Company Website

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Company Introduction

Founded in 2020, TASTE MATTERS is a compound condiment brand driven by product innovation. It innovates and upgrades flavor, formula and product experience around the cooking needs of the new generation of young families. It has developed 3 product lines: home-cooked bistro series, light cuisine series, and flavored soup base series, which are popular on Douyin, Tmall, Pinduoduo and other platforms. In addition, it has settled on Dingdong Maicai, Hema Fresh, Pupu, Meituan, Yonghui, RT-Mart, etc. Growing at a growth rate of over 50% every year, annual sales are expected to exceed 150 million in 2023, with cumulative service users exceeding 5 million. Investors include Hillhouse Capital, IDG Capital, Tsingshan Capital, QY Capital, 3W Venture Investment, etc.

Product concept, highlights and added value

Classic Korean kimchi soup, the same taste as in Korean restaurants
As a Korean national delicacy, kimchi soup has also swept the world through Korean food culture in recent years. Based on the popular kimchi soup flavor in restaurants, we have developed a kimchi soup seasoning product that is comparable to authentic Korean restaurants. When developing this product, we collaborated with several chefs to discuss the flavor, and went to Shenyang in Northeast China several times to find the source of the flavor, as well as domestic high-quality Korean hot sauce raw material factories, and repeatedly compared and confirmed the raw materials. For this product, we use authentic Korean hot sauce as the base (original raw material exported to South Korea), and add 25% low-temperature fermented Korean kimchi. We use real kimchi in the soup to make the sourness more natural. This product is innovatively made into single-serve small packages, each bag is 50g, one package per meal, no other seasoning required, and you can enjoy Korean soup in 3 minutes. In addition to kimchi soup, you can also make classic Korean dishes such as Chuncheon fried chicken and Korean bibimbap.
Low-fat and delicious, a heavy flavor that controls calories!
Add some flavor to serve many boiled vegetable light food lovers. Many times, in order to control calories, they have to eat products that are too bland. This kimchi soup solves this pain point very well: the sour and refreshing kimchi brings a rich taste without excessive fat and calories. The fat content of each bag is only 0.4g. Our recommended recipe is also paired with tofu, Chinese cabbage, and beef. Wait for healthy ingredients. Whether you are a person who is working out to lose weight or a person who cooks every day, this product achieves the perfect balance between health and deliciousness.

Product Images

Please briefly describe how your product communicates with consumers

We believe that TASTE MATTERS is a shared restaurant for users across the country, so we are very concerned about the selection and control of flavor. Therefore product flavor selection is the first step in our interaction with consumers. Secondly, we will polish the taste selling points very carefully. Different products are suitable for different scenarios and have different selling points. For example, we found this kimchi soup to be a very suitable seasoning for boiled dishes, so we innovatively made it into a low-fat product and optimized the cleansing formula for people who want to lose weight and keep fit. People can choose with confidence. Our packaging attaches great importance to visual presentation. We are the first to present a dish on the packaging in the form of a disc, allowing consumers to understand at a glance what this packet of seasonings is for, and also emphasizing the temptation of appetite. people. Secondly, we convey the ingredients contained in it and the operating steps of the recipe to users through pictures and scanning QR codes to watch videos.

Product Images

Ingredients List Photograph

Launch Date

2023-8

Target Consumer

Women aged 30-45, with young mothers as the core group

Weight/Volume per Pack

50g

Price per Item

5.9元/袋

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Mainly East China, South China, Central China and North China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 其他销售渠道 菜市场、社区超市、生鲜菜店、海外渠道等

Market Performance

Kimchi soup is a new product of our low-fat boiled vegetable product line this year. The product was launched at the end of August. The sales performance after the launch was very strong, especially on the online Douyin channel. In just 2 months, the sales volume has reached 800,000 bags. Above, the maximum single-day sales can reach more than 60,000 bags, and the cumulative GMV has exceeded 4 million. The actual feedback from consumers after purchasing it is also very good. The comments mainly focus on the authenticity of the flavor and recognition of the selling points. Feedback shows that the actual selling points of the product are very much in line with the needs of this group of light eaters, allowing them to have more dishes and flavors to choose from while losing fat on a daily basis.