36Kr learned that the new domestic condiment brand "Fishing All" has completed a angel round of financing of RMB 10 million. This round is led by Xianfeng Changqing and followed by 42 Capital. Wu Hao, founder of Taste All, told 36Kr that this round of funds will be mainly used for team building, product research and development, market channel construction, brand communication and other aspects.
flavors are all newly established condiment brands in 2020, and are positioned as a healthy upgrade to traditional Chinese condiments. Wu Hao told 36Kr that compared with other emerging consumer goods, the condiment market is relatively traditional and lacks understanding and research on young groups and consumers who need quality upgrades. The taste is hoped to provide new domestic condiments by restoring natural raw materials and upgrading the brewing process, and to provide better meet the needs of health. It will launch a brand "live soy sauce" with a main additive and non-sun-dense brand, as well as a variety of condiments such as pure grain soy sauce, dipping soy sauce, and mellow vinegar.
taste full-flavored soy sauce. According to the interviewee
Chinese condiments brewing process, Chinese food focuses on the use of condiments, including soy sauce, vinegar, salt, MSG, chicken essence, hot pot condiments, oyster sauce, spicy sauce, etc., but the market concentration has always been low. Soy sauce is one of the most representative condiments. With its compound seasoning effects such as improving flavor and increasing freshness, it is widely used in catering, home kitchens and food processing fields. Haitian Flavor Industry, which mainly engages in condiments such as soy sauce and oyster sauce, has a market value of more than 500 billion yuan.
Soy sauce is also the entry point for a complete taste. In the first stage, it adheres to the strategy of large single products and mainly promotes "live soy sauce", which is different from traditional sun-dried soy sauce and is positioned - non-sun-dried live soy sauce. Wu Hao told 36Kr that the traditional soy sauce brewing process in my country is mostly mainly sun fermentation, but the problem is that during the sun, different sunlight, temperature and climate changes every year have a significant taste effect on different batches of pulp, and there are many mixed bacteria. It is often necessary to add corresponding additives such as flavor enhancer to the subsequent process to balance the taste.
For the sake of health upgrade, the taste has completely abandoned the traditional sun fermentation method, and adopted a constant temperature and closed fermentation process, and was slowly brewed for 210 days. This method can effectively block the infestation of bacteria caused by sun exposure and retain more nutrients, including 18 essential amino acid substances, more than 1,000 active enzymes, and the activity of esters, alcohols, substances, fully meet the standards.
, and the raw materials are greatly simplified, and artificial additives are used, using only water, defatted soybeans, wheat, and edible salt, and the amino acid nitrogen content reaches 0.9g/100ml, far exceeding the 0.8g/100ml standard of extra-grade soy sauce, and the salt content is as low as 8%. In comparison, traditional soy sauce has more than 15%.
It is reported that the taste of full-flavored soy sauce is positioned in the price range of 19 yuan to 20 yuan, mainly aiming at the healthy upgrade of soy sauce at a price of about 15 yuan on the market. Wu Hao told 36Kr that the brand strategy of flavor will continue to move closer to the national trend, using the visual symbols of the "big mouth" logo, the packaging iteration of the national trend, the content IP of the "Food Research Institute" and other methods to innovate content marketing forms, while pursuing the minimalist configuration of raw materials, continuously improving the freshness and nutrition of soy sauce. In the future, a single or compound seasoning , which is suitable for new consumption scenarios, has more segmented scenes and functions. In terms of
channels, the full taste plan is to lay out all online and offline channels at the same time, open brand flagship stores online, and enter the self-operated channels of Maochao and JD . At the same time, it accurately deploys social media through the "grass planting" model in the early stage to create the awareness of Internet celebrities; it follows the "travel cultivation and terminals as king" strategy of fast-moving consumer goods offline, with East China as the center, enters the supermarket convenience store terminal, and cooperates with restaurants and community online stores to conduct consumer education.
