Health drinks are in vogue! "Flash Fox bulletproof Coffee" launches single explosive products and customized channels for sale.

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Related to consumers' attention to the health of drinks, the market for carbonated drinks with high sugar, high calories and low nutrition represented by Cola has declined. On the other hand, a new generation of healthy drinks with low sugar, no new and natural ingredients have ushered in a rising space.

Recently, 36 krypton discovered a drink called "Flash Fox bulletproof Coffee". Flash Fox was founded in 2017, and the first product, Flash Fox bulletproof Coffee, was launched six months ago.

About bulletproof coffee: bulletproof coffee was born in Silicon Valley. Inspired by Xizang buttered tea, Asprey added butter and coconut oil to the coffee to make it rich in fat and carbohydrates. The drink reduced his IQ by 10 per cent and increased his IQ by 20 per cent in two weeks.

The principle is to use high-quality fat to continuously and steadily provide energy for the brain and body, reduce the body's craving for food, and skip the process of decomposing starch and sugar to burn fat quickly.

The healthy food brand founded by Asprey in 2017 received $1900 in round B financing.

It is understood that the current price of Flash Fox bulletproof coffee is 19.8 yuan per can, the first batch of products have been sold out, and the monthly revenue is at the level of one million yuan.

In terms of products and production, Flash Fox cooperates with German Deloitte Laboratories (long-term cooperation with Pepsi, Coca-Cola, etc.) in formula research and development, and with Origin (providing canned products for Red Bull, Wang Laoji, etc.) to ensure the safety and quality of cans.

Traditional bulletproof coffee uses butter and coconut oil, which tastes greasy and cannot be swallowed after cooling. The new formula developed by Flash Fox and Deloitte selects New Zealand's high-quality grass feed butter and high-purity MCT oil purified from coconut oil, optimizes the oil ratio and adds it to the ice drop black coffee extracted from low-mold Arabica coffee beans, making the bulletproof coffee smooth and suitable for both hot and cold.

How to seize the market opportunity of health drinks? "Flash Fox bulletproof Coffee" launches single explosive products and customized channels for sale.

Sales channel merchants, Flash Fox mainly cooperate with e-commerce, new retail channels, have been in online celebrity e-commerce, box Ma Xiansheng sales. In terms of online marketing, the Flash Fox team has very rich celebrity star resources.

In addition, Flash Fox will adopt a sales strategy of "adapting measures to local conditions". Online, Flash Fox focuses on healthy, fat-reducing meals; offline, it focuses on refreshing white-collar workers around the office. In the follow-up, different products will be launched for different channels, such as canned products of about 9 yuan for convenience stores such as 7-11.

In terms of company positioning, Zhang Han, CEO of Flash Fox, told 36 Krypton that they wanted to enter the functional beverage market, not the coffee market. Bulletproof coffee was chosen as the first product because sales of coffee and energy drinks in China are in a period of steady growth.

According to the London-based International Coffee Organization, coffee consumption in the Chinese market continues to grow at an annual rate of 15% to 20%, far exceeding the world average of 2%. In addition, in 2015, the retail market for energy drinks in China increased by 15.16% compared with the same period last year. It is estimated that by 2020, the retail volume of energy drinks in China will reach 15.037 billion litres and retail sales will reach 163.528 billion yuan.

As for the team, there are now about 30 people. the founding team has always attached great importance to the "medium-and high-end health drink market". It has founded many consumer goods and catering brands such as "HeyJuice fruit and vegetable juice", "wheat cute oatmeal" and "whale canteen". It has the experience of rapidly changing from zero to tens of millions of water, and has more mature experience in industry resources, marketing resources, and channels, supply chain management, production, after-sales service and so on.

In the category of bulletproof coffee, Beast Life has also launched canned bulletproof coffee. In addition to healthy meals, its offline stores have also launched bulletproof coffee, bulletproof black tea, bulletproof matcha, bulletproof hot cocoa and other drinks. According to previous data, its monthly flow is nearly one million, and the repurchase rate of proprietary channels is 45%. Previously introduced "MissZero" has also launched bulletproof coffee, bulletproof milk tea, bulletproof meal cakes and other products. Compared with these two, the product category of Flash Fox is still relatively simple.

In this regard, Flash Fox said that it hopes to use a single explosive strategy to break into the boutique canned coffee market, and then it will focus on the three major directions of "coffee", "tea" and "natural herbs". New products will be developed in the direction of weight loss, meal substitution, refreshing, sleep-aiding and other functions.

Note: some people lose weight with bulletproof coffee combined with ketogenic diet, but whether the ketogenic diet is healthy or not is controversial in the industry, so we will not discuss it here.

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Author: 36 Krypton Xiaoli

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