In the past year, the new tea drink has been very lively. According to iiMedia Consulting data, the market size has reached more than 300 billion. The continuous enthusiasm of consumers also forces the fierce competition on the track.
Looking at the trend of the new tea base in recent years, if milk is regarded as the basis of the pyramid, and rising stars such as oat milk and raw coconut milk are regarded as the second wave of craze, then it is now leading the milk base 30 era, of course, is the rice milk base.
The "rice milk track" that exploded when it debuted
KFC had been staked a year and a half ago
As an oriental plant-based, rice milk not only has a light taste, which is in line with the current preference for "light milk", but more importantly, the flavor from snacks to large rice has long been engraved into the blood of Chinese people. With no burden in the mouth and a sense of belonging, the rice milk base fully conforms to the dietary mood of Chinese consumers.
Coupled with the high adaptability of rice milk, the drink can be more diverse, whether it is paired with pure tea, coffee, fresh fruits, and small ingredients, which also allows the market to see the commercial value behind rice. With a wide audience and high acceptance, it has only been a year and a half since its debut, and the emerging track of rice milk has begun to roll in.
The success of KFC in rice milk drinks can be traced back to June 2022.
Grandpa Tea's first innovative rice milk drink: glutinous orange red cake rice milk tea.
At that time, there were no rice milk-related drinks in the tea market, and KFC's independent tea brand "Grandpa Zizai Tea" had taken the lead in betting on the rice milk track, and with the first innovative Chinese rice milk tea, it made its first shot in Jiangsu.
In 2023, the rice milk trend will be everywhere, and Grandpa Zizai Tea will innovate again and launch two unique "Buddha" rice milk tea drinks - Shenyin Sandalwood Rice Milk Tea and Zen Wu Hehuan Rice Milk Tea, which will become the store sales champion after being launched, and will become popular all over East China with a daily sales of more than 1,000 cups.
Make innovative rice milk drinks
KFC swept this rice milk wind to the whole country
From the rice milk tea and fruit rice milk tea that first opened the market, to the popular sandalwood rice milk tea, KFC brought an innovative healthy rice milk drink last winter, which completely swept the wind of rice milk to the whole country.
KFC Innovative Rice Milk Drink - Warm Heart Three Black Goji Berry Rice Milk Drink.
A "Heart-warming Three Black Goji Berry Rice Milk Drink" that focuses on double health preservation once again refreshes the possibility of rice milk tea drink. It is not only simply mixed with tea base and coffee, nor is it limited to the combination of milk tea ingredients, but also excavates a new way to dig out "rice milk + health formula".
The stomach-nourishing rice milk, combined with the black sesame, black rice, and black bean formula, accurately meets the health needs of contemporary young consumers for beverages. Mellow sesame seeds and fragrant rice milk are perfectly intertwined, the double Chinese taste is sweet but not greasy, and the entrance is light and silky.
With the huge scale of KFC in the Chinese market, rice milk drinks have also rapidly entered thousands of cities across the country and entered the "era of 10,000 stores".
KFC Warm Heart Three Black Goji Berry Rice Milk Drink.
From the first bet to the new product
What is KFC's key to victory?
01 A strong ** chain is the foundation of good rice milk
KFC can take the lead in betting on the rice milk track, and its strong ** chain provides strong support. The selection of high-quality rice varieties and the upgrading of production processes have created the basis for innovative rice milk drinks.
The first is the selection of high-quality rice raw materials. There are many rice producing areas in China, and not all rice varieties can add flavor to it.
KFC has a unique vision, locking in the land of fish and rice in the south of the Yangtze River for thousands of years, and selecting the gold medal rice varieties that have been cultivated by the Institute of Food Crops of the Jiangsu Academy of Agricultural Sciences for 10 years from a crowd of rice. It only produces one season a year, grows slowly in 153 days, and the rice grains are full, the taste is soft and smooth, and the rice is fragrant.
Secondly, in the production process, the industry's innovative targeted biological enzymatic hydrolysis process is adopted, which not only has a delicate and uniform taste, but also can effectively retain more nutrients.
In the second half of the new tea drink, the competition is the hard power of the ** chain.
KFC rice milk is preferred to be 10-year gold medal rice from the Institute of Food Crops of Jiangsu Academy of Agricultural Sciences.
02 Continue to innovate and occupy the minds of consumers from point to point
If the birth of high-quality rice milk base comes from the "hard investment" of a strong ** chain, then the continuous extension of rice milk base to different categories of beverages from point to surface is due to KFC's continuous product innovation.
With the rice milk tea pioneered by Grandpa Zizai Tea as the origin, KFC did not stop, relying on its strong R&D and innovation capabilities, and extended the rice milk base to more beverage categories such as coffee and health rice milk drinks.
Unlike tea shops and coffee shops that sell single rice milk tea or rice milk coffee, KFC continues to launch multi-flavored rice milk tea, rice milk coffee, and health rice milk drinks to meet the needs of different consumers, and quickly establish the minds of KFC rice milk drinks in the minds of consumers.
KFC multi-category rice milk drink.
03 User insights help new products take off
Another source of continuous innovation for brands is to accurately tap into the insights of consumer needs.
From the first-tier cities to the roots of the fifth- and sixth-tier sinking markets, the huge membership system with a total of more than 400 million can provide KFC with reference samples of different ages, genders, and different consumption habits, so as to provide inspiration and data support for the development of new products.
Therefore, whether it is Shenyin Sandalwood Rice Milk Tea and the spiritual core of the slow life of Buddhist youth, or the heart-warming three-black wolfberry rice milk drink is strongly linked to the way of food supplementation pursued by winter health lovers, KFC's popular "innovative Chinese rice milk drink" has never been a combination of ingredients without a target, but a product that establishes emotional resonance with young consumers and is unique.
KFC Warm Heart Three Black Goji Berry Rice Milk Drink.
2024 has just begun, and the competition in the tea industry has penetrated into various subdivisions, and the rapidly developing rice milk drink, because of its unknown matching ideas, is bound to usher in more players to enter the game, as well as new changes in more fields.
In such an increasingly volatile new tea drink track, what new collocations and new bases will be born? Let's wait and see.