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Company Introduction

Founded in 2020, TASTE MATTERS is a compound condiment brand driven by product innovation. It innovates and upgrades flavor, formula and product experience around the cooking needs of the new generation of young families. It has developed 3 product lines: home-cooked bistro series, light cuisine series, and flavored soup base series, which are popular on Douyin, Tmall, Pinduoduo and other platforms. In addition, it has settled on Dingdong Maicai, Hema Fresh, Pupu, Meituan, Yonghui, RT-Mart, etc. Growing at a growth rate of over 50% every year, annual sales are expected to exceed 150 million in 2023, with cumulative service users exceeding 5 million. Investors include Hillhouse Capital, IDG Capital, Tsingshan Capital, QY Capital, 3W Venture Investment, etc.

Product concept, highlights and added value

Bring street food home!
Huainan beef soup is a classic traditional snack all over China. It is loved by men, women and children because of its pure beef soup. We think Huainan beef soup is valuable because of its beef soup base and unique spice base. It is a typical delicacy that you often eat out but don’t know how to make at home. Based on the most classic local Huainan beef soup store flavor in Huainan, we repeatedly adjusted the recipe to create a soup base product that can be easily replicated at home. In terms of product formula, we chose to use real beef to slow-cook for 6 hours to create a delicious and rich soup base.
Secret spice ratio, fresh and not greasy
In addition to the high-quality beef soup base, the charm of Huainan beef soup is mainly reflected in the ratio of fragrant and new ingredients. We studied various regions and versions of Huainan beef soup, and compared the formulas of many best-selling flavors in restaurants, and finally developed a formula containing 15 kinds of spices to make the beef soup taste fresh and not greasy. In addition, our formula does not contain preservatives such as potassium sorbate, making the soup safer to drink.
Small package, more flexible
We position Huainan beef soup as a simple and easy soup base for cooking vegetables and noodles. Therefore, the product specifications are made into small packages of 50g. Each package can be mixed with 750ml of water. You can cook a beef vermicelli soup or beef noodles in a few minutes. Noodles can be flexibly matched as breakfast or late night snack. Each box of soup base contains 2 packets, and each packet costs less than 5 yuan, making the price affordable. This product has been put on the shelves of Hema Fresh Food Platform and has been on the hot seasoning list, and is deeply loved by consumers.

Product Images

Please briefly describe how your product communicates with consumers

We believe that TASTE MATTERS is a shared restaurant for users across the country, so we are very concerned about the selection and control of flavor. Therefore product flavor selection is the first step in our interaction with consumers. Secondly, we will polish the taste selling points very carefully. Different products are suitable for different scenarios and have different selling points. For example, for this Huainan beef soup base, we use real beef to make the soup, and use a combination of text and pictures on the back of the package to let consumers understand the value of this package of products. Secondly, we realized that for beef soup products, more people are making noodles or simply cooking vegetables for one person, so we did not use it in the form of a large family hotpot, but made a box of 2 packs of 50g sachets so that users could use it more flexible. These are displayed through pictures of the operating steps on the back of the packaging display set and scanning the QR code to view the QR code.

Product Images

Ingredients List Photograph

Launch Date

2023-8

Target Consumer

Women aged 30-45, with young mothers as the core group

Weight/Volume per Pack

100g（50g*2）

Price per Item

12.9元/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Mainly East China, South China, Central China and North China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 其他销售渠道 菜市场、社区超市、生鲜菜店、海外渠道等

Market Performance

Huainan Beef Soup, a new supplementary product in our flavored soup base line this year, was launched through all channels at the end of August. After its launch, the sales volume was significantly faster than that of products in the same product line. Basically all channels are very fond of this product, especially in the 020 channel. Taking the Hema/Dingdong/Pupu Meituan grocery shopping channels as an example, the daily psd is very high. Basically, in this type of channel the sales volume of products of the same type is ranked in the top 3. In the 2 months since its launch, more than 180,000 boxes have been sold, and the GMV has reached more than 1 million.