Little Pudding, Bigfoot, Green Tongue, Doll Cake, Old Popsicle ...... These childhood taste memories make us love ice-cream y.

If you are not eating ice cream in the summer will die star people, perhaps you have found:

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

Northeastern iron pot stew, seaweed meat floss, big squid ...... quite a lot of new net red ice cream, in the way of oddball further and further.

But are these savory ice creams, which seem like Chinese restaurant menus, really good?

1

Increasingly strange ice cream flavors

In the traditional perception, ice cream, it should be sweet and delicious.

This deep-rooted notion is slowly beginning to falter because of the double-yolked egg ice cream that hit the internet last year.

Cream hit salted egg yolk, this sweet and salty collision, unexpectedly brought consumers a novel and wonderful taste experience.

According to the sales data of 2019, Ao Xue double yolk egg ice cream has been on the market for half a year, and the total sales in the first and second tier cities across the country have exceeded 36 million units.

The unusual savory ice cream, I did not expect to have a turnaround to be a net red day.

The major cold drink brands also smelled the business opportunity, to this summer, more and more strange flavored ice cream began to emerge wildly.

Last year to create the explosive double yolk egg Ao Xue, this year launched a more "shocking" ice cream - Northeast iron pot stew.

It is inspired by the Northeast stew, the meat floss, carrots, seaweed, sesame seeds, scallions, these savory ingredients "pot end".

The packaging describes it as Meat Loaf Milk Scallion flavor, which sounds appetizing?

But how it tastes is a matter of opinion.

Some people say every bite is amazing, and it's so good they can't stop eating it, while others say it tastes too weird to eat once and then add it to their blacklist.

There are also food bloggers who said, "If as a gimmicky Netflix product it is quite successful, but to talk about the flavor, Ao Xue's new product this time is not as good as last year's double yolk egg ice cream."

Of course, the strange flavored ice creams are competing for more than that.

As more and more brands participate, the flavors of ice cream are getting weirder and more run-of-the-mill.

The seaweed and meat fluff ice cream launched by Ice Monster, seaweed and meat fluff configuration, is not meat fluff little shells pouring cream?

Li Da Orange launched the big squid ice cream, surprisingly, you can really chew the squid particles.

"Snack world hybrid", tomato chip-flavored ice-cream said no, also joined the strange flavor competition.

Chips and ice cream, the two kings of the snack world, joined forces and couldn't save its weird flavor.

These ice creams, at first glance, were thought to be a hard dish, and it felt like a downer would save dinner.

In the face of these new flavors, even a little weird ice cream, some people dare to taste the first time, and some people hesitate, doubt.

Unlike traditional sweet ice cream, weird ice cream doesn't cater to most people's tastes, and controversy is inevitable.

But are savvy businessmen chasing this wave of "weird flavors" just for the sake of eyeballs and conversation?

According to 2019 online ice cream consumer insights, the world of ice cream is no longer just about sweetness.

Niche savory ice creams like sea salt and salted egg yolk flavors are starting to enter the consumer landscape, and consumption is growing rapidly.

Odd flavors of ice cream, in fact, is the merchants precise insight into the market demand of someone "just good this mouth salty flavor".

2

The Marketing Philosophy Behind Weird Ice Cream

- The Highly Potential Ice Cream Market

Summers are getting hotter and hotter in the last couple of years, and the total market for ice cream is rising.

Ice cream consumption is beginning to further transform and upgrade, and major ice cream brands are facing new opportunities and challenges.

Data show that in 2016, the global ice cream market totaled 149.3 billion U.S. dollars, and China ranked second.

It is foreseeable that the ice cream market in China will continue to expand and develop in the future, so how can major businesses miss the opportunity?

The salty mouth, or "weird flavor", is actually a manifestation of the whole ice cream industry's quest for innovation and survival.

-? To meet the niche taste sensible attempt

In addition to the background of the market development, strange flavor ice cream, but also Chinese consumers a "proactive" choice.

According to a survey, China accounts for 77% of the world's consumers who are keen to try new food concepts.

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

The potential large number of adventurous consumers is the basis for domestic ice-cream brands to dare to innovate with weird flavors.

With traditional ice cream flavors struggling to meet demand, more and more consumers are starting to buy and try some niche flavors.

The major brands naturally do not miss this change and have long started to introduce new products.

The development of savory ice cream was not a random choice either, but was the result of extensive data research.

Sixty percent of consumers say they really like combinations of sweet and savory flavors.

The odd flavors that seem so strange are in fact sensible attempts to explore niche flavors based on thorough market research.

-? Mutual fulfillment with new convenience stores

There's a missing link between brands and consumers.

When you search for these weird flavors of ice cream on Little Red Book, bloggers basically point the way to convenience stores like Rosen and 7-eleven.

But in the freezers of large supermarkets and kiosks, most of the ice cream is traditional, and it's hard to find any trace of these flavors.

All kinds of strange flavors of ice cream, and even has become a new "convenience store food".

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

It can be said that the rise of weird ice-cream is not without the credit of convenience stores.

And on the other hand, and weird flavor ice cream as a gimmick, can be very good to attract consumers into the convenience store shopping.

The cooperation between convenience stores and weird flavor ice cream is actually a mutual achievement.

3

Weird Flavor Trends in the Snack Market

It's not just ice cream, everything can be "weird" these days.

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

Always open-minded Japan, has long embarked on the strange flavor of this "road of no return".

Ramune, the famous Japanese beverage brand, has always been known for its marble sodas. In addition to the common lime and lemon flavors of soda, the brand also introduced curry soda and wasabi soda.

Emmm...... This packaging, this flavor, sure it is soda not seasoning?

In recent years, with the transformation and upgrading of consumption, snacks have also long become the daily needs of the country.

The major domestic snack brands, or in order to circle the eyeballs, or in order to open up new flavors, have begun to open the brain hole, each showing their skills.

Xicha, which loves to engage in cross-border marketing, launched a stinky tofu cake last year in cooperation with the Wenheyou Stinky Tofu Museum.

Although the form is made of stinky tofu, the essence is still fresh mousse cake texture, but this strange form, has earned a lot of eyeballs.

In terms of flavor innovation, cilantro, wasabi, and edible root, these controversial and popular ingredients, did not escape the fate of "magic".

Our childhood memories of the Great White Rabbit milk candy, launched a mustard flavor, overnight on the "green" ......

When you're sleepy, it's a good idea to take one, and it's a good idea to refresh your mind.

A yogurt brand, for the people of Guizhou, who love the roots of the folded ear to create a folded ear yogurt, I do not know what flavor to drink (someone for the president to taste it?).

Ice cream, soda, cake ...... counted a bit to realize that we were surrounded by so many strange flavor snacks.

Perhaps because life is full of sweet and sour, strange flavors, more like our taste buds outside the three meals reward, is the daily trivial in the joy of flavor enhancers.

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

The blind pursuit of novelty, strange flavors, and the drumming up of some people to taste a mouthful of "dark cuisine", it is not necessary.

Last year, double-yolked egg ice-cream popped up at the same time, but also repeatedly rumored that the total number of bacteria colonies test exceeded the negative news.

As far as food is concerned, strange flavors, more should be built on the basis of hygiene and quality standards.

Currently on the market part of the strange flavor ice cream added to the cooked food and meat, should pay more attention to food safety.

In fact, whether it is weird ice cream, or other weird snacks, when it was first introduced, there will inevitably be controversy.

Consumers are not unable to accept new and strange things, look at a certain treasure on the canned herring and snake grass water sales know that our consumers, the most important thing is not lacking is the spirit of challenge.

What we care about is that these "strange", in the end, just "cheat a count a" marketing gimmick, or brand side bold innovation, to achieve the comprehensive consideration of the youth.

After all, only the real heart of the product, in order to compete in the market, by the consumers unchanged favor.