In the summer of 2023, non-fried crispy rice dumplings with the flavor of local stove accidentally exploded in Wuhu and Gaochun, Nanjing. Pioneer S has introduced 5 automated crispy rice machines for mass production, and the products have become popular and have become a popular local snack. Seeing the market dividends, relatives and colleagues followed suit and installed the same equipment to produce crispy rice. In just a few months, local dealers, stores, and anchors hoarded a large number of goods, and market distribution reached its peak. It should have been a blue ocean opportunity for mutual benefit and win-win results, but in the end, there was an absurd "peer tearing war".
01 Terminals are frantically strung, and manufacturers are secretly angry
At that time, in the market, General Manager S, brother manufacturers, and various peers each had exclusive dealers, offline channels, and live delivery teams. In order to seize limited market share, terminal dealers and delivery teams began to compete fiercely, smearing and slandering competing brands. What's more, the rear manufacturers remained silent throughout the entire process, even secretly cheering and acquiescing in slander behavior, allowing negative public opinion to ferment.
Burning crispy rice = adding plastic???
The chaos in the industry is getting worse and worse, and various outrageous rumors emerge one after another: the eldest brother revealed that the second brother's family is producing in a small workshop without formal production qualifications and the products are unsafe; the second brother refuted that the old master's rice crust tastes weird and plastic is secretly added to it. The last straw that crushed the market came from the "actual measurement to refute rumors" of an anchor carrying goods. He used a lighter to light the rice crust, claiming that the burning rice crust was toxic food added with plastic. After the spread of videos, consumer trust completely disintegrated, and the hot imitation earthen stove rice crust market quickly fell cold. In a short period of time, sales plummeted, and manufacturers, dealers, and anchors were all damaged.
02 Hard-core science popularization: Crispy rice can be lit ≠ added with plastic
Many people mistakenly think that food can be burned because it is mixed with plastic. Truth: Burning non-fried rice crust is a normal phenomenon and has nothing to do with plastic or whether it is fried.
- Rice starch is a combustible organic carbohydrate, and can be burned in dry starch foods such as flour, potato chips, and biscuits.
- The non-fried rice crust is fully roasted and dehydrated, and has extremely low water content. It is easy to ignite itself. The higher the fat, the more obvious the combustion is.
- Whether it can burn cannot be used to determine food safety.
Terrifying rumors, be careful
03 Industry reflection: It is never products that destroy the track, but malicious competition
This farce is a pity. Automated crispy rice equipment could stably produce specialty snacks, and the track prospects were very impressive. There are no problems with products, processes, and equipment. What destroys the market is vicious collusion and mutual slander. Instead of polishing products, companies condone rumors and internal friction, let rumors ferment, overdraw the reputation of the entire category, and finally everyone will bear the consequences together. This is also the general situation in the food industry: it is easy to follow the trend and enter the market, but it is difficult to deeply cultivate and make good products.
A benign track relies on craftsmanship and equipment to speak.The long-term way out for the food processing industry is to refuse to black each other inside, deepen the quality of the process, standardize products with equipment, and win market trust with professionalism. If you want to build a formal, stable and high-reputation non-fried rice crust production line, you can leave a message in the background to consult the equipment plan and customize the exclusive factory and production plan.
Nanjing Baigong·Focus on food machinery. This article is adapted based on real cases.
