Type of applicant company
品牌方
Country
中国
Company Website
无
Images
Brand of the Product
Taste Matters
Designer Name
Taste Matters Brand Visual Department
Position of Designer
CMO
Target Consumer
young generation families aged 25 to 40
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; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 海外渠道、O2O渠道、NKA渠道、精品超市、线下区域渠道、菜市场、社区超市、生鲜菜店等
Positioning
大货消费品 Mass Production
Design Story
In recent years, accompanied by the improvement of health awareness and the promotion of social media, the concept of "health preservation" has shown new trends of younger age, dailyization and popularization. According to the "2025 'New Health Preservation Doctrine' Population Insight Report" by Guoji Jigua, the social media interaction volume related to health preservation in 2025 significantly exceeded the voice volume, showing that users have shifted from passive attention to active participation and sharing, and health preservation has become a mainstream lifestyle. Complying with the natural health preservation and herbal diet track, and in line with the original intention of bringing global flavors to the family table, we have traced the source to the century-old classic Southeast Asian health-preserving soup, Bak Kut Teh, which is popular all over the world. It is found that most Bak Kut Teh seasonings in China are imported products with distinct factions, and generally have problems such as flavor incompatibility, excessive medicinal taste, high threshold for use, and limited market acceptance. Through in-depth catering market research, we found that consumers have large individual differences in pepper tolerance, medicinal material bitterness and efficacy demands for Bak Kut Teh, and traditional formulas are difficult to balance public taste and health preservation needs. Based on this insight, we decided to break the faction boundaries, integrate the peppery aroma of Singaporean flavor with the herbal nourishment of Malaysian formula, and launch a Bak Kut Teh seasoning that meets Chinese taste and modern light health preservation concept, making traditional medicinal meals easily integrate into daily life.
Highlights
The product centers on "pure natural ingredients", using only herbs, spices and salt without any additives. The formula integrates innovation: selected Angelica sinensis and Codonopsis pilosula to warm and nourish qi and blood, Polygonatum odoratum and licorice to moisten dryness and provide a sweet fragrance, combined with 7 kinds of spices such as Hainan white pepper. While restoring the classic flavor of fresh and delicious soup, it ensures the soup is sweet, fragrant and mild, neither bitter nor dry-heat, suitable for all seasons. The original "one bag with two packets" design features a main ingredient packet with visible real ingredients, and an additional sea salt and pepper packet for personalized adjustment of spiciness. It combines traditional herbal cuisine heritage with modern convenient experience, meeting consumers' dual needs for delicious taste and light health preservation.
Market Performance
Since its launch, the product has achieved monthly sales of over 100,000 units.
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
Our product features multi-layer oxygen-locking packaging that locks in the authentic fragrance of dried herbs. Its unique jar-shaped die-cut design instantly brings to mind the comforting, nourishing experience of slow-simmered herbal soups.