Company Website
http://www.whollymoly.com/
Company Introduction
Wholly Moly! is dedicated to changing the structure of people's refined grains diets. Since 2017, Wholly Moly! has started the People's Diet Coarser movement. With oat bran as the key ingredient, we are making coarse grains as a sustainable and healthy dietary lifestyle for people.
As a pioneer in oat bran, Wholly Moly leads the industry standard for oat bran. The star product "Oat Bran" has accumulated sales of over 10 million bags, with online sales increasing tenfold in four years and a total of over one million fan users. There are more than 1000 offline stores in the country, including Sams, Hema, Metro AG, OLE Supermarket, etc.
Product concept, highlights and added value
Ingredients: Based on North American imported oat bran, it is paired with globally selected ingredients, such as Mexican chia seeds, New Zealand milk, Australian oatmeal, European wheat bran, etc. We have solved the problem of traditional cereal with single milk source, single grain, plain taste, low dietary fiber and protein content, and multiple additives.
Flavor: ① The taste of imported oat bran from North America is softer and more glutinous than other regions. ② The clean formula with 0 additives releases the sweet and original taste of the ingredients themselves
Process: ① German enzymatic hydrolysis proprietary process releases the inherent sweetness of oats; ② New Zealand milk and oat milk provide both animal and plant proteins; ③ Imported oat bran and wheat bran adopt patented ultra-fine crushing technology, with a delicate taste and a dietary fiber content of up to 50%
Marketing: We build a complete social media advertising matrix on the Xiaohongshu platform. Targeting the two major scenarios of "nutritious breakfast" and "fitness and weight loss", we select high-quality influencers to maximize grass planting effects and conversion benefits. To reduce customer acquisition costs, we add budget through natural traffic horse racing. Through UGC new product tasting, dandelion platform recruitment, etc., we have accumulated the reputation of waist and tail experts and ordinary people.
Packaging: PP+PE environmentally friendly material, butterfly buckle zipper design, recyclable and convenient independent packaging for consumption
Product Images
Please briefly describe how your product communicates with consumers
Product research and development design: In the current market environment, most cereal taste hard and is not suitable for the Chinese stomach. There is only a single flavor, and there are many food additives. After research, it was found that food health and good taste are the key factors that consumers pay attention to. Miscellaneous grains, dietary fiber, and plant-based foods have high awareness. Among all flavors of cereal, milk flavor/soybean milk flavor/cereal cereal has a good market performance and high consumer acceptance. We hope to develop a breakfast oatmeal that suits the taste of the public. The formula is clean and can be eaten every day. It allows consumers to easily supplement their daily whole grain nutrition. One breakfast satisfies both high dietary fiber and high protein. The taste is soft and sticky, opening a new day with a hot delicious breakfast.
Packaging design: The target audience is women from high-end cities, such as college students, exquisite white-collar workers, and moms, who live busy lives. The product adopts a separate small bag, with a breakfast allowance of 1 bag per meal. The packaging color is vivid and jumps off, catching people's attention at first sight on the shelf. Butterfly buckle zipper is reusable for easy storage.
Marketing: We build a complete social media advertising matrix on the Xiaohongshu platform. Targeting the two major scenarios of "nutritious breakfast" and "fitness and weight loss", we select high-quality influencers to maximize grass planting effects and conversion benefits. To reduce customer acquisition costs, we add budget through natural traffic horse racing. Through UGC new product tasting, dandelion platform recruitment, etc., we have accumulated the reputation of waist and tail experts and ordinary people.
Product Images
Ingredients List Photograph
Launch Date
2022-10
Target Consumer
Quality oriented population with a demand for healthy breakfast in first and second tier cities，mainly for women aged 25-35, new white-collar workers and mothers.
Weight/Volume per Pack
600g(内含12顿装）；300g(内含12顿装）
Price per Item
43.9元/300g;73.9元/600g
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
China
Distribution Channels
电商 E-commerce; 小型商超和便利店 Supermarket & CVS; 其他销售渠道 精品超市、会员店、本地生活、综合商超、私域
Market Performance
无