PRB Laoniang Cha Siu Sauce_GUANGDONG PRB BIO-TECH CO.,LTD_Wow Food_FBIF Wow Food Awards, Food and Beverage Innovation Competition-Product、Packaging、Marketing

PRB Laoniang Cha Siu Sauce

Food | Condiment

GUANGDONG PRB BIO-TECH CO.,LTD

Company Website

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Product concept, highlights and added value

I. Product concept
With the concept of "reproducing traditions and simplifying cooking", this product is committed to transforming the classic Cantonese char siu flavor into a home-friendly cooking solution, allowing consumers to efficiently recreate restaurant-level secretly-made char siu at home.

II. Core highlights
1. Flavor suitable for both young and old: Prepared by Cantonese chefs in accordance with traditional Cantonese recipes, it uses high-quality ingredients to recreate the classic red bright color of char siu, and melts in the mouth. The salty taste with a hint of sweetness caters to the taste preferences of both young and old.

2. Easy cooking: One bottle of PRB-brand brewed soy sauce, and sugar and spices save the tedious seasoning steps of traditional char siu preparation and significantly reduce the difficulty and time cost of home cooking.

3. Versatile cooking methods: Instead of the single roasting method, it is suitable for various cooking scenarios such as frying, baking, braising and stewing. It is also compatible with modern kitchen appliances, meeting the diverse dining needs of modern families.
III. Additional value
This product tallies with the current consumption upgrade trend, not only preserving the essence of traditional Cantonese flavors but also adapting to the modern fast-paced lifestyle. In 2023, it was awarded the Second Prize for Excellent New Products in Guangdong Food Industry. In terms of sales, 560,000 bottles of the product were sold in 2023, ranking TOP1 on the list of brand convenience sauces. It has also been praised repeatedly on sales platform, promoting the popularization and inheritance of local specialty cuisine.

Product Images

Please briefly describe how your product communicates with consumers

In terms of packaging design, this product's packaging deeply integrates the brand VI system, featuring the iconic orange as the main color tone to convey a fusion of vitality and tradition. It prominently displays the "Master of Cantonese Cuisine Seasoning" logo, reinforcing professional authority endorsements and intuitively establishing consumers' orthodox trust in product quality.

For marketing and promotion, it closely aligns with the needs of kitchen novices, urban white-collar workers, and the elderly core demographic for simplified cooking. With "scenario-based resonance" as the core strategy, it employs social media matrix content promotion, self-operated livestreams, and KOL collaborations. In particular, for urban white-collar workers and the elderly, it has long partnered with local home-cooking food blogger Sister Fen for endorsement and promotion. Through relatable home-style recipe tutorials, it evokes emotional resonance among the target audience, expanding reach and cultivating consumer awareness of the product's value.

Product Images