The "light food assassin" sells himself, and in China, the light food business is not easy to do

Earlier, the new element went bankrupt

1.

The term light food is not clearly defined, at first it refers to light, low-calorie food, and later combined with the Japanese food concept of less oil, less salt, less sugar and more fiber, and finally formed a healthy light food concept

In 1999, John Christensen, a young Danish man working in Shanghai, decided to open a Western-style Jane restaurant because he couldn't find his favorite sandwich, providing customers with salads, pasta, sandwiches and other food

Around 2013, the concept of light food began to spread widely in China, and domestic consumers began to associate light meals with words such as health and slimming, and the industry called this year "the first year of China's light food salad"

In the entire development process of the light food industry from cold to hot to cold, and then to hot, there are many new brands that have emerged

Traditional food and beverage brands like New Elements and Wagas are also expanding their stores; Sports and fitness brand Keep is not far behind, online grain salads, hand rolls and other light food; Starbucks and Luckin are also launching related categories

2, no matter how delicious the salad can not meet the Chinese stomach

At the end of December 2021, New Element declared bankruptcy

Two months earlier, Wagas had also been exposed by Bloomberg about plans to sell

More crises are directly reflected in the change in the number of light food companies

The evaluation of returning to taste, health and flavor has been deeply engraved into the DNA of light food brands, which is a disaster

Of course, there are also brands determined to make delicious light food meals, and even some brands have pondered the way of Chinese light food