On March 5th, BINGXUE officially launched the 2024 spring limited edition matcha series, including two new products: matcha ice cream and matcha black sugar pearl milk. This product upgrade is centered on the concept of health and fully adopts the self-developed four zero milk base, marking an important step for the brand on the path of quality development.
The biggest highlight of this matcha series is the comprehensive upgrade of the raw material system. By using a four zero milk base with 0 trans fatty acids, 0 vegetable fat powder, 0 sucrose, and 0 hydrogenated vegetable oil, the product not only retains its rich milk aroma but also solves the industry pain points of health hazards in traditional milk tea drinks.
As a long selling category in the BINGXUE product matrix, the matcha series has been at the top of spring sales for 11 consecutive years. On the basis of continuing the classic matcha flavor, this new product has developed a more differentiated product form for the Z generation consumer group.
This spring launch is an important milestone of BINGXUE's "Healthy Tea Beverage Strategy". Against the backdrop of the increasing sensitivity of the consumer market to vegetable fat powder, the brand has formed a differentiated competitive barrier through its 40% milk based technology. Store observations show that the new product received support and love from many new and old customers on its first day of launch, and customers who came to purchase the new product have reported that its taste is very unique and irreplaceable.
BINGXUE stated that the matcha series will continue to serve as a testing ground for brand technological innovation. In the future, the plan is to continue searching for high-quality raw materials and new taste formulas, striving to provide consumers with different flavors every year. As the freshly brewed tea beverage industry enters a new stage of quality competition, this product strategy, which uses classic categories as carriers and continues to upgrade towards health, is reshaping the value perception of young consumers towards the milk tea category.
