Recently, some video bloggers have used food additives to concoct common foods, which feels quite magical. For example, a spoonful of "three-flower condensed milk" mixed with water becomes a rich soup; "snail noodle flavor enhancer" attracts diners; sesame paste is peanut butter mixed with tap water and edible oil; instant bird's nest is gelatin plus mixed syrup... As a result, the jokingly dubbed "Hex Technology" has quickly gone viral online. The term "Hex Technology" originally comes from the online game "League of Legends," referring to the pinnacle technology that combines magic and technology. Now, it refers to some artificially synthesized products created through modern technology, which, when added, can rapidly enhance the taste and appearance of food. It is not hard to see that "Hex Technology" is essentially about food additives, including various flavors, food colors, sweeteners, etc. The question worth pondering is: with the popularity of Hex Technology, will zero-additive foods become more popular?

01 Should Food Additives Take the Blame? The controversy over "Hex Technology" ultimately hinges on how we view food additives. In recent years, due to growing health needs and occasional food safety incidents, many people turn pale at the mention of "preservatives" or "additives." Food additives have been seen as chemical reagents, and by some, as the antonym of green, safe, and quality. With the viral spread of "Hex Technology" cases, consumer concerns about food additives have further intensified, deepening their negative impression. But in fact, food additives encompass a wide range, from traditional seasonings like oil, salt, soy sauce, and vinegar, to common packaging ingredients like pigments, flavors, and thickeners. In the industrial era, tens of thousands of additives have become an important part of the modern food industry. Spices improve food texture and flavor; oils with antioxidants have a longer shelf life; various vitamins make food more nutritious... Food additives have become a necessary means to improve food quality, enhance color, aroma, and taste, bringing flavors from all corners of the world to households. Admittedly, there are "cancers" in the catering industry that have demonized additives. But it is precisely because of the emergence of various food additives that delicacies can be brought to every family's table, which is also a manifestation of technological progress. Without additives for preservation and freshness, food would be more prone to spoilage and produce harmful substances. Appropriate amounts of food additives can also reduce and eliminate harmful substances during food production, which is actually a guarantee of food safety. In fact, whether a label says "zero additives" or "pure natural ingredients," or whether food additives are used in production, as long as they comply with relevant laws, regulations, and food safety standards, they are safe. So instead of worrying about whether food contains additives, it is better to pay attention to whether the food you buy comes from a legitimate manufacturer. Thus, the real target of "Hex Technology" should be food health and safety, not food additives. Overall, the continuous expansion of the food additive list has contributed significantly to the scale of food production and the diversification of food types, but correctly understanding and rationally using various additives has become a challenge. Therefore, the public should face food additives with an objective attitude.

02 Can Zero-Additive Seasonings Gain Favor? In recent years, many foods labeled "no food additives," "pure natural," or "zero additives" have appeared on the market, catering to the misconception that "the more natural and unprocessed, the healthier." However, some point out that the concept of "pure natural, zero additives" is a common commercial marketing tactic, and even if a food truly achieves "zero additives," it does not necessarily mean it is safer or healthier. Therefore, for consumers, it is necessary to try to change the preconception that "zero additives means health," and understanding the types and uses of additives may bring more convenience to their lives. Currently, in the seasoning industry, the well-known Qianhe Flavor is a representative enterprise of "zero-additive" products. Qianhe's predecessor, Hengtai Industrial, started as a manufacturer of caramel color additives in the upstream of the soy sauce industry chain. From additives to zero-additive, from upstream to downstream, the transformation has been quite successful. Qianhe's zero-additive products mainly include soy sauce, vinegar, and cooking wine. In today's pursuit of consumption upgrades, a considerable number of consumers are willing to pay for zero-additive products. As of 2020, seasonings, mainly soy sauce and vinegar, accounted for 88.36% of Qianhe's revenue. According to the 2022 semi-annual report, by product, Qianhe's soy sauce products achieved revenue of 604 million yuan, a year-on-year increase of 10.47%; vinegar products achieved revenue of 174 million yuan, a year-on-year increase of 19.81%. However, with the recent viral spread of "Hex Technology" online, consumer concerns about food additives have been triggered, further reminding people of the current state of zero-additive products. Thus, on September 28 this year, someone asked Qianhe Flavor on the investor interaction platform about the sales volume of its zero-additive soy sauce and its proportion in the company's soy sauce sales. In response, Qianhe stated that zero-additive seasonings are selling well, and currently, revenue from zero-additive seasonings accounts for more than 50% of the company's seasoning revenue. Similarly, on September 29, an investor also asked Jiajia Food whether it has zero-additive foods. Jiajia Food stated that the company has launched a zero-additive series, which means 0% added white sugar, 0% added genetically modified defatted soybeans, 0% added preservatives, and 0% added food flavors. Undoubtedly, in an era where consumers increasingly focus on food safety and pursue a healthy lifestyle, zero-additive products are adapting to this trend, which is why they are developing better and better. It is worth mentioning that the concept of "zero additives" has always been controversial in the market. In July 2020, the State Administration for Market Regulation issued the "Food Labeling Supervision and Management Measures (Draft for Comments)," which clearly states that for substances not contained or used in food, food labels shall not emphasize "not added," "zero added," "does not contain," or similar wording. There are also many voices in the industry that believe the over-hyping of the "zero additives" concept is misleading to consumers, and its marketing significance outweighs its actual health and quality attributes. Therefore, whether the popularity of "Hex Technology" is an opportunity for zero-additive seasonings to shine remains to be seen.

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