​Can Non Fried Rice Crackers’ Customizable Flavor System Satisfy 65% of Consumers’ Demand for ‘Less Sweet’ Options?

        In front of the shelves of a chain convenience store in Shanghai, Ms. Zhang was hesitating while holding Two packs of rice cakes - on the left was the traditional fried version coated with thick frosting, and on the right was the newly launched "Zero Sugar Sea Salt Sesame Flavor" by Two daughters®. She tore open the package and took a bite. Her eyes lit up: "You can actually taste the grainy texture of sesame seeds. It's not at all overwhelming!" Three weeks later, the data from the convenience store's system showed that the repurchase rate of this non-fried rice cake was 42% higher than that of similar products, and the proportion of consumer reviews that "reduced sugar without reducing flavor" reached 78%.

"A taste revolution from "sweet and rich bombardment" to "precise flavor control"

        Five years ago when we conducted market research, 80% of the respondents said, "Rice cakes should be sweet." Chen Lin, the R&D director of Two daughters®, was flipping through the yellowed research report with a wry smile, "What about now?" 65% of people explicitly demand "less sugar" or "no sugar", while 30% prefer "salty and fresh" or "fruity aroma" - consumers' tastes are getting more and more picky.

        This transformation has forced enterprises to invest heavily in upgrading their production lines. The seasoning of traditional fried rice cakes relies entirely on "syrup coating", which keeps the sweetness fixed and masks the original flavor of the ingredients. The non-frying process of Two daughters® adopts the "three-stage flavor control technology" : First, the brown rice is forced out of its smoky aroma by hot air at 180℃. Then, microcapsule flavoring agents such as crushed sesame seeds and dried tangerine peel powder are evenly permeated into the rice layer with supercritical carbon dioxide. Finally, the flavor is locked in by low-temperature baking. The entire process does not add a single drop of oil, yet it allows the saltiness and fruity aroma to be released layer by layer on the tip of the tongue. "It's like installing a 'taste switch' on the rice cake." Chen Lin held a piece of "Sea Salt Sesame" rice cake and said, "When consumers take the first bite, they can taste the freshness of the sea salt; the second bite, they can savor the aroma of the sesame; and the third bite, they can still taste the inherent sweetness of the brown rice."

        This "customizable" seasoning system is becoming a new benchmark in the industry. In the factory of Two daughters®, three intelligent seasoning workshops transformed from PVC Foam Board Production lines are operating 24 hours a day - Don't misunderstand. These devices originally used for building boards have been transformed by engineers into "flavor modular production lines" : By replacing different microcapsule nozzles and baking temperature programs, the same production line can simultaneously produce over 20 flavors of rice cakes in four major categories: sweet, salty, fresh and sour. "Previously, it took three days to shut down the line and change the equipment to adjust a new flavor. Now, it only takes half an hour to switch programs." " Lao Zhou, the workshop director, pointed at the control screen and said, "Last week, we just rushed to produce a batch of 'Yuzu Pepper Flavor' for the Japanese client. Next week, we will be making 'Lemongrass Lemon Flavor' for the Southeast Asian market."

The "less sugar, no less fun" experiments of the three best-selling products

        Salt Fried Sesame Rice Cracker Slices focuses on "childhood memories of adults". The R&D team replicated the smoky aroma of the old-fashioned fried rice cakes, but replaced the traditionally used white granulated sugar with sea salt and increased the sesame content from 8% to 15%. A member of a gym in Beijing gave feedback: "Eating two slices after training is both satisfying and not causing weight gain." " This product ranked among the TOP3 in the high-end fitness snack list within three months of its launch.

        Dried Tangerine Peel Flavor Rice Cracker Slices target the health preservation market. The team extracted volatile oil from the ten-year-old tangerine peel of Xinhui and combined freeze-drying technology to retain active ingredients such as hesperidin. The dietary fiber content of each 100 grams of rice cakes reaches 6.2 grams - equivalent to two apples. A certain traditional Chinese medicine clinic in Guangzhou has included it in the recommended list of "food and medicine sharing the same origin". Patients have reported that it is "more convenient than drinking dried tangerine peel tea".

        Sugar Free Mini Rice Cracker Slices are specially designed for people who control their sugar intake. The "guilt-free sweetness" is compounded with erythritol and stevioside, while reducing the weight of each tablet from 8 grams to 3 grams. "Small packages can control the intake. The sweetness comes from plant extracts and is also suitable for diabetics to consume." " A doctor specializing in endocrinology in Shanghai said. This product has been included in the procurement catalogues of the nutrition departments of 500 hospitals across the country.

        We even modified the customer's formula. Chen Lin recalled, "A certain internet-famous brand wanted to create a 'low-calorie cheese flavor', but during the test, it was found that the water absorption of the cheese powder and the rice cakes did not match, and they were prone to getting damp." We adjusted the encapsulation technology of the microcapsules, reducing the particle size of the cheese powder from 200 mesh to 400 mesh. Now, the shelf life of their products has been extended from three months to nine months.

Why shift from "selling snacks" to "selling health solutions"

        In the laboratory of Two daughters®, engineers are looking further into the future. "Nowadays, what consumers want is not 'less sugar', but 'precise sugar control'." Chen Lin pointed at the glycemic index (GI) simulation software on the computer and said. The company is developing an "intelligent seasoning chip". By adding degradable dietary fiber to microcapsules, it can dynamically adjust the rate of sugar absorption according to the consumer's physical condition - "For example, the rice cakes made for diabetic patients will not cause a sudden increase in blood sugar after consumption, but will rise steadily like climbing a gentle slope.”

        This concept of "functional snacks" has received a market response. Last year, Two daughters® collaborated with Dingxiang Doctor to launch the "28-day Blood Sugar Control Plan", customizing a daily rice cake intake plan for participants. The results showed that 85% of the users had their blood sugar fluctuations reduced by more than 30%. "Previously, we sold 'rice cakes', but now we sell' health management tools'." " General Manager Lin of the company said, "When consumers find that eating our rice cakes can help them manage their blood sugar and weight, it is more effective than any advertisement."

        Currently, Two daughters® non-fried rice cakes have entered 200,000 retail terminals across the country, serving high-end supermarkets such as Hema and Ole ', as well as Internet health brands like Bohe Health and Keep. Its zero-sugar series has ranked first in sales in the "Healthy Snacks" category on Tmall for six consecutive months, while its sea salt sesame flavor has topped the list of "Adult Snacks to satisfy Cravings" on JD.com.

        "Our ultimate goal is to transform rice cakes from 'satisfying snacks' into' healthy companions'." " Looking at the slogan "Eat Snacks Scientifically" on the laboratory wall, Mr. Lin said, "Perhaps one day, people will forget the word 'reduce sugar' - because all snacks are naturally free of excess sugar."