Small pudding, big feet, green tongue, doll cake, old popsicle ... these childhood taste memories make us love ice cream.

If you are a person who will die if you don't eat ice cream in summer, you may have found:

This summer, the ice cream in the freezer began to change.

Northeast pot-stewed, seaweed pine, big squid ... Many new online celebrity ice creams have gone further and further on the wonderful road.

But are these salty ice creams, which seem to be the menu of Chinese restaurants, really delicious?

1

More and more strange taste of ice cream.

In traditional cognition, ice cream should be sweet and delicious.

This deep-rooted concept, however, slowly began to shake because of the double yellow egg ice cream that swept the whole network last year.

Butter collides with salted egg yolk, sweet and salty, which unexpectedly brings consumers a novel and wonderful taste experience.

According to the sales data of 20 19, Aoxue double yellow egg ice cream has been on the market for half a year, and its total sales volume in first-and second-tier cities in China has exceeded 36 million.

Salty ice cream, which doesn't take the usual path, didn't expect to turn over and become an online celebrity one day.

Major cold drink brands also smell business opportunities. In this summer, more and more strange ice creams began to appear crazily.

Aoxue, who created double yellow eggs last year, launched a more "scary" ice cream this year-Northeast Pot Stewed.

Inspired by the stew of Northeastern University, it "boiled" salty ingredients such as pork floss, carrots, seaweed, sesame seeds and leeks.

The outer packaging describes the taste of minced meat, milk and leeks, which sounds appetizing?

But the taste is a matter of opinion.

Some people say that every bite is wonderful and delicious. Some people also spit out that its taste is so wonderful that you can join the blacklist as soon as you eat it.

Another blogger said: "If it is an online celebrity product with gimmicks, it is quite successful, but in terms of taste, Aoxue's new product is not as delicious as last year's double yellow egg ice cream."

Of course, the competition between strange ice creams does not stop there.

With more and more participating brands, the taste of ice cream is becoming more and more strange and biased.

The seaweed floss ice cream introduced by Snow Monster, the configuration of seaweed floss, is it not that the floss is poured with cream?

The big squid ice cream introduced by Li Daju can actually chew squid particles.

"Mixed snacks", the ice cream flavored with tomato chips expressed dissatisfaction and joined the strange taste contest.

The combination of potato chips and ice cream, the two kings of snack industry, failed to save its strange taste.

These ice creams, at first glance, were thought to be hard dishes. I feel that one can save dinner.

Faced with these novel and even strange ice creams, some people dare to try them for the first time, while others hesitate and express doubts.

Different from traditional sweet ice cream, strange ice cream can't cater to most people's tastes, and controversy is inevitable.

However, are savvy merchants chasing this wave of "strange smell" craze just to attract attention and engage in topics?

According to 20 19 online ice cream consumption insight data, today, the world of ice cream is no longer just sweet mouth.

These niche salty ice creams, such as sea salt flavor and salted egg yolk flavor, have begun to enter consumers' field of vision, and their consumption is also growing rapidly.

In fact, strange ice cream is just the market demand of some people who "just taste salty".

2

The marketing philosophy behind strange ice cream

The ice cream market with great potential

In recent years, summer is getting hotter and hotter, and the total market value of ice cream is also increasing.

Ice cream consumption began to further transform and upgrade, and major ice cream brands faced new opportunities and challenges.

Data show that in 20 16, the global ice cream market totaled149.3 billion US dollars, and China ranked second.

It can be predicted that the ice cream market in China will continue to expand and develop in the future. How can major businesses miss this opportunity?

Salty mouth, or "strange taste", is actually the performance of the whole ice cream industry seeking innovation and survival.

? A rational attempt to satisfy the tastes of a few people

Apart from the background of market development, exotic ice cream is also the "active" choice of consumers in China.

According to the survey, among the global consumers who are keen to try new food concepts, China accounts for 77%.

If you dare to innovate, I dare to try something new.

A large number of consumers with potential adventurous spirit are the basis for domestic ice cream brands to dare to innovate in strange taste.

In the case that traditional ice cream flavors can't meet the demand, more and more consumers begin to buy and try some niche flavors.

Major brands will naturally not miss this change and have launched new products.

The development of salty ice cream is not a random choice, but a lot of data research.

60% of consumers said that they like food that combines sweetness and saltiness very much.

Those strange-flavored ice creams that look "wonderful" are actually rational attempts by merchants to explore minority tastes on the basis of full market research.

? Joint achievements with new convenience stores

There is still a link between brands and consumers that we ignore.

Searching for these strange ice creams in Xiaohongshu, bloggers will basically point to convenience stores such as Rosen and 7-eleven.

However, in the freezers of large supermarkets and grocery stores, traditional ice creams are still displayed, and it is difficult to find traces of these strange ice creams.

All kinds of strange ice cream have even become new "convenience store food".

In the new retail environment, convenience stores such as Rosen and 7-eleven provide sales links for emerging ice cream brands.

It can be said that convenience stores have contributed to the rise of strange ice cream.

On the other hand, strange ice cream, as a gimmick, can attract consumers to shop in convenience stores.

The cooperation between convenience stores and strange ice cream is actually a common achievement of both sides.

three

Odd taste trend of snack market

Not just ice cream. Everything tastes strange these days.

In fact, strange ice cream can only be said to be the tip of the iceberg in the "strange snack army".

Japan, which has always been open-minded, has long been on the "point of no return" with a strange smell.

Ramune, a famous Japanese beverage brand, has always been famous for its marble soda. In addition to the lime and lemon flavors commonly found in soft drinks, the brand also introduced curry soft drinks and mustard soft drinks.

Uh ... this package, this smell, are you sure it's soda, not seasoning?

In recent years, with the transformation and upgrading of consumption, snacks have already become the daily needs of Chinese people.

The major snack brands in China, whether to attract attention or to create new flavors, have begun to open their minds and show their magical powers.

Xicha, who loves cross-border marketing, launched stinky tofu cake in cooperation with Wenheyou stinky tofu restaurant last year.

Although stinky tofu is just a form, the essence is the fresh taste of mousse cake, but this strange form has earned enough attention.

In terms of taste innovation, coriander, mustard and xanthium sibiricum, the controversial spicy ingredients, have not escaped the fate of "magic".

The memory of our childhood, white rabbit toffee, introduced mustard flavor, turned green overnight. ......

If you are sleepy, it is estimated that you can refresh yourself instantly.

A yogurt brand has created a kind of broken-ear yogurt for the people of Guizhou who love to eat. I don't know how it tastes (will someone give it to the president? )

Ice cream, soda, cakes ... I counted them carefully and found that there were so many strange snacks around me.

Perhaps it's because life is full of ups and downs and strange smells, and it's more like a taste bud reward besides our three meals and a happy flavor enhancer in daily chores.

It should be a "surprise" full of unknowns, not a "shock".

There is no need to blindly pursue novel and weird tastes and smash some "dark dishes" that people give up after a taste.

When the double yellow egg ice cream burst into red last year, there were also many negative news that the total number of colonies exceeded the standard.

As a food, odor should be based on the hygienic quality.

At present, cooked food and meat are added to some strange ice cream on the market, and food safety should be paid more attention to.

In fact, whether it is strange ice cream or other strange snacks, it is inevitable that there will be controversy when it is first introduced.

Not that consumers can't accept strange things. As long as we look at the sales of canned herring and snake grass water on a treasure, we know that what our consumers lack most is the spirit of challenge.

What we care about is whether these "eccentricities" are just marketing gimmicks that "cheat one and count one", or the comprehensive consideration of bold innovation and rejuvenation of the brand.

After all, only products with real intentions can be favored by consumers in the market competition.