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    Home > Food News > Food Articles > Artificial meat "no chewing energy" live roll-over playing health card effect did not reach the expected.

    Artificial meat "no chewing energy" live roll-over playing health card effect did not reach the expected.

    • Last Update: 2020-08-24
    • Source: Internet
    • Author: User
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    Original title: artificial meat "no chewing hard" live roll-over health card effect did not meet expectations
    core tips
    in the past considered "unhealthy" fast food to play a health card, from the "reduce the risk of animal disease transmission" perspective to create a concept, step up "artificial meat" "plant meat" and other concept foods in the domestic market layout. On the afternoon of April 23rd, the artificial meat plate collectively strengthened, the twin towers of food, Beijing grain holding has been up and down, Fengle breeding industry, Dakang agriculture rose more than 9%, to Yisan, Beida Desert, Weiwei shares and other stocks strengthened.
    reporter investigation found that the taste of artificial meat did not reach expectations, the price is 2 times the price of meat, the first war consumer market did not fire, the recent announcement of artificial meat suppliers and triggered a round of investors concern. Industry sources said that the current artificial meat industry standards are still blank, the future prospects are good but must cross the price, taste, industry norms and other bumps.
    consumer roll-
    not chewy, not too hot
    recently, KFC, Starbucks has announced that the Chinese market to launch plant meat products. Reporters in accordance with the official promotion channel guidelines, try:
    Starbucks sales page shows that there are three related dishes, namely: green sauce beef pasta, classic thousands of layers and American sour sauce big rolls. The price range of these three meals is 59 yuan to 69 yuan, which is about 20 yuan more expensive than other meals of the same size on the market. The sales page also previews the introduction of a milk-free latte using oat milk. These products, said to be all produced by Beyond Meat, the "artificial meat first" in the United States, have made a name for themsies.
    KFC sells 1.99 yuan / 5 pieces of plant chicken nuggets, relatively few categories, the price is relatively popular. Reporters measured the 23rd morning, 400 pre-sale tickets have been "second light."
    reporter then found the vegetable meat list in Guangzhou's imported goods supermarket. A plant meat based on plant protein costs 28 yuan/230 grams, nearly twice the price of pork, according to the label.
    the day of the visit, the product showed a status of "hot sales", and its shelves not far from several other plant protein commodities, no plant meat, artificial meat and other concepts, but show "promotion."
    the artificial meat is so expensive, is it not delicious to eat real meat? In the business promotion and net red card and other activities to promote, recently, weibo, friends circle, live broadcast and other social platforms rise plant meat, artificial meat evaluation, but the painting style is not uniform, netizens released a lot of "large roll-over scene": "eat up taste" It's a little heavy, as if to tell me with all my best that it's meat", "The 'beef' in the meat roll is 'meat', there's no real beef chewing power", "So many side dishes put together to hide the true identity of 'artificial meat'..."
    . There are some netizens posted "there is no good to eat foul, and real meat is not much different" "feeling is ordinary meat ah, do I usually eat fake meat ..."
    . In recent days, the momentum of sales, online evaluation and consumer feedback, the reporter combed found that many consumers have a taste for it, hunting attitude, evaluation of relatively objective tolerance, but a related person involved in brand marketing told reporters: "did not receive the expectations of the imagined consumer boom, may be related to the outbreak period of consumption has not been fully released." "
    capital power
    domestic market "out of the epidemic" outbreak, the volume is still small
    why artificial meat suddenly fire? Reporters from the introduction of the concept of artificial meat, a foreign fast food brand marketing department learned that artificial meat in the United States has been on fire for more than a year, and now in the domestic market pile layout, or with the recent outbreak and food giants in China's new action related.
    enterprises to step up the layout of the domestic market
    artificial meat to step up the layout of the domestic market action is a bit obvious. In November, Tmut's shelves were stocked with artificial pork and artificial chicken sold by Canadian artificial meat brand Omni Pork, with artificial pork selling for $60 a kilogram.
    almost at the same time, some local companies are also targeting this huge market: last November, the domestic plant-based artificial meat company STARFIELD and milk tea brand Nai Xue jointly launched a series of artificial meat burgers, with the chain Western food "stick!" John" co-launched "Future Meat Pizza"; last month, Week Zero announced the completion of tens of millions of dollars in financing.
    " outbreak has raised concerns that animals are being used as parasitic hosts of the virus to infect humans, and that demand for artificial meat as a meat substitute will continue to grow. Zhu Danpong, an analyst with China's food industry, told Guangzhou Daily That the boom in artificial meat is related to recent global warming, outbreaks and other issues, and that the domestic artificial meat market is expected to expand further with the help of giants such as Starbucks, KFC and Beyond Meat.
    Shunto touch melon, the reporter found an interesting phenomenon, the introduction of artificial meat concept is more than fast food brands, in the past fast food has been criticized as "unhealthy", and the introduction of artificial meat hit the "health card", and there is currently a brokerage high-profile expressed the view of artificial meat healthier: "from a safety point of view, artificial meat can eliminate the parasites and microbial threats of ordinary meat, reduce the spread of zoonotic diseases and animal diseases." From a nutritional point of view, artificial meat through artificial cultivation and composition adjustment, than ordinary meat nutritional value is higher. on the afternoon of April
    23rd, the artificial meat plate collectively strengthened, twin towers of food and Beijing grain holdings rose and stopped, Fengle breeding industry, Dakang agriculture rose more than 9%, to Yisan, Beida Desert, Weiwei shares and other stocks strengthened.
    And this time Beyond Meat has joined forces with international fast-food chains to compete with domestic artificial meat suppliers for the track: In an effort to tap into the domestic market, Beyond Meat announced the launch of Weibo and WeChat public numbers, as well as a Chinese website, and Starbucks announced that it had reopened more than 95 percent of its stores in China to sell new products across the board.
    why the Chinese market is
    why is the proportion of Chinese vegetarian consumers not large, why does artificial meat value the Chinese market so much?
    on the one hand, demand is increasing, on the other hand, the market volume is small. At present, there are no absolute industry giants, only engaged in plant meat business companies, such as Shenzhen Qishan Food, Jiangsu Hongyu Food and Ningbo Sulian Food, and the total turnover of these three enterprises in 2018 together, is still far lower than Beyond Meat a company, the domestic artificial meat market concentration is low, small size.
    listed companies
    supplier announcement caused concern
    just when the capital is aimed at the domestic market, consumers do not buy, artificial meat suppliers issued a notice caused concern among investors.
    in the A-share listed companies, involved in the concept of artificial meat domestic enterprises are mainly twin tower food, gold ham, Jin Jianmi industry, Haixin food, Anjing food and so on. Among them, Twin Towers Foods is one of Beyonc?n Meat's pea protein suppliers, 20% of its business revenue from pea protein, even Starbucks, KFC launched plant meat products are indirectly related to Double Tower Food.
    Recently, Twin Towers Foods issued a notice on the deferred purchase of part of the shares of the controlling shareholder, saying that it had recently received a letter from the controlling shareholder, Huiyuan Junxing Agricultural Development Center, which held part of the former shares for the deferred purchase back. Shuangta Foods said in this announcement that its controlling shareholders do not exist non-operational capital occupation, illegal guarantees and other violations of the interests of listed companies, and as of the date of disclosure, its controlling shareholders' share pledge matters on its production and operation, corporate governance, etc. have no substantive impact, nor involve compensation obligations, there is no risk of closing positions.
    investors think of the announcement? Industry sources told reporters that this announcement does not represent risk, popular interpretation, or can be analogy "continue to pledge to borrow money" meaning. For other investors concerned about artificial meat, however, "the need to take into account that the artificial meat industry track is not on track and needs to be further regulated and deepened in the face of capital gains through market sentiment." "
    industry view
    artificial meat wants to really stand firm must cross three bumps
    artificial meat ushered in a high-gloss moment, but also triggered a heated discussion about its development prospects. The industry generally expressed long-term optimism, but pointed out that to truly gain a foothold, we need to continue to cross the bar.
    first threshold is that it's expensive. Reporters learned that the price of artificial meat is much higher than real meat because of the high cost of technology, difficult to mass production. The first artificial meat pie appeared in Professor Mark Post's lab in 2013 at a cost of $325,000, and five years later, Future Meat produced about $10,000 a pound, according to Guosheng Securities Research. The study also said that the key factor to reduce the cost of "cultivating meat" is to reduce the cost of serum, and the current serum cost alone is much higher than the value of fresh meat, resulting in "cultivated meat" lack of price competitiveness, difficult to mass production.
    threshold is taste "poor". Although with the development of technology, the taste of artificial meat has been infinitely close to real meat, but through this KFC, Starbucks new product testing and other promotional behavior found that the current market of artificial meat products, and domestic consumers daily eating habits still have a gap, acceptance is doubtful.
    threshold is that there is no standard. At present, artificial meat in the domestic play safety, health card, but reporters consult the relevant standards and supervision system of the national food and drug supervision and other departments, have not found the authoritative statement. Recently, Wang Shouwei, director of the China Meat and Food Comprehensive Research Center and president of the Beijing Academy of Food Sciences, told the media that the global market share of "artificial meat" is forecast to reach 60% by 2040, and that the national standard of "artificial plant meat" is currently being formulated.
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