Big event in the beverage industry!
Today, coconut tree and Ruixing both officially announced that they have launched a joint product “coconut cloud latte”.
This is the first cross-border joint brand of coconut juice in 34 years.
For the cooperation between the two, the industry is mostly optimistic.
“For coconut tree, to cooperate with Ruixing, a big IP with high brand awareness among young people, is conducive to the rejuvenation of coconut tree brand and is also a great blessing to the minds of young people. For Ruixing, this is a differentiated marketing strategy.” Chinese food industry analyst Zhu danpeng said.
coconut tree was first jointly signed in 34 years
When it comes to coconut trees, most people’s impression of them may stay in the aesthetic product packaging of “debris flow” and the advertising of “edge ball”.
Although marketing is too fierce, consumers are very fond of coconut trees. After all, this is a coconut juice product that promises to be free of flavors, without color and without preservatives. “Wake up, you sell well, really because it’s delicious!” Countless comments from consumers were more than 100000.
This joint venture with Ruixing is the first time for coconut trees in 34 years.
According to Ruixing, the co branded product “coconut cloud latte” adopts ring molecular embedding technology, uses coconut milk instead of conventional milk cover, and stirs out rich and delicate milk foam like clouds, 0 lactose and 0 vegetable fat powder. In addition, the joint signing will also launch two Limited paper bags and one cup cover.
“Today’s orders for CO branded products are good. Due to the epidemic, the arrival time of materials in different stores is uncertain. Some have started selling today, and some have not started yet.” Ruixing coffee customer service said.
coconut drink track is popular, and many players enter
Ruixing coffee can “bring the dead back to life”, and the popular product raw coconut latte is indispensable. Driven by Ruixing coffee, new tea brands such as Xicha, Lele tea and chabaidao have launched a series of raw coconut products.
In addition, due to the concept of “0 sugar”, Yuanqi forest also launched a low sugar coconut milk product and a breakfast coconut milk product in 2021, which is considered to be against the coconut tree.
The coconut milk brand “cocoa full score”, which focuses on the concept of sugar free / low sugar, completed three rounds of financing within six months. In May 2021, cocoa completed the pre-A round of financing of tens of millions of yuan, led by 13 capital, followed by Meihua venture capital and Zhenge fund.
According to the analysis of prospective industry research institute, the market scale of plant protein drinks will reach 111.7 billion yuan in 2020, of which the market scale of coconut milk drinks will be 15.912 billion yuan. In 2021, among the top 30 vegetable milk brands in tmall’s double 11 drink track, the brands with coconut flavor accounted for more than 1 / 3, which is one of the contrarian growth categories of vegetable protein drinks.
Canned fruit and coconut juice two wheel drive Huanlejia Food Group Co.Ltd(300997) in 2021, coconut juice drinks achieved good performance growth Huanlejia Food Group Co.Ltd(300997) 2021 annual report shows that in 2021, the revenue was 1.473 billion yuan, an increase of 18.10% year-on-year, while the revenue of coconut juice beverage was 791 million yuan, accounting for 53.70% of the company’s operating revenue, an increase of 38.53% year-on-year.
Huanlejia Food Group Co.Ltd(300997) said in the annual report that under the background that people pay more attention to health, plant protein drinks with the characteristics of low calorie, low fat and high dietary fiber will receive more attention. The company will focus on the company’s core product coconut juice beverage to build a “coconut +” plant-based product matrix.
Chunguang food, another leading coconut food enterprise in Hainan, which is famous for coconut sugar, announced the listing of its new Chunguang coconut juice on March 2 this year, which attracted the attention of the industry.
At the end of 2021, Huang Chunguang, chairman of Chunguang food, said in an interview with the media that global enterprises targeted the “coconut business” and “coconut +” added many new conjectures. As consumers have a deeper understanding of the concept of health, more and more coconut processing enterprises play the “health card”, and natural, non additive and low sugar have become the key words and popular wind vane of the coconut consumption market.
