Public recipes have gradually become a trend in the beverage industry. On May 8, the ready-made yogurt brand Mo Yogurt disclosed its product formula for the first time, not only indicating the proportion of raw materials in the yogurt shake, but also displaying the quality of the raw materials in the store. This move is not unique to the industry, and many brands are also strengthening health labels, and Mo yogurt, which once caused heated discussions due to ingredients and raw materials, is now taking advantage of the trend. From unknown ingredients to today's public formulas, involution is only one side, and the other side has also prompted the industry to become more transparent and standardized. In the eyes of industry insiders, brands have increased their health to make the development of the industry more transparent, but the same standard details need to be optimized, and enterprises also need to overcome cost and R&D problems.
Disclose the raw material ratio
Following the tea brand, the yogurt brand Mo Yogurt also showed its hole card. On May 8, Mo Yogurt made it clear to consumers the proportion of ingredients in a cup of yogurt shake, and set up transparent cabinets in stores to display the quality of ingredients. For example, about 6% of the popular avocado yogurt shake is a high-quality avocado top, and about 1/4 of the avocado is used; 58% is an avocado smoothie after whipping avocado with ice cubes, using about 1/2 avocado; The organic yogurt content accounts for about 17%; "Mellow milk" or 100% pasture milk accounts for about 19%.
According to reports, from May 2024, "Mellow Cream" will be successively applied to Jasmine Yogurt stores across the country. The so-called "mellow milk", the first ingredient on its ingredient list is raw milk, which does not contain ingredients such as non-dairy creamer, artificial trans fatty acids and flavors that consumers are concerned about. At the same time, Mo Yogurt also announced the upgrading of raw materials, using "mellow milk" on the basis of "0 non-dairy creamer, 0 hydrogenation process, and 0 artificial trans fatty acids" in 2023, increasing the content of raw milk to 42%.
The editor visited the Peony Garden Cuiwei store of Mo Yogurt in Beijing and saw that there were many avocados and mangoes in the transparent cabinets in the store. Not only that, but there is also an organic product certification on the counter of the store, and the product name is fermented milk and cream. At the same time, there is also a test report posted on the wall, the test item is the sum of trans fatty acids, and the test result is not detected.
Regarding the release of the product formula, the relevant person in charge of Mo Yogurt said that the company's move aims to protect consumers' right to know about the product, so that consumers can feel more at ease when purchasing, in order to further enhance consumers' trust in the Mo Yogurt brand. Subsequently, Mo Yogurt will gradually disclose more product nutrition and calorie information on the mini program.
Refresh the "Health Card"
Throughout the beverage industry, roll products, roll co-branding, roll prices ...... Different brands are differentiating themselves in different ways, especially when it comes to health. In addition to the current consumption trend of health, food safety problems and consumer doubts about beverage raw materials and ingredient lists are not uncommon.
In October last year, Heytea announced the formula raw materials and traceability information of the product, and accompanied it with a tripartite test report, involving more than 40 kinds of raw materials such as real original tea, real fruit, real milk, and real sucrose. Not only that, Heytea also discloses the specific source information of product raw materials, including specific origin, variety, flavor, growth cycle, processing technology, test report, etc. Use all your strength to prove how "healthy" the product is.
In August last year, Bawang Chaji announced the first batch of 6 products in calories and nutrients through the official account, and simultaneously launched the "low-burden sugar control zone" on store menus, mini programs, takeaways and other channels. In addition, Bawang Chaji also launched the "Calorie Calculator" and fully implemented the "Nutritional Choice" logo in stores in Shanghai. Earlier, Tea Baidao carried out "sugar reduction" from the aspects of raw materials and practices; Nayuki's tea is fully equipped with 0-sugar natural "monk fruit sugar" and other products in the store.
Looking at the protagonist of this story, Mo Yogurt, has caused heated discussions due to the "use of bad avocados" and raw material problems, and the brand even issued a statement saying that it does not contain any artificial trans fatty acids, does not add non-dairy creamer, and has no hydrogenation process. It is not difficult to see from the move of Mo Yogurt to disclose the raw materials that the brand wants to gain the trust of consumers.
Zhan Junhao, founder of Fujian Great Aim Brand Positioning Consulting, said that the disclosure of the product formula of Mo Yogurt can increase consumers' trust in the brand, so that consumers can more intuitively understand the raw material ratio and quality of the product, so as to enhance their confidence in purchasing. At the same time, the brand's open formula also helps Jasmine Yogurt establish a healthy and transparent brand image and establish a closer connection with consumers. From the perspective of the entire beverage industry, Mo Yogurt's move has a certain demonstration effect, and it cannot be ruled out that it will prompt other beverage brands to also consider disclosing product formulas, and promote the development of the entire industry in a more transparent and standardized direction.
Wordmark "Disenchantment"
Health has become an important competitive point in the beverage industry. Major brands have made great efforts in the selection of raw materials, production technology, nutritional value, etc., and strive to provide consumers with healthier and more delicious tea. And the public formula is one way for these brands to convey the concept of health to consumers.
In fact, brands have been able to make their formulas public to a certain extent. Zhan Junhao believes that the practice of brands disclosing product formulas will help establish a healthy and transparent image of the industry, and make consumers more trusting and accepting of the beverage industry as a whole. Not only that, this practice can force the transparent development of the industry and promote the industry to be more standardized and strict in product research and development, raw material procurement, production process, etc. In addition, disclosing product ingredients also helps to level and order competition between brands, as consumers can choose products that better meet their needs by comparing ingredients from different brands. However, in the process, brands will also need to invest more effort and resources in developing healthier and tastier beverages, which may increase in cost due to the use of higher-quality ingredients.
However, while brands are "rolling" on health, consumers still have certain doubts about this. Some consumers believe that it is difficult to judge whether the body can be healthier because of the drink from the perspective of nutrients and dosages of various ingredients. Not only that, for the announced product ingredient names and dosages, consumers need to have certain basic knowledge and cognition to make their own judgments. For example, what kind of milk is "thick breast"? For example, in the "nutritional reference value per 100 grams" remarked under the ingredient list, the actual drink may only contain 5g; Some nutrients are labelled in milligrams (mg) and others are micrograms (ug), but at first glance they appear to be very high.
So, in the process of seeking the best solution in terms of health and taste, how to avoid booing and truly promote the progress of the industry? Bai Wenxi, vice chairman of the China Enterprise Capital Alliance, believes that the relevant departments should strengthen the supervision of the beverage market and crack down on violations of regulations, so as to create a fair and competitive market environment for brands. At the same time, industry associations and related organizations should strengthen self-discipline, formulate stricter standards and norms, and guide the healthy development of brands. In addition, consumers should pay more attention to the quality and health of beverages, and monitor and report bad behaviors, so as to promote the healthy development of the industry.
Zhang Tianyuan/text
Source: Beijing Business Daily, the company's official WeChat