Company Website

www.jooma.com

Company Introduction

NOIX FOODS is a wholly-owned subsidiary of NOIX AG which is located in Munich, Germany. The mother company is focusing on the development of natural, innovative and healthy plant-based products and the set-up of factories globally for its local production. A major focus of NOIX lies on sustainability. Due to its innovative products and processes, NOIX AG was accepted by the German Ministry of Economics and Energy in their special program for young, innovative companies. In 2019, NOIX AG set up a wholly-owned subsidiary in Tianjin to bring fresh and healthy plant-based foods to Chinese consumers, and invested in a sustainable, modern factory which complies to both German and Chinese food industry standards: Here healthy plant-based yogurt are produced and promoted under the brand JOOMA.

Design Drawings

Ingredients List Photograph

Actual Photographs

Launch Date

2022年4月1日

Target Consumer

有健康追求的年轻人群及素食人群

Weight/Volume per Pack

100g

Price per Item

11.9元/杯

Storage requirements

冷藏（0-4℃）

Marketing Area

中国大陆

Distribution Channels

全渠道

Product concept, highlights and added value

The JOOMA Coconut Based Yogurt uses the same innovative and sustainable technology and high quality ingredients and probiotics. NOIX´s technology allows, that the Coconut Based Yogurt has by far the highest content of real, natural coconut cream in the industry: up to 75%. The coconut comes from the plantations near equator in Indonesia. The time between the natural ripening and the production of coconut cream is within 5 hours. NOIX only uses the highest available quality, which means the fat content of the coconut cream is 30%. Not only is this healthy fat, but it also allows perfect fermentation and an especially smooth mouthfeel. Together with fresh calamansi fruit jam this creates an amazingly fresh coconut/calamansi taste. The product does not contain any artificial flavoring, coloring or preservatives, but every bite of coconut aroma comes from the real, natural nut. The product has 0 lactose, 0 gluten, 0 cholesterol and 0 trans fats. Actually, most fats are made up of medium-chain fatty acids (MCT), which are quickly broken down in the body for energy supply, but not easily hoarded. So consumers can quickly replenish energy without worrying about becoming fat or face problems with lactose or gluten intolerance. Since each cup contains more than 10 billion active probiotics, also their digestion is significantly improved. The packaging is made of PP (polypropylene), which is 100% recyclable and reduces deforestation compared to paper. In order to avoid other allergens, JOOMA produces this product in own factory using a special production line. Strict quality control with 100,000 grade clean room and triple air filtration, to make the consumption secure.

Please briefly describe how your product communicates with consumers

Developing a nutritious, sustainable and especially tasty plant-based yogurt is a major challenge. Not only from a technical point of view, but also because most consumers have a taste expectation that is learned from milk-based yogurt. Still, it should taste different. We therefore chose coconut, a well known taste, as the base and combined it with Calamansi, a taste that is rare with milk-based yogurt and has a high appeal to young people who are willing to try something new. Because the product is so innovative and requires so much explanatory information, which for many consumers is difficult to digest in the few seconds in front of a dairy-shelf, the special packaging design serves different purposes. First, the unusual black highlights that it is not a typical dairy product made of milk, which are typically white, blue or red. Second, the modern design shows that the product is something new and innovative. Third, to make clear the base is coconut, not milk, the base is for all different flavors always visually communicated on the cup itself. The particular flavor, however, is always visually communicated on the lid. Each flavor thereby has a particular color, which is repeated at the bottom of the cup. So, the informed consumer can tell the flavor also without looking at the lid. Before the product was launched, the target audience group was selected and a wide range panel test was conducted. According to the feedback, we adjusted the final recipe. In order to have a wide communication in social media platform before launch, we invited some KOL and KOCs to try the product first, then wrote their feedback on the platform. After that, we push the product to all the sales channels. We also gave the product many nick names to make it more interesting and livelier. For example, Orange in Orange(橘里橘气), which can reflect both the color and the taste. These kinds of interesting names can easily be cut into the hot hits on social media platforms. For offline activities, we have deep cooperation with young and vegetarian groups, to expand the popularity in target audiences.