Company Website
https://www.perfettivanmelle.com.cn/
Company Introduction
Perfetti Van Melle Confectionery (China) Co.,Ltd. is one of the world's largest manufacturers and sellers of confectionery and chewing gum. Our products are sold in more than 150 countries and regions, keeping developing innovative products that suit local tastes for consumers around the world.
The major brands in China include Alpenliebe, Mentos, Chupa Chups, and BigBubble.
Alpenliebe, derived from the Italian candy brand Alpenliebe, originally meant to be composed of Alpen, which represents the Alps, and Liebe, which represents love. In Italy, this expresses people's yearning for the snowy mountain sanctuary, love for nature and tradition. Alpenliebe has always adhered to the tradition of European home-made confectionery.
Product concept, highlights and added value
Product development background:
With the improvement of people's living standards, consumers' demand for food health and quality of life is becoming stronger and stronger, and this trend is particularly obvious in the snack and beverage industry. Traditional candy is often regarded as high -sugar, high -fat unhealthy foods, and runs counter to consumers' "burden reduction" needs. As the "big head" of hard sugar categories, in the context of market growth bottlenecks, how to expand the boundary of the product category and attract more young consumers, becoming the key to the brand's growth momentum. In recent years, the plant milk market, especially the Oatly brand as the core of oat milk, quickly seize the consumer's mind through the combination of oat milk and coffee, and quickly root in the Chinese plant dairy product market. The concept of light burden, the penetration rate has increased year by year, becoming the core growth engine of the plant milk market in recent years. Therefore, in the Alps, which is well -known in animal milk, it takes the initiative to explore the "plant milk" track, aiming to develop a high -quality, light burden of candy products to lead the new trend of market development.
Core selling point:
0 trans fats: During the production of candy, we strictly control the raw materials and production technology to ensure the "0 trans fat" of the product and provide consumers with high -quality light burden of candy.
Product Images
Please briefly describe how your product communicates with consumers
Comprehensive and multi -angle marketing method: Creative advertising film + new landmark campaign:
① The new "±Life" creative advertising film "In order to better promote the product characteristics and concepts of the double -layer hard sugar of the Alps, we invite the new idol male god Li Hongyi as the two -layer delicious ambassador of the Alps and launch A new "addition and subtraction life" creative advertising film. The advertising film presented the beautiful life changes brought by the Alpine oats double -layer hard sugar "adding a layer of deliciousness, reduced a little burden". The core selling point of delicious taste and 0 trans fats encourage consumers to do the philosophy of life in the fast -paced life to do the "addition" and "subtraction", add some deliciousness to life, and reduce the burden on deliciousness.
② New landmarks in the city -offline coffee shop punching activities: In order to increase consumers' interactive experience of the double -layer hard sugar of the Alps, we launched the offline coffee shop city punch -in marketing campaign in Shanghai and Chengdu to create the Wukang Building and New landmarks on Fanghua Street. The event invites consumers to have a total of 17 cooperative coffee shops including 2 Alps theme stores, taste the double -layer hard sugar of oats, participate in the "urban off -road" punch card CityWalk, experience the addition and subtraction life, and use DIY creative sticker Show to produce their own Life addition and subtraction method, and share their own experience and feelings on social media, all consumers participating in the event have the opportunity to win exquisite limited surrounding gifts.
Product Images
Ingredients List Photograph
Launch Date
2023-9
Target Consumer
Young consumers with strong health awareness who enjoy trying new flavors and unique foods.
Weight/Volume per Pack
35g
Price per Item
4.5元/条
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
Mainland 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