From oat coffee, to oat milk tea, to this summer's box horse big mouth to taste the new xOATLY plant-based ice cream, plant-based leading the trend of healthy eating, blowing more and more powerful!
Restaurant owner internal ginseng powdered sugar | wen
Rob crazy!
Recently popular box horse big mouth taste new xOATLY "summer's first ice cream"
Recently, the internal samjun came to Hema shopping, far away vaguely saw a blue "big ass" at the door of the store, and when he approached, he found that this is a "big ass face ice cream" that Hema has just launched recently, the difference is that this is a plant-based ice cream jointly created with oat milk brand OATLY.
Once this ice cream was listed, it quickly detonated the market. Coinciding with the early summer season, a cute and delicious ice cream opened people's summer journey and became the most topical summer relief artifact.
The image comes from online social platforms
Neisanjun found that this new product not only attracted many young consumers to enter the store to purchase, but also quickly occupied social platforms such as Xiaohongshu and Circle of Friends.
"Sea salt coconut oats taste, sea salt, coconut and wheat aroma, a bite is already blowing the sea breeze on the beach"
"This summer I chose to let it turn on the ice cream free mode"
......
From everyone's sharing, you can clearly feel the characteristics of this ice cream:
First, the appearance and taste are both novel, with a sense of topic. In terms of taste, this ice cream is mainly OATLY oat base, incorporating elements such as coconut and sea salt, which are loved by young people this year, and the taste is refreshing and sweet but not greasy; it was launched on April 22, the day of International Earth Day, so that the concept of low-carbon environmental protection of plant-based ice cream is deeply rooted in the hearts of the people; and the cute hema IP three-dimensional shape, coupled with OATLY's unique fashionable and cool packaging style, attracts many consumers to punch in.
Second, 0 lactose, 0 trans fat, in line with the needs of public health. "Big ass face ice cream" 0 lactose, 0 trans fat, more in line with the current healthy and light burden of the diet trend, but also for lactose intolerance and other groups of people to provide more choices.
Behind the explosion of popularity
This box horse big mouth tasting new xOATLY plant-based ice cream hides these secrets!
Behind the popularity of this plant-based ice cream, in addition to the external shape of the milk, the taste is sweet and not greasy, mainly from the "secret" of product production.
Different from the ice cream we are usually familiar with, this hema is a plant-based ice cream jointly named with OATLY, and its main raw material comes from OATLY. Through breakthroughs in oat food technology, OATLY enables oat milk to be closer to the taste of traditional dairy products, while taking into account people's nutritional and health needs.
Unique enzymatic technology to empower product nutrition and taste.
OATLY has spent years refining the liquid oat base, enabling it to be the basis for a wide range of product innovations. The unique enzymatic digestion technology properly retains the soluble dietary fiber β-dextran in oats, which not only retains the core nutrients, but also strengthens the silky feeling produced by oat milk after intake, so that the product can create more flavors with different foods.
With excellent technology and practical experience, we provide "customized" services according to market demand.
Since its inception, OATLY has always had a high standard for the selection of oat raw materials and has become a major factor that consumers trust. Its careful selection of imported high-quality oats as raw materials, coupled with unique enzymatic technology and a formula that is more suitable for the preferences of Chinese consumers, has achieved a good taste of natural oats.
Following the nordic oat milk research and development strength and precipitation, OATLY Asia Pacific R & D team continues to innovate according to the local market demand. With the blessing of its own factories in Asia, it is possible to customize more oat-based products to meet the diversified needs of the market and consumers.
R&D and enrichment of the product portfolio to open up the plant-based consumer market.
Through the development of recent years, OATLY has a relatively rich product portfolio in China. In addition to the "big ass face ice cream" jointly named with Hema this time, the newly launched cup ice cream has also been listed in Tmall flagship stores and major supermarket convenience stores.
Not only do you have a multi-berry flavor that combines strawberry, blueberry, and raspberry elements, but also a pistachio flavor that combines oatmeal and nuts. Plant-based ice cream with 0 lactose and 0 trans fats, paired with four trendy flavors, provides consumers with multiple choices.
In addition, OATLY also launched three flavors of stick ice cream, in addition to the original flavor, hazelnuts, and a latte flavor that restores the flavor of internet red oat coffee.
The liquid oat milk launched by OATLY for different consumption scenarios has also made the brand appear more frequently in the daily life of consumers.
Recently, the Shanghai community group purchase has been widely acclaimed in the original mellow oat milk, and the latest 250ml portable oat milk on the shelves of convenient supermarkets such as Guangzhou and Shenzhen. Consumers can find products that suit them in scenarios such as breakfast, home, sports, and afternoon tea.
Plant-based "restless" industry
The market side and the consumer side jointly promote
Go with the flow to succeed.
Driving the success of OATLY oat milk in the domestic market, in addition to its own advantages and barriers, it is also the growth of plant-based tracks and the fact that it is constantly recognized by the market. According to the data of the Prospective Industry Research Institute, the market size of the plant protein beverage industry in mainland China will be about 123.4 billion yuan in 2021, and the overall growth trend will remain positive.
From the perspective of consumption, the hot sales of plant-based products are inseparable from the pursuit of young consumer groups, especially the core consumer groups such as post-90s, post-95 and Z generation young people. Especially since the emergence of the epidemic, people's pursuit of healthy diet has become more important, delicious and delicious, nutritional balance, high quality, light burden and so on have become people's consideration.
As a result, healthy foods that focus on zero calorie, low sugar, and no sugar are on fire, and plant-based foods meet this requirement just right. According to GlobalData forecast, in 2025, the potential of the plant-based food market in the Asia-Pacific region will reach 13 billion yuan, of which China is 8 billion, and the compound annual growth rate of the Chinese market in 2020-2025 is expected to reach 171%.
Among them, OATLY Oat Milk and its partners have also boosted this trend: not long ago, United Books also launched a new plant-based tea drink - the new product xiancao orange camellia, harvested the results of selling 1 million cups in 10 days; before that, cooperation with coffee, roasting and other head brands has also successfully broken the circle many times.
brief summary
Driven by consumer demand and brand leadership, the plant-based track will continue to move forward.
From traditional soy milk and other products, to the "new plant-based" trend set off by OATLY today, more and more diners realize that there are still many opportunities on this track.
The health trend is inevitable, and good consumption is the vision. From the initial exploration of boutique cafes to the entry into chain catering stores, OATLY will continue to carry out product research and development and technical advantages, and push the plant base to a wider field, and there are more possibilities for OATLY in the future.