Company Website

http://www.whollymoly.com/

Company Introduction

Wholly Moly! is dedicated to changing the structure of people's refined grains diets. Since 2017, Wholly Moly! has started the People's Diet Coarser movement. With oat bran as the key ingredient, we are making coarse grains as a sustainable and healthy dietary lifestyle for people.
As a pioneer in oat bran, Wholly Moly leads the industry standard for oat bran. The star product "Oat Bran" has accumulated sales of over 10 million bags, with online sales increasing tenfold in four years and a total of over one million fan users. There are more than 1000 offline stores in the country, including Sams, Hema, Metro AG, OLE Supermarket, etc.

Product concept, highlights and added value

Firstly, the Hazelnut & Black Sesame Oat Bran has achieved a "Sino-Western fusion" micro-innovation. By analyzing the grain cereal market over the past three years, it is evident that Chinese consumers' health awareness has been increasing, and hot cereal has greater growth potential compared to ready-to-eat cereal. The hot cereal track is mainly divided into "Chinese-style health care" such as purple sweet potato and red dates, pumpkin and millet, and "Western superfoods" such as cocoa chia seeds, oat milk and chia seeds. Although Chinese-style health care is more in line with the Chinese palate, the concept of "nourishing the body with similar foods" is not clear in terms of nutrition. Western superfoods are more explicit in their benefits but have a taste that is more suited to Westerners' preferences. The Hazelnut Black Sesame Oat Bran uses traditional Chinese popular ingredients like "black sesame, black rice, and black beans," combined with the star Western ingredients "North American oat bran" and "Turkish hazelnuts," making it the first Western-style oat bran porridge that caters to the Chinese palate.

Secondly, it targets the niche consumer group of "weight loss and hair loss" in the healthy food market. Over the past three years, with the improvement of national health literacy, consumers have become more conscious of purchasing healthy foods for intervention. Consumer research on the instant cereal category has found that a clean formula is now a basic requirement, and the functional demand for hair loss prevention and hair nourishment is on the rise. On interest-based e-commerce platforms like Red Note, the search volume for "hair loss due to weight loss" is larger than that for just "hair loss," and it also matches the brand's existing weight loss consumer base.

Furthermore, the Hazelnut Black Sesame Oat Bran perfectly balances nutrition and taste on the basis of a 0-additive formula. It is not only high in fiber and protein but also supplements calcium and iron. The taste approval rate reaches 98%, distinguishing it from traditional black sesame paste on the market by retaining the fragrance of black sesame without being greasy. Compared to oats, North American oat bran has a softer and smoother texture.

Lastly, in terms of packaging design, it adopts an American vintage style. The butterfly buckle zipper on the back can ensure the integrity of the packaging after opening and also facilitates the storage of loose small bags.

Product Images

Please briefly describe how your product communicates with consumers

Over the past three years, with the enhancement of national health literacy, consumers have become more conscious of purchasing healthy foods for intervention. Consumer research on the instant cereal category has revealed that a clean formula is now a basic requirement, with functional nutritional demands on the rise. Among these, hair health, particularly hair loss prevention and nourishment, has emerged as a popular health concern. The combination of "black sesame, black rice, and black beans" is widely recognized as an effective nutritional pairing. The product has thus established a foundational nutritional formula, supplemented with North American imported oat bran as the primary ingredient and Turkish hazelnuts for flavor enhancement. After more than 20 rounds of taste testing, the optimal ingredient ratio has been achieved. In addition to maintaining a clean formula, the product is not only high in fiber and protein but also provides additional calcium and iron, which are essential for hair health.
In terms of packaging design, the product series maintains a unified visual identity, with black sesame adopting a black and gold color scheme that is both harmonious and eye-catching. The information hierarchy is rich yet organized, with the product name, ease of preparation, and "black nutrition" highlighted as key features. Secondary information such as whole grain certification, North American imported oat bran, high fiber and protein content, and a clean formula is also included but presented in a less prominent manner. This design ensures that consumers can quickly grasp important information on the shelf while also retaining brand highlights.
Upon the product's launch, Red Note was chosen as the primary promotional platform and marketing stronghold. It was observed that searches for "what to eat for hair loss during weight loss" on Red Note were more frequent than searches for "hair loss" alone. The Hazelnut &Black Sesame Oat Bran not only meets the calorie control needs of those on a weight loss diet but also provides the necessary nutritional density during the weight loss period, addressing the specific needs of this consumer segment. Consequently, the product was launched with the slogan "Lose Weight Without Losing Hair Volume," complemented by a promotional hook of "Take Inside and Nurture Outside, 2 Bags Come with a Limited Edition Golden Sandalwood Comb." Following the launch, the product's sales volume experienced a tenfold increase month over month.

Product Images

Ingredients List Photograph

Launch Date

2023-10

Target Consumer

Women aged 25 and above in first - and second tier cities with weight loss and health demands

Weight/Volume per Pack

300g（内含6顿量）

Price per Item

39.9元/袋

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Market Performance

The product was launched offline in major stores nationwide in mid-July 2024, including OLE, Citysuper, Pangdonglai, and Yasi. In OLE stores, the product has seen steady sales growth from July to October. In November and December, promotional activities for the product accounted for 16% of the influence on sales, with monthly sales reaching over 100,000 RMB.