Below is a collection of new products on the shelves of Chinese convenience stores noticed by The Silk Initiative in recent weeks.
Hung Fook Tong’s new range taps into the rising trend of both a convergence of flavours and the use of milk as a “base” to deliver functional ingredients. Mixes of fruity and milky drinks are common in China, with drinks such as Minute Maid’s pineapple milk, but as consumers seek more dairy and protein, producers are adding even more ingredients to stand out. This particular beverage is a “bamboo fungus and tremella with reconstituted coconut meat juice plant protein beverage”.
According to their webpage, Cansi’s “stewed pear with rock sugar is an ancient folk recipe that has been spread for thousands of years throughout China”. Some of the claims the product makes are to “lubricate lungs” and to “relieve stress”, with pears playing an integral role in traditional Chinese medicine. The product also has additional buzz ingredients to resonate with Chinese consumers looking for a medicinal kick, such as honeysuckle and lily extract.
Golden Nest’s line-up claims to be the first US beverage containing 100% genuine Indonesian swallow nest. Spotted in a Shanghai convenience store, it’s online brand story suggests that the Chinese Tang dynasty first imported the ingredient in AD 618 and has since been used by traditional and modern physicians alike, using both the nest itself and the extracted water proteins in revitalisation, cell generation and to support pregnant women and growing children. Notably, the website also has a disclaimer: “all these statements have not been evaluated by the Food and Drug Administration”. Though government sponsorship of some traditional Chinese medicinal extracts exist, there is a clamp down on ambiguous functional claims.
Youchun Yogurt is an old brand (according to their website), but there are many innovative aspects to its offering. Primarily, it’s an example of creative packaging used in a bid to stand out from the plethora of dairy options on the shelf. As illustrated, it uses an “old-fashioned” cover to keep its yogurt fresh. Another theme that this product relates to is the nationalistic aspect in Chinese consumerism. It’s an old brand with a new twist as it’s brand story and design are meant to take nostalgic cues from items such as a popular watch (Shanghai watch) and a bicycle (永久牌自行车) of days gone by. Nationalism, nostalgia, and newfound appreciation of all things Chinese are becoming prevalent throughout China’s food and beverage industry.
Another new addition on China’s rapidly changing shelves is Silk. This product is common in the US and is an affiliate of Alpro, a brand in the UK, though its positioning in China is quite unique. Whilst fresh milk is common in the UK, many milk products in China contain fillers and powders as dairy farmers are scarce (though imported milk is surging in popularity). With its convergence of flavours (predominantly nuts), Silk’s positioning as a 100% natural solution, targeting those that are lactose intolerant, could spell success for Silk in China, especially as consumers become ever more sceptical regarding the origin, nutrition, safety and environmental impact of the food and beverages they buy.
Natural Source’s Wall Breaking yam juice earns it name from the technology it uses. With its yam juice processing, it’s claimed that superior technology can break the cell wall to release additional molecules for nutrition value. The result is that when consumed, it increases the absorption rate by 80%. Yam is one of many traditional Chinese medicinal ingredients that are being processed, combined with other flavours and packaged for modern times. Its Chinese name (山药) literally translates as “mountain medicine”.
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