At the just concluded 12.12, the freeze-drying with a market scale of 2.1 billion yuan was favored by JD and became the main blue ocean category of JD supermarket, which was promoted by strong forces. During December 12, the sales of freeze-dried products grew strongly, among which Yibo Doufu, Starbucks and Nestle performed well.
Freeze dried food is the abbreviation of vacuum freeze-dried food, also known as FD food. Freeze drying technology can maintain the color, flavor, shape and nutritional components of the original fresh food to the greatest extent. In particular, due to low water activity, freeze-dried products can be stored at room temperature for a long time without adding preservatives, and the finished products are light in weight and easy to carry and transport.
Freeze drying technology can be applied to vitamins, liver powder, fruits and vegetables to effectively retain their nutrients and taste. From the perspective of market development, lyophilization technology covers almost most of the new convenience foods, and is penetrating into many food fields.
Yibo Doufu: “tofu” chocolate has a high-quality protein content of 15%. It became a popular product when it was launched in Jingdong
“Yibo Doufu” can be described as the most “confusing” existence. At first glance, a small piece seems to be tofu, but in fact, it is a healthy snack with 0 granulated sugar, high protein and no burden. The core is Heilongjiang Agriculture Company Limited(600598) specialty soybean, which is processed by vacuum freeze-drying technology to achieve an ultra-high protein content of nearly 15% of the finished product.
Yibo Doufu is also flavored with the natural raw material powder of authoritative products to retain the nutrition and flavor of the raw material to the greatest extent. It uses maltitol to keep the heat of a package only equal to that of a banana; With imported cocoa raw materials, create a chocolate coat with low sugar index.
Five innovative flavors – bitter, salty and burnt rock salt coffee, cranberry and sea salt rose with double petal rose, mellow Matcha flavor with natural Matcha flavor, slightly salty and refreshing sea salt lemon and strong soybean milk flavor with enhanced soybean flavor.
Starbucks: Sales of freeze-dried coffee powder in Jingdong with multiple identities increased by 30% year-on-year
Starbucks, the head coffee brand, is “threatening” to settle in Jingdong. Portable freeze-dried coffee powder with star cup is welcomed by young people because it is convenient to drink and better retain the coffee flavor. As a must store for fast life, the sales of freeze-dried coffee powder in Jingdong 12.12 store increased by 30% year-on-year.
Nestle: the sales volume of freeze-dried coffee powder imported from France increased by 30% year-on-year
Nestle, which settled in Jingdong very early and cooperated deeply for many times, compared with the newborn calves of the new net red products, the products with excellent quality are the reason why they are full of confidence. This can be seen from the two imported freeze-dried coffees in the “Nestle coffee Jingdong self operated official flagship store”. According to the sales data of December 12, the sales volume of freeze-dried coffee powder imported from France increased by 30% year-on-year.
Jingdong’s most complete “cutting-edge debut day” of high-quality, healthy and new flavor food leads the new direction of food
Jingdong supermarket, as the supermarket with the most complete high-quality, healthy and new taste food, has been building the largest incremental market of cutting-edge brands. Focusing on the new consumption and personalized consumption choices generated by generation Z users under the new trend, create the “new cutting-edge debut day” of the first new cutting-edge category in Jingdong station, provide an integrated solution for incubation and accelerated development of new cutting-edge categories, and help the continuous growth of new cutting-edge categories in the post-11.11 period. “Cutting edge debut day” continues to explore and empower cutting-edge brands, and the “freeze-dried” category is one of them.
(Securities Daily)
