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Product concept, highlights and added value
The Cheese Mantou is inspired by the classic egg tarts. We replace the butter puff pastry with steamed buns, intended to offer consumers a novel experience.
Four kinds of diary products instead of the traditional filling, make this product as delicate and fragrant while adhering the concept of adding less sugar and oil.
The base is made of Chinese-style sourdough, which is called “Laomian“ in Chinese. Traditional egg tarts’ buttery pastries should be baked at a high temperature, thus an oven or air fryer will be a must. But a "Man-tart" like our “Cheese Mantou”, offers consumers more alternatives in terms of heating up. It tastes just as delicious either steamed or baked, and each way has its own merits:
When steamed, the mantou base can be white and soft, and the filling be smooth and runny;
When baked, the mantou base can be golden and crispy, and the filling be sweet and milky.
Product Images
Please briefly describe how your product communicates with consumers
After in-depth research, our marketing team has identified the common needs of the target group: health and efficiency.
1. Product R&D
① Health-oriented: Consumers' demand for low-oil and low-sugar foods is growing fast. Cheese Mantou uses sourdough steamed buns as base, instead of butter pastry. And the filling contains less sugar, compared to the tradition;
② Convenience: Egg tarts for home baking are often sold in two parts: frozen tart shells and refrigerated fillings. In this way, storage and cooking can both be difficult for consumers. By contrast, Cheese Mantou is an integrated product which can be either steamed or baked. In short, it is much easier to cook or store .
2. Packaging design
Fixed-angle photo shooting, customized colors and unified icons. These 3 principles have one shared target, making sure that all product packages are consistent with our new VI. The hand-painted style pattern is aimed at balancing the strong visual impact of pure colors.
3. Marketing activities
We learn from our consumers. Actually, the nickname "Chinese egg tart" was inspired by real consumer reviews.
Product Images
Ingredients List Photograph
Launch Date
2023-11
Target Consumer
Parents at their 30s
Weight/Volume per Pack
300g
Price per Item
35元/袋
Storage requirements
冷冻（-18℃）
Marketing Area
Nationwide
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall