In May this year, Hema Fresh collaborated with Shanghai Aisen Meat Products Co., Ltd. (hereinafter referred to as “Shanghai Aisen”) to launch a series of fresh pre-packaged meals featuring pig kidney and pig liver as main ingredients. To ensure the freshness of the ingredients, the series ensures that the time from slaughter to the finished product entering the warehouse does not exceed 24 hours. Within three months of launch, the sales of the “Pig Offal” series of pre-packaged meals saw a month-on-month increase of up to 20%.
Shanghai Aisen is a well-known local supplier of fresh chilled pork, primarily providing chilled meat and by-products such as pig kidney, pig heart, and pig liver to retail and catering channels. Hema and Shanghai Aisen collaborated on six new pre-packaged meal products, five of which feature pig offal as the main ingredient.
Creating “Pig Offal” Pre-packaged Meals
Liu Jun, Hema’s pre-packaged meal R&D procurement officer, explained the reason for launching offal pre-packaged meals: “In Shanghai, dishes like braised pig kidney and stir-fried pig liver have a certain market foundation. Although they are home-cooked dishes, they require significant skill, which average consumers may find challenging. For example, preparing braised pig kidney involves selecting, cleaning, removing the unpleasant smell, slicing, marinating, and cooking—all of which are complex steps that deter many busy workers. This motivated us to attempt making these dishes into fresh pre-packaged meals.”
For Shanghai Aisen, this collaboration is a first-time endeavor. Chen Qingfeng, deputy general manager of Shanghai Aisen, stated: “Previously, Shanghai Aisen had pre-packaged meal products, but they were all frozen and primarily pork-based. Creating fresh pre-packaged offal meals is a new challenge for both parties.”
Producing offal pre-packaged meals presents challenges. Zhang Qian, head of pre-packaged meals at Hema’s East China division, noted: “Offal products are difficult to handle. The first requirement is freshness, which demands high standards from frontline factories. Secondly, if not processed properly, they can have a strong odor. Therefore, such products are rare in the market. Our biggest breakthrough is ensuring freshness without additives, bringing better and fresher ingredients to consumers, which is the essence of our fresh pre-packaged meals.”
Shanghai Aisen has advantages in this area. Chen Qingfeng explained: “During the slaughter process, pigs are calmed for 8-10 hours to relax and reduce stress, resulting in better meat quality. The offal is processed in the freshest state right after slaughter, cutting and marinating the products immediately to shorten the time. Additionally, we maintain high-quality standards, discarding any offal that shows even the slightest discoloration during processing.”
In May this year, Hema partnered with over 10 agricultural enterprises, central kitchens, and universities to establish a comprehensive pre-packaged meal industry alliance, focusing on “deliciousness” and developing products that meet current consumer demands around “freshness, novelty, and new scenarios.” To strengthen the advantages of fresh pre-packaged meals, Hema continues to build its fresh food supply chain, with over 300 ultra-short supply chains established around cities where Hema stores are located, collaborating with suppliers to ensure speed and quality.
Continual Investment in Pre-packaged Meals
Hema has been continuously investing in pre-packaged meals. In 2017, the Hema Workshop brand was established. From 2017 to 2020, Hema gradually developed a product structure covering fresh (chilled), frozen, and ambient temperature pre-packaged meals. From 2020 to 2022, Hema focused on innovative development, creating new products based on insights into different consumer needs and scenarios. In April 2023, Hema’s pre-packaged meal department was established as a primary division of the company.
In July, Hema’s Shanghai Supply Chain Operation Center became fully operational. Located in Hangtou Town, Pudong, this comprehensive supply center integrates agricultural product processing, finished ingredient R&D, semi-finished product frozen storage, central kitchen, and cold chain logistics distribution, covering a total area of about 100,000 square meters. It is Hema’s largest, most technologically advanced, and most heavily invested single project to date.
By establishing its central kitchen factory, Hema has enhanced the R&D, production, and transportation chain for its own brand of pre-packaged meals. Each step, from raw material sourcing to production and store delivery, is traceable, ensuring food safety and significantly improving the efficiency of launching and promoting new products.
Focus on Fresh, Novel, and New Scenarios
Zhang Qian explained: “Hema’s pre-packaged meals mainly fall into three categories. First, fresh products, which involve collaboration with more original food companies, such as those providing chicken and pork. Second, novel products, which include our seasonal and holiday bestsellers. Third, new scenario products.”
“Hema has many suppliers who have been with us throughout our journey. Since our products are short-shelf life and fresh, factories cannot be more than 300 kilometers away. Hema Workshop is rooted in local production, with many supporting factories nationwide. This year, we also established a central kitchen. Many of Hema’s products are co-developed with suppliers. Our partners include those deeply involved in raw materials like beef, pork, and fish, as well as those transitioning from the catering supply chain to central kitchens, providing pre-packaged versions of large and festive dishes,” Zhang added.
“We will have many proprietary recipes in the future. Hema has numerous proprietary products, including drunken crabs and cooked drunken crayfish, which are made in our central kitchen. Additionally, we will continue to cooperate with those who have advantages in raw materials and restaurant brands, aiming to bring more dishes from restaurants to consumers in a simpler, more retail-friendly manner,” Zhang stated.
Chen Qingfeng believes: “Looking at future trends and opportunities, the pre-packaged meal market is vast. More young people don’t cook, and even those who do hope to free up their hands to enjoy life more. The key to doing well in this market is supply chain competition, focusing on quality and comprehensive control. By laying a solid foundation and finding good partners, we can collectively capture more market share.”
Post time: Jul-04-2024