Company Website

www.jooma.com

Company Introduction

NOIX FOODS is a wholly-owned subsidiary of NOIX AG which is located in Munich, Germany. The mother company is focusing on the development of natural, innovative and healthy plant-based products and the set-up of factories globally for its local production. A major focus of NOIX lies on sustainability. Due to its innovative products and processes, NOIX AG was accepted by the German Ministry of Economics and Energy in their special program for young, innovative companies. In 2019, NOIX AG set up a wholly-owned subsidiary in Tianjin to bring fresh and healthy plant-based foods to Chinese consumers, and invested in a sustainable, modern factory which complies to both German and Chinese food industry standards: Here healthy plant-based yogurt are produced and promoted under the brand JOOMA.

Design Drawings

Ingredients List Photograph

Actual Photographs

Launch Date

2020年5月

Target Consumer

有健康追求的年轻人群及素食群体

Weight/Volume per Pack

120g

Price per Item

12.9元/杯

Storage requirements

冷藏（0-4℃）

Marketing Area

中国大陆

Distribution Channels

全渠道

Product concept, highlights and added value

NOIX has innovative proprietary technology that allows to produce and ferment fresh plant-based foods without the addition of chemicals, stabilizers, preservatives or artificial flavors, which nevertheless have a long shelf life. These products are therefore particularly healthy for humans, but also sustainable for the environment. To further support the health promotion of the products, only very high quality, partly imported ingredients and healthy probiotic bacteria from France are used, which are processed under very hygienic conditions. For the almond yogurt, NOIX uses California almonds which are grinded to very fine particles with diameter less than 20 microns, providing them with a very smooth paste. Based on its technology, NOIX does not need to filter this paste before fermenting, which keeps all the valuable nutrients of the almonds in the final product and avoids the waste of nutritional raw materials in the production process. NOIX's unique fermentation process then turns the paste into very nutritional JOOMA-yogurt, that can easily be digested. The mixture with natural blueberry jam creates a delicious flavor full of vitality. In order to avoid other allergens, JOOMA produces this product in own factory using a special production line. Strict quality control with 100,000 grade clean room and triple air filtration, to make the consumption secure. Each cup of JOOMA contains 15-16 pieces of high quality almond and over 10 billion active probiotics. A cup of JOOMA a day provides all the daily nutrition recommended from nuts and probiotics a man needs. Jooma yogurt contains 0 lactose, 0 gluten, 0 cholesterol and 0 trans fat, but high quality plant protein, vitamin E, dietary fiber, unsaturated fatty acids and minerals such as calcium and magnesium It therefore is not only a good choice in a healthy diet, but also highly suitable for people who are lactose intolerant or suffer from gluten allergy. It also is a good supplement for vegetarians and vegans who may be nutritionally deficient in some important nutrients.

Please briefly describe how your product communicates with consumers

Plant-based foods have mature market awareness in Europe and the United States, where many people already know about their health-advantages and sustainability. In China however the concept is still relatively new and needs a lot more explanation. First adopters of JOOMA-products in China therefore were vegetarians, vegans and foreigners living in China, who had difficulties in finding suitable, healthy dairy alternatives in the domestic market In order to effectively reach these two groups of people, JOOMA specially organized and participated in many targeted activities to inform about the product, such as VeggieWorld, International Vegetarian Festival etc. We also participate in many expats activities such as French Christmas Dinner, Rock for Rescue, but also charity events like the Marriot Run to Give to prove our ambitious goals for supporting health. We are deeply involved in these two types of community activities and have achieved good market performance in the corresponding sales channels. While these two groups are already well informed, the others still have to be educated about the advantages of innovative plant-based food. NOIX uses several ways to achieve this. Since consumers are always critical about advertising claims of new products, all communication is based on the concept of trying to honestly and understandably inform the consumers. So, every member of the promotion team receives a special training program in order to be able to directly and credibly explain the product-properties in sales outlets or at events. Noix publishes many articles through social media platforms such as WeChat, Weibo, RED, Instagram and WeChat channel, which explain health facts and product features. In doing so, Noix attaches great importance to ensuring that the articles are serious and verifiable and not too promotional. More scientific articles about the benefits, together with the scientific background, are also published, for example on Zhihu. To make more complicated health issues understandable to younger audiences, NOIX has also created two characters, Almon and Dr. Pro, who explain them in dialogue style. In the results of some third-party evaluation, JOOMA was ranked first in the plant-based yogurt category.