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Aisa Food Exhibition|Water-soluble C100 Tries Oriental Leaf's Way of Restoring Popularity

2024.03.12

Aisa Food Exhibition found that on February 21, Nongfu Spring announced in its public account a new blood orange flavor of the water-soluble C100 series. The new product is available at the official Tmall flagship store of Nongfu Spring at a price of 63 yuan (445ml/15 bottles), or 4.2 yuan per bottle. Launched by Nongfu Spring back in 2008, the water-soluble C100 previously included lemon, grapefruit and green peel orange flavors - that is to say, it took 16 years after its launch for the water-soluble C100 to have the fourth flavors.

The reason for Nongfu Spring to once again attach importance to the water-soluble C100 series may be catering to people’s growing concerned about the health of consumers. The report shows that more than 90% of consumers will take the initiative to boost immunity; more than 80% of consumers believe that immunity can be boosted through additional vitamin supplementation, and vitamin C is the most important type of vitamin among them.

Consumers are no strangers to Vitamin C drinks, and Vitamin C has been a popular element in the history of beverage development in China. , but for a long time, water-soluble C100 did not have a prominent voice in the market.

The most recent time that water-soluble C100 attracted attention was in October last year, when # why water-soluble C100 is fantastic # was trending. Xiaohongshu also has a lot of consumers recommending water soluble C100. For example, "had a cold and sore throat, drank water soluble C100 and the next day it does not hurt", "the savior of motion sickness, drink it and really do not get seasick", "water soluble C saved me once and for all from mouth ulcers! " and so on.

This new push of water-soluble C100 also seems to have the intention of seizing this wave of positive feedback to ride the wave of success.

In addition, Nongfu Spring, the beverage giant, may also hope to find a product from the juice drink to be recreated, so that it becomes another explosive product after the Oriental leaves.

In 2023, Nongfu Spring tea beverage revenue reached 5.286 billion yuan, although the Oriental leaves did not disclose separate data, according to third-party data disclosed in September last year, in the past 12 months, Oriental leaves achieved a year-on-year growth of 114%, a more than 9 times growth rate of the overall growth rate of ready-to-drink tea industry . According to estimates, the annual retail scale of Oriental Tree Leaf 2023 may reach 10 billion.

Public sources show that in 2008, half a year after it has been rolled out, water-soluble C100  sales reached 100 million yuan. Over the years Nongfu Spring has not separately announced its specific sales. According to the 2022 financial report of Nongfu Spring, the annual revenue of the juice beverage segment, including Water Soluble C100, is 2.879 billion yuan, an increase of 10.1% compared with 2021, accounting for 8.7% of the total revenue in 2022.

In other words, if water-soluble C100 wants to catch up with the results of the Oriental Leaf, there is still a lot of room for efforts.

Aisa Food Exhibition oberves that oriental Tree Leaf caters to consumer’s needs by constantly launching new flavors and new packaging, such as the new Double Oolong big bottle launched by Oriental Tree Leaf before the Chinese New Year this year. And the water soluble C100 chose to add a new blood orange flavor to bring more feelings of freshness to consumers.

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