” Tips: at the end of the article, come and get it! Natural, delicious and healthy are the eternal pursuit of consumers and the eternal trend of food innovation. With its indelible enthusiasm for innovation, new consumer brands promote the continuous evolution and iteration of the concept of delicious + health, provide new value increment for escalating consumers and create new business opportunities.
under the popular trend of reducing sugar, various sugar alcohols represented by “erythritol” frequently appear in the formula of bubble water without sugar. In mature markets such as the European Union, the United States and Australia, the regulation of sugar alcohol addition and labeling has a long history, and it is clearly stipulated that sugar alcohol addition needs risk warning.
although the amount of sugar alcohol has not been regulated in China, the side effects of sugar alcohol have attracted more and more attention with the gradual deepening of consumers’ understanding of sugar substitutes. In the Mid Autumn Festival of 2021, Zhihu low sugar moon cake caused diarrhea of many consumers due to sugar alcohol formula, which triggered people’s discussion and concern about adverse reactions of sugar alcohol.
photo source: fresh gasoline ten family
for this pain point, “fruity restore master” ten fresh air group to join hands with the “nerve sweetness essence first person” of the Yi Xi, with molecular level innovative technology to create a subversive “0 sugar alcohol” Zero sugar program, in the elimination of sugar and alcohol diarrhea risk, at the same time, breaking the fruit bubble water “fresh ceiling”. Bring a new level of taste experience.
“natural, Zero sugar and healthy”, fresh steam ten and ibisi hope to realize real “bubble water freedom” for consumers through this joint innovation.
Li Miao, co-founder of ten families of fresh steam, said that the original intention of developing fruit flavor drinks was to bring consumers a drinking experience “like biting the first bite of fruit” through the fine research of product taste. “No one can refuse the temptation to bite the first bite of fresh fruit. Consumers’ deep taste memory is the source of our high repurchase rate.”
in order to enable consumers to get the “Wow! Taste experience”, the research and Development Laboratory of Xianqi Shizu created the “Quartet drinking experience construction system”, from nose fragrance, oral touch, throat taste The four dimensions of smell behind the nose restore consumers’ taste memory of fresh fruits.
photo source: Xianqi Shizu
2. The first Zero sugar bubble water added with peach puree: light moon white peach fragrance from peach Township in China
Xianqi Shizu “free!” sugar free white peach bubble water added with white peach puree from peach Township in China: Pinggu, Beijing. The picking time is strictly limited before the Mid Autumn Festival, ensuring the pure fruit aroma and clear color of white peach puree. Xianqi Shizu said: “because the requirements are too detailed, our juice supplier even gave it a nice name: shallow moon white peach.”
photo source: Xianqi Shizu
picture source: fresh steam ten family
3. Savaran Zero sugar scheme: subversive innovative formula bid farewell to erythritol
sugar free bubble water market has achieved explosive growth in the past two years. In addition to the online rookies, traditional brands have also entered the market, and the trend of category involution is becoming more and more serious. “The production of sugar free bubble water is actually very simple. You can find a factory to copy the formula and enter the game. The threshold is really low. If we can’t provide new value increment to consumers, we won’t make such products,” said the founder of Xianqi ten.
“during the market survey, we noticed that the proportion of diarrhea complaints from customers who soaked in sugar free water was significantly higher than the average level of the beverage industry, and most of the ingredients added were not easy to deteriorate.” Xianqi Shizu said that the team had communicated with a large number of domestic peers and consulted foreign food industry regulations, Finally found the Crux: erythritol, which is widely used in the formula of sugar free bubble water.
photo source: fresh steam group 10
in fact, erythritol is not a necessary option for Zero sugar drinks. Erythritol, as a sugar substitute, has a low sweetness, only 60% – 70% of the sweetness of sucrose. In fact, it is high-power sweeteners such as sucralose and acesulfame in the ingredient list that really provide sweetness; In addition, erythritol has limited effect on the taste of drinks. Because the combination of only volatile flavor substances and high-power sweeteners is still not enough to achieve the “sucrose like” sweetness perception of fruit juice / fruity bubble water after reducing sucrose. Therefore, it is necessary to act on the olfactory bulb through the posterior nasal cavity with the help of non-volatile substances, that is, the supplement of posterior nasal aroma, so as to stimulate the brain reward circuit and bring “sucrose like” pleasant satisfaction. Obviously, erythritol does not contain non-volatile flavor substances and can not supplement the post nasal aroma lost after sugar reduction; It is accompanied by obvious chemical taste, dry mouth (no saliva), and cool feeling. Not only can it not provide a post nasal aroma similar to sucrose, but it will also have a negative reaction on the refreshing fruit flavor, which is difficult to achieve a pleasant taste experience, which brings challenges to the innovation of many flavor formulas.
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