In the post-pandemic era, health has become the main theme of children's snacks

With the opening of the three-child policy, the number of children in China will continue to increase. According to relevant statistics, by the end of 2019, the number of children under 14 had reached 235 million, indicating huge potential in the children's consumer market. As a part of children's reasonable diet, snacks are also growing rapidly. According to the White Paper on Children's Snack Market Survey, the market size of children's snacks is expected to exceed 600 billion yuan. Compared with European and American countries, the overall development of children's snacks in China is relatively backward, and for a long time, there were no unified standards and norms.

In 2020, the China National Food Industry Association issued the "General Requirements for Children's Snacks", which proposed the definition of children's snacks and the industry requirement of "less added sugar, salt, and oil", gradually standardizing domestic children's snacks. The formulation of standards has redefined consumers' perception of children's food. Healthy quality and rich nutrition have become the main criteria for parents when purchasing children's snacks.

"0 sucrose, healthier" - Miaofei 0-sucrose cheese sticks lead the new trend in children's healthy food

Cheese has always been known as "milk gold". In recent years, with its rich nutritional value, cheese has become increasingly favored by consumers. According to Euromonitor data, in 2018, the Chinese cheese market size reached 5.833 billion yuan, a year-on-year increase of 16.8%, with a compound growth rate of 22.5% from 2004 to 2018, and it is expected to grow to 10.53 billion yuan by 2023. The rapid growth of the cheese market has attracted major dairy companies and snack giants to enter. Especially children's cheese, which is flourishing, has become the main entry point for the retail growth of processed cheese.

As a single product in the children's snack segment, children's cheese undoubtedly must prioritize health. For children's snacks, sugar reduction is an indispensable part of healthy food. The National Health Commission pointed out in the Healthy Oral Action Plan (2019-2025) that a "sugar reduction" special action will be carried out, which includes restricting the sale of high-sugar beverages and snacks in primary and secondary schools and kindergartens, and reducing the supply of sugary drinks and high-sugar foods in canteens.

Currently, the most commonly added sugar in food is white sugar, which is a type of sucrose. Sucrose is broken down into fructose and glucose in the human digestive system, producing high calories. Excessive intake of sucrose can lead to high calorie intake, abnormal fat accumulation, and an increased probability of obesity. On the other hand, when sucrose enters the mouth, bacteria in the mouth can convert it into acid, which erodes tooth enamel and causes tooth decay.

In a sense, the core of sugar reduction is actually to reduce the use of sucrose. Miaofei keenly seized this trend and proposed the health consumption proposition of "0 sucrose, healthier", launching a new generation product - Miaofei 0-sucrose cheese sticks. Of course, 0 sucrose does not mean sugar-free, but rather uses natural sugar substitutes to replace sucrose.

Sugar substitutes are divided into artificial sweeteners and natural sweeteners. Most artificial sweeteners have safety controversies, while natural sweeteners are safer. Miaofei 0-sucrose cheese sticks use two natural sweeteners: mogroside, erythritol, and naturally occurring crystalline fructose. Mogroside, extracted from monk fruit, is recognized as the best natural sweetener in the world. It has zero calories, and the national mandatory standard "GB2760 Food Additive Use Standard" stipulates that mogroside can be used in various foods without limit. Erythritol is a natural sweetener with essentially zero calories. Due to its small molecular weight, it is not metabolized in the body and is difficult to break down to produce calories. Crystalline fructose is a naturally occurring sugar with a fruity aroma and low caloric value. The advisory bodies of the World Health Organization and the Food and Agriculture Organization of the United Nations have also confirmed the safety of fructose.

These natural sweeteners, while ensuring sweetness, produce negligible calories, effectively reducing the probability of obesity. Moreover, the licorice extract contained in erythritol can effectively protect dental health and reduce the rate of tooth decay. Using natural sweeteners to replace sucrose ensures the taste and health of the product, but that's only one aspect. The "General Requirements for Children's Snacks" mentions that children's snacks are foods used to supplement energy, balance nutrition, or increase hydration. Therefore, Miaofei 0-sucrose cheese has also been upgraded in nutrition. According to the physique of Chinese children, it has been carefully formulated with a 2:1 golden calcium-to-sodium ratio. The high-calcium, low-sodium ratio is more conducive to children's full absorption of nutrients without burdening the body.

At the same time, Miaofei 0-sucrose cheese sticks also add dietary fiber, which can increase gastrointestinal motility, make the intestines healthier, and are more suitable for children. The "sugar reduction" move and nutritional upgrade of Miaofei 0-sucrose cheese sticks have also been highly recognized by Ms. Zhai Fengying, former vice chairman of the Chinese Nutrition Society. Ms. Zhai Fengying said: "The natural health, scientific ratio, and balanced nutrition of Miaofei 0-sucrose cheese sticks are more beneficial to children's healthy growth."

Deeply cultivating the children's cheese market, being a "lurker" in the industry

Miaofei, established in 2019, should be considered a newcomer among many cheese brands. However, its deep cultivation in the children's cheese field definitely puts it at the forefront of the industry. As is well known, the core of a good cheese is the selection of high-quality milk sources. A high-quality milk source requires strict standards, including superior geographical location, suitable climate conditions, good ecological environment, and high-standard pasture management, all of which are indispensable.

New Zealand, as one of the internationally recognized best high-quality milk sources, naturally became Miaofei's first choice. High-quality milk sources, coupled with rigorous and scientific production processes, are the reasons why Miaofei 0-sucrose cheese sticks are highly praised.

In addition to high-quality milk sources, Miaofei has also spared no effort in capacity layout. Miaofei had already built its own factory in the early stage, establishing Asia's largest single cheese factory to ensure capacity advantages. Whether in the selection of milk sources or the construction of factories, it is not difficult to see that Miaofei, as a rising star, has been quietly "lurking" in the children's cheese market, striving to do better.

Capital support, channel recognition, Miaofei opens a new era in the cheese stick market

Adhering to the mission of "creating healthier cheese sticks for Chinese children", Miaofei has been focusing on nutritional research for Chinese children's physique and developing cheese foods more suitable for Chinese children since its establishment in 2019. The Miaofei 0-sucrose cheese stick launched in early 2021 is a testament to its deep cultivation in the children's cheese food field. According to the certification certificate issued by the world's top professional institution "Frost & Sullivan", from January to May 2021, Miaofei 0-sucrose cheese sticks ranked first in national sales in China's 0-sucrose cheese stick market.

As Miaofei founder Chen Yun said, 2021 is Miaofei's brand year and the starting point for the brand to begin large-scale, standardized marketing operations. In fact, since mid-last year, Miaofei's "big moves" have been continuous. In July last year, Miaofei completed an A-round financing led by Matrix Partners China. In less than half a year, at the end of the year, it completed a nearly 100 million yuan B-round financing led by Hillhouse Capital, with participation from Zhongding Capital and existing shareholder Matrix Partners China. In less than two years since its establishment, Miaofei's focus on children's healthy food and its control of the market have gained capital recognition. Industry experts analyze that Miaofei is favored because of its precise brand positioning and strong channel construction capabilities. It is reported that Miaofei has entered more than 300 retail systems nationwide, covering more than 100,000 points of sale.

At the end of June this year, Miaofei successfully held a brand renewal conference in Beijing, announcing a strategic cooperation with Focus Media, investing hundreds of millions in advertising. The coverage spans nearly 100 cities including Beijing, Shanghai, Guangzhou, and Shenzhen, with nearly one million electronic screens simultaneously online, covering 310 million mainstream consumers. Leveraging Focus Media's semi-monopolistic advantage in residential communities, Miaofei can quickly increase its influence in the mainstream consumer circle, enhance consumer awareness and trust in the brand, and form mental pre-sales. At the same time, at the press conference, it also announced the invitation of star mother Liu Tao as brand spokesperson. As a mother of two children, Liu Tao is very rigorous in choosing children's food, placing great emphasis on nutrition and health, which coincides with Miaofei's concept of "0 sucrose, healthier".

Liu Tao's endorsement further confirms recognition of Miaofei's focus on healthy food. In the future, the two parties will join hands to further promote the new development of children's healthy food. Capital market support, star mother endorsement, and channel recognition will surely help Miaofei enter the fast lane of development and open a new era in the cheese stick market.

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