As a leading brand in the vegetable milk industry, how does Vitasoy survive the cracks?

As a leading brand in the vegetable milk industry, how does Vitasoy survive the cracks?

The global health consumption trend has promoted the growing trend of plant-based diets and ready-to-drink healthy beverages.

Sustainable and healthy lifestyles are increasingly sought after by consumers around the world and become the development trend of the healthy beverage market.
Domestic plant-based beverages are developing rapidly, and the growth rate far exceeds that of carbonated beverages, fruit and vegetable juices, functional beverages and other categories.

This plant-based trend has attracted a large number of beverage industry giants and new consumer brands.

While pursuing the trend and carrying out health "innovations", they are gathering momentum to make plant-based beverages become a trend from a small minority to occupy a huge domestic market and compete.
Very intense.

In the context of domestic consumption upgrades and plant-based beverages springing up like bamboo shoots, how can Vitasoy, a leading brand in the plant milk industry, survive the cracks?

Now, let Foodaily take everyone into the Vitasoy booth at the 30th Hotelex Shanghai Coffee and Tea Exhibition, and find out the answer!

Participating in Hotelex Shanghai Coffee Tea Exhibition, blooming the charm of plant milk coffee

Participating in Hotelex Shanghai Coffee Tea Exhibition, blooming the charm of plant milk coffee

On March 29th, the 30th Hotelex Shanghai International Hotel Supplies Expo was grandly opened at the Shanghai National Convention and Exhibition Center.

This is one of the world’s largest, most influential and high-level expositions in the hotel and catering industry, gathering 3000+ high-quality coffee and tea brands, hotel and catering companies from home and abroad to participate in the exhibition, focusing on showing the latest cutting-edge trends in the industry and promoting The coffee, tea and catering industry has reached a new level, attracting 160,000 professional visitors.

After entering the coffee and tea venues, the editor saw Vitasoy from a distance.

The stylish and modern appearance of the brand booth is really eye-catching.
There are also rich brand stories on every brand wall, which seem to tell the story of Vitasoy's past, present and future.
From the "planting planet" to the present, every step of the exploration has grown.
.
.

Vitasoy Coffee Master Plant Milk Series

And one of the highlights of this Hotelex exhibition is the grand appearance of two new products of the Vitasoy Coffee Master Plant Milk Series.

With the theme of "Always professional, only for the quality of masters", the 80-year-old Soy Family Vitasoy hopes that through this new product, it will show the vitality and health concept that plant protein brings to life, and bring the coffee industry and consumers to life.
Bring high-quality products, innovative surprises, and unlock new trends in fashion consumption of coffee and tea.

Senior executives of Vitasoy Co.

, Ltd.
, Tetra Pak Packaging and many mainstream media were invited to attend the on-site press conference.
Vitasoy China CEO Zhong Tingyi delivered a welcome speech on the spot and announced that two upgraded coffee master plant milk beverages, oat milk and almond milk, were first launched on the market.
Pu Shenshun, Vice President of Commerce in China, and Zhang Yuanyi, the champion of Chinese latte, jointly launched the new product launch ceremony.

Vitasoy Coffee Master Plant Milk Upgrade Conference Site

At the meeting, Mr.

Zhong Tingyi said, “Based on current consumer insights and market trends, Vitasoy introduced the Vitasoy Plant Master series from Australia to China as early as 2019, and actively deployed plant protein milk products.
Seize the market opportunity and lead the industry track.
Vitasoy’s current strategic layout is to allow multiple categories to work together.
This time, the upgraded version of Vitasoy coffee master oat milk and altar plant milk for the coffee channel will be launched.
A small step in the strategic layout of Vita's plant-based milk products aims to continue to inject fresh power into the coffee industry and bring more innovative application possibilities to gain more market voice.
"

Vitasoy China CEO Zhong Tingyi's speech scene

It is understood that the two newly upgraded coffee master plant milks have been iterated and upgraded in terms of formula and packaging.

Vitasoy coffee master oat milk and almond milk are specially developed according to the drinking habits of the younger generation of consumers.
They are specially designed for coffee.
They have high calcium, 0 cholesterol, low sugar, low saturated fat, and no trans.
Hot spot advantages such as fatty acids.

Mr.

Fang Xiaoyu, Director of Strategic Planning and Operational Excellence of Vitasoy China, introduced to us that four plant-based milk coffee cupping products have been prepared for this exhibition.
The plant-based milks used for professional blending include coffee master’s exclusive soy milk, oatmeal milk, and Pakistani milk.
Danmu milk; coffee beans types include Italian blends, fine blends, and single-origin coffees; the roasting degrees of matching coffee beans include light-medium, medium, and deep, and are also divided into hot and cold drinks.
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.

The rich test products well reflect the perfect match between Vitasoy plant milk and various types of coffee, and are highly praised and appreciated by professional baristas and coffee lovers! Vitasoy coffee master told us that Vitasoy’s move to introduce a full range of plant-based milks has provided the entire coffee industry, baristas and coffee lovers with greater choice and inspiration, allowing coffee exploration into a new, unbounded realm.
.

Fang Xiaoyu, Director of Strategic Planning and Operational Excellence, Vitasoy China

Finally, in an interview with the media, Mr.
Zhong Tingyi expressed Vitasoy’s determination to base itself on innovation and adhere to the “plant-based” sustainable development path.
He hoped that the brand could create more sparks in the coffee and tea industry in the future.
Create more diversified possibilities for consumers and the industry, and lead the industry's new consumer trends.

For the future, he said that the mainland market has always been the main driving force for the growth of Vitasoy’s overall performance.
Vitasoy will launch more new products and specific packaging products oriented to the demand of the mainland market.
At the same time, it will also consider adding Vitasoy oats.
The core technology of milk is introduced into domestic production, ensuring sufficient supply and reducing costs under the premise of ensuring high quality requirements, which will benefit the majority of domestic consumers.

Soy White, to create an exclusive business card for Shanghai coffee

Soy White, to create an exclusive business card for Shanghai coffee

During the event, we also learned that Vitasoy, as a plant milk partner, actively participated in the "Because of Coffee, So Shanghai" themed series of activities of "Shanghai Coffee Culture Week", hoping to integrate Shanghai city culture, Shanghai style culture and Shanghai coffee culture.
The unique charm is passed on to more people who love coffee.

During the Coffee Culture Week, Vitasoy launched an innovative formula of "Soy White" soy milk coffee blended with soy milk exclusively for Vitasoy coffee masters, and made its first public appearance in the industry and consumers.
Fortunately, we became the first batch of tasters of the new Su Rui Bai today.

Vitasoy Coffee Masters Exclusively Use Soy Milk Blended "Su Rui White"

At the scene, Mr.
Fang Xiaoyu also told us the story behind Su Ruibai.

Although Vitasoy was founded in Hong Kong, it has a deep connection with Shanghai.
After entering the mainland market, he became attached to Shanghai.
For more than 20 years, he has been working with Shanghai to explore the possibility of coffee in this city, and jointly create and define the coffee taste of Shanghai.
The form of "Coffee Master Mellow Soy Milk", combined with the representative coffee of Shanghai's new aroma in the morning, blends into a cup of soy coffee with unique Shanghai characteristics-and this is the reason for Su Rui Bai.
The brand expects it to be Every morning beauty in Shanghai brings new vitality!

In fact, the combination of soy milk and coffee has a history of more than ten years.
Vitasoy has also been deeply researching the combination of plant-based beverages and coffee, so as to understand the tastes of Chinese consumers more and more.
Therefore, the new coffee formula introduced this time is between traditional latte and Australian white, highlighting the sweetness of coffee and the mellow aroma of soy milk, and is a coffee product that is more in line with Chinese consumers' pursuit of coffee taste.

Introduce innovative technology and plant milk delicious, healthy and environmental protection concepts into the coffee industry

Introduce innovative technology and plant milk delicious, healthy and environmental protection concepts into the coffee industry

Over the years, Vitasoy has been actively advocating healthy, low-carbon, and sustainable lifestyles and consumption behaviors, providing domestic consumers with diversified high-quality plant protein health products.
"Sustainable development" as the DNA of Vitasoy has been deeply integrated into its business development.

The Vitasoy Coffee Master Plant Milk series presented at the Hotelex exhibition, including exclusive soy milk, oat milk, and almond milk, provides a healthy and diverse choice for the coffee channel, which is very suitable for coffee lovers who like to try new things.
White-collar workers, lactose intolerant people, vegetarians and environmentalists who are pursuing high-quality have become the new favorites of young people's beverages.

Foodaily understands that in 2020, Vitasoy actually launched a healthy additive plant milk series, including two dual plant protein drinks, "Altar + Macadamia" and "Oats + Quinoa", through the innovative concept of dual plant protein.
Broaden the category of Vitasoy in the high-end vegetable milk market.
With its keen market sense and consumer insight, Vitasoy is also constantly innovating and improving the strategic layout of its product matrix.
It has become one of the few advanced companies in China that can provide a full range of plant milk production.

Creative collocation expands the infinite possibilities of taste, creating a new favorite of beverages for the younger generation

Creative collocation expands the infinite possibilities of taste, creating a new favorite of beverages for the younger generation

At the exhibition site, Vitasoy attracted many spectators with cupping, tasting, DIY garland, product interaction and other links, and its popularity became the hot spot of the exhibition.
The brand has carefully set up a variety of interactive and professional experience links, allowing the audience to gain in-depth knowledge of the field of plant milk, and open a variety of ways to enjoy healthy drinks, so that they can experience the Vitasoy Coffee Master plant milk series products more intuitively Charm.

In addition, Vitasoy also specially invited champion barista Zhang Yuanyi to help out at the booth to increase the interactive fun.
The wonderful latte show by professional masters showed the coffee latte made with the plant milk of the Vitasoy Coffee Master series, like exquisite works of art, bringing the double enjoyment of vision and taste to the audience.
Every performance can bring surprises to everyone and arouse constant applause.
At the scene, everyone can also communicate with the champion coffee master at zero distance.
Under the guidance of the teacher, get plant milk + coffee latte skills in seconds, so that you can make delicious and nutritious plant milk coffee at home~

Chinese Latte Champion Zhang Yuanyi

Vitasoy invited Lin Shanchuan, a national-level senior barista, to take charge of this cupping.
According to the host, he is also the founder of Guangzhou's high-end boutique cafe Ma Zao Coffee.
At the scene, Mr.
Lin Shanchuan selected four coffee beans with different origins, different flavors, and different roasting degrees to match with Vitasoy Coffee Master Plant Milk for everyone to taste, and the final made each plant milk coffee can perfectly reflect The original flavor of coffee beans can balance the strong burnt aroma of deep roasted beans and the acidity of light roasted beans.
It can also enhance the floral and fruity aroma or nutty flavor of coffee.
It can be said that the creativity and extensibility of the product are brought into full play.
Extreme.

Lin Shanchuan, the founder of Guangzhou's high-end boutique cafe "Niezao Coffee"

From this new product launch conference, we can clearly feel that in promoting the new combination of coffee/tea and plant milk, Vitasoy places great emphasis on youthful fashion, environmental protection and interactive experience, not only to meet the basic needs of health and nutrition, but also very particular.
In line with the preferences of young people, we play new tricks and new food styles, and further allow consumers to reap spiritual fun, and make plant milk the new favorite of young people's beverages.

Plants are unstoppable, Vitasoy rides the wind and waves to lead a new trend in beverage consumption

Plants are unstoppable, Vitasoy rides the wind and waves to lead a new trend in beverage consumption

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