With the improvement of modern living standards, the optimization of dietary structure and the improvement of healthy consumption awareness, the proportion of consumers' consumption demand for nutritious and healthy foods has increased, which has stimulated the emergence of healthy foods - and nut products have sprung up in this trend and become highly sought-after delicious products. According to the data report of Guanyan Tianxia, the market size of China's nut roasting industry will reach 2889 in 2022400 million yuan, a year-on-year increase of 12% [1]. This huge market potential has attracted the layout of many snack industry giants, and the competition in the nut market tends to be white-hot.
Consumers' awareness of nut products is gradually improving, and the demand for nut products is becoming more and more refined, which also drives the nut industry to upgrade to the trend of quality, personalization and segmentation. Many leading nut companies have begun to aim at category innovation, from shell nuts to kernel fruits, and various new flavor nut products have emerged in an endless stream"Nuts+" has been reborn, and the cross-border combination of categories has become increasingly popular.
Among the innovative food products with many brands, the most eye-catching is a nut product that Sam's is selling that focuses on "sprouted nuts".
It is reported that this is the germination moment launched by the onice brand to remove almonds, which adopts a unique "sprouting" process, which can effectively improve the nutritional value of almonds while increasing the flavor and crispy texture. As soon as the product was launched, it captured many fans and became the "new darling" of the nut market, providing consumers with a more diversified selection of healthy snacks.
At the moment of germination, a new era of China's sprouted nut market will be opened
Germination in the narrow sense refers to the process of germ development and growth of seeds, breaking through the seed coat and developing into a visible bud bodyThe "sprouted" nuts here refer to the process of soaking and activating raw nuts at a specific temperature and with specific water, and monitoring the state of the nuts throughout the process, so as to accurately achieve the specific germination effect of the germ before completely breaking through the seed coat.
Left: Unsprouted nuts, Right: Sprouted nuts.
***forbes
Relying on many advantages such as reducing the content of anti-nutritional factors such as phytic acid and improving the absorption rate of nutrients, sprouted nuts are popular in the European and American markets, and are favored by consumers who pursue natural and organic foods and desire healthy zero-additive foods, but they are still an emerging category in the Chinese market, and related products are relatively scarce. However, with the popularity of the concept of sprouted nuts, it is expected to open up a vast market space in China.
Among them, Onice pioneered the launch of the first "sprouted" nut product in China, opening a new era of sprouted nuts in China. This product uses almonds as raw materials, soaked and "sprouted" treatment, and then roasted at a low temperature to retain nutrients and achieve flavor concentration.
After germination, a hollow cavity forms inside the almonds, giving them a crunchy texture and a unique taste;In addition, the de-dressing process can make the sweetness of the kernel more attractive and the aroma rich.
In addition to the "transformation" in form and taste, "germination" also greatly improves the "gold content" of almonds. Drying at low temperatures not only reduces the loss of vitamins, but also increases the content of GABA (-aminobutyric acid) in almond kernels. According to the SGS test results, the GABA content in "sprouted" decorated almonds is about 3 times that of unsprouted almonds.
Relevant studies have shown that GABA (-aminobutyric acid) has the effects of improving sleep, improving stress and mood disorders, and regulating blood pressure. [2] In addition, the product is rich in protein, vitamin E, phosphorus, potassium, calcium and other elements, and does not contain trans fatty acids, which is rich in nutrients and suitable for all ages.
In terms of packaging, the products are packaged in convenient drawer packaging for easy access by consumers. At the same time, the independent sachet design is not only moisture-proof and fresh, but also easy to carry, which makes the product a healthy snack choice suitable for various scenarios such as work, home, and outdoors.
Through these unique features and advantages, Onice Sprout Moment Almond Kernel has established a unique brand image in the Chinese market and won the love of consumers.
Join hands with Sam's to open up new sales channels for high-quality and delicious nuts
If a good product wants to reach consumers faster and more accurately, it needs to match the right channels. The first sales channel of Onice was launched and promoted, directly targeting the global high-end supermarket chain giant - Sam's Club.
Sam's Club is a high-end membership store owned by Walmart, a Fortune 500 company, with more than 800 stores worldwide. Sam's has always been synonymous with the pursuit of a quality lifestyle, and has strict procurement standards and quality control systems for the products of the settled brands, which is also the reason why consumers trust it.
New brands entering Sam's channels need to go through layers of screening. First of all, the brand needs to match Sam's target audience, which is aimed at the young, middle-class who pursue a high-quality and healthy life, and the product must meet the needs of this consumer groupSecondly, the brand must have excellent first-class chain capabilities, from raw materials, nutrition to packaging customization, it needs to meet Sam's requirements to ensure stable production capacity and quality clearanceFinally, it is necessary to have the ability to innovate differently from other similar products, Sam's is a membership-based boutique supermarket, and differentiated products are an important reason why members are willing to pay to shop in the store.
It is precisely because of the strict characteristics of Sam's selection that it confirms from the side that Onice has excellent almond chain, high quality, rich nutritional connotation, and novel product concept, which coincides with Sam's selection logic. It is understood that Onice's Sprout Moment Decoated Almonds have been fully rolled out in Sam's domestic member stores in May this year, bringing consumers high-quality "sprouted" nuts.
Consumers share and "plant" (excerpt) of this product on the Xiaohongshu platform
As soon as the product was launched, it quickly detonated the social platform. Many consumers spontaneously released secondary creative content such as store visits and fancy eating methods on platforms such as Xiaohongshu and Douyin, forming a virtuous circle of "planting grass - word of mouth", further leveraging potential consumer groups and setting off a shopping frenzy.
Product reviews on the Sam's Club app (excerpts).
On the Sam's Club app, the product has been widely recognized by consumers, with a praise rate of 987%。"Healthy and delicious", "crispy taste", "full nuts" and "real materials" are the keywords mentioned most by consumers, and many consumers say that "this must-have healthy snack for going out at home will definitely be repurchased"!
Excellent quality, leading the new health upgrade of the nut industry
This time, ONICE was able to detonate the unpopular "sprouted" nuts across the country in a short period of time, and behind the choice and trust of Sam's and consumers, a stable ** chain and product strength are indispensable.
It is reported that ONICE is a brand of Shandong Zhiweixuan Food, hereinafter referred to as "Zhiweixuan Company"), which has focused on the vertical field of nuts for more than ten years, and is committed to nut research and development, production, OEM foundry, raw material wholesale and sales, and has accumulated core competitive advantages in raw material procurement, ** chain and product innovation, and has become one of the most influential enterprises in the nut industry.
Zhiweixuan company has four industrial production bases, including 100,000 square meters of purification workshops and dozens of automatic production lines. Each workshop is equipped with a food quality management team, forming a closed-loop food safety management system. In terms of raw material collection, Zhiweixuan Company has set up raw material collection bases in major nut-producing areas on six continents around the world, and implemented a strict supplier access audit system to control the quality of nuts from the source.
In addition, Zhiweixuan has also set up a R&D team composed of a number of registered dietitians specializing in food, closely paying attention to scientific research and industry trends, constantly carrying out innovative research and development, combining the physiological characteristics and nutritional needs of different groups of people, and constantly optimizing the nut ratio and process, so as to provide consumers with more balanced, high-quality and innovative nut products.
As the ingenuity of Zhiweixuan's brand, in September this year, Shao Liwei, chairman of the company, was specially invited by CCTV's "Great Power Ingenuity" column group to bring Onice Sprout Moment to the program to introduce the concept and nutritional effect of "sprouting" almonds. The ingenuity of product design and innovation has allowed Zhiweixuan to obtain the dual certification of CCTV ingenuity brand and official partner.
The picture shows Shao Liwei, chairman of Zhiweixuan, invited to participate in the interview of CCTV's "Great Power Ingenuity" program.
With its disruptive innovation and unique taste and texture, Onice Sprout Moment Almonds were also successfully selected into the first WOW Food Popular Product TOP List, standing out in the food category and ranking among the best. The award was presented by the FBIF WOW Food Innovation Award, known as the "Oscar" of China's food industry. In the food and beverage industry professional account "FBIF Food and Beverage Innovation" official Weibo wrote: Although there are many decoated nuts on the market, "sprouted" nuts are quite rare. Onice applies the concept of "sprouted nuts" to product innovation, and offers two flavors for consumers to choose from, plain and salted, with unique flavors that can inspire consumers to buy and open up new ideas for the nut industry.
The picture shows the top list of WOW Food's popular products, and Shandong Zhiweixuan Company ranks 5th
Zhiweixuan company has always adhered to the integration of quality and innovation, and on the road of pursuing excellent quality, delicacy and health, it has continued to improve, innovate and actively adapt to market changes. The advent and successful promotion of onice sprout almond kernels is the best proof of its focus on nut nutrition and continuous breakthrough innovation.
In the future, Zhiweixuan will continue to have in-depth insight into the nutritional and health needs of consumers, continue to iterate and innovate in nut categories and values, and bring more delicious and healthy nut products to thousands of households while leading the development trend of the industry
References:
1] Guanyan Report Network. In-depth Research and Future Investment Analysis Report on the Current Situation of China's Roasted Nut Industry (2023-2030).
2] Yang Yuexin, Ge Keyou. Encyclopedia of Chinese Nutritional Science [M], 2nd Edition. Beijing: People's Medical Publishing House, 2019: 294-295