Some time ago, Xiaobian recommended Luckin's new thick milk coffee series, and many readers in the background left messages to ask:
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Is "thick milk" related to Ice Bok? So what exactly is the relationship between the two?
They are both raw materials for coffee and tea, but the two are different in research and development, process, ingredients and market direction.
First, let's talk about Luckin's thick breasts. According to luckin's official introduction, this product is inspired by the "ice boke purification technology", that is to say, it is only inspired by the ice bok. The cold extract thick milk used by Luckin also uses relevant technology, but the specific ingredients are different, so it is different from the milk directly purified with milk in the café, and the "Ice Bok" refined milk is a different product and tastes different.
Before the popularity of ice bok in the specialty coffee circle, the milk tea industry has long begun to increase the alcohol thickness of dairy products, and the early method may be to add "vegetable fat powder", and later the way will be to add milk powder and condensed milk in general. Many dairy companies have found the needs of the milk tea industry and directly made similar finished products. In addition to milk, there are many other ingredients in the ingredients, such as cream, condensed and skimmed milk powder, syrups, and stabilizers such as carrageenan and sodium carboxymethyl cellulose.
Cold-extracted thick milk back label
The use of similar products in coffee can achieve a similar effect of "ice bock", of course, the cost will be much lower than that of ice bock, which is also related to the market positioning of milk tea products. Even if consumers are aware of the existence of these additives, milk tea still has its irresistible appeal.
Whether it is to learn from the inspiration of "Ice Boke" or to use a combination of coffee and milk tea, Luckin's approach is also to upgrade dairy products to break the circle, so that consumers can feel the obvious differences in dairy products, very cleverly play with the two tracks, so that many people originally turned to powder, abandoning milk tea for coffee.
What about Ice Bokti Pure Milk?
Ice Bork is transliterated from eisboc, a craft of German craft beer. The taste of "Ice Bok Pure Milk" presents a faint salty cheese taste in the high concentration area, and the low concentration area will also reflect the pleasant sweetness. It was first used on the competition field, it should be a foreign player,
At the 2018 WBC China Selection Competition, contestant Pang Hui also used frozen purified milk to make milk coffee, and also launched a "super latte" made of purified milk in her café deplus.
In the 2018 wbc China Qualifiers, Pang Hui won the third place
Then in the same year (2018) in the wbc World Barista Finals in Amsterdam, the Netherlands, Pan Zhimin, a barista at Soe Coffee in Beijing, processed milk for the first time with Ice Boke Technology.
Pan Zhimin of the 2018 WBC World Finals
At the 2019 World Barista Competition, South Korea's Jooyeon Jeon used frozen and purified milk to make cappuccinos, which eventually won the competition. Let "Ice Bok" continue to be favored by more boutique cafes.
2019 World Barista Champion Zhou Quanyan
Whether it is a mass market or a niche market, everyone needs continuous innovation to stimulate consumption. As a niche specialty coffee, how to make the abstract flavor description of specialty coffee quickly accepted by more people is difficult, so those special treatment methods that we think may be added will be sought after by the industry, because only this very obvious fermentation, wine aroma, will let the mass consumers who have no concept of specialty coffee quickly identify, which is a slightly helpless reality.
Milk is the same, the earliest we used room temperature milk, fresh milk, pasteurized milk, purified milk, plant milk, independent boutique café industry has been looking for dairy products that can match the quality and concept of boutique cafes.
Fresh milk, plant milk, and ice bok are already standard in current boutique cafes (photo from Dalian Old Beautiful Cafe)
Regarding the product of Ice Boke, there have been many popular science texts, and the application of "Ice Boke Purification" is also very common in life. For example, summer beer, put in the freezer, when taken out to drink, (the first) melted part will be sweeter and more fragrant. And the contrast of this flavor is very obvious, especially for mass consumers, such a milk can subvert their cognition of milk and milk coffee. Compared with traditional lattes and cappuccinos, this "sense of premium" will allow them to accept specialty coffee faster and actively spread it.
Ice Bok is growing rapidly in the specialty coffee circle, and many cafes use their own homemade methods to purify milk, freeze it and then melt it.
The s.o.e in the Beijing area mentioned above was the first coffee shop to use homemade ice boke milk in competitions and daily productions, and the main product of the 2019 Beijing net red shop 1/4 coffee lab, "Old Beijing Pollution", also used homemade ice bok milk, so the coffee made with ice bok as raw material was quickly spread among the fan base of boutique cafes. "Mutual learning and selfless sharing" is praised among independent boutique cafes in China, and in the small circle of specialty coffee, the fans of mutual exploration of the store have also directly promoted the awareness of this kind of purified milk in the circle.
1/4 Coffee Lab's flagship product "Old Beijing Pollution"
It will be like the milk coffee upgrade triggered by Ice Bok
Biru Fresh Milk has always focused on serving independent boutique coffee shops, and in their long-term cooperation with independent boutique cafes, they have found that "homemade ice bok" will become a popular trend, and how fast, cost-saving, and stable quality purified milk will be a potential demand for independent cafes. Therefore, at present, the blue packaging "Ice Boke" finished milk that we commonly use in cafes is the refined milk of Biru Fresh Milk Company, which is specially developed for the needs of boutique cafes, that is, the standard production of the popular "Ice Boke Technology Purified Milk".
It must be like the back label of Ice Bok, and the ingredient is only raw milk
If you pay attention to the back label of Biru Ice Boke, you can find that the ingredients of this product are only raw milk, no preservatives, additives, and need to be refrigerated and stored, and transported in the cold chain. This product has made the originally complex and difficult to replicate competition-grade frozen purified milk into the offline boutique café, and derived a variety of delicious and interesting coffee products. Reference article link: Summer "creative milk coffee" inspiration dialogue, how to be nutritious and delicious
In addition, we have also roughly calculated the cost of Ice Bock products. According to industry insiders, the current domestic raw milk price remains at a high point, and the raw milk price in some production areas has even reached 6.5 yuan / l, then with the addition of process and logistics costs, the arrival cost of 1l ice boke (equivalent to 2l fresh milk) should not be less than 16 yuan / l. For many giant dairy companies, giving up profits to make such a product that serves a niche track may not be able to stand in the market strategy.
The launch of Biru Ice Boke is for the benefit of specialty coffee, improving the production efficiency of the café, reducing the threshold of new product research and development, and allowing more people to drink the cutting-edge products of the industry's development. Specialty coffee can not lose its attitude, which is the charm of this industry.
(Photo courtesy of BIRU)
So I also want to answer the question at the beginning of the article. What is the difference between "Thick Milk" and "Ice Bok"?
The two products have different audiences in different segments. Insisting on personality and quality is the original intention of boutique cafes and coffee people, and it is also the original intention of these boutique raw material brands.
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