Dingdong Grocery launched the "Nutritional Choice" logo, and this drink ingredient wind finally blew to the e-commerce company

Produced by One View Commercial

Author/Li Yan

Edit/Wooden Fish

The first self-operated instant e-commerce company to launch the "Nutritional Choice" logo has appeared.

On March 24, under the guidance of the Shanghai Municipal Health Commission, Shanghai CDC announced in its official official account that the "nutritional choice" classification label for beverages developed by the center began to be piloted in Shanghai. It is reported that the logo can comprehensively reflect the sugar, fat and other ingredients in the beverage.

Subsequently, new tea and beverage brands such as Bawang Tea Ji, Nai Xue's Tea, Happy Lemon, and CHALI were officially announced to be the first batch of "Nutritional Choice" logo pilots in Shanghai.

Open the New Tea Brand Ordering Mini Program, select the cup type, temperature, and sweetness of the corresponding drink, and one of the four levels of ABCD will appear on the page.

Taking Bawang Chaji as an example, a large cup, standard ice, and standard sugar are rated B when they wake up, while a medium cup, standard ice, and standard sugar are rated C when they wake up.

One View Business learned that recently, Dingdong Grocery also officially launched the "Nutritional Choice" grading logo, becoming the first self-operated instant e-commerce company to land the logo.

Some consumers found that when they bought vegetables and drinks at Dingdong, they saw that many drinks had a novel grade logo in the lower left corner. One View Business learned that in the category of "alcoholic beverages" on the Dingdong shopping app, many carbonated drinks, functional drinks, fruit juices, milk drinks, tea drinks and other drinks are clearly marked with the enlarged and bold word "ABCD". It is reported that the first batch of 90 beverage products were identified to help consumers choose products according to their own needs for ingredients.

At present, this function has been launched on a trial basis in Dingdong's APP and mini program, and it is expected to gradually cover all users through product updates within 2-3 weeks.

With the participation of companies such as Dingdong Grocery Shopping, it means that there are more and more application scenarios of nutrition grading related standards, and it also means that consumers' value proposition for a healthy lifestyle is being paid more attention by more links.

So, to what extent can the "Nutritional Choice" grading label help consumers choose products? What is the impact on the e-commerce industry?

Nutrient grading: It is a reference only and does not constitute the only standard

Initiatives such as the "Nutritional Choice" grading label are not new.

In the United Kingdom, the "traffic light" label is implemented to implement the nutrition grading mechanism, the content of nutrients in food is made into a traffic light style, and the red label is used to remind consumers to pay attention to the need to control the intake of the product; In Singapore, beverages are classified into four grades according to the sugar and fat content of beverages.

At present, the first batch of "nutritional choice" label pilots in Shanghai are mainly some ready-made beverage companies. Grading is based on the content of non-dairy sugars, saturated fats, trans fats and non-sugar sweeteners in beverages.

According to Ruan Guangfeng, deputy director of the Kexin Food and Health Information Exchange Center, the above four ingredients are all common ingredients in commercially available beverages and are closely related to health. Among them, non-dairy sugars are sugars that are not lactose, and lactose is mainly derived from milk, so lactose in milk is not counted. Non-sugar sweeteners refer to sugar substitutes including aspartame and acesulfame potassium.

Generally speaking, drinks with less sugar, saturated fat, and trans fat, and without sweeteners, can meet the standard of grade A or B. At the same time, the nutritional classification of a beverage depends on its shortcomings, if a certain index only meets the C and standard, then the final grade of the beverage is also C.

It is important to note that this nutritional grading does not constitute the sole criterion for the nutritional level of the product, and there may be some misjudgments in the nutritional grading.

Ruan Guangfeng explained, for example, "For example, the sugar content of freshly squeezed juice is basically more than 5%, so freshly squeezed juice will be classified as C or D, and there are some coffee or milk tea with milk, because milk has saturated fat, it may be rated as B or C, but in fact, milk contains some calcium, and drinking coffee or milk tea with milk actually helps to make up for the loss of calcium."

One View Business believes that for new tea brands such as Bawang Chaji, which mainly focus on "wild fresh milk tea", the addition of the "Nutritional Choice" logo pilot has given consumers a more intuitive reference for purchasing drinks on the one hand, and on the other hand, it has also strengthened the brand label of its healthy new tea drinks.

For self-operated instant e-commerce such as Dingdong Grocery Shopping, more issues need to be considered.

Self-operated e-commerce makes "nutritional choice" logo

One View Business understands that the specific rating criteria for the "Nutritional Choice" label are not in the hands of the company.

Taking Dingdong Grocery as an example, in the overall process, the Shanghai Municipal Center for Disease Control and Prevention initiated and formulated the corresponding rating rules, Dingdong Grocery submitted the corresponding commodity list and corresponding test results, the CDC reviewed and evaluated the goods, and the Dingdong Grocery Quality Control Department cooperated and supported the relevant indicators. That is, all graded products are reviewed and evaluated by the Center for Disease Control and Prevention, and Dingdong Grocery will be displayed on the product side according to the evaluation results.

Unlike new tea brands that specialize in freshly made beverages, self-operated e-commerce companies such as Dingdong Maicai have joined the "Nutritional Choice" label pilot, and the products that have launched the "Nutritional Choice" label will inevitably come from different partners, and there may be more considerations in the process of submitting the product list.

For example, a partner with a C or D rating may be inclined to refuse to report their product due to the impact of the rating on their sales. Therefore, in the process of promoting the project, it is more necessary for both parties to reach an agreement on whether to submit such products for review.

One View Business has learned that Dingdong has not encountered much resistance on the side of its partners at present. In the past two years, Dingdong has been advocating and practicing the concept of product development with cleaner and healthier trends among suppliers and consumers.

So, will the sales of a product with a D rating be affected? Will the sales of the A-rated product increase as a result?

Because the nutrition label is still in the early stage of launch, and the scope of product updates is still advancing, Dingdong cannot give a definite answer for the time being. However, according to its previous evaluation of the project, it is expected to have a limited impact on the overall sales volume of the category, and it is more confident in the sales growth of beverage products marked A and B.

One View Commercial noticed that in its beverage category, sugar-free tea drinks, including Nongfu Spring Oriental Leaf and Suntory Sugar-free Oolong Tea, have been launched with a health label rated A; Nongfu Spring's sugary concentrated fruit juice drinks such as water-soluble C blood orange flavor compound drink and NFC orange juice have not yet launched health labels.

It can be inferred from this that from the perspective of enterprises represented by Nongfu Spring, the launch of nutrition labels is a double-edged sword for their products. On the one hand, products that receive an A on the nutrition label rating standard will label consumers as a "healthy drink" to a certain extent, and sales will increase as a result. On the other hand, some products with high sugar content, such as fruit juice concentrates, are still on the sidelines because they are not necessarily rated as impressive.

In any case, in the post-epidemic era, people are paying more and more attention to health, and more and more consumers are paying attention to the source of beverage product ingredients and seeking products that coexist with health and taste. Based on this trend, whether it is the current Dingdong shopping or other e-commerce platforms that may launch nutrition grading labels in the future, in the process of purchasing new products, it is necessary to reach more consensus with suppliers in this regard.