Type of applicant company

品牌方

Country

中国

Company Website

kingwellchef.cn

Images

Brand of the Product

Kingwellchef

Designer Name

Hongqun Liu

Position of Designer

Design Director‌

Target Consumer

Targeting health-conscious families, particularly mothers aged 30-50 who are wary about food safety.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 香港

Positioning

大货消费品 Mass Production

Design Story

Product Development Background
Yingde: Home of China's Ma Bamboo Shoots. At the earliest stage of the project, Kingwell Chef was invited by the Yingde government to establish a local facility. There, we replaced traditional pickling methods with a probiotic fermentation process, creating a trustworthy "Suansun" (fermented bamboo shoots) that is healthier for consumers while significantly reducing the environmental pollution associated with conventional techniques.

Kingwell Chef serves as both the pilot unit for industry standards and an agricultural support unit in Yingde's ma bamboo shoot sector. We have established a probiotic strain library at the National Agricultural Science and Innovation Center and operate our own experimental fields using green bio-fertilizers. By applying bioscience, we empower high-quality agriculture and advanced probiotic fermentation to produce healthy fermented foods that consumers trust and are environmentally friendly. We are redefining trustworthy fermented foods with our Five Health Standards: reduced-salt fermentation, clean ingredients, zero pesticide residues, zero nitrites, and fresh vegetables fermented. Starting with our reliable Suansun, we have expanded to include trustworthy Suancai (pickled mustard greens), Suan Doujiao (pickled long beans), and other healthy fermented products.

Highlights

Suancai (pickled mustard greens) is a staple food for countless households. With rising health awareness, the potential risks associated with traditionally preserved vegetables have become a pressing concern. Notably, in many developed regions, the regular consumption of fermented foods is recognized as a vital part of a healthy lifestyle.
To preserve the heritage of Chinese culinary culture, safeguard public health, and address consumer anxieties about preserved vegetables, Kingwell Chef is redefining trustworthy Suancai with our 5 Health Standards. We start with premium, fresh, small-leaf mustard greens, fermented with our proprietary probiotics to create a healthy and reliable staple for the nation. Our Suancai is made with clean ingredients, features reduced salt and sodium, contains no nitrites or pesticide residues, and is comprehensively certified by SGS food safety tests.
Kingwell Chef carries the mission of protecting national food safety. We are deeply rooted in agricultural sources, continuously advancing probiotic fermentation technology, and persistently contributing our expertise to the industry. "Trusted Suancai" is more than a product name—it is our promise to consumers and our declaration on food safety.
Ingredient Innovation: We reject the industry norm of using heavily salted, preserved vegetables. Instead, we ferment fresh, high-quality vegetables grown without pesticides. We are continually raising vegetable safety standards and currently cultivate premium produce across over 100 acres of green, experimental farmland.
Process Innovation: We employ a low-salt, probiotic fermentation method. The reduced salt content minimizes health burdens, while the active probiotics help preserve the vegetables' natural nutrients. Our " Worry-Free Suan Cai" undergoes no sterilization before leaving the factory, ensuring the probiotics remain alive. This results in a fresher taste and higher nutritional value.
Nutritional Enhancement: Our "Worry-Free Suan Cai" not only satisfies culinary desires but also supports gut health. As it is not sterilized, the probiotic-rich liquid in the package remains active. Our low-salt probiotic fermentation process retains the fresh vegetables' nutrients and transforms them into beneficial postbiotics—health-promoting factors that can effectively reach the gut.
Food Safety Assurance: Our entire product line passes SGS food safety certifications, which include but are not limited to tests for nitrites, pesticide residues, preservatives, and artificial colors.

Market Performance

Top 3 brand of non-pickled, healthy Suancai.

Material（For concept works, please choose the material you plan to use）

PET塑料 PET material

Craft

Low-Salt Probiotic Fermentation Technology & Five Standards Redefine the definition of healthy Suancai. Traditional Suancai production relies on pickling and aged-jar fermentation, which preserves vegetables through high-salinity brining and allows uncontrolled fermentation by miscellaneous bacteria. This process often results in products high in salt, additives, and nitrites. In contrast, Kingwell Chef’s "Worry-Free Suan Cai" uses only fresh, high-quality vegetables and employs a standardized probiotic fermentation management system. Its low-salt fermentation process (using only one-third of the salt commonly used in the industry) reduces the burden on health. The brand has now expanded its line to include other healthy fermented foods such as "Worry-Free Suan Doujiao" (Pickled Long Beans) and "Worry-Free Suansun".

Does the design solve the problems that are common across the product category? If so, please explain.

In the past five years, the sauce and pickle industry has been exposed for food safety incidents twice, involving practices like "foot-trodden sauerkraut" and "earthen-pit olive vegetables". As consumers' anxiety over food safety continues to rise,Kingwellchefis committed to safeguarding users' food safety. We redefine "Worry-Free Suancai”，through innovative probiotic low-salt fermentation technology and five core standards, alleviating consumers' concerns about pickled products and addressing the health risks of traditional sauce and pickles—such as high salt content, high nitrite levels, and excessive additives. "Worry-Free Suancai" is not only a product name, but also a commitment to our users.

What functional designs of the work have enhanced the user experience?

At the top of the front packaging are fresh vegetables, symbolizing that Worry-Free Suancai is made from fresh vegetable ingredients exclusively.The middle section features a bright color combination of white background and green text, conveying a clean and concise feeling.The bottom of the front and the entire back of the packaging adopt a visible transparent design, allowing consumers to see the intact Worry-Free Suancai inside and enhancing their trust.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

Kingwellchef Worry-Free Suancai not only delivers health value to consumers through its products but also significantly reduces pollutant emissions during production, contributing to environmental protection. For traditional sauerkraut, vegetable raw materials are preserved via high-salt pickling, requiring desalination before fermentation. The fermentation process involves simultaneous fermentation of multiple miscellaneous bacteria, and the resulting wastewater imposes a burden on the environment.In contrast, Kingwellchef Worry-Free Suancai uses fresh vegetables as raw materials and specially cultivated probiotic fermentation broth, with standardized fermentation management. This reduces sewage discharge and is environmentally friendly.