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Product concept, highlights and added value
The main innovation of high calcium cheese bun lies in the raw materials:
- High calcium, easy to absorb
① Specially added calcium gluconate, no need for gastric acid decomposition, direct intestinal absorption;
② Each cheese bun contains about 250 mg calcium, and the calcium content per 100 g exceeds 30% NRV, which meets the requirements for the description of "high calcium" in “GB 28050: General Rules for Nutrition Labeling of Prepackaged Foods"
- Triple milk protein
① Each high calcium cheese pie has a protein content of about 9.5g,
② The protein content is higher than 300g of milk (cow's milk (average) protein content 3g/100g)
- Double tasty
① Anchor original cheese: 10 pounds of milk can produce about 1 pound of cheese
② Anchor mozzarella cheese: cheese that can be drawn
③ New Zealand whole milk powder: from naturally grazing cows
④ Hurood made in Inner Mongolian: one of the geographical indication products in China
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Please briefly describe how your product communicates with consumers
Product R&D:
Based on the relevant back-end data, we found that the core customer group includes two parts:
1. Student families in first- and second-tier cities
2. High-net-worth people over 50 years old
These two groups just meet the peak groups of calcium demand in the "Reference Intake of Dietary Nutrients for Chinese Residents" issued by the National Health Commission: 7-17 years old and over 50 years old people, whose recommended daily calcium intake is more than 1000 mg.
Based on this insight, we decided to make a "high calcium" product. After multiple tests, we decided to choose the big cheese bun as the starting point. At the same time, we collected the opinions of loyal consumers who had purchased our 190g cheese bun more than once. We easily agreed on one thing, that is we should make it smaller.
After rounds of testing, keeping the flavor and stringy texture as much as possible, we added an appropriate amount of calcium gluconate, a new version of cheese bun of 90 grams.
Product Images
Ingredients List Photograph
Launch Date
2020-8
Target Consumer
Parents at their 30s
Weight/Volume per Pack
90克*1只
Price per Item
13.98元/只
Storage requirements
冷冻（-18℃）
Marketing Area
Nationwide
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall