Healthy light food brand is taking off, the premise is to please the Chinese stomach.
It is learned that the salad retail brand The Daily Cut China has recently completed a seed round of financing. This round was invested by individual investors. Linda, a partner at The Daily Cut Hot Salad China, told us that this round of funding will mainly be used for product development and iteration, supply chain resource integration, and talent introduction .
The Daily Cut (hereinafter referred to as “TDC”) originates from Singapore, which means “daily fat loss” and emphasizes a healthy and balanced diet concept. With the rise of new consumer groups, China’s healthy and light food market, which focuses on high nutrition and low fat, is growing rapidly, and the market size is expected to reach 100 billion. But the real problem is that, in addition to fitness people, most consumers are difficult to accept the traditional salad cold and tasteless diet experience, most of them simply try.
Linda tells that TDC hot salad belongs to Western-style simple meal positioning . It adopts and changes the Michelin Western food process. It is a salad with strong satiety and Chinese taste bud Products . For urban white-collar workers, fitness people and female consumers with health needs, TDC Hot Salad has launched special salad products such as Gong Baowei chicken breast with Chinese characteristics and healthy version of Mapo tofu.
TDC hot salad products, provided by respondents
The product research and development team is composed of former Michelin chefs. He has worked at Grand Hyatt Singapore Mezza9, Singapore Sands Hotel, and won the Gold Medal of Food Hotel Asia2012. The R & D team incorporates advanced processing techniques such as molecular cuisine into healthy meals. Nearly 30 SKUs have been launched, and the product keeps rapid iteration every quarter.
In fact, China’s healthy diet upgrade has a long history. The net red salad brand sweetheart rock salad, founded in 2014, also chooses to cut from the staple food salad, and once achieved 16,000 cans of daily sales. But they did not come to the end, ending in failure in 2019.
Linda believes that the main problem with sweetheart rock salad is
It is reported that TDC Hot Salad China adopts two business models: toC and toB : C-end customers can choose to order online and offline directly, or purchase a “month card” to customize the entire month Healthy eating plan; B-end customers mainly catering for fitness center members, and group meals for large enterprises and institutions.
It is reported that with the characteristics of high protein, high VC, and single eating, TDC hot salad has grown against the trend during the epidemic. The repurchase rate has reached 5-6 times of the same business district and the same category. The unit price is around 36 ~ 60 yuan . Since the opening of the first store in May 2019, TDC Hot Salad has opened 4 stores in Shanghai, including 2 mall stores and 2 takeaway stores.
The next step of TDC Hot Salad plans to integrate the supply chain and explore the retail business of pre-packaged food and other catering. Offline, focus on rapid expansion in first-tier cities in the next three years.
In terms of team, Linda has experience in large international institutions. He worked as a financial analyst at JPMorgan Chase (Singapore). In 2018, he became a partner of TDC Hot Salad China, responsible for all development business in China.