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36氪 was informed that the healthy fast food brand “Super Zero” has received a round of financing in early 2020, led by Yuanhe Yuandian, followed by Yuyue Capital, Huachuang Capital and Yuanjing Capital, with Yuanqi Capital acting as the exclusive financial advisor. In 36 krypton’s previous reports on Super Zero, the brand has wonMulti-million dollar PreA round of financingAnd tens of millions of angel round financing.
Established in 2017, Super Zero launched a fuel card plan product in May 2019. By providing fuel card meal kits, it helps people who lose fat achieve calorie control and achieve the goal of fat reduction. At present, this star product ranks first in the Tmall category, with monthly sales in the tens of millions, and the repurchase rate is 2-3 times that of similar products.
But from Super Zero’s point of view, eating staple foods is a habit engraved in the genes of the Chinese people. Although meal replacement foods such as milkshakes and energy bars can achieve the goal of calorie control in the short term, they mainly eat meal replacement foods for a long time. It is not in line with the human nature of consumers. Super Zero wants to start from the staple food and make a fast food product that can not only meet the needs of weight loss, but also allow consumers to eat well, with health and taste as the core.
On September 23 this year, Super Zero officially launched a new product, the chef-level low-calorie meal “Control Card Cooking”, with a calorie less than 300 kcal. The new product emphasizes the characteristics of the triple control card——
Oil control: control cooking oil is 64% less than traditional heavy oil Chinese food;
Sugar control: use natural sugar substitute erythritol instead of white sugar;
Control the staple food, use konjac, oats, barley, white kidney beans and other ingredients as the core ingredients. Low starch is not easy to cause fat, and the calories are reduced by 65%.
Super Zero Control Card Rice
There are two core points to solve for low-calorie meals. The first is low calories but enough to eat. Regarding the choice of ingredients, konka cuisine is based on healthy konjac rice + oats + barley, supplemented by oil control and sugar control to reduce calories, which can prolong satiety. At the same time, the three ingredients are only half of the normal rice in terms of increasing sugar, and the absorption is slower and the satiety time is prolonged.
The second point is the taste problem, Super Zero cooperates with chefs who are good at different tastes to iteratively improve customized formulas, change the raw materials but do not change the taste. The first phase of the low-calorie rice launched includes Mei Cai Dongpo pilaf, spicy chicken rice, and soybean stew There are four flavors of pilaf and braised dry small fried pilaf, as well as heavy-flavored turkey noodles and hot-dried noodles. In October, the product line of noodles and noodles will be extended, and new products such as snail noodles will be launched.
Positioning healthy fast food, super zero-control card material ideally replaces high-calorie takeaway. The low-calorie meal also supports microwave heating for 2 minutes or boiling for 6 minutes. It can be short in home, company, and dormitory scenarios. Time to complete the operation, to cater to the needs of office workers, students, fat loss, homestay and other people. It is understood that the super zero-control card cuisine is priced at about 25 yuan, which is more cost-effective than takeaway and convenience store fast food. In the future, online e-commerce platforms will be the main sales channels. Next year, there are plans to enter offline channels such as convenience stores.
Super Zero New Product Control Card Cooking
In 2019, the sales of the Super Zero Combustion Card Program Boxes received a good response. Why did you choose to enter the healthy fast food market?
Although Super Zero is recognized by the weight management crowd in the form of a three-day fat burning card package, it is not positioning itself as a meal replacement category. Super Zero founder Wang Ke said that meal replacement is an inhumane category. Repurchase is difficult, so it belongs to the flow business, which is a simple interest model; but branding is a completely different idea and model. The brand should have a compound interest effect and a humane business. With the compound interest effect superimposed, the cost of choice is reduced, and the super zero is more hopeful What we are doing is a brand model that conforms to human nature.
Therefore, when Super Zero launched planned products in 2019, it was simultaneously developing new products. Through the continuous update of planned boxes, it obtained consumer feedback on product preferences. It passed the test of 8 boxes and 150+SKU, and finally locked the most popular products. Low-calorie meals popular with consumers. On the other hand, although the plan box has a high repurchase rate, it is only for people with strong fat reduction needs, and the channels that can be accessed are also limited. Super Zero wants to use healthy fast food to achieve the goal of breaking the circle and omni-channel fitness. The original fuel card plan products will continue to be implemented to enhance the life cycle value of users.
From Super Zero’s point of view, the new product control card cooking is an innovation to the traditional main food category. The brand will focus on product development to increase the repurchase rate, allowing consumers to establish a super zero awareness of healthy fast food brands. The team finally What I want to do is to build the brand into the Yuanji Forest of the fast food world.
In terms of team, Super Zero currently has a team size of 80+ people. The founder Wang Ke was once a group buying website Manzuowanglianchuang and COO (the company has been acquired by Suning Cloud Business). The supply chain partner has 20 years of experience in Kraft food production. Have a deep understanding of the food industry chain and market.