LIVEKINDLY Collective's New Flagship Brands Target Gen Z in China
Laura McQuarrie — June 29, 2021 — Lifestyle
References: thelivekindlyco & businesswire
Giggling Pig and Happy Chicken are the first brands created in-house by LIVEKINDLY Collective and they offer products like plant-based dumplings that cater to Chinese consumer tastes, specifically those of Gen Z. The locally developed and manufactured products are marketed with cartoon characters to catch the eyes of young consumers who are interested in eating in a way that's in line with their values.
The two new flagship brands from LIVEKINDLY Collective are also introducing other plant-based products based on beloved Chinese dishes, including several mushroom-based dishes and a seasoned minced dish.
The launch of these new products coincides with China’s first standard for labeling “plant-based meat products." Issued by the Chinese Institute of Food Science and Technology, this shift signals a growing demand for plant-based meat in China.
The two new flagship brands from LIVEKINDLY Collective are also introducing other plant-based products based on beloved Chinese dishes, including several mushroom-based dishes and a seasoned minced dish.
The launch of these new products coincides with China’s first standard for labeling “plant-based meat products." Issued by the Chinese Institute of Food Science and Technology, this shift signals a growing demand for plant-based meat in China.
Trend Themes
1. Plant-based Products - LIVEKINDLY Collective's creation of two new flagship brands and introduction of other plant-based products show a trend towards catering to Chinese consumer tastes, specifically those of Gen Z who are interested in eating in a way that's in line with their values.
2. Local and Cartoon Character Marketing - Giggling Pig and Happy Chicken's marketing strategy through the use of local manufacturing and cartoon characters is a trend that targets young consumers in China, particularly Gen Z.
3. Standardized Labeling in China - China's introduction of the standard for labeling plant-based meat products is a trend that signals a growing demand and interest in plant-based alternatives in the country.
Industry Implications
1. Food and Beverage - The food and beverage industry can capitalize on the trend towards plant-based products and tap into the growing demand for sustainable and healthy food options in China.
2. Marketing and Advertising - The marketing and advertising industry can look into the trend of using local and cartoon characters in their strategy to capture the attention of young consumers, particularly Gen Z, in China.
3. Food Science and Technology - The food science and technology industry can benefit from China's growing interest in plant-based products and capitalize on developing innovative and delicious plant-based alternatives to traditional meat-based dishes.
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