Under the guidance of the Oriental FMCG Center and the "FMCG Private Board of Directors", Guanghe intangible cultural heritage bean curd brewing technology joined hands with Wufangzhai intangible cultural heritage hand-wrapped rice dumpling technology to launch Guanghe bean curd flavored rice dumplings during this year's Dragon Boat Festival, carefully developing two flavors of southern milk meat and glutinous rice chicken flavor zongzi, bringing consumers a different taste bud experience.
In the southern milk meat dumplings, the pork belly meets the mellow and sweet Guanghe red bean curd, with oily glutinous rice, salty, sweet and soft glutinous. The fragrant rice dumplings are wrapped in the classic Cantonese snack glutinous rice chicken, and the large chicken thighs and pork legs marinated in Guanghe white bean curd are paired with carrots and king oyster mushrooms.
"FMCG" learned that this co-branded flavor dumpling has landed on multiple online e-commerce platforms in mid-April. In addition, Cai Hong, chief marketing officer of Kraft Heinz Group, to which Guanghe bean curd belongs, and Xu Wei, deputy general manager of Wufangzhai Industrial Company, landed in Wufangzhai Jiaxing Jianguo Road Main Store on May 10 to personally introduce the goods to consumers through the e-commerce live broadcast room.
Inherit a hundred years of ingenuity and create a legendary story
As one of the oldest condiment brands in China, Guanghe Sufu has been established for 131 years, and after joining the multinational food giant Kraft Heinz Group in 2010, Kraft Heinz continues to revitalize its traditional brand with the help of Kraft Heinz's international scale and rich experience. In 2012, the "Guanghe bean curd brewing technique" was officially included in the "Guangdong Provincial Intangible Cultural Heritage". Guanghe bean curd adheres to the essence of traditional Chinese food culture, from bean selection, grinding, pressing...... Through more than 100 processes of ingenuity brewing, after 40 days of mellow fermentation, with 22 testing processes strictly controlled, with quality to win the trust of consumers. After a hundred years of inheritance, Guanghe bean curd has long become a model representative of Cantonese-style bean curd, and the classic delicacy that embodies ingenuity and quality has not changed at all.
Mr. Yu Tengfei, head of Kraft Heinz China's Chinese condiment market, told FMCG: "Cross-border has further opened up the market space. We have to do something more difficult, otherwise we will always be fighting a price war in a homogeneous track.
Now, with the brand mission of "Oriental Cheese Taste Immersive", Guanghe fermented bean curd has frequently appeared in the field of vision of consumers of all ages in recent years with its creative and fun cross-border co-branding. In May, in the ongoing Guanghe Sufu X Expansion Bread Festival, Guanghe joined hands with many well-known local bakery brands in Guangzhou such as aimable chouchou and Tianjing to launch creative breads such as bean curd peanut waffle, fried onion bean curd, pork jerky, chabata, etc., which are being sold in more than 10 offline stores. Guanghe bean curd has also recently launched fermented bean curd pineapple yogurt and fermented bean curd Dahongpao yogurt with the cutting-edge yogurt brand Yogurt Jar, and the novel flavor has detonated social media. In addition, Guanghe fermented bean curd has also launched a variety of delicious and fun co-branded cooperation with the time-honored Chinese brand Shanghai Dexing Restaurant, the well-known Hong Kong-style tea restaurant brand Minhua Ice Hall, and the well-known Guangdong chain café brand Rush Feet.
From the past to the present, from side dishes to condiments, Guanghe fermented bean curd has run through the growth and memory of generations after generations. In the future, the time-honored brand of Guanghe fermented bean curd will continue to write its own new legendary story.
Wufangzhai hones its skills in tradition to create innovative seasonal cuisine
"Wufangzhai" began in 1921, and its zongzi production method is derived from the traditional craftsmanship inherited for a century, and its production skills were included in the third batch of national intangible cultural heritage list by the Ministry of Culture in 2011.
The production skills of Wufangzhai zongzi spread in Jiaxing City, Zhejiang Province, and radiated to the Yangtze River Delta Basin, which is an outstanding representative of traditional Chinese food production skills. Jiaxing is the birthplace of Majiabang culture, under the influence of 7,000 years of rice culture and Wuyue culture, after generations of inheritance, the production skills of Wufangzhai zongzi have well preserved the essence of the traditional Han dim sum culture in the south of the Yangtze River, and continue to this day.
For a long time, while retaining the characteristics of zongzi series products of "glutinous but not rotten, fat but not greasy, tender and fragrant, salty and sweet", Wufangzhai pays attention to the inheritance of traditional zongzi production technology and the improvement and modernization of production technology, which not only ensures the quality and food safety of products, but also meets the requirements of production efficiency and scale and standardization.
With a history of 100 years, Wufangzhai will continue to uphold the business philosophy of "harmony" and the values of "harmony, integrity, excellence and innovation" in the future, and strive to develop into a leading brand of Chinese seasonal food with glutinous rice food as the core with the mission of "protecting and innovating Chinese cuisine".