Healthy food Oh! Fresh - food tech news in Asia

Chinese healthy food brand “Oh! Fresh” has recently completed tens of millions of RMB in its Pre-A financing, invested by Yisan Capital and Zhen Fund, with Yuanqi Capital as the exclusive financial consultant. This round of financing will be used for product development, team building, channel expansion, and brand promotion.

“Oh! Fresh” products were first launched on Tmall in March 2021, with millions of RMB in sales within the first month of launch. The brand advocates “low calories with fun, natural nutrition”, and provides healthy and nutritious foods with freeze-dried as the core for people aged 18-35 years old who pursue health and beauty.

Ms. Feng Qiuwan, the founder and CEO of Oh! Fresh, is a former director in P&G (Procter & Gamble), with 10 years of experience in the FMCG industry, spanning e-commerce, branding, operation, channels, and other departments. Most of the team members come from P&G, with many years of marketing and operation experience.

In Feng Qiuwan’s view, today’s food industry has begun to appear in three major trends: functional, healthy, and high beauty-value. Specifically, consumers will pay more and more attention to the ingredient list and the appearance design of the products. They are no longer just satisfied with their appetite but hope that the products can make them more beautiful and healthier. Young people need a convenient, healthy, and nutritious solution with zero burden and low calories. We previously mentioned another healthy snacks brand designed for children – Duomaomao has completed its Series A financing.

Oh! Fresh applies cutting-edge science and technology to the food field, while freeze-drying, as a mature food technology abroad, has a huge market opportunity in China. According to Market Litmus, it is estimated that the global freeze-dried food market is expected to reach US$66.5 billion in 2021, with a CAGR of 7.23%. The brand has high-quality supply chain resources and a well-established supplier management system. The brand also established cooperative relationships with hundreds of leading suppliers across China, most of which are strategic/exclusive business partners.

In the future, Oh! Fresh plans to successively enter offline channels such as Hema Fresh, KKV, Lawson, 7/11, and Ole, and strengthen co-branding with other brands.

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