---
title: "Crayon Shin-chan's New Moves for 2025: Health and Fun Go Hand in Hand, Dual-Wheel Drive Strategy Launched"
description: "In recent years, competition in the snack food market has become fierce. According to the 2024 Global Snacking Report, consumers now prioritize quality and emotional comfort over mere taste. Against this backdrop, New Distribution notes that Crayon Shin-chan, a veteran in the jelly segment, has maintained strong appeal through product innovation and health-oriented strategies, achieving steady revenue growth and market leadership."
author: "杨玉琳"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-03-07"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/PiEWwkDcwLb5xjxJpOoFTg"
translation: "https://xinjignxiao.com/zh/articles/2025%E8%9C%A1%E7%AC%94%E5%B0%8F%E6%96%B0%E6%9C%89%E6%96%B0%E6%84%8F-%E5%81%A5%E5%BA%B7%E4%B8%8E%E8%B6%A3%E5%91%B3%E5%B9%B6%E8%BF%9B-%E5%8F%8C%E8%BD%AE%E9%A9%B1%E5%8A%A8%E6%88%98%E7%95%A5%E5%90%AF%E5%8A%A8%E4%B8%AD-7941846c.md"
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---

# Crayon Shin-chan's New Moves for 2025: Health and Fun Go Hand in Hand, Dual-Wheel Drive Strategy Launched

> In recent years, competition in the snack food market has become fierce. According to the 2024 Global Snacking Report, consumers now prioritize quality and emotional comfort over mere taste. Against this backdrop, New Distribution notes that Crayon Shin-chan, a veteran in the jelly segment, has maintained strong appeal through product innovation and health-oriented strategies, achieving steady revenue growth and market leadership.

In recent years, competition in the snack food market has become white-hot. Whether it's promotional bombardments on e-commerce platforms or shelf wars in offline supermarkets, numerous brands have emerged, vying for dominance. But in this red ocean, how do consumers choose?
According to the "2024 Global Snacking Report," consumers' demand for snacks is no longer just about satisfying cravings; they now place greater emphasis on product quality and the emotional comfort snacks can provide.
In this evolving market context, New Distribution has observed that **Crayon Shin-chan, a "veteran player" in the traditional snack food—jelly segment, has consistently maintained strong appeal to consumers.** In recent years, its revenue has maintained steady growth, and its jelly category holds a leading market position. In such a highly competitive market, how does Crayon Shin-chan achieve this?
**Product Innovation + Health Strategy**
**Precisely Aligning with Consumer Needs**
When it comes to snacks, health is undoubtedly a topic that everyone cannot avoid.
The "2022 Online Leisure Snack White Paper" shows that **the sales growth rate of healthy snacks far exceeds that of ordinary snack foods, with over 80% of consumers willing to pay a higher price for high-quality snacks.** This indicates that consumers are paying more attention to the health attributes and ingredient transparency of products.
For brands, health-oriented transformation and product innovation have become key drivers of corporate development. Crayon Shin-chan, through a closed loop of "demand insight - product innovation - technology empowerment," has successfully redefined jelly from a "snack" to a "health carrier," carving out a high-value track in the red ocean market.
New Distribution has learned that at its spring launch event in Changsha on March 7, Crayon Shin-chan took the lead in launching the **"Five Zero-Additions Suction Jelly" series**, featuring "zero preservatives, zero artificial flavors, zero artificial colors, zero fat, and zero sodium cyclamate."
At the same time, Crayon Shin-chan also launched the industry's first **oat milk pudding**. Based on OATLY oat milk, it leverages the advantages of low fat and high dietary fiber to achieve lower calories, making its health attributes and nutrition more balanced.
The zero-sucrose formula precisely captures the current "sugar reduction trend," while the combination of crispy oat pearls and the soft texture of fine pudding replicates the "milk tea-style" fun experience that young people love, easily satisfying consumers' dual needs for health and trendiness.
With a diversified product matrix including jelly purees, puddings, konjac, and braised snacks, **the brand covers everything from children to young adults, breaking the stereotype that "jelly is only for kids."**
However, the true implementation of product healthization cannot be separated from the support of underlying technology. Crayon Shin-chan's investment in the "5G Digital Smart Factory," "Class 100,000 Purification Workshop," and "No. 6 Intelligent Workshop" has become its quality moat.
Through intelligent management systems, the company has automated and informatized production processes, greatly improving production efficiency and product quality, while also enhancing consumer trust in the "zero-additive" promise.
**IP Collaboration + Scenario-Based Experience**
**Unlocking the Consumption Potential of Young People**
Currently, **the jelly market suffers from severe product homogenization. If a brand wants to stand out, product healthization is certainly the foundation for winning the market, but brand marketing innovation is even more key to unlocking consumption potential.**
After all, only by deeply touching consumers' emotional appeals can a brand find breakthroughs amid market difficulties. Taking Crayon Shin-chan as an example, its success is based on a profound insight into the needs of Generation Z, leading to a series of marketing activities.
**First, create differentiated competition through IP collaborations.**
Based on health and zero-additives, Crayon Shin-chan started with IP development, launching Super Wings co-branded suction jelly; healing illustrator Mikko co-branded strawberry milk pudding; and SpongeBob co-branded konjac jelly and caramel pudding, among other products. These products become carriers of social currency and self-expression, winning consumer favor.
**Second, combine online traffic with offline scenario-based experiences to activate terminals.**
On the online front, the brand relies on short-video platforms for precise seeding, reaching young customer groups through fun reviews, unboxing challenges, and other forms. On the offline front, it focuses on scenario-based experience innovation. A typical example is the "Crayon Shin-chan Pudding Carnival" launched in collaboration with Snack Busy before the Spring Festival. By setting up giant pudding installation art, co-branded product tasting areas, and other interactive experiences, traditional shelves are transformed into social check-in scenes.
At the same time, leveraging Focus Media, the "Five Zero-Additions" suction jelly is promoted in elevators of core locations such as office buildings and residential areas. Centered on the dual core of "smooth suction" and "zero-additive peace of mind," it directly targets consumers' hidden anxieties about the practicality, portability, and healthiness of jelly. The catchy advertising music "Suck with confidence, suck freely, suck happily" loops to deepen memory points, unconsciously permeating the feeling of "one sip brings joy," stimulating a strong desire to purchase.
**This fun marketing approach not only opens up new growth curves but also builds a brand perception of "healthy, fun, and warm" in consumers' minds.**
It also provides distributors with a path to differentiated breakthroughs in the stock market. A distributor from North China said, "In recent years, new products have been hard to promote, but Crayon Shin-chan's products come with their own traffic attributes; they often become bestsellers as soon as they hit the market!"
Therefore, when product strength and marketing innovation form a synergy, shifting from traffic competition to value cultivation, breaking through the impasse becomes inevitable.
**Precise Matching + Efficient Sales**
**Helping Distributors Grow Their Business**
Online traffic guides offline traffic, and offline experiences feed back into online reputation, which to a certain extent drives terminal consumption.
For distributors, spring is the golden window for annual planning. How distributors quickly capture consumption trends and use differentiated products to seize market high ground will directly determine the pace of their annual business.
New Distribution has learned that **Crayon Shin-chan, through deep adaptation of "product + channel," helps distributors convert product advantages into tangible sales growth, providing a clear path for the industry to break through.**
Taking third- and fourth-tier cities as an example, jelly consumption growth rate reaches 12% (higher than the 8% in first-tier cities). Crayon Shin-chan customizes product strategies for this trend:
> 1. High-end IP co-branded pudding gift boxes and high-cost-performance products go hand in hand;
>
> 2. High-turnover bulk jelly + fixed-quantity salty snacks (such as chicken feet tendons and crispy sausages) combine fixed and bulk formats, increasing the cross-selling rate through category combinations.
Through the refined operation of "one channel, one strategy," it alleviates inventory pressure for distributors, and through precise marketing, it achieves efficient conversion, improves overall profits, and truly builds a sustainable business ecosystem.
Having been deeply involved in the snack food field for 25 years, Crayon Shin-chan demonstrates unique strategic focus at a critical turning point when the industry shifts from "incremental competition" to "stock competition." **With consumer needs as the origin and distributor value as the fulcrum, it helps channel partners escape the sales dilemma, ultimately achieving a virtuous cycle of consumer satisfaction, channel profitability, and brand growth.**
When more and more brands are trapped in the "involution quagmire," Crayon Shin-chan may have already given the answer: **The real breakthrough is not about who is more involutional, but about who can better understand consumer needs and translate them into sustainable growth momentum—that is the way to win-win development.**


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