On June 28th, The Launch Conference of Miaofei Brand Renewal and Focus Strategic Cooperation was held in Beijing. At the press conference, Miaofei was certified and issued a certificate of "January-May 2021, the first in the national sales volume of China's 0 sucrose cheese stick market" issued by the world's top professional organization "Frost Sullivan", and at the press conference, Miaofei officially announced two heavy news: The first announcement was that Miaofei and Focus Media had reached a strategic cooperation, and would spend hundreds of millions of yuan on advertising and put the market to cover the whole country. The second official announced that star Liu Tao was the brand spokesperson. A series of brand actions at the press conference indicate that Miaofei will fully open a new era of "0 sucrose cheese sticks" market.
Miaofei brand renewal and Focus strategic cooperation conference site map
Miaofei 0 cane sugar cheese bar leads the children's healthy snack track
In the post-pandemic era, the concept of national health has heated up rapidly. Miaofei timely put forward the new proposition of "0 sucrose, healthier" dairy consumption, which is of great significance to the children's health food market. For a long time, children's food consumption has lacked a healthy concept. According to expert analysis, one of the major triggers plaguing the health of Chinese children is the intake of too much high-sugar children's food. According to the "Guidelines for The Consumption of Snacks for Children in China", excessive sugar intake can cause caries and easily cause obesity. The World Health Organization has also announced that the proportion of calories recommended for sugar intake will be reduced from the previous 10% to 5%. The "Healthy Oral Action Plan (2019-2025)" of the General Office of the National Health Commission proposes to carry out special actions to "reduce sugar", combined with the construction of healthy campuses, primary and secondary schools and kindergarten institutions to restrict the sale of high-sugar drinks and snacks, and canteens to reduce the supply of sugary drinks and high-sugar foods.
Reducing sugar in children's snacks is bound to become an industry trend, but it is not easy to be low in sugar and nutritious and for children to love to eat. Achieving the unity of taste and health has become a major problem for children's healthy snacks.
In response to this problem, Miaofei, as a company that has been focusing on children's nutrition research, its research and development team has found a substitute for sucrose - monk fruit sweet glycosides. Monk fruit glycoside is a naturally extracted sugar substitute and is recognized as the best sugar substitute in the world. The taste is highly sweet, but the calories are zero, safe and non-toxic. On this basis, Miaofei Food launched the first 0 cane recipe cheese stick for children in China in January this year, opening up a new cheese stick track. Once listed, it quickly became the new favorite of the children's snack market, and the sales volume in the country was leading!
Sullivan Consulting, a global authoritative industry organization, has drawn data conclusions through rigorous research: "Miaofei 0 sucrose cheese stick, the first sales volume in the country". At the press conference, Miaofei presented this certification result for the first time, further confirming Myofei's market leadership in the field of cheese sticks.
Wang Chenhui, a partner of Frost & Sullivan, presented a certificate to Miaofei
Issued by Frost & Sullivan, the certificate of "Miaofei 0 Sucrose Cheese Stick Sales Market, The First Sales Volume in the Country"
Miaofei joined hands with Focus to detonate the health concept of "0 sucrose, healthier"
The hot sales of the new product "Miaofei 0 Sucrose Cheese Bar" fully demonstrates consumers' desire for children's healthy food, and indicates the new development and new opportunities in the field of great health in the cheese and dairy industry. As a successful enterprise, in order to allow more Chinese consumers to recognize the health concept of "Miaofei 0 Sucrose Cheese Stick", Miaofei announced at this press conference that it has reached a strategic cooperation of hundreds of millions of yuan with Focus Media, the world's largest elevator media group. Miaofei will intensively advertise in first-, second- and third-tier cities across the country to detonate mainstream consumer groups, activate the brand recognition of Miaofei 0 sucrose cheese sticks, and popularize the concept of "0 sucrose, healthier" to consumers.
Miaofei Food and Focus Media reached a strategic cooperation
Known as the first person of Chinese cheese, Chen Yun, the founder of Miaofei, said at the scene that this is a milestone in the entire history of the development of Miaofei Food. Adhering to the mission of "creating the healthiest cheese stick for Chinese children", Miaofei Food will create a new children's health food group to tailor more healthy foods for Chinese children to help them grow.
Chen Yun, founder of Miaofei Jiangsu Food Technology Co., Ltd
For this strategic cooperation with Miaofei, Focus Media founder Jiang Nanchun conveyed to the media this time to reach cooperation, Focus behind the thinking of the children's snack industry, he believes that the "0 sucrose cheese stick" category launched by Miaofei brand innovation has important enlightenment significance in the development of children's healthy food, and the public should pay more attention to food health while paying attention to food nutrition. The cooperation between Focus and Miaofei will surely be a strong combination. Focus will rely on its own advantages of focusing on mainstream people and detonating brands to contribute to the popularization of children's health food, and work with Miaofei Food to care for the healthy growth of Chinese children.
Jiang Nanchun, founder and CEO of Focus Media
Holding hands with Liu Tao, releasing the new proposition of mother's reassuring snack
In fact, "Miaofei 0 Sucrose Cheese Stick" helps children grow up healthily, which has been recognized by many Chinese mothers. At the press conference, Miaofei Food announced that it invited the famous actress Ms. Liu Tao as the brand spokesperson. The Miaofei team believes that Ms. Liu Tao's beautiful and healthy, positive image is deeply in line with the brand concept of "0 sucrose is healthier". As a star mother, Liu Tao is very strict about the selection criteria for children's food, and Miaofei took the lead in establishing the Children's Health Food Research Institute in the industry, and invited Ms. Zhai Fengying, former secretary general of the Chinese Nutrition Society, as the honorary president of the hospital. It is Miaofei's scientific and rigorous attitude to product quality and its relentless R&D investment that impressed Liu Tao.
Jin Yongjun, marketing director of Miaofei Jiangsu Food Technology Co., Ltd., announced that star Liu Tao is the spokesperson of the Miaofei brand
Jin Yongjun, marketing director of Miaofei Jiangsu Food Technology Co., Ltd
As the honorary president of the Children's Health Food Research Institute, President Zhai said that Miaofei 0 sucrose cheese bar not only adds sucrose, but also specially mixes a 2:1 golden calcium-to-sodium ratio suitable for Chinese children's physique, so that children can supplement calcium at the same time, the body has no burden. Through in-depth research and development, Miaofei 0 sucrose cheese bar can provide sufficient energy, dietary fiber, calcium and other nutritional needs for children's bodies, and can avoid excessive intake of fat, sugar and salt in children, fully reflecting the role of auxiliary supplementary nutrition. Miaofei 0 cane sugar cheese bar is not only a snack for children, but also a daily nutritional supplement that mothers can rest assured that their children love.
Zhai Fengying, former deputy director of nutrition and health at the Chinese Center for Disease Control and Prevention
Comprehensively lead the upgrading of dairy consumption
The strategic action of Miaofei Food not only further meets the health and nutrition needs of Chinese children, but also conforms to the general trend of upgrading China's dairy consumption. The highest form of dairy consumption is cheese with higher nutritional value. In recent years, cheese has become the fastest growing subdivision in China's dairy industry, from the perspective of the sales scale of the cheese industry, it is expected that in 2024, the scale of the cheese retail market is expected to exceed 10 billion.
Miaofei Food has made great contributions to promoting the development of China's cheese industry. In 2018, Miaofei Food was established and quickly entered the cheese market segment through cheese sticks, and within a few years it has grown into a leading brand in Cheese Sales in China. Through the innovation of 0 sucrose cheese sticks, it is even more in line with consumers' demands for children's healthy food, thus exploring a new path for the development of China's cheese industry. The brand renewal may lock in Miaofei's leading position in the cheese market and children's health food track. In the future, leading the upgrading of dairy consumption will eventually belong to Chinese brands.