Core Viewpoint - The article discusses the rise of kale as a "superfood" in the beverage industry, particularly in China, driven by marketing strategies from tea brands that transformed it from a little-known ornamental plant to a popular ingredient in drinks [4][6][16]. Group 1: Kale's Transformation - Initially, kale was considered an ornamental plant with no known edible records, but by 2025, it became a sought-after "superfood" with numerous health benefits attributed to it, such as antioxidant properties and potential cancer-fighting capabilities [4][5]. - The price of kale surged dramatically, with its acquisition price increasing from 0.8 yuan per pound in 2024 to 3.5 yuan per pound in 2025, marking a rise of over 300% [5][6]. - The domestic market share of kale shifted from 5% to 55% as tea brands began to source it for their products, indicating a significant change in consumer demand [7]. Group 2: Marketing Strategies - Tea brands adopted a marketing strategy that combined novelty, taste adjustment, and health benefits to promote kale, similar to the successful marketing tactics used in the West [16][20]. - The launch of "Champion Slimming Bottle" by Heytea during the Paris Olympics linked kale to health and fitness, leveraging athlete endorsements to enhance its appeal [21][22]. - The health narrative around kale was emphasized, with products marketed as "superfoods" and backed by nutritional reports, appealing to consumers' desire for healthier beverage options [25][26]. Group 3: Industry Trends - The trend of utilizing niche ingredients like kale has been observed across the beverage industry, with various brands successfully launching products featuring unique ingredients to create buzz and drive sales [28][29]. - The article highlights that the beverage industry is characterized by high competition and product homogeneity, making the discovery of niche ingredients a necessary strategy for brands to differentiate themselves [36]. - In 2024, major tea brands introduced over 2,600 new products, indicating a continuous effort to innovate and attract consumers through new flavors and ingredients [38].

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 "。 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]。 园林工人在绿化带里清理羽衣甘蓝，威海，2023年 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。 可以说，能引起现代人"健康焦虑"的常见痛点，羽衣甘蓝几乎都轻松拿捏 。 ...