近日，在FBIF2025产品开发论坛上， 新锐饮料品牌果子熟了联合创始人陈淼 首次公开解密果子熟了 无糖茶年销量从2亿瓶飙升至4亿瓶的创新密码。演讲中，陈淼以首创无糖茶扁方瓶设计为产品案例， 剖析全链路创新对整个品类认知和产业升级的重要价值。 图片来源：FBIF 据第三方平台"马上赢"最新发布的「前瞻2025」系列报告显示，从2024Q2-2025Q1，在无糖即饮茶 类目top5集团中，果子熟了位居第四；而从趋势上看，仅有农夫山泉和果子熟了在期内的四个季度 中，市场份额在每个季度都有增长。 随着近期果子熟了官宣国民演员杨紫升任"果子熟了无糖茶全球品牌代言人"，这个成立仅5年的新兴品 牌有望进一步提升影响力，触达更加广泛的年轻消费群体。 用持续创新回应"存量增长"拷问 在存量经济时代，不少食品饮料人对此都深有体会——当货架上挤满了琳琅满目上千款产品时，价格战 和同质化像两座大山，压得从业者喘不过气。尤其近两年，"增长机会到底在哪"成了行业的高频问句。 而作为创立于2019年最后一天的果子熟了，在创业初期赶上疫情最难时刻，这个低调的品牌用五年时 间给出的答案就是：创新，且是坚持长期主义下的不断创新。 在FBIF2 ...

Core Viewpoint - The global cocoa price has surged over 140% since the end of 2023, exceeding $10,000 per ton, driven by climate anomalies in West Africa, supply chain disruptions in Ghana, and post-pandemic recovery in Europe and the US, compounded by increased capital speculation [1][4]. Group 1: Industry Challenges and Innovations - Japan's chocolate industry faces significant pressure due to its reliance on imported cocoa, with 70% of raw materials sourced from Africa, leading to challenges of "raw material control and consumer anxiety" [4]. - In response to the crisis, companies are innovating through technology and product restructuring, exemplified by Meiji's launch of two new "raw chocolate" products that redefine the category [4][10]. - Meiji's innovations are rooted in years of technical accumulation and industry understanding, showcasing that systematic innovation is key to navigating economic cycles [4][16]. Group 2: Meiji's Product Innovations - Meiji's "Amber Ganache" and "Smooth Milk Raw Chocolate Instant" represent significant technological breakthroughs, transforming chocolate from a passive market adaptation to an active consumer trend influencer [10][14]. - The "Amber Ganache" utilizes unique techniques to maintain a cold-storage-like texture without refrigeration, allowing for broader distribution and consumption [10][11]. - The "Smooth Milk Raw Chocolate Instant" is positioned as an affordable daily chocolate option, breaking the perception that good taste must come at a high price, with a retail price under 300 yen (approximately 15 RMB) [14][15]. Group 3: Broader Industry Responses - Other Japanese chocolate brands, such as Morinaga, Ezaki Glico, GODIVA, and Fujiya, are also adapting uniquely to the raw material crisis, each pursuing distinct paths based on their brand heritage and market positioning [30][44]. - Morinaga focuses on functional snacks, while Glico leverages cultural trends and partnerships to enhance brand visibility and reduce production costs [36][40]. - GODIVA's collaboration with convenience stores exemplifies a strategy to penetrate everyday consumer markets, offering premium experiences at accessible price points [40][41]. Group 4: Strategic Insights for Chinese Food Companies - The Japanese chocolate industry's experience highlights the importance of embedding innovation into daily consumer life rather than relying solely on marketing events [51]. - Building platform capabilities is essential for sustainable product development, as demonstrated by Meiji's ability to continuously innovate [52]. - Defining industry standards and creating unique value propositions can help brands avoid imitation and gain long-term respect in the market [53].

以下文章来源于数英DIGITALING ，作者行业资讯 数英DIGITALING . 数英 DIGITALING 是一个广告市场营销服务平台。 消费行业还有爆品吗？ 空余的品类机会存在吗？ 新消费成为过去式的，肆意增长的年代已仿若梦中。曾经，一个定位、一个概念、一种生活方式，就能 让一个新品牌走上花路。现在，产品同质、营销堆砌、消费祛魅……即便重金研发的新品，品牌也不敢 轻言："信我，它一定爆。" 行业不再轻言爆品了，但总有下一个"销量王者"登上牌桌。 图片来源： pexels 以食品饮料行业为参照。 吾岛希腊酸奶 用一年卖出一个亿； 果子熟了 用一年实现2亿到4亿瓶销量的跃升； 白象 不走寻常路的香菜面火了； 麦当劳 的一句产品梗让薯饼翻红…… 5月8-10号，FBIF2025食品饮料创新论坛召开，数英也来到现场。 听完这些品牌开诚布公的分享，我们发现， 无论哪个赛道，总有品牌能凭借拿捏流行的产品力，把握 人群的创造力，赢得市场、引领消费。 回顾FBIF论坛精华，我们重点拆解9个值得关注的品牌案例。 下行时代，比爆品重要的，是回归用户价值的持续创新。 当下能做出爆款的品牌，都有什么样的产品力？ 另一方面，" ...

Core Viewpoint - The article discusses the explosive growth of the Chinese herbal health drink market, highlighting its appeal among young urban professionals who seek convenient and health-oriented beverage options. The market is projected to exceed 10 billion yuan by 2028, driven by a combination of traditional health culture and modern health anxieties [3][10][34]. Market Growth - The market size of Chinese herbal health drinks grew from 0.1 million yuan in 2018 to 4.5 billion yuan in 2023, representing a year-on-year growth of over 350% [3][15]. - The compound annual growth rate (CAGR) for the market is expected to exceed 88% from 2024 to 2028, with projections indicating a market size of over 10 billion yuan by 2028 [3][26]. Consumer Trends - Young consumers aged 25-35 account for 37.6% of the herbal drink market, with a growing awareness of health and wellness driving demand [11]. - 68% of Generation Z consumers recognize the concept of "food as medicine," seeking both efficacy and convenience in their beverage choices [13]. Product Characteristics - Herbal health drinks are made from ingredients like red beans, barley, and goji berries, emphasizing their health benefits such as detoxification and blood nourishment [9][11]. - The category has seen a 37.64% year-on-year growth in Q3 2024, outperforming other beverage categories [9]. Competitive Landscape - The market has seen a surge in competition, with over 40 brands entering the space by December 2024, compared to just four brands before 2022 [15][24]. - Major players include traditional beverage giants like Suntory and Master Kong, as well as new retail platforms like Hema, which leverage supply chain advantages to create customized products [15][19]. Challenges and Opportunities - The market faces challenges such as product homogenization and price wars, with many brands offering similar formulations [26][27]. - To differentiate, brands are encouraged to innovate in product development, focusing on specific health benefits rather than generic formulations [28]. Distribution Channels - The primary sales channels for herbal health drinks are convenience stores and supermarkets, with significant sales growth observed in these areas [33]. - Brands are exploring lower-tier markets, where consumers are more price-sensitive and may prefer homemade herbal teas [34].

Core Viewpoint - Asahi has launched a new product called "LIKE MILK," made from yeast, aiming to create a dairy alternative that is neither animal-based nor plant-based, targeting consumers with milk allergies and dietary restrictions [1][4][8]. Group 1: Product Overview - LIKE MILK is produced using yeast extract as an emulsifier, designed to mimic the rich taste of cow's milk [2][4]. - The product has achieved significant crowdfunding success, raising 1.849 million yen (approximately 91,300 RMB) with 448 backers, exceeding its target by 616% [5][6]. - Nutritionally, LIKE MILK contains protein and calcium levels comparable to regular cow's milk, with lower fat and sugar content [2][12]. Group 2: Target Market and Consumer Feedback - The product is particularly appealing to consumers with milk allergies, as it avoids common allergens, making it a suitable alternative for those who cannot consume traditional dairy [7][9]. - The development of LIKE MILK was inspired by a child's experience with milk allergies, highlighting the emotional and health concerns of parents [8][9]. Group 3: Nutritional Comparison - A 200ml serving of LIKE MILK contains 6.7g of protein and 257mg of calcium, closely matching the nutritional profile of popular Japanese milk brands [12][14]. - The product's formulation includes additional ingredients like plant oils and sugars to enhance taste and stability, which may affect its market acceptance [14]. Group 4: Production Process and Technology - The production process involves fermenting yeast with sugar, extracting the yeast cell wall to create an emulsifying powder, which is key to achieving a milk-like texture [11][20]. - Asahi's unique technology in emulsifying yeast components and flavor design may provide a competitive edge in the market [11][20]. Group 5: Industry Context - The search for milk alternatives has a long history, with plant-based options like soy milk being the most common until now [33]. - The introduction of yeast-based products like LIKE MILK represents a new category of dairy alternatives, potentially expanding consumer choices beyond traditional plant-based options [39].

以下文章来源于Gooods 好味司 ，作者徐子 Gooods 好味司 . 专业、独特、有趣的食品饮料产品媒体，连接好产品与美好生活。 产品趋势背后代表了市场、消费需求以及行业在发生变化，而变化会产生新的机会。 产品趋势是我们跟踪变化、捕捉机会的栏目，我们会捕捉和分析中国食品饮料市场的变化与机会，同时 也会看海外市场的产品趋势以及分析这些趋势是否有机会在中国市场落地。 第二期产品趋势，我们想聊一下900-1000ml包装的大即饮产品，从2023年东方树叶首推900ml产品 到现在，引起行业各大品牌的跟进。 图片来源：农夫山泉天猫官方旗舰店 农夫山泉主导，大即饮产品不仅带飞了东方树叶，成就百亿单品，也推动了即饮茶品类超越碳酸饮料成 为第一大饮料市场。 夏天来了，又到了饮料行业最重要的季节。 2023年初，农夫山泉旗下的东方树叶率先推出900ml的大包装即饮产品，几乎是同一时期，农夫山泉 茶饮料的业绩也开始"起飞"，其茶饮料板块收入从2022年的69.8亿元增长到2024年的167.45亿元。 900ml的产品策略无疑成为了东方树叶的收入加速器，也带领了饮料行业大即饮产品的新一轮风潮。三 得利、元气森林、果子熟了等 ...

以下文章来源于食业家 ，作者不凡 三只松鼠巨资收编，组织、供应链全方位赋能... 爱折扣，这个起家于天津市武清区的社区折扣连锁品牌，凭借" 高性价比+社区服务" 的模式，既满足 消费者对品质生活的普惠需求，更肩负着三只松鼠布局全渠道零售生态、重构社区消费场景的战略使 命。 近日，食业家与 爱折扣创始人李悦 进行深度对话，探讨了爱折扣迅速崛起背后的逻辑，并进一步了解 其未来的发展方向与路径。 图片来源：小红书@ 卧熊的日记簿 从库存消化到社区零售革新 食业家 . 引领产业发展，食业CEO增长家园！达利、洽洽、东鹏、安井等一线企业家都在关注食业家。 门店面积170㎡，单店营收超2500万元； 首家门店拿到融资，单店模型估值1个亿； 2018年，李悦敏锐地捕捉到品牌方库存积压的痛点，每逢春节、端午、中秋等节日销售高峰期后，经 销商、卖场或工厂经常出现库存积压的情况。 "当时有品牌方积压了3万箱饼干库存，常规渠道难以消化。"她回忆道。这种供需错配的现象，让李悦 看到了机遇。 通过帮助品牌方或渠道商处理尾货，以低成本创造高价值，让李悦看到了可以燎原的星星之火。 在与食业家的交流中，李悦将爱折扣的发展历程分为三个阶段。 ...

以下文章来源于远川研究所 ，作者史悠绮 远川研究所 . 刻画这个时代 造神容易，躺平难。 2012年，天津北宁公园东门附近的绿化带里，种植了一批新的景观植物。这种观赏植物因为形似"大白 菜"，才种上3-4天，就被人挖走了近百棵。 眼瞅着绿化带就要被薅秃了，当地园林部门，赶紧找到本地都市报的记者，面向市民们做起了科普： 所谓的"大白菜"，其实是一种观赏花，"它有个十分好听的名字，叫作羽衣甘蓝"。 羽衣甘蓝 图片来源： pexels 虽然长得像"大白菜"，但"目前的花卉研究资料中，并没有这种花的食用记录"。因此，园林部门提醒 广大市民—— "不要擅自采摘，更不要用于做菜，以免出现不良反应，造成不必要的损失" [1]。 但谁能想到，到了2025年，羽衣甘蓝不仅成功从绿化带翻身跃上了餐桌，还活成了领先普通蔬菜几个 版本的—— 超级食物 。 在社交媒体的相关讨论中，羽衣甘蓝不是一种食物，而是一种对标"保健品"的存在。相比吃起来，味道 咋样？大家讨论的重点往往是——吃了，人会咋样？ 围绕着"超级食物"富含营养这一个核心，在社交媒体上，羽衣甘蓝被赋予了太多神奇功效——抗氧化、 抗炎、促进消化、去火、补钙，甚至是——抗癌。 ...

以下文章来源于刀法研究所 ，作者刀法行研 刀法研究所 . 洞察新消费，赋能新品牌，剖析新营销，成就中国好品牌。 在一个CR5超过90%的垄断市场里，在一个2013年就产销量达到顶峰，转入存量竞争的行业[1]里，一 个地方性的40年老牌异军突起，拿下了抖音双11好物节啤酒类销售排行榜第一，带动一个新兴品类双 11京东超市成交额增长5324%[2]，这是金星啤酒在过去半年做到的事。 而这个故事的背后，可以说是许多抖音上的"女酒鬼"（仅昵称，无不良引导），放着伤感情歌BGM， 把金星的茶味啤酒送上了热榜。 图片来源：小红书@ 金星啤酒 在许多啤酒上市公司销量下滑的背景下，这一案例更是让人好奇。刀法试图复盘这一过程，在翻阅颇多 资料，采访了著名啤酒营销专家方刚后，我们认为其演变脉络可以总结为3个阶段： 面世 ： 2024年8月，抖音品牌官方直播间首发，销量表现佳。 爆发 ： 2024年11月，双11合作罗永浩等直播间，渠道扩散。 但这其实为中小啤酒品牌带来了一个难题：渠道封锁。 2015年，金星啤酒董事长张铁山就曾无奈地说，我给一家饭店一年1万元的费用，另外一家啤酒厂给 1.5万元，谁给的高，饭店就卖谁的啤酒。不参与 ...

Core Insights - The FBIF Food Innovation Expo 2025 showcased over 700 exhibitors across various sectors, including dairy, beverages, snacks, and functional foods, covering an exhibition area of over 62,000 square meters [1][2][4] - The event attracted more than 39,000 visitors from over 6,500 companies, with over 35% of attendees being senior management [3][4] Group 1: Event Overview - The FBIF Food Innovation Expo serves as a professional platform for food companies to showcase innovations and connect with industry leaders [1] - The exhibition featured three main areas: Hall 4.2, Hall 5.2, and Hall 6.2, facilitating efficient connections across the supply chain [1][2] Group 2: Audience and Exhibitor Feedback - The audience comprised over 39,000 visitors, with 13,975 senior management personnel, accounting for 35.67% of the total [3] - Exhibitors reported high-quality interactions, with many expressing intentions to secure booths for the next year [4][5] Group 3: Media Coverage - The event received extensive media coverage, with participation from 88 mainstream and industry-specific media outlets, including major platforms like CCTV and Xinhua [7] - Influencers and bloggers shared content across social media platforms, enhancing the event's visibility [13] Group 4: Best Booth Awards - The awards recognized outstanding booth designs, with categories such as Best Overall Booth, Best Visual Impact, and Best Cultural Feature [18][19][21] - Notable winners included Yili for Best Overall Booth and Wangwang for Most Popular Booth, showcasing innovative and engaging designs [19][24] Group 5: Exclusive Activities - The event featured exclusive activities like the FBiF Channel Matching Conference and Foodtalks Salon, which facilitated networking and knowledge sharing among industry professionals [74][106] - The FBiF Channel Matching Conference attracted 1,207 suppliers, focusing on specialized content and enhanced visitor experience [74][75] Group 6: Global New Product Showcase - The FBiF Global New Product Collection highlighted over 650 innovative food products, with top selections including unique beverages and snacks that captured audience interest [140][142] - Products like the HPP Cold Brew Tea and the TAKEO Cricket Rice Cake stood out for their creativity and appeal [142][159] Group 7: Creative Packaging Showcase - The FBiF Global Creative Packaging Collection featured 160 innovative packaging designs from 30 countries, emphasizing sustainability and aesthetic appeal [162][166] - Noteworthy designs included edible packaging and unique cultural representations, attracting significant attention from attendees [166][171]