/PRZWT/ In the increasingly competitive frozen food market, product homogeneity and the diversification of consumer demands have become the core issues for the industry. Haibang (Shantou) Food Co., Ltd., with its profound accumulation rooted in the Chaoshan region for over 30 years, recently launched the "Roll and Slide Series" new products - Flying Fish Egg Shrimp Roll, Black Truffle Pork Shrimp Roll and Indian Curry Beef Roll. These are not only an important innovation to its classic four-season dumpling product line, but also can be regarded as another key move by the brand in the strategy of category segmentation and value enhancement after its benchmark products such as Haibang Grilled Sausage and Haibang Hot Pot Balls.
Looking back at the development path of Haibao, its success is largely attributed to the modernization transformation and large-scale expansion of traditional flavors. Starting from the early stage when they transformed the handmade fish dumplings from Chaoshan into nationwide shrimp-flavored dumplings and four-season dumplings through an automated production line, and then creating the popular Haibao grilled sausages, the company has always been exploring how to balance traditional craftsmanship with industrial efficiency, converting regional characteristics into universal products.
The development of this "Roll Slide" series continues this approach: the outer skin adopts the traditional deep-sea fish paste skin-making technique from southern China, ensuring a smooth and resilient texture; the filling, on the other hand, takes a bold cross-border approach, blending the burst texture of flying fish eggs, the rich aroma of black truffles, and the spicy flavor of Indian curry, and clearly indicates the proportion of the core filling, directly responding to the current market's dual expectations for "real ingredients" and "novel flavors".
Behind this innovative measure lies an active attempt to break through the growth bottleneck of the current hot pot ingredients and frozen dish market. When traditional dumpling and meatball products are facing a "category fatigue" situation, Haibao uses high-end ingredients to enhance the flavor, and adopts a precise "roll" shape design to adapt to refined dining scenarios. Its logic is in line with Haibao's sausages, which have built a reputation through solid meat texture and stable flavor. This is not only an upgrade of a single product, but also through a combined strategy of "value enhancement of ingredients, refinement of form, and diversification of scenarios", it broadens the consumption boundaries of the product, extending it from a standard hot pot ingredient to various family cooking scenarios such as boiling soup and pan-frying.
The actions of Haibao this time have provided a clear signal to the frozen food industry: In the era of market saturation, the growth momentum of enterprises needs to shift from scale expansion to in-depth innovation. This innovation is not created out of thin air; rather, it is based on the extension and reorganization of the existing advantages of the brand (such as the understanding of the Chaoshan flavor and the mature industrialization capabilities). Whether the "Roll Slide" series can replicate the long-term success of products like Haibao's grilled sausages and Haibao's hot pot balls will need to be tested by the market, but the product thinking it has demonstrated - "breaking through in inheritance, upgrading in segmentation" - undoubtedly provides a reference path for the industry to seek new growth in the red sea. In the future, how to continuously explore the modern value of traditional dietary culture and transform it into a product matrix with competitive differentiation will be the key for enterprises like Haibao to maintain their leading position.
