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High price and little taste make artificial meat hard to catch up with

High price and little taste make artificial meat hard to catch up with

2020-06-04 388
"If you think its good to eat an egg, why should you go to the chicken that laid it?"
 
As time goes by, artificial eggs are no longer news, while artificial chicken, even artificial pork and beef are gradually expanding in the market. Qian Zhongshus question seems to be out of date. Lets put it another way:
 
When you think its good to eat a chicken / egg, why do you have to look for that chicken? Because it may not exist at all.
 
Following the launch of the public test of artificial meat products in Guangzhou, Shenzhen and Shanghai at the end of April, such chicken once again went on sale in KFC on June 3.
 
01 explore KFC
This sale is the second limited public test of KFCs artificial meat products. The plant meat supplier is beyondmeat, a world-famous plant meat company. According to media reports, it was after tasting the chicken roll of beyond meat that Bill Gates saw the industry trend and decided to invest in 2013.
 
There are two kinds of products in the public test, namely, Zhipei Golden Chicken and Zhipei beef cheeseburger, which are only available in 5 stores in Shanghai, Hangzhou, Chengdu and Beijing. Among the five stores, Hangzhou has two, and the rest in Beijing, Shanghai and Chengdu have one.
 
Among them, there are 5000 pieces of Zhipei Golden Chicken, 800 pieces of Zhipei beef cheeseburger. The chicken pieces are divided equally by 5 stores, but the supply of hamburgers is not the same. One of Hangzhou ant golden clothing stores has 320 pieces, and the rest 120 pieces.
 
On the morning of June 3, neishenjun went to KFCs Xuanwu store in Beijing for a field visit across "most of Beijing". It is during lunch time that people come and go in the shop, and the order and pick-up place line up. The vegetal beef cheeseburger has been sold out.
 
 
 
"A lot of people come to ask and call for it." The shop assistant introduced to neishenjun that the product was sold at 9:30, and it was sold out in about two hours.
 
The popularity of Zhipei beef cheeseburger has nothing to do with KFCs efforts to promote it. The salesmen dressed in uniform. The familiar red uniform was replaced by a plain green T-shirt. The back said: new energy in the food industry, thats it.
 
Not only that, but theres also a new billboard at the top of the counter, which puts the combination of chicken pieces and hamburgers in an obvious position. In the self-service ordering machine, two products are also put in the first place.
 
The two products are selling very well because of the strong and colorful advertisements. The price of the planting Golden Chicken is only 2 yuan this time. There are not a few consumers in the shop, but they can still be bought at noon due to the large quantity.
 
Neishenjun immediately ordered a piece of Golden Chicken in the shop.
 
In appearance, the fried chicken is golden and crispy, which is not different from the common chicken. In taste, the meat of the planted chicken is soft, and there are grains similar to horseshoe in the taste, which enriches the taste, but there is almost no fiber taste of real meat, which makes the meat smooth and smooth. In taste, different people have different opinions. According to the family, there is almost no meat taste 。
 
However, many consumers also have different opinions, saying that the taste is "no different" from the real meat and "very delicious".
 
Limited supply and the dual concept of artificial meat make KFCs two new products full of gimmicks. Regardless of the evaluation, most consumers are eager to try.
 
Moreover, the price of the vegetal beef cheeseburger is 32 yuan, and the price of the vegetal Golden Chicken is only 2 yuan. Even many non vegetarians want to taste it after knowing the price.
 
02 wind seeking artificial meat
At present, the "artificial meat" in the market can be roughly divided into plant meat and cultivated meat.  
 
Vegetable meat, also known as plain meat, is made of soybean, pea, wheat and other plant proteins, which are extruded and textured to make them have the texture and taste of animal meat products. At present, the popular artificial meat in the market basically belongs to this category, including two new products of KFC in this public test.
 
As the name implies, it uses cells to cultivate meat by specific technical means, so that cells can reproduce and grow, and eventually grow animal muscle fibers in the laboratory and become meat.
 
On the one hand, it is very difficult to cultivate meat, and the industry threshold makes few participants, so the products are difficult to be promoted on a large scale; on the other hand, the production cost of cultivating meat is much higher, even far higher than the real meat, and there is no market opportunity. All of these make plant meat in the forefront of the artificial meat track. But even so, the price of plant meat is not low.
 
Qishan food once developed a kind of sauce beef. "It has gluten, film and fiber. It has been developed for five or six years, just like the sauce beef we usually eat. But now the cost is too high. It costs four or five hundred yuan per Jin." Before that, Starbucks, together with beyond meat, launched a "different kind of beef lasagna" containing plant beef mince at a price of 69 yuan.
 
The dividend on artificial meat has brought in a lot of money. Although it is still a small business in terms of user acceptance, the number of players is not small. Enterprise inspection data shows that there are thousands of domestic enterprises related to artificial meat, but most of them are small-scale. The number of enterprises has increased, but there are not many heavyweight players.
 
Founded in 2009, beyond meat, the industry leader, is a listed company in the first family meat making industry. Its stock price soared as soon as it was listed in May last year. With the help of swine fever, domestic pork is in short supply and the price of meat is rising all the way. Both internal and external factors add a fire to the prosperity of artificial meat.
 
As a result, a large number of artificial meat enterprises were established last year, and relevant artificial meat concept stocks also went all the way up.    
 
Many people regard artificial meat as the same environmental protection and green tuyere as new energy vehicles, but in fact, in addition to the cost and taste problems, artificial meat is still relatively simple in product types and cooking methods.
 
At present, the artificial meat products are still concentrated in the form of meat grains and meat cakes, and the cooking also basically follows the Western habits, which can not meet the diverse needs of domestic frying, cooking and frying. In addition, due to cooking restrictions, some artificial meat products not only need plant meat enterprises to provide food raw materials, but also need to provide a complete set of cooking methods, recipes, etc. to the restaurant, and finally can appear on the table.
 
Qin Dynasty, founder of neishen, a restaurant owner, believes that the outbreak of artificial meat may also have a lot to do with the epidemic. The epidemic situation makes the global supply chain fall into a shuffle crisis, and the inherent supply chain cost may face the risk of fluctuation. Therefore, it becomes the early layout action of many giants to seek alternative stable supply chain solutions as soon as possible.
 
There is no rigid demand at the consumer end, and the strong promotion at the supply end makes the cost of artificial meat high.
 
"Now the cost of plant meat is about 20% higher than that of animal meat, but it only refers to the cost, not the terminal price," Lu Zhongming, founder of zhenrou, told the media
 
It can be expected that the fact that the high cost of artificial meat will be difficult to change in the future, which is not only determined by the plant meat enterprises, but also subject to the entire industrial chain. &Nbsp; consumer demand is not strong, upstream supply is lack of vitality, price reduction is impossible.
 
Kentucky Fried Chicken, Starbucks and other giants are still in the exploratory stage, paying close attention to the consumer side reaction, but Im afraid they cant find out the public opinion by just a few public tests. After all, there are many people who hunt for novelty and taste, and the popularity of public tests cant provide reliable persuasion.
 
The real answer is the offline long-term test.


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