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after vegetable milk and meat, the plant base has found a new way to open the frozen dessert track.
Speaking of the top stream of the beverage industry this year, the element of “raw coconut” is well deserved.
Just two months after the launch, Ruixing coffee’s raw coconut series products represented by “raw coconut latte” sold more than 10 million cups a month, setting a new sales record. In addition, coconut has been added to the new products of KFC, Xi tea, Naixue and other brands in various forms, and has achieved good sales results.
While coconut is playing new tricks in China’s tea circuit, foodaily found that coconut, as a milk-based alternative raw material, has become an upsurge in the ice cream circuit on the other side of the ocean.
According to the research of innova market insights, the market share of non dairy ice cream has been growing at a stable rate, accounting for 6% of all dessert and ice cream products in the world in 2020. As one of the milk based alternative raw materials, coconut milk accounts for more than 30% of the non dairy ice cream market.
In the current milk free ice cream track, in addition to choosing different milk based alternative raw materials, competitive brands mostly carry out product innovation in the form of introducing new tastes. As the heat wave of plant-based frozen desserts continued to heat up, foodaily noted that dream pops, a coconut milk ice cream in North America, featured fruit and eye-catching polyhedral products designed through 3D printing molds, and raised an investment of US $6 million in November. Announced by Gotham, a New York City magazine, as the “it” dessert of the summer of the year, dream pops, a fashionable non dairy ice cream, has caused quite a sensation since it was launched at Starbucks in Los Angeles in July 2018.
Aiming at the consumption trend of increasing demand for dairy substitutes, how does dream pops differentiate its products and capture the hearts of consumers? Different from the hot market in North America, can coconut ice cream usher in spring in the Chinese market?
3D shape, coconut milk heart: this ice cream is a little special
The key to make dream pops settle down is not only to select the right field for deep cultivation, but also to truly achieve unique innovation compared with other similar competitors.
Subvert the traditional popsicle design and adopt a distinctive “geodesic” shape
When there is no packaging, people can rarely judge which company’s product this food or beverage is. Compared with other products, the biggest difference of dreampops is that it starts from the touch experience of ergonomics and uses unique technology to shape the product into geodesic shape. It is made of liquid nitrogen and proprietary mold. This design can be easily distinguished even without gorgeous outer packaging.
Most importantly, the geodesic shape can prevent dripping and finger adhesion, which can see the originality of his mind. In addition, the same brand packaging strategy can also be seen in its packaging. Dream pops discards the traditional carton packaging and selects the zipper bag for the outer packaging.
Ingredients “three noes”, natural coconut sugar plus points
Dream Pops was developed by Michelin 3-star chef Juan Amador and food scientist David Marx. It does not contain dairy products, soybeans and gluten. It is filled with coconut milk, which can also be enjoyed by many allergic people. Dream pops is committed to creating a plant version of classic food for consumers, and insists on using no more than 10 simple ingredients, only coconut sugar, no substitute for sweeteners or sugar alcohols, no thickeners and stabilizers, etc.
And in order to achieve this goal, dream pops spent four years to complete the establishment and commercialization of its own ice cream factory and production line, just to bring consumers better products.
David Greenfeld, co-founder and CEO of dream pops, said: “I prefer coconut sugar to sugar alcohol or alternative sweeteners. Coconut sugar is not ‘0 sugar’, but ‘good sugar’, because it has a low blood glucose index and is a cleaning ingredient.”
Rich varieties and diverse tastes, open the snack experience of ice cream
Dream POPs’ classic stick ice cream series includes five flavors: Berry dream, chocolate lion, vanilla Matcha, coconut latte and mango rosemary.
“Snacks and portability are the fastest growing trends in frozen desserts. A pint of ice cream is not so easy to share.” Dreampops keenly captured this key point and tried to reconstruct the snack experience of frozen desserts, so it launched the bites Series in 2020.
Dream bites is a mouthful sized plant-based frozen dessert covered with coconut milk coated with plain chocolate. While using the core formula, the brand added coconut cream to obtain a consistency closer to dairy cream. Through candy sized snacks, dream bits are very suitable for carrying and controlling the amount of food to be enjoyed.
Dream bits confirmed the correctness of this product decision, and soon became the popular product of dream pops, which gave the brand a deeper prediction on the brand positioning and business development direction in the future.
Rethinking the opening method of frozen dessert
Inspiration from Colombia
In his early years, David Greenfeld, co-founder and CEO of dream pops, was a sweetheart. When traveling in Cartagena, Colombia, he saw paletas shops everywhere on the street. The products in paletas store present a bright appearance and cool flavor through the freezing process of fruits and drinks.
This made David Greenfeld have a strong interest in freezing innovation, so he deeply understood and studied the field and history of frozen candy products in the past 100 years.
At the same time, David Greenfield realized that there were great development opportunities for plant-based food, quit his bank job in Italy, bet his creativity with all his savings in May 2017, and established this start-up company for the production and sales of plant-based frozen desserts in Los Angeles, committed to developing ice cream products with innovation in shape, size, composition and design.
Focus on cross industry co branding, 1 + 1 > 2
After the formation of dream pops products, Greenfield did not immediately sell products at online or offline retailers, but focused on the joint brand partnership and established the brand first, so as to create a sensation.
Initially, dream pops cooperated with various enterprises in the technology, retail, fitness, alcoholic beverage, luxury fashion and cosmetics industries to set up sampling stations in the event and provide Dream Pop products with customized packaging, taste, color and shape. Limited edition products include Paloma dream (grapefruit, lime and tequila), the Picante (pepper, coriander and lime juice) and Eton mess (protein pastry, berries and vanilla).
In these cooperation projects, Dream Pop not only did not pay for product demonstration and marketing promotion, but also received remuneration from those very influential brands to promote Dream Pop’s own products. Get the support of enterprises and no high product exhibition cost, which is the cleverness of the commercial genius dreampops in creating the brand.
Within one year, dream pops established partnerships with more than 50 companies, launched dream pops to more than 300000 new customers, generated $250000 in revenue, and placed its products at the “center of sharing brand moments and experiences”. It is the cooperation with Starbucks, apple, Nike and other companies that helped dream pops establish followers long before its products were put on the shelves and realize cross industry interaction.
Aiming at a series of actions such as store opening, product release and premiere activities of partners, in the ocean of thousands of brands that potential buyers are paying attention to, the added value of dreampops cooperation with different large companies can create better sales benefits for dreampops.
Partner, picture source: Dream pops official website
In the process of cross industry cooperation, dream pops always defines the values and demands of itself and its cooperative enterprises. Seek common ground while reserving differences, find the core common points of both sides, optimize creativity and achieve win-win results.
As Greenfeld said, “if you are a health and health care brand, McDonald’s may not be the right scene.”. Dream pops understood from the beginning that “cross industry” should also be targeted. Only by cooperating with big brands consistent with the brand image can we give play to the synergy of different types of brands and maximize the advantages of both sides.
Relying on the professional ability of Greenfield’s investment banks for many years, by building a publicity platform, publicizing product innovation methods and value propositions, and displaying the rendering model of potential cooperation, Greenfield has the opportunity to set foot in many large company platforms, let partners understand dream pops products, and let cooperative brands believe that the addition of dream pops can produce the effect of “1 + 1 > 2”.
Four years ago, it had its first major cooperation with beats by DRE, a consumer electronics company. Dream pops created a frozen pop music similar to the beats by dre logo. Finally, the partnership was established and dreampops was recognized by thousands of people at beats’s Coachella party. In 2018, this eye-catching three-dimensional dream pops also cooperated with Starbucks to launch a “pure” ice cream, which has less than 100 calories per ice cream.
Strong digital business blessing, achieving dream pops ambition
The key to the success of dream pops lies in its digital priority method of building organic brand awareness. In 2018, the brand became one of the first food brands to get attention on the social media platform tiktok. Through many “viral” communication methods, the brand has been promoted to more new audiences.
Meanwhile, dream pops believes that creating organic content can bring a lot of organic influence and long-term opportunities, and can effectively compound the popularity of organic brands. The brand is very optimistic about the opportunity to connect the concept of metauniverse with the brand.
In addition, dream pops is very popular at retailers. At present, dream pops is distributed in more than 3500 stores in the United States and more than 1000 stores in Canada. Recently, it has been authorized by whole foods market global to expand its retail business in North America.
Greenfield, image source: Dream pops official website
“Coconut base” is coming,
Is frozen dessert a good place to belong?
Self cultivation of a fire element: Health + taste
“Coconut milk” – a mixture of coconut milk and coconut water with a certain ratio. Coconut milk tastes silky and rich, not too sweet, and has a clear milk aroma of coconut flavor. Compared with milk or oat milk, coconut milk is more adaptable and seasonal.
According to the 2020 innovation trend of plant protein drinks released by tmall TMIC, among plant protein drinks, coconut flavor is the most sought after by consumers, with a growth rate of 109%. Taking the element of “raw coconut milk” as the main ingredient, it has derived Yangzhi manna, raw coconut latte and many products of brushing the screen circle of friends, indicating that consumers have a high acceptance of the taste of coconut products, which provides a prerequisite for the rise of the category of “coconut milk” in terms of taste.
The health benefits of coconut milk are the main factor leading to the demand for products. Unlike many other fruits with high carbohydrate content, the most important and valuable component of coconut is fat. In addition, it also contains protein, several important minerals and a small amount of B vitamins. Coconut fatty acids are composed of unique carbon chains, mainly medium and short carbon chain fatty acids, of which lauric acid content is nearly 50%. Coconut fat is the main natural source of medium carbon chain fatty acid triglyceride (MCT). MCT is easier to burn, digest and convert into energy, which is conducive to weight loss and metabolism.
While meeting the tastes of most consumers, it also has the attribute of health. In the current consumer’s pursuit of health, “coconut milk” has undoubtedly become an eye-catching raw material.
China’s ice cream market ranks first in the world, but it also needs some new highlights
There is no doubt that plant-based frozen dessert has become a new outlet in the global frozen dessert market. Driven by the upgrading of consumer demand and the improvement of brand R & D technology, the market scale of plant-based frozen dessert is also changing quietly.
Back in the Chinese market, the plant-based frozen dessert category seems to be in its infancy.
Although the concept of plant-based food is hot, Chinese ice cream brands have launched several plant-based ice cream products, which have failed to stand out in the frozen dessert market,
Compared with traditional frozen desserts, plant-based frozen desserts are still in a small market, mainly young people with special needs, which is the main reason why plant-based frozen desserts have not been paid attention to by the market.
Consumers’ choice of ice cream is still based on taste and taste. Many people think that plant-based ice cream “lacks creaminess” and can not meet the taste needs of consumers like dairy ice cream. After all, the raw materials and technology of plant-based food are different from traditional ice cream. How to improve the taste and adjust the taste is a great challenge for enterprise R & D.
However, today, when the ice cream market tends to be saturated, with the increase of consumers’ health concept, the future potential of plant-based food is still great.
In 2018, the market scale of China’s ice cream industry reached 124.1 billion yuan, increased to nearly 138 billion yuan in 2019, and reached 147 billion yuan in 2020. The scale of China’s ice cream market ranks first in the world. It is estimated that the market scale of ice cream will reach at least 160 billion yuan in 2021. The ice cream market will usher in more fierce competition.
Source: prospective industry research institute
Meanwhile, according to the global milk free ice cream market trend report released by American market research firm grand view research, the Asia Pacific region with a large population base and a larger proportion of lactose intolerant people is an important milk free ice cream consumer market. It is predicted that the annual compound growth rate of the Asia Pacific Region can reach 15.4%.
It is not difficult to see that China, as the most important ice cream consumer, the development of healthy ice cream market will not be underestimated. Before coconut base, the oat milk brand had already gained insight into the market potential of frozen dessert and began to emerge.
In September this year, oatly launched oatmeal ice cream products in China. The Nordic plant-based brand future krop showed its main oat ice cream at the Expo.
In fact, in the final analysis, understanding the careful thinking of consumers’ love and hate for ice cream is the driving force for product innovation of ice cream enterprises and even the whole refrigeration market. Dream pops cuts into the frozen dessert track with healthy coconut based raw materials and novel snack experience, which undoubtedly provides more ideas for Chinese ice cream brands to learn from and learn from. At the same time, it also allows a number of vegetable milk brands to see a new way to break the circle. Although plant-based frozen desserts have not attracted the attention of a large number of consumers and brands in the Chinese market, it is impossible for the next explosive to come from this by grasping the balance between novelty, delicacy and health.
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