Light Meals and Salt Reduction Become New Trends, Lee Kum Kee Makes a Strong Breakthrough with New Low-Salt Product!

****-01-****Salt reduction trend strengthens, low-salt soy sauce gains popularity With the booming processed food industry, salt, sugar, and fat have become irresistible yet are also blamed as health killers. Excessive intake of salt, sugar, and fat significantly impacts health, especially as modern living standards rise, they permeate every aspect of people's diets. Among them, the probability of salt intake has multiplied, and health risks are increasing. In September 2019, the Chinese Center for Health Education released the "Salt Reduction Health Education Handbook" in Beijing, stating that China is one of the countries with the highest salt intake globally, with actual salt intake estimated at around 12 grams, far exceeding the WHO recommended intake of 5 grams. To avoid excessive intake and reduce the burden on the body, modern people increasingly focus on healthy light eating. This has sparked a light meal trend, with less salt becoming the main theme of healthy eating. However, this situation is turning around due to changes in mainstream consumer groups and the growing health awareness of modern people. According to Mintel's 2019 research data, 94% of Chinese urban consumers try to reduce their salt intake. Recently, Tmall Supermarket's "daily necessities" lifestyle trend showed that families of the post-95 generation consume 3 grams less salt per day on average than post-85 families, with 30% of post-95s using low-salt light soy sauce instead of table salt. We found that younger consumer groups pay more attention to healthy eating and even actively seek and choose low-salt soy sauce products that are more beneficial to health; on the other hand, the state is also vigorously promoting salt reduction. In the "National Nutrition Plan (2017-2030)" issued by the State Council, it is required to achieve a 20% reduction in per capita daily salt intake by 2030. Low salt has become a consensus for national healthy eating.

****-02-****Low-salt series upgraded, Lee Kum Kee's new product makes a grand debut Condiments, as necessities in three daily meals, have become key to salt reduction. As a leading company in the condiment industry, Lee Kum Kee targeted the healthy condiment market and took the lead in launching low-salt series products such as "Low-Salt Light Soy Sauce" and "Low-Salt Premium Light Soy Sauce." Upon launch, they received tremendous market response, quickly capturing the healthy soy sauce market and becoming the leading brand in the low-salt soy sauce subcategory. In addition to the existing low-salt series, to meet consumers' demands for health and quality upgrades, Lee Kum Kee continues to innovate and upgrade, launching the premium low-salt light soy sauce new product—Extra Grade Low-Salt First Extract. As Lee Kum Kee's first low-salt product positioned as premium light soy sauce, Extra Grade Low-Salt First Extract only extracts the first essence, double-fermented, with richer soy aroma, significantly reducing salt content by 30% (compared to Lee Kum Kee's Selected Light Soy Sauce), with extra grade quality, 0% added MSG, flavors, colors, or sweeteners, meeting consumers' dual needs for high quality and deliciousness.

****-03-****Under fierce market competition, how does Lee Kum Kee maintain its advantage? In the new trend of salt reduction, many condiment companies have launched reduced-salt, low-salt, or light-salt products. How does Lee Kum Kee maintain its unshakable leadership position? As is well known, salt plays an absolutely important role in seasoning many dishes, and "salt reduction = flavor reduction" has become a pain point for many consumers. However, Lee Kum Kee's low-salt series products adhere to the mission of reducing salt without reducing freshness, striving to provide the best quality assurance for consumers' healthy eating. To this end, Lee Kum Kee's R&D team, through repeated experiments and refinement, ultimately achieved not compromising the deliciousness of dishes while reducing salt, using high-quality low-salt series products to stimulate the umami of food. As a century-old brand, Lee Kum Kee continues to innovate and upgrade. The newly launched Extra Grade Low-Salt First Extract, as the first low-salt product in the premium light soy sauce category, with its healthy, premium, and delicious image, will once again consolidate Lee Kum Kee's leading position in the low-salt segment.

****-04-****Lee Kum Kee leads the low-salt market with innovation, promising future Currently, this product has been launched on e-commerce platforms such as Lee Kum Kee's Tmall official flagship store, Tmall Supermarket, and JD Supermarket, and has received good reviews. It will gradually be sold in offline retail stores. With a long-term layout in the low-salt market, Lee Kum Kee, through precise consumer demand positioning, product positioning, and continuous efforts in brand and channels, continues to lead the next wave in the low-salt light soy sauce market. Salt reduction has become an internationally recognized important indicator of a healthy lifestyle, and for condiment companies, this will be a long-term track. Therefore, Lee Kum Kee is also continuously making efforts in the low-salt series products and innovating. Currently, another low-salt series product from Lee Kum Kee—Low-Salt Oyster Sauce—is about to be launched, with 30% less salt than Lee Kum Kee's Jinzhen Pure Flavor Oyster Sauce, 0% fat, and a light feel. Let us look forward to Lee Kum Kee bringing more high-quality healthy new products to consumers.

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