Zheng Quan Ri Bao Wang·2025-08-15 13:44Core Viewpoint - KPRO, a healthy food brand under KFC, has launched a new brand proposition emphasizing "reliable quality and balanced healthy food" along with six commitments to ensure food safety and nutrition [1][3]. Group 1: Brand Development - KPRO aims to expand its presence in more cities, providing quality assurance and a trustworthy consumer experience [1]. - The brand name "KPRO" reflects its heritage from KFC, focusing on fresh and delicious food that energizes consumers [2]. Group 2: Industry Trends - There is a shift in China's food consumption structure towards nutrition and health, with light meals evolving from niche options to mainstream choices [3]. - The China Culinary Association established guidelines in 2022 to standardize the light food industry, defining its nutritional design and preparation methods [3]. Group 3: Product Offerings - KPRO's menu features grain energy bowls, braised rice bowls, paninis, and wraps, emphasizing fresh ingredients and unique flavors [3]. - The brand introduced "Six Assurances," which include using safe raw eggs, thorough washing of fruits and vegetables, proper food storage, and careful seasoning [3]. Group 4: Health and Nutrition Awareness - The company emphasizes the importance of building a healthy dietary model and recognizes that unreasonable diets are a major health risk [4]. - According to the National Health Commission, the health literacy level of residents is expected to reach 31.87% in 2024, reflecting a 2.17% increase from 2023 [4].