true love fans and opposition parties
After a round of interviews, we found that the popularity of biscuit milk tea among consumers is somewhat “polarized”, and there are many true love fans and opposition parties.
On the one hand, this product of biscuit milk tea, with distinguishing features, is very suitable for taking photos and punching cards.
On the social platform, a cup of milk tea biscuit is inserted, and the pictures taken are very three-dimensional. However, taking photos and clocking out is a continuous driving force for consumers to buy milk tea, and biscuit milk tea is naturally easy to circle powder.
Taking photos and clocking out is a continuous driving force for consumers to buy milk tea. The picture is from xiaohongshu
On the other hand, from the perspective of product consumption, biscuit milk tea is a very suitable product for winter. Tan Weishan, champion of the Chengdu division of the Carmen 2020 new beverage competition, believes that the advantage of biscuit drinks is strong satiety, which will be more popular for consumers who like sweetness or need to supplement energy.
In addition, biscuits can also bring their own passenger flow. Fans who originally like Oreo would like to try a cup of Oreo milk tea.
But there are many who refuse it. First, biscuits have sweetness. If they are added to milk tea, if they are too sweet, they are easy to get greasy. Second, they may be choked by broken biscuits when drinking drinks.
Multiple materials bring consumers a stronger sense of satisfaction. The pictures are from xiaohongshu
This product is very similar to the cake milk tea written by Carmen a few days ago! This milk tea will turn red this autumn and winter :
In Tan Weishan’s opinion, the difference between the two is that biscuit drinks are characterized by the flavor of wheat and caramel, and the cake sauce is mainly composed of cream, which makes it more mellow.
At the same time, in the modeling presentation, biscuits are placed directly on the top, which is more suitable for being seen and photographed; while the cake and milk tea is sunk in the drink, which is not conspicuous.
Is this product worth following?
If you want to follow this product, senior R & D will give you several suggestions:
1. Use biscuits with high recognition and memory
Pan Shengyi suggested that if you want to make a biscuit drink, it is better to use biscuits with high consumer recognition.
One of the reasons why Oreo is adopted by many drinks is that the public has high recognition and has psychological expectation for its taste and value.
In addition, you can also go to find some niche biscuits with memory points to surprise consumers.
In the little red book, many brands use nostalgic bear biscuits; the caramel flavor of cookies can also bring a novel taste experience to milk tea.
2. Be sure to be creative
Biscuit drink is not a new thing, so tan Weishan thinks, “biscuit drinks need to make some novel points, such as making cookies in cartoon shape, or visualizing biscuits on the cup cover.”
M stand, a cafe in Shanghai, has launched a 40 yuan oatmeal latte. Instead of using ordinary paper cups to hold coffee, m stand uses oatmeal biscuits as the cup body, and chocolate is coated on the inside to prevent the liquid from soaking the oat cup. There are many fans on the Internet to spend for this single item.
3. Find ways to reduce consumers’ concern about sweetness
In order to eliminate consumers’ concern about sweetness and greasiness, some industry insiders suggest that at present, biscuits are mostly made of finished products, and it is difficult to control the sweetness. However, the sweetness or even sugar free can be set for drinks out of the cup, so as to reduce some consumers’ concern about sweetness.
However, Tan Weishan believes that it is still up to the supply chain to debug products or research and develop products suitable for demand to completely solve the problem of not being greasy when they are converted into drinks.
4. Continuously improve the taste of biscuits
When biscuits are blended into milk tea, there may be a sense of fine particles in the taste, and some consumers are worried about choking. Some industry people suggest that the supply chain can be required to make biscuits more detailed, or store reprocessing, and then smash biscuits.
Autumn and winter popular tea, more and more sweet taste
Adding more small ingredients and highlighting the sense of massiness, the beverage is developing towards sweetness, which is more obvious in this autumn and winter drinks.
For example, cake milk tea ranks top 3 in sales volume of small tea, Ruixing coffee mainly focuses on thick latte, and newly brewed Yangzhi Manna is added with jumping sugar, etc., which are all making a sense of massiness.
Pan Shengyi believes that the road of adding small ingredients to drinks has not changed. This road will be “wider, more gorgeous and more uncontrollable”, because adding small ingredients will directly deepen the perception of taste, sense of value and selling appearance.
More and more ideas on desserts have been integrated into drinks, and the boundary between drinks and desserts is becoming more blurred. For example, Mango Sago, black sesame, purple potato, pumpkin and other sweet potato circles are more and more widely used in drinks.
Although the biscuit drink is still a relatively small number of drinks, it can have a wave of heat, which also shows that consumers are constantly looking forward to new species and new ingredients in tea.
Author: Dalong; source: Kamen club, reprinted with authorization.
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food people are “watching”
- It is sweet and full, and it is suitable for “walking afternoon tea”;
- Among those who like cake / biscuit, there is a certain audience market;
- The operation is not complicated, easy to do modeling, will not add too much burden to the store;
- Similarly, because it is sweet and greasy, it is difficult to become a “big pop” and more suitable for brands with high comprehensive customer price.