Haopin Shandong ｜ Binzhou brand leads a new direction of health food

New Yellow River Reporter: Wang Yan

Eat a low -sugar cake for breakfast, a low -fat chicken breast for lunch, and cook a delicious health dish with low -fat and low -calorie sauce ... The healthy diet awareness of contemporary young people not only pays special attention to body management, but also With the great health flag, their three meals a day are more willing to choose healthy foods such as light food.

In the topic of major light food rankings, you will find a lot of familiar brands, in fact, from Binzhou, Shandong.

"Gentlemen want to be sensitive to words." Shandong people have always been low -key and stable, and the number of "invisible champions" of Shandong companies ranks first in the country. In the field of healthy food, Shandong companies also follow the trend. Especially Binzhou, a number of healthy food companies take root here. They aim at the dietary needs of contemporary young people and bring the health ingredients of Qilu to the dining table of young people around the country and even the world. Today, many people are called "China Healthy Light Food Industry Center" by many people.

Binzhou is located in the superposition zone of the two national strategic areas of Luohe Sanxianzhou High -efficiency Ecological Economic Zone and the Blue Economic Zone of Shandong Peninsula. The wet seasonal climate and fertile soil conditions are provided with uniqueness for livestock and poultry development and crops. conditions of. With rich ingredients, Binzhou people began to think about how to make them healthier, which is more suitable for the dietary needs of contemporary young people.

The new generation of healthy food is rooted here

Today, consumers after the 95th and 00s, the younger generation has become the new main consumer force. Their demand for food safety, nutrition, and health is getting higher and higher. The concept of light foodism is gradually prevailing.

In the fast -paced life of the city, for young people who want to eat healthy and lazy to do, that is, healthy foods with strong foodies are in accordance with their balanced nutrition, low calories, low salt or convenience. Demand.

According to the report from the global market research company Ouori International, the health food market has maintained a 7%compound annual growth rate at a rapid development in the past five years. It is expected that the overall market size of the market will exceed nearly 150 billion yuan by 2024. Among them, the healthy meat, seafood and fruits category of long -shelter periods will account for more than 25%of the overall market share.

In Binzhou, Shandong, a group of emerging healthy food companies have quietly risen in the field of instant health and light food. They adhere to their own hearts, combine heritage with innovation, extremeness, and simplicity. Half the sky on the healthy light track.

Today, on the major e -commerce network platforms, low -fat staple foods, chicken breasts, jelly are full, and the categories of healthy foods are becoming richer and richer. Among them, health is the food brand shark Fit, the healthy light food brand Lin Xiaosheng, and the low -sugar health cake Man Shifu, etc., all from Binzhou, and quickly moved to the country with their own characteristics, becoming the representative of Shandong's new generation of health food.

These Binzhou brands seize the opportunity

Taking advantage of the wind, it is a common choice of a healthy food manufacturer.

Shark Fitter aimed at the "big mouth to eat meat". It was targeted at convenient and convenient problems at the same time, but increased more physical burdens. In 2017, he started making chicken breasts.

At that time, the normal temperature of chicken breasts belonged to the new category, and there were no factories in China that could be produced directly, which became the early problem faced by shark Fit. However, to some extent, this has promoted its process of participating in the construction of the production line. At present, the supply chain of Shark Fittie chicken breasts is mainly distributed in Shandong. It is in charge of all aspects of chicken from breeding to production, layout the entire industry chain.

In the production session, Shark Fit will treat each piece of chicken breasts. 100g of chicken breasts contains 30.6g of high protein, and a pack of chicken breasts is equivalent to 5 eggs contained in eggs.

With a chicken breast to fight the world, the shark Fitter achieved a monthly sales of 5 million monthly sales, exceeding 10 million in 16 months, and exceeding 30 million in 26 months. Today, Shark Fit has made three major category plans a day for consumers: meat protein, rice noodle staple food and condiments, which basically covers everyone's daily diet.

Different from the early days of the shark Fit, the healthy light food brand Lin Xiaosheng, which also grew up in Binzhou with a chicken breast. Since its birth in 2020, he has shot his eyes to multiple categories: coarse grain grains, full meals, protein supplements, and supplements. Low -calorie snacks, light food and seasoning, etc., have launched a series of foods such as 50%beef sauce, low -fat chicken breast sauce, buckwheat noodles, and whole wheat grain pancakes to meet the diverse dietary needs of young people.

In just one year, Lin Xiaosheng quickly attracted more than 2 million users, and the brand repurchase rate reached 40%. The reason, Lin Xiaosheng launched a number of new products in the industry for the needs of young people. For example, the fitness people often complain that the fat reduction meals are not tasteless. Lin Xiaosheng developed the first 50%beef sauce and low -fat chicken breast sauce on the market, so that the spicy and drinking and light food "coexist". It is understood that in order to make the sauce full of meat, while also low -fat and low -calories, Lin Xiaosheng made nearly 100 R & D adjustments in half a year, which reflected the ingenuity of Shandong people to the fullest.

The founder of Lin Xiaosheng said that he will rely on Binzhou's supply chain advantage to produce more healthy and light food with both innovation and quality, so that healthy foods from Shandong are loved by more young consumers in the country.

In addition to low -fat and low calories, low sugar is also the pursuit of many consumers, and Binzhou also gave birth to a "low -sugar food expert". From the beginning of the establishment of the "Low Sugar Health" concept, Manchu Fook has focused on the products such as sucrose -free food and low -sugar baking ingredients, and launched low sugar desserts such as macaron moon cakes, mung bean sow, nougat, and egg yolk. The young and old is salty. In addition, the baking raw materials launched by Man Shifu has been loved by many baked goods manufacturers and cooking enthusiasts, and has become the best choice for the sugar control group. For emerging healthy foods, it is not easy to achieve breakout from countless brands across the country. As a result, these brands are trying to find breakthrough points on channel platforms, price and production strategies and positioning, so that they can quickly get out of Binzhou, Shandong, and nationwide on the basis of hard quality.

For example, on the promotion channels, Shark Fit chose Tmall and JD.com as the core position, and invited Peng Yuchang to endorse. The brand's popularity soared rapidly. Its flagship store often reached the list of Tmall fresh meat shops.

In the early days, Lin Xiaosheng focused on Douyin. Through the matrix paving with many stars such as Yang Lan and Jijie, such as a number of stars and gourmet people, it quickly "out of the circle". The operation of mainstream e -commerce platforms such as Pinduoduo.

Today, Shark Fit, Lin Xiaosheng, and Man Shifu, such as Binzhou Health Foods, successfully seized the opportunities of the times and brought the products to the tables of young people across the country, and supported half the sky in the field of healthy light food.

A good environment has cultivated conscience companies and conscience products. Binzhou's emerging healthy food brands, by meeting the diverse dietary needs of young consumers, continuously bring "healthy and good products" for the country and even the world, so that consumers can buy with confidence and eat healthy.

It is believed that in the near future, the impression of foreign tourists in Shandong's specialty products will no longer be the only Texas chop chicken, East Ejiao, and pancake rolls onions. "The Binzhou brand will definitely go out of Shandong and move towards more young consumers.

Edit: Weekend

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