China Food

After ginseng burst red, Ganoderma lucidum came again! Traditional Chinese medicine coffee, health preservation or “Deviation”?

 


咖啡界刮起中药风,这波热度能跟吗?

 

“一整根人参”火到柠檬茶后,“一棵大灵芝”来到咖啡界了?
近日,武汉一家咖啡馆推出一款灵芝特调,还在咖啡上放了一个灵芝作为装饰。
咖啡如此创新引发网友热议:有人表示新奇,也有人直言“不敢喝”。
国风流行,“中药咖啡”热度越来越高,那么问题来了:好喝吗? 要跟吗?
“灵芝咖啡”走红
中药咖啡真的要来了?
最近,有不少网友在小红书上晒出一款“灵芝咖啡”
咖啡上立着一个杯口大小的灵芝,杯套上还印着“妙手回春”四个大字,很是吸睛,“拿在手里路过行人都在围观。”
这不就是传说中的“中药咖啡”?
这款产品一出,便引起大家讨论,有的网友觉得新奇想尝试,“看起来就很养生”,也有的网友直言“不敢喝”。
原来,这款咖啡饮品出自武汉的立吞街特调咖啡果茶,取名“一棵大灵芝”,会员价42元一杯,是其“本草纲目”系列创意特调咖啡中的一款。
官方介绍,“一棵大灵芝”是在咖啡浓缩中加入用灵芝自煮成的糖浆,再混合鲜榨苹果汁打发至流沙状,以此呈现出绵密的口感,入口后先是浓浓的果香,进而是灵芝特有的风味,随杯赠送的灵芝可带回家切片煮水喝。
立吞街的“本草纲目”系列除了“一棵大灵芝”外,同时还上架了红花出番啡萃、仙草石斛咖啡、橘香出陈啡萃、黑麻麻厚乳拿铁,分别用到了藏红花、石斛、陈皮、何首乌等中草药元素。
翻看消费者评论,大多表示,“没有奇怪的草本味。”“不是糊弄的网红咖啡,意外有点好喝。”
相关负责人透露,武汉门店周末出杯量在200杯左右,本草纲目系列咖啡可占据一半。
这让我联想起前段时间在网上爆红的“藿香正气冰美式”,以及之前上了热搜的同仁堂“中药咖啡”。
中草药元素+饮品,几乎每次结合,都会吸引一大波讨论和打卡。
上半年,“一整根人参水”上架罗森便利店后,迅速火出了圈;成都食杏柠檬茶的“一整根人参柠檬茶”,单品单店可以卖到日销200+杯;在社交平台搜索“一整根”关键词,有2万+打卡笔记。
热度这么高,咖啡馆要不要跟?采访了多位业内人士后,我发现事情并不简单——
老字号、国风咖啡馆都在做
但跟风入局?我劝你慎重
在年轻人养生意识不断攀升的当下,越来越多的咖啡馆开始关注中药草本元素,梳理众多入局者,大致可分为三大派系:
  • Pharmaceutical enterprises and traditional Chinese medicine shops play cross-border, “real medicine coffee”
隶属于北京同仁堂健康医药集团的知嘛健康,推出了枸杞拿铁、罗汉果美式、黑枸杞蜂巢手冲等草本咖啡,将咖啡作为流量品,同年轻消费者建立链接,在北京、上海、杭州、成都开了12家店(其中正大中心店正在升级,蓝色港湾店即将开业)。
就在上个月,复星医药旗下白塔寺药店相关负责人在接受其他媒体采访时透露,将在北京西城区阜成门店推出新品牌“药咖啡”。
  • Mix and match with herbal tea and combine with health preservation trend
凉茶作为中草药植物性饮品流行于广东、福建地区,在当地有不少咖啡馆将咖啡与凉茶做了结合。
如珠海的满古凉茶将凉茶做成果冻状融入咖啡,推出了“龟苓膏西班牙拿铁”、“茅根竹蔗拿铁”、“草本祛湿膏拿铁”。
  • New attempt of Guofeng Cafe
为展现咖啡与中国传统文化的碰撞与融合,如武汉的立吞街、东莞的大名堂等国风咖啡馆,也会利用草本元素做咖啡创新。
三大派系共同推动“中药咖啡”热度持续走高,但采访了多位业内人士后,我发现,无论在产品端,还是消费端,结合中草药元素做咖啡都存在着一些风险:
1、原料风险:要用药食同源的食材
中草药入咖,必须在《食品安全法》现行规定范围内,围绕“药食同源”元素做产品创新。
值得注意的是,如灵芝、西洋参、铁皮石斛等一批当下热门元素,目前仍处于“药食同源”的试点阶段,只有部分省份和地区发布了试点方案,能否用于餐饮,还要结合各地试点方案的具体细则,即便可以应用,也需要向有关部门申请备案。
2、宣传风险:当心擦边“保健功效”
《食品安全国家标准 预包装食品标签通则》中明确规定:食品不应标注或者暗示具有预防、治疗疾病作用的内容,非保健食品不得明示或者暗示具有保健作用。
利用中草药元素做产品,自带话题度,但若想以其功效为价值点做营销,在法律上属于高风险事件,需谨慎处理。
3、盲目混搭,也可能会有“副作用”
相比有着传统医学基础优势的药企,其他品牌在使用中草药元素时或面临更多难题。
首先,药食同源的原料,食物与药物之间,并没有绝对的分界线,用之不当,可能会产生副作用。
同仁堂知嘛健康产品研发负责人表示,其研发团队涵盖了中医、药剂师、营养师,对待出品过程十分严苛,“应用中药理论营造出咖啡的产品氛围。”
其次,中草药元素的应用,对品牌的供应能力也是极大的考验。
不同于药企从源头把控中草药品质的供应链优势,大多品牌在相关原料应用上很难做到标准化与透明化。
4、最重要的:“苦上加苦”,做好喝很难
想把“药咖”做好喝这件事,并不容易。
大众本身对咖啡就有苦的认知,不少中草药自身带有比较强的侵入性风味,与咖啡搭配难度高,在养生功效和风味平衡上很难实现兼得。
The person in charge of Litun street said that when doing product research and development, good drinking is the first thing. While learning from the health preserving value of raw materials, we should also minimize its unfriendly flavor, and have higher requirements for production methods. On the basis of ensuring the taste, we will make visual presentation.
In this way, for brands that want to be put on the shelves, they need to consider carefully.
Behind the popularity of
“traditional Chinese medicine coffee”, we should see the real pain points of young people.
“stays up the deepest night and eats the most expensive health care products”, which is a true portrayal of punk health care for contemporary young people. As a life extending water to alleviate emo, young people gradually have more expectations for the functionality of coffee.
refers to the new tea drinking track. Drinks that focus on the concept of health preservation always have popularity, such as staying up late, scraping oil, green juice drinks, etc. have been popular for a while, but not many have been left.
, on the contrary, is an element with high public acceptance and health attributes, which has been on the rise in the past two years. For example, Shanghai aunt, coco Duke, junju tea and other brands have all been on the mung bean series; For example, black sesame, yam, longan, bird’s nest and other health preserving and functional ingredients are increasingly appearing in products.
Shanghai aunt’s “mung bean milk ice”
but there are also differences between coffee users and tea users. At present, most coffee users still focus on “basic models” that meet functional needs, and most of the creative specialties with good market sales also take fruit as the breakthrough point.
from the perspective of raw material collocation and audience group, it seems that the space for health coffee is not as good as health tea.
but this does not mean that coffee shops should give up the “sense of health preservation”.
on the one hand, we can start with the basic elements of coffee. For example, in order to meet the needs of young people for low calorie and light burden, Ruixing coffee, nowwa coffee, Pacific Coffee and other brands have used 0 calorie flavored syrup in some products; Another example is that coconut milk, oat milk, nut milk and other plant-based products with health attributes and high nutritional value are widely used in the coffee field.
Ruixing coffee’s new product “Fugui thick milk latte” uses 0 calories of sugar
. On the other hand, it uses elements of “low drug sensitivity” and high public acceptance to enhance interest and concept.
Tongrentang Zhima health product R & D leader proposed that “low drug sensitivity” elements in the same source of medicine and food, such as sweet and sour mulberry, longan, plum, hawthorn, Chinese wolfberry, etc., can not only retain the aroma of coffee, but also balance the bitterness and astringency of coffee; You can also use herbs with natural aroma such as tangerine peel to make differentiation.
in addition, he also specially cautioned that “when using drug food homologous substances, it is recommended to adopt single product R & D and use complex forms with caution to avoid the problem of conflicting drug properties between different substances.” The root of
lies in the emotional value it brings to young people
After ginseng burst red, Ganoderma lucidum came again! Traditional Chinese medicine coffee, health preservation or “Deviation”?
作者:张瑾;来源:咖门(ID:KamenClub),转载已获得授权。
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