‘Deeping’ food attracts consumers for its exceptionally deeper and richer taste and it is healthier at the same time

2013-09-02 18:28

‘Deeping’ food attracts consumers

By Rachel Lee


This photo shows the Davidoff Cafe Rich Aroma Instant Stick Cafe made by Davidoff Cafe, a premium European coffee maker. The coffee stick, which was first launched in 2008, has become popular again among savvy consumers for its exceptionally deeper and richer taste.

It’s different from dipping food. Consumers’ love and interest in food concepts like well being and healing has now gone further: they want deeping food. It is a type of food that is regarded healthy and has a deeper, richer taste at the same time. “Consumers have long been seeking healthy, healing food and now the taste element has been added to their interest,” said a Davidoff Cafe spokesman.Davidoff Cafe is a premium European coffee maker, which also produces tobacco products, leather goods and men’s accessories.

“New buzzword ‘deeping’ basically comes from word ‘deep.’ The food and other related industries are now going beyond the concepts and vying to attract consumers with their own differentiated ‘deeping’ taste of the products,” he said.
The coffee brand said its instant coffee sticks are one of the items that are categorized as deeping food. The Davidoff Cafe Rich Aroma Instant Stick, which was first introduced in 2008, has become popular again among savvy consumers in particular.
“Instant coffee sticks made by other coffee makers like Kanu do not taste as rich as our product. To make a cup of iced Americano for example, only one Davidoff coffee stick is enough, whereas at least two Kanu coffee sticks are needed, which tells the reason why our product has gained attention again,” said the spokesman.
Other popular foods that are considered to have ‘deeping’ taste are a new Vegemil soya milk made by Dr. Chung’s Food and Pulmuone’s bone broth ramen.
According to Dr. Chung’s Food, the new plain soya drink, launched in May this year, is richer than existing products ㅡ it is higher in bean content by about 10 percent. The product is designed to be a substitute for a meal, and it contains less sodium, making it even healthier while tasting deeper.
Pulmuone’s ramen use fresh noodles instead of the usual fried ones, thus lowering oil and calories. According to the local food manufacturer, the beef bone soup is simmered for over 12 hours to give a richer and a deeper taste to the stew. And Vietnamese and Taiwanese chilies, cabbage, carrot, garlic and shiitake mushroom are added to make the ramen more spicy and hot.
Consumers have shown their strong preference for such deeping foods that taste better with lower calories.
“Sometimes I have a cup of coffee or milk with some bread for breakfast and lunch because I don’t have enough time to prepare a proper meal due to a tight work schedule. But even if I am busy, I still care about what’s in the food. I want good food that has both taste and quality,” said a 34-year-old office worker Lee.
“I think these days when people buy something, they look carefully at the ingredients. Not just about what ingredients are in the products, but how much of the ingredients are contained. I am more than happy to pay more for those nutritionally rich food products for myself and my family.”

About bambooinnovator
Kee Koon Boon (“KB”) is the co-founder and director of HERO Investment Management which provides specialized fund management and investment advisory services to the ARCHEA Asia HERO Innovators Fund (www.heroinnovator.com), the only Asian SMID-cap tech-focused fund in the industry. KB is an internationally featured investor rooted in the principles of value investing for over a decade as a fund manager and analyst in the Asian capital markets who started his career at a boutique hedge fund in Singapore where he was with the firm since 2002 and was also part of the core investment committee in significantly outperforming the index in the 10-year-plus-old flagship Asian fund. He was also the portfolio manager for Asia-Pacific equities at Korea’s largest mutual fund company. Prior to setting up the H.E.R.O. Innovators Fund, KB was the Chief Investment Officer & CEO of a Singapore Registered Fund Management Company (RFMC) where he is responsible for listed Asian equity investments. KB had taught accounting at the Singapore Management University (SMU) as a faculty member and also pioneered the 15-week course on Accounting Fraud in Asia as an official module at SMU. KB remains grateful and honored to be invited by Singapore’s financial regulator Monetary Authority of Singapore (MAS) to present to their top management team about implementing a world’s first fact-based forward-looking fraud detection framework to bring about benefits for the capital markets in Singapore and for the public and investment community. KB also served the community in sharing his insights in writing articles about value investing and corporate governance in the media that include Business Times, Straits Times, Jakarta Post, Manual of Ideas, Investopedia, TedXWallStreet. He had also presented in top investment, banking and finance conferences in America, Italy, Sydney, Cape Town, HK, China. He has trained CEOs, entrepreneurs, CFOs, management executives in business strategy & business model innovation in Singapore, HK and China.

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