Company Website

https://www.qiaqiafood.com/

Company Introduction

Chacha Food Co., Ltd. was founded on August 9, 2001, with its headquarters located in the Economic and Technological Development Zone of Hefei, Anhui Province. Specializing in roasted nuts and seeds as premium snack foods, the company offers iconic product lines such as ChaCha Red Bag Fragrant Sunflower Seeds, ChaCha Blue Bag Flavored Sunflower Seeds, ChaCha Yellow Pouch Daily Nuts, and ChaCha Blue Pouch Probiotic Daily Nuts. With a robust marketing network, its products dominate domestic markets across China and reach nearly 70 countries and regions in Southeast Asia, Europe, and the Americas.
Over years of innovation, ChaCha has evolved into a landmark brand in China's nut industry. By integrating traditional craftsmanship with modern technology, the company has transformed ethnic traditional foods into a large-scale, industrialized, mechanized, and digitized food manufacturing system. In 2025, ChaCha's brand value soared to CNY 52.678 billion, supported by 36 national-level honors and 289 patents accumulated over time. These achievements solidify its role as a leader driving the overall development of China's roasted nuts and seeds industry.

Product concept, highlights and added value

1. Consumer Communication: Classic Reproduction to Build Strong Brand Association
The most prominent communication advantage of this product series lies in the classic reproduction design of its packaging. It directly applies the iconic packaging colors and visual elements of three classic melon seed products under ChaCha—caramel-flavored melon seeds, hickory nut-flavored melon seeds, and original-flavored melon seeds—to the ice cream products. This creates unparalleled visual recognition in in-store freezers, allowing consumers to "recognize the flavor at a glance". By relying on their existing awareness of the melon seed packaging, consumers can instantly understand the core flavor of the ice cream and the type of melon seed kernels used. This design not only greatly reduces the cost of consumers' product selection and communication but also cleverly leverages the profound brand equity to arouse consumers' sense of familiarity and trust, delivering a surprising experience of "being both delicious and fun".
2. Product Concept: Technological Breakthrough to Achieve Perfect Flavor Transplantation
With the core concept of "reproducing classic flavors and innovating the eating experience", the R&D team has adopted ChaCha's classic boiling process to ensure that the melon seed kernels still maintain their iconic crispy texture in a low-temperature environment. Through exclusive processing technology, a technological breakthrough in "classic original flavor reproduction" has been achieved, making consumers feel that "the taste is exactly like ChaCha's melon seeds when they take a bite".
3. Product Sensory Evaluation: Rich Layers to Create a Novel Sensory Experience
The product exhibits an ice cream color that matches the corresponding melon seed flavor, with golden and plump melon seed kernels dotted on the surface. Upon opening the package, one can immediately smell the perfect blend of milk aroma and the classic roasted melon seed scent. When tasting it, the creamy and smooth ice cream contrasts wonderfully with the crispy and crunchy melon seed kernels. The familiar melon seed flavor and cool milk fragrance interweave in the mouth, creating extremely rich layers. After swallowing, the rich milk aroma and the roasted aroma of nuts linger pleasantly, successfully reproducing the pleasant memory of cracking melon seeds while bringing a brand-new enjoyment of ice cream.

Product Images

Please briefly describe how your product communicates with consumers

In product development, focusing on consumers' love for ChaCha's classic melon seed flavors and their pursuit of novel tastes, the core flavors of three best-selling melon seed varieties—Caramel, Walnut, and Original—are innovatively integrated with melon seed kernels into the ice cream category. This creates a unique "melon seed kernel + ice cream" combination that not only satisfies consumers' reliance on familiar deliciousness but also delivers a surprising experience of "nutty crunch + smooth ice cream," aligning with their dietary attitude of seeking freshness and fun.
In packaging design, the signature packaging colors and visual elements of the three classic melon seed products are deeply reused. For example, the warm orange tone of Caramel Melon Seeds, the fresh blue tone of Walnut Melon Seeds, and the classic red tone of Original Melon Seeds allow consumers to "recognize the flavor at a glance" in in-store scenarios. Leveraging their existing awareness of ChaCha's melon seed packaging, consumers can instantly understand the ice cream's flavor profile and ingredient type.
This design significantly reduces the selection and communication costs for the new product. Meanwhile, it leverages ChaCha Melon Seeds' profound brand equity to arouse consumers' sense of familiarity and trust, conveying the brand proposition of "delicious and fun." Through multi-layered connections in visual recognition, flavor cognition, and emotional trust, consumers can quickly accept and favor this innovative product.

Product Images

Ingredients List Photograph

Launch Date

2025-6

Target Consumer

Core TA: Urban Freshness Adventurers (18-28 years old)，Secondary TA: Quality Lohas Enthusiasts (young families aged 25-35)

Weight/Volume per Pack

60g

Price per Item

5元/支

Storage requirements

冷冻（-18℃）

Marketing Area

Chinese mainland

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

Market Performance

ChaCha Melon Seed Kernel Ice Cream was launched in June 2025, and its market performance has far exceeded expectations, demonstrating strong product strength and brand momentum. Despite only launching in June, its GMV exceeded 12 million yuan, verifying the market's strong recognition of the "snack + ice cream" innovative direction.
Channel expansion has made robust progress. On e-commerce platforms, the product entered the Tmall Ice Cream New Product Ranking TOP 5 in the first week. Its offline performance was equally impressive: Hema Fresh proactively contacted the brand to urgently stock the product, with a daily sales volume exceeding 1,000 boxes. More notably, relying on brand influence and product potential, many CVS systems broke conventions, waived barcode fees and entry fees, and proactively introduced the product—laying a solid foundation for its rapid market distribution.
Market reputation has continued to rise, with a 98.2% praise rate on Hema Fresh, forming a solid foundation for repeat purchases. The product's innovation has received special coverage from authoritative industry media such as China Ice Cream. At the same time, it has triggered spontaneous user sharing on social platforms, with related topics on Xiaohongshu and Douyin accumulating millions of impressions. This successfully positioned the product as a highly watched industry hit this summer.