Source | Modern Express+
When seasoning meets ice cream
What a wonderful chemistry?
Recently, the Modern Express reporter learned that Hengshun, a century-old enterprise in Zhenjiang, the "vinegar capital", launched cultural and creative ice cream and ice cream, with three flavors of soy sauce cheese, balsamic vinegar and rice wine, which made netizens have a strong curiosity. Coincidentally, Moutai and Wuling Automobile have also launched ice cream products. Industry insiders believe that the cross-border launch of ice products by the above-mentioned enterprises is a marketing method for enterprises.
Seasoning meets ice cream
Is it different or "dark cuisine"?
In recent years, cultural and creative ice cream has almost become the "standard" of punch cards in major scenic spots and museums. On the morning of May 24, a Modern Express reporter came to the China Vinegar Culture Museum in Zhenjiang and saw this popular cultural and creative ice cream in the Cultural and Creative District, with a price of 18 yuan / stick. The three flavors of ice cream are the same shape, and the outer ring is an arched factory door, but the color is slightly different. The recipe sheet states that 7% rice wine, 6% vinegar and 5% brewed soy sauce are added. The rice wine-flavored ice cream package also has a special notice: "This product contains alcohol, please do not eat it while driving."
△ Hengshun launched three kinds of condiment ice cream
"These three flavors are added to our Hengshun products, soy sauce cheese is more intense, a little sea salt feeling; rice wine is more refreshing; balsamic vinegar is sweet and sour." Jiang Xiaowen, planning manager of Jiangsu Hengrui Data Investment and Operation Co., Ltd., introduced that the ice cream shape is combined with the representative hengshun old factory door in the 1960s and the shape design of the China Vinegar Culture Museum.
Tourist Ms. Shi bought a rice wine flavor ice cream, she told reporters, the last time she ate the soy sauce cheese flavor, this time to point something different, "at the beginning of eating soy sauce cheese flavor is afraid that it is not a 'dark dish', did not expect to be very delicious, a bit like the taste of toffee, and more special, a little salty." Today this rice wine flavor, milk taste is relatively heavy. I prefer the rice wine flavor. ”
The staff introduced that the ice cream was very popular. Since its launch on May 13, hundreds of them have been sold, and the response from customers has been good. "Many people were curious at first, wanting to try the ice cream with condiments, but after eating it, they felt more amazing." Staff St. Xiaobei introduced.
Moutai and Wuling have also launched ice cream across borders
Vinegar companies have launched ice cream across borders, and wine companies and car companies can't sit still. Recently, Guizhou Moutai announced that it has jointly made ice cream with Mengniu, and the first Moutai ice cream experience shop is located in the lobby of Guizhou Moutai International Hotel. According to reports, Guizhou Moutai launched three kinds of light milk sauce fragrant ice cream, 53 degree vanilla milk ice cream and green plum boiled wine ice cream, and there are 3% concentration of Moutai added to the ice cream raw materials. As soon as the news came out, "Moutai Ice Cream" rushed to the hot search. Some netizens quipped: "Can I drive after eating ice cream?" ”
△ Moutai officially announced the launch of ice cream
On May 24, the reporter visited some of the Guizhou Moutai offline stores in Nanjing and learned that when the ice cream products will be launched, they still need to wait for notice.
In fact, this is not the first time that Guizhou Moutai has launched ice cream across borders, in 2019, Guizhou Moutai has launched 6 types of wine-flavored ice cream such as fragrant, fragrant, phoenix-scented, Cabernet Sauvignon, and sweet wine.
According to Tianyan, in April this year, Guizhou Moutai also applied for the registration of the trademark "MOUTAI ICE CREAM Moutai Ice Cream", which is internationally classified as 30 types of convenience foods, and the trademark status is in the application for registration.
Wine-flavored ice cream is not unique to Moutai. In 2019, Häagen-Dazs launched spirits flavored ice cream; in 2020, Zhong Xuegao also launched the yuzu bartending flavor "youth version" ice cream. Luzhou Laojiao and Jiang Xiaobai also jointly launched ice cream and ice cream products with Zhong Xuegao and Mengniu respectively.
On May 18, Wuling Automobile also officially announced the launch of Wuling Hongguang MINI ice cream, which looks like a model of the Hongguang MINI car, and has flavors of grapes, chocolate and mango. Some insiders believe that this is not Wuling to sell ice cream across borders, but to promote cars is the purpose.
Jiang Han, a senior researcher at Pangu Think Tank, believes that the cross-border launch of ice cream by many companies is a marketing method for enterprises, and ice cream is unlikely to become the business focus of the above enterprises. "These companies have unique advantages across borders." Jiang Han said that Moutai, Hengshun, Wuling, etc. are well-known enterprises in the industry, and making cross-border in this case is helpful to improve user stickiness and private domain traffic.