In March, children's health food brand Little Yellow Elephant has just completed a 10 million-level seed round of financing, which is invested by Zhen Fund.
Founded on Children's Day 2020, Little Yellow Elephant is committed to building a food brand that meets the health of Chinese children. Its first internet celebrity product, Wahua Biscuits, has been online for less than a year, creating a 30-day repurchase rate of up to 17% of the super explosive products. It has become the tmall double 11 wafer category single product sales champion, Pinduoduo wafer category recommended top ten.
Compared with the head brands of the food industry such as the good shop and the three squirrels that relied on the traditional B2C e-commerce advantage to go out of the circle, it can be said that the little yellow elephant was in the early stage of the track and received a wave of dividends in the Internet food industry.
Food brands are no longer limited to offline, brands focus on online new retail marketing, and are constantly moving closer to social e-commerce platforms such as Douyin and Taobao and live broadcast terminals.
<h4>Kill into healthy grains</h4>
In 2020, a sudden epidemic suddenly increased people's awareness of eating health. Especially reflected in the high heat of the grain meal replacement food market, the consumption of Chinese people continues to upgrade.
Tmall data shows that processed grain foods ranked top 3 in sales during the Double Eleven period in 2020, one of the categories with the largest market share growth, and compared with the previous two years, the number of consumers continued to rise, and the growth rate was fast to more than 60% immediately. And it is estimated that by 2024, China's cereal market will reach 12 billion, which is quite a considerable number.
According to the 2020 Online Healthy Cereal Food Consumption Trend Insight Report, cereals are still the main food source of energy, and 50%-70% of the body's protein intake comes from cereals. The recommended intake of whole grains for adults should be maintained between 50g-300g per day, with up to 80% of adult Chinese residents having insufficient intake. Fruits, vegetables, fish, shrimp and milk also failed to meet the recommended intake standards.
Cereal, as a good ready-to-eat cereal. First appeared in foreign countries, the daily family breakfast table can be seen everywhere with the traces of cereal. In the CASE OF THE UK CEREAL MARKET, FOR EXAMPLE, NEARLY 87% OF BRITISH ADULTS REPORTEDLY EAT A BOWL OF BREAKFAST CEREAL EVERY DAY, WHICH IS VERY FRICK. It has a strong sense of fullness, and it can also be eaten with yogurt milk, which is convenient and nutritious.
But as far as the current domestic market is concerned, most of the cereal foods sold are for adults to provide fat-reducing meal replacement needs. Wang Yi, the founder of Little Yellow Elephant, believes that the products of some old cereal companies in foreign countries have a poor taste for domestic children, and too much sugar is added to the ingredients, and long-term consumption may increase the harm of children's caries.
Standing at the outlet of the industry, the little yellow elephant aims at the incremental market of 'children's cereal'. In line with the changes in the needs of current consumers, the first children's cereal "Cereal with Grain Nutrition Growth Cereal" was launched.
<h4>Health claims</h4>
In recent years, the after-waves in the children's leisure snack industry have been continuous, such as Wang Full, a1 Snack Research Institute, Ozark and other Internet celebrity cereals have frequently appeared, which have been paid by the Chinese people and gradually opened up a new market for domestic snacks.
At the same time, consumers are more selective and have higher health requirements for products.
As a new domestic health food brand for children aged 4-14, Little Yellow Elephant follows the "MADE FOR CHINA" research and development concept and starts from the customization of Chinese children's tastes.
Raw materials to choose 6 kinds of healthy grain millet, corn, rice, rye, etc., so that the whole grain replaces refined carb water, high fiber and low fat, children eat zero additive without burden; 4 kinds of freeze-dried fresh fruits, all using FD Aerospace fresh jelly drying technology, retaining more than 95% of nutrients; 6 kinds of micronutrients calcium, iron, vitamin AD, etc., increase the intake of fruits and vegetables and minerals, and innovatively meet the diversity of children's tastes.
According to the "Report on the Status of Nutrition and Chronic Diseases of Chinese Residents (2020)", the obesity rate of children and adolescents aged 6-17 has reached 19.0%, showing an upward trend, and the overweight situation is becoming more and more serious.
Coupled with the severe lack of exercise in Chinese adolescents and children, height is an important indicator of the nutritional quality of long-term diets. Wang Yi, the founder of Little Yellow Elephant, was a former CUBA basketball player during college, and has been involved in the food field for more than ten years, and has a deep understanding of the improvement of physical function.
At present, children in Chinese families generally have health problems such as insufficient intake of grain fiber, vitamin A and D nutrients, and excessive intake of oil and salt.
In the development of the new cereal product "Daily DHA Cereal", in addition to adding basic micronutrients, the little yellow elephant also added the DHA and probiotic ingredients needed by teenagers, effectively promoting the excellent development of children's brain intelligence and body, and striving to improve the physical fitness of Chinese children.
<h4>Catch Shunyi's mother</h4>
If the Internet food industry is to continue to develop, it often needs to listen to more needs of specific consumers. At present, from the perspective of the category of brewed cereals, women's consumption accounts for nearly 80%, and the trend of rejuvenation sinking is very obvious.
Little Yellow Elephant mentioned in the interview that from the feedback of consumers, the product is more well known, mainly due to the word of mouth of exquisite mothers and athlete families after 90 and 95.
If you search casually, you will find that Chinese parents ask the most, and the keywords about children's food are: safety? healthy? nourishment? Therefore, when many mothers choose cereal, they will subconsciously give priority to whether the product is natural and additive-free, and they will pursue a healthier food consumption environment;
Secondly, Chinese children are growing up with heavy academics and urgent need to strengthen physical exercise, so they also need snacks to keep up with enough nutritional supplements every day.
In this regard, the little yellow elephant is well versed in the psychology of a new generation of young mothers, not only in the cereal formula to clarify the formula "three lows", that is, "low sugar, low fat, low card". It also emphasizes the "three noes" of food, that is, "no flavor, non-frying, no artificial synthesis", especially the use of three-stage low-temperature baking technology, drying in multiple times, non-fried baking to ensure crisp taste.
Moreover, it is specially designed to "tailor-made" interesting food scenes for Chinese children, which is deeply loved by parents and children. For example, "nutritious growth cereal" can not only be used for breakfast, because it is an independent packaging design, children can also take it with them, whether after school, before cram school, when going out to exercise, it becomes a snack to eat, convenient and nutritious.
Although in the same kind of cereal products, the price of the little yellow elephant is in the middle and high range, but it still attracts a part of the high-income, high-educated exquisite mothers, such as Shunyi mother group and so on. It is reported that the purchase frequency and consumption power of mothers are relatively higher, and the user stickiness is stronger.
<h4>Iterative that can't be stopped</h4>
It is reported that after obtaining angel round investment in 2021, Xiaohuangxiang will continue to exert its strength, and capital will vigorously invest in product research and development to develop a richer product matrix. On the basis of consolidating the advantages of the cereal cereal series, the grain snack food category will be launched, and it is now actively developing new products, and it is expected to be launched soon.
We found that little yellow elephants are different from other children's food brands to a certain extent, they will innovate in product content, choose traditional Chinese stories and comic elements, try to get close to the interests of contemporary children, and increase brand added value from visual and taste.
Later, Little Yellow Elephant cooperated with the "Fainting Sheep Family" animation IP to launch a limited edition of "Daily DHA Cereal" - the first children's cereal with DHA, which was very popular with children.
When our choices become more and more numerous, in addition to increasing investment in product iteration, brand content must also achieve personalized output at the same time, and invest in its favor, which will attract more attention from consumers.
It is reported that in the future, Xiaohuangxiang will continue to rely on the form of brand live broadcasting on e-commerce platforms such as Douyin and Taobao, and tell good brand stories around the theme of "Little Yellow Elephant, Good Role Model" to attract more children and parents' brand recognition.
With the upgrading of consumption, it is undeniable that the children's food industry can dig deep for a long time. The good news is that there is no shortage of cutting-edge brands such as Xiaohuangxiang in the domestic food industry, and I believe that in the future, the children's health food market will increasingly refine the category, be healthy, and replace meals. Then, we continue to bring healthier food and great motivation to our consumers.
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