In fact, the monkey head mushroom is a mushroom plant, often eat mushrooms for strengthening the human immune system resistance has certain benefits, this is certain, but in the cookies to add this ingredient, whether it can achieve the claimed efficacy is a lot of uncertainty. The reporter learned that, with the Jiangzhong Group gastric elimination tablets and other commodities, the production of this monkey monkey cookies is entrusted to a company called Fujian Zhenghongfu Food Co. Reporters in the State Food and Drug Administration website to check, Fujian is rich food limited company applied for the production of cookies license number QS350008011570, this also shows that the company's production of cookies products identity belongs to the food.
"If the businessman publicizes the efficacy of food, it is necessary to apply for health food to the national health department." Fan Zhihong said. However, within the 27 functions of health food prescribed by the state, those related to the "stomach" include "regulating intestinal flora", "promoting digestion" and "laxative". Laxative" and "gastric mucous membrane damage has auxiliary protective function", there is no "stomach".
Accused of conceptual speculation
"For Jiang Zhong Pharmaceutical, which originated in the OTC market, turning the monkey head mushroom, which can be used medicinally, into cookies has no technical difficulties, and it can also expand its own brand and realize diversified development." In the food and beverage profession promotion strategy expert XuXiongJun view, jiang zhong group's stomach elimination tablets in the consumer has a solid stomach mind cognitive position, from the perspective of promotion strategy, its monkey head cookies is the first from the first its "heavy spending crowd" - stomach diseases The people and the people who need to strengthen the stomach and stomach to trigger the consumption.
In fact, Jiangzhong Pharmaceuticals do cookies have their own considerations. The chairman of the board of directors of Jiang Zhong Pharmaceutical, Mr. Zhong Hongguang, who has always boasted of innovation, has publicly declared that because the approval time for making medicines is as long as 10 years, which makes the innovative industry of medicines less sensitive, so "we are doing health care and efficacy of the food, which is a strategic move of ours, in order to better return to the shareholders in the future."
A health food business leader said that some companies delayed registration of the "health name" for economic reasons. According to its introduction, usually, the registration of "food size" time is very fast, 1 ~ 2 months. While the registration of "health" will take 2 to 3 years, depending on the efficacy of the investment in 1 million to 1.5 million yuan. "That's why companies are willing to register 'food size' and make money directly."
So it seems, Jiangzhong Pharmaceuticals both want to recreate the myth of the stomach elimination tablets, but really can not afford the time, and ultimately chose the approval process is relatively simple food, but in order to be able to be in the dazzling array of similar products in the first hit, only to boast of the efficacy of the food, which is more like to make use of their own position in the pharmaceutical market for the concept of hype.
"First of all, the cookie itself is not a health food, it is high in sugar and fat is not suitable for long-term consumption of gastric disease people; secondly, gastric disease people can directly buy monkey head mushroom soup to do therapeutic, why spend a lot of money to buy snacks? Therefore, this is just a speculative concept." Nutritional food research expert Chen Junshi said.
In fact, exaggerated publicity is exactly one of the ways some businesses take to promote new products. Generally speaking, new products on the market, if there is no special and novel selling points, it is difficult to attract widespread attention of consumers, may be listed in the great army of various types of food, and if you can find out the product publicity points and exaggerated publicity, the repercussions and the effect caused by a completely different, so the formation of the product gimmick has become one of the means of a number of companies rely on.
There are many similar monkey head mushroom cookies on the market for the "stomach" effect, the executive director of the Chinese Nutrition Society, the Chinese Nutrition Society Clinical Nutrition Branch Director Li Shuyuan reminded that it is necessary to understand the diagnosis of the patient what is the nature of gastric disease. "Some diseases must be treated, not through their own stomach can recover. If only the need to carry out gastric health care, from the usual daily dietary attention can be, I do not recommend the use of cookies to support the stomach."