China Food

Real bubble water freedom! Fresh steam Shizu x ibisi brings subversive Zero sugar formula!


 ” 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.
Sugar free formula Innovation:
Redefine bubble water free
According to the Research Report on consumers’ sugar reduction behavior and attitude of ipso China, erythritol gradually entered the vision of consumers after becoming popular all the way with online red bubble water, which was well known by everyone, and was adopted by major sugar free bubble water manufacturers. Is erythritol the only best choice for manufacturers pursuing “natural good taste sugar substitute”? Are there better and safer alternatives that are not widely known? In this regard, the food and beverage industry needs a “subversive” formula upgrading campaign.
1. Zhihu moon cake diarrhea event: “Xie invited moon cake” becomes “laxative moon cake”
Around the Mid Autumn Festival, the topic of “eating Zhihu” Xie invited “moon cakes and turning seconds into” jet soldiers “was hot on the Internet. After eating the low sugar formula moon cakes customized by the platform, a large number of big V had diarrhea. The platform side’s apology statement said that the sugar alcohol used to replace part of sucrose led to intolerance and diarrhea in some people. It can be seen from the ingredients list that in order to reduce heat, the manufacturer added maltitol and erythritol.
Photo source: Zhihu low sugar moon cake ingredients list
Feng Kaili, a doctoral student in epidemiology and health statistics at Peking Union Medical College, said that most sugar alcohols do not decompose in the stomach, but directly enter the intestine. The absorption rate of most sugar alcohols in the intestine is much slower than that of glucose. Because of poor absorption, they converge in the intestinal cavity, and then ferment to produce gas, which will produce abdominal distension or bowel sound. Even if erythritol is well absorbed by the human body, the unabsorbed part will remain in the intestinal cavity; On the other hand, they also increase the osmotic pressure in the intestine, so that the water in the intestinal cells is “sucked” out by the concentration gradient formed by the external osmotic pressure. This excess water will cause the stool to become thin, which will lead to diarrhea.
2. Sensitive population with low sugar alcohol tolerance: women and children are more likely to be “recruited”
A study from the British Journal of nutrition shows that women and children react more seriously after eating sugar alcohol. In addition to the abdominal distention and diarrhea mentioned above, some women will even have nausea after taking a certain amount. The reason may be that due to the different ways of gastric emptying, compared with men, women are more likely to stay in the upper gastrointestinal tract after eating erythritol, resulting in severe nausea. Experimental data show that half of the nausea and vomiting caused by sugar alcohols occur after eating a certain amount of erythritol. In infants and preschool children, the incidence of diarrhea is 6 times higher than that of ordinary adults because the gastrointestinal function is not fully developed. How to better control the health risk of sugar containing alcohol products to protect women as the main consumer group is worth thinking about by beverage brands [1].
3. Under the tide of sugar control, consumers are more likely to consume excessive sugar alcohol
Under the trend of sugar control by the whole people and low sugar is health, food enterprises have launched their own sugar reduction schemes. In order to reduce the calorie value in the nutritional composition table, a large number of various sugar alcohols are used to replace sucrose and appear in the ingredient table of snacks, desserts and substitute foods. The objective result is that even if the sugar alcohol content of a single product is at the safety threshold, it is easy to cause diarrhea when eaten in combination. In addition, a study conducted by Luis Anna Technical University on non-diabetic adults shows that dietary fiber and prebiotics, which are sought after by healthy people, help regulate intestinal flora and promote gastrointestinal peristalsis, which can worsen gastrointestinal tolerance and increase the risk of sugar and alcohol diarrhea by [2] when combined with sugar and alcohol.
It can be seen that erythritol + artificial sugar substitute formula is not the optimal solution of sugar free drinks. The diarrhea risk of sugar alcohol actually makes the propaganda concept of “0 sugar free drinking” empty talk. Li Miao, co-founder of the ten families of fresh steam, believes that “sugar free is healthy, but it is obviously not healthy to drink too much diarrhea. The role of erythritol in soaking water in sugar free gas can be completely replaced by other natural raw materials. It is the responsibility of our innovators in the food industry to complete this iteration.”
Who is the ten families of fresh steam: 10 million cans of fruit flavor reduction master
Founded in 2019, Xianqi Shizu takes “restoring natural delicacy” as the brand gene, and its first product is “Xianqi Shizu white peach juice bubble water”   In the case of 0 marketing launch, it has won the sales champion of canned soda on the e-commerce platform for two consecutive years, with a cumulative sales of more than 10 million cans of single products and a product repurchase rate of 20%. It has been recommended frequently on various social platforms and harvested a large number of “tap water”. The ten fresh steam families said that “good drinking is the right light in the beverage industry”.
photo source: fresh steam ten family store
1. New height of fruit flavor bubble: fresh and refreshing experience of “biting the first bite of fruit”
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
The light moon white peach puree selected for the fresh steam ten group bubble water is completely peeled and nucleated manually to ensure the fragrance of the juice without impurities. “The Japanese customers of juice suppliers are surprised to see the raw pulp produced according to our standards. Now the standards of Chinese enterprises are surpassing Japan,” said Li Miao, co-founder of Xianqi Shizu. “Now the Japanese go to select products with us every year, and sometimes rob our raw materials.”
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.
“希望创造一种更天然、更健康,更美味的无糖饮品,让消费者获得真正的气泡水自由。”在这个目标下,鲜汽十族和伊比西通过18个月的联合研发,推出了「Free!」无糖白桃气泡水。不含糖醇,真正无负担饮用,首创的萨瓦兰零糖科技配方,打破了果味气泡水的鲜感天花板,全面提升了消费者的饮用体验。
4. 鲜汽十族 x 伊比西:一场对鲜感的共同追寻
伊比西的科学家认为,饮料的“新鲜感”其本质是一种综合而言的风味,是多感官(包括口感、嗅觉、味觉、视觉、听觉等)协同判断的结果,结合情感、经历、心理等动态因素,进行综合分析比对(即感知过程)的结果。这与鲜汽十族的四重奏饮用体验构建体系不谋而合。
在大脑风味感知链路中,鼻后香气是风味不可割裂的一部分——它甚至决定了80%的风味感知。很多人认为的味道,实际上是通过鼻子的鼻后香气感知的结果。比如,重感冒患者的味觉大大降低,觉得吃什么都“没味儿”,就是因为感冒会导致鼻塞,进而阻碍了香气在鼻后通路的传播和感知。鼻后香气显著有助于传统的口感(鲜爽感、覆口感等)的感知,而不会增加食物或饮料的粘度。鼻后香气加强后的新鲜感,能够带来真正令人耳目一新的鲜爽汁感。
图片来源:EPC伊比西
鼻后香气的补充,对于工业灌装的尤其是减糖的果汁/果味汽水的风味呈现更为重要。未经任何处理的鲜榨果汁具有清爽宜人的风味,以及令人口舌生津的汁水充盈感。但由于产品保质期内风味物质变质,以及水果质量的季节性因素,工业化灌装果汁的质量往往无法保证。果汁风味由含有多种挥发性化合物的多种香气成分共同组成。这些组分中的香气化合物在加工和储存过程中可能会发生多次变化,逐渐导致新鲜感损失,并产生令人不愉悦的异味。
伊比西基于对跨学科神经科学、美食学和食品化学等跨学科的研究和探索,以及对天然大脑极乐感分子的全面筛选,开发出的萨瓦兰™系列产品,能有效补充果汁/果味饮料减糖后缺失的“鼻后香气”,从而激发“新鲜感”和充盈汁感。
控糖趋势的未来:
更多科技,更多安全
目前国内对于糖醇尚无添加量及风险提示规定,但在国外,针对糖醇致泻风险的管理规定已经非常成熟,各发达国家均对糖醇在食品中的添加和风险提示提出了明确的要求。
1. 国外对糖醇的监管情况:可添加使用,必须提示风险
国际食品法典委员会(1991)食品标签规定:“如果食品中糖醇的每天摄入量超多20克,则应该在标签上注明该食品可能具有致泻风险[3][4]
欧盟关于向消费者提供食品信息的第1169/2011号法规规定,“含有超过10%糖醇的产品必须标识‘过量使用可能会致泻’的信息(欧洲议会和欧盟理事会2011年)。”作为食品添加剂,糖醇类的食品安全性受到了审慎评估[5][6]
美国食品及药物管理局(FDA)和欧洲食品安全局(EFSA)都允许食品中使用糖醇。但两家机构均明确要求生产者在标签上告知糖醇类的致泻风险[7]
澳大利亚、新西兰在《澳新食品法典》中要求,A类中麦芽糖醇、木糖醇在食品≥10g/100g(10%),B类中山梨糖醇、赤藓糖醇在食品中≥25g/100g(25%),均需要标注“可能会致泻”;当 A、B中的糖醇组合使用时,取上限较低值。
由于我国目前尚无相关标准,因此各品牌在宣传上都将糖醇的天然属性作为主要卖点,某些品牌甚至在宣传上表示儿童等敏感人群也可无忧饮用,客观上进一步增大了敏感人群的致泻风险[8][9][10]
2. 更多科技、更多安心、更多开心
“吃得放心”是消费者对食品安全最基本的要求。有媒体报告显示,近年来国家不断强化食品安全执法,严厉打击食品安全违法行为,同时完善行业标准和规定。糖醇作为一种补充型甜味剂,确实为想要健康又不愿牺牲口感的消费者,提供了不错的代糖选择。但是,鉴于减糖食品饮料中,糖醇类的使用越来越广泛,以及其不可否认的潜在致泻风险,一方面,全球食品法规相关部门应该竭力通过规范立法,对可能造成的健康风险提出建议和警告,避免此类事件的发生;另一方面,各大饮品厂商应该像鲜汽十族一样,积极寻找更加安全的代糖方式,真正保障消费者的安全和健康。
“吃得开心”则是满足消费者对食品饮料美味期待的最基本的感官需求。无糖果味/果汁饮料的创新,往往集中在包装设计、减糖、能量+和口味方面,忽略了自家饮料所呈现出的水果风味是否像“现摘”一样新鲜这一风味本质,以至于许多果味饮料都或多或少存在一些风味(味道、口感和鼻后香气)的感官缺陷。鲜汽十族从还原水果风味的“真实”“新鲜”的本质出发,为消费者提供能够带来鲜爽愉悦的全方位感官享受的饮品,开创0赤藓糖醇无糖添加果汁气泡水的新品类。
中科院《2021年中国无糖市场趋势洞察报告》显示,近80%的消费者选择消费无糖饮料的原因在于“更健康”,而非明确控糖需求。无糖饮料产品的增多让消费者的选择标准也更为严苛,开始以更加科学理性的态度,关注配料表成分背后的内涵。在此趋势下,选用更天然安全配料的同时,实现口味更愉悦的减糖方案,无疑将成为无糖饮料市场未来的竞争关键点。

Reference source:

[1] [2] G. Liversey, 2001, Tolerance of low-digestible carbohydrates: a general view, British Journal of Nutrition (2001), 85, Suppl. 1, S7±S16

[3] G. Liversey, 2001, Tolerance of low-digestible carbohydrates: a general view, British Journal of Nutrition (2001), 85, Suppl. 1, S7±S16

[4] FAO&WHO,1991, Standard For Formula Foods For Use In Weight Control Diets Cxs 181-1991 9.6.3 require

[5] Rice,T., Emanuele Zannini, Elke K. Arendt & Aidan Coffey,2019,A review of polyols – biotechnological production, food applications, regulation, labeling and health effects,Critical Reviews In Food Science And Nutrition.

[6] Regulation (EU) No. 1169/2011, 2011,REGULATION (EU) No 1169/2011 OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL, of 25 October 2011, Official Journal of the European Union

[7] Balow, S., 2001, Workshop: regulatory affairs, British Journal of Nutrition(2001), 85 , Suppl. 1

[8] Food Standards Australia New Zealand,2015,Warning and advisory statements

[9] Food Standards Australia New Zealand,2014,Warning and Advisory Statements and Declarations User Guide to Standard 1.2

[10] Food Standards Australia New Zealand, 1999, Reduction in The Energy Factor Assigned to Maltitol

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