Haiyunkang Natural Prawn cracker Coming into the Market: With Fangyuan Clean Label Certification, reshape the healthy snack benchmark with Dalian wild midge shrimp

2025-09-29 17:53:22

Under the wave of cleaning labels, Haiyunkang creates Prawn cracker with "visible ingredients"

In the current consensus of consumer "ingredient awakening", "clean label" has shifted from an industry term to a core consumer decision-making basis. According to a survey conducted by Mintel in 2024, 81% of Chinese consumers listed "no additives" as their primary criterion for purchasing food, with mothers paying as much attention as 92% to ingredient lists. When "technology and hard work" trigger food trust anxiety, data from the China Consumers Association shows that the number of complaints about food additives in the first quarter of 2025 increased by 47% year-on-year, with 83% involving "unclear ingredient lists".

Haiyunkang accurately captured this demand change and took 18 months to complete the comprehensive upgrading of product formula. Recently, it officially released a new generation of natural Prawn cracker series. According to the R&D director, the core breakthrough of the new product lies in the "subtraction revolution" of the ingredient list: by optimizing the raw material ratio and fermentation process, artificial pigments, essence and preservatives are completely removed, and only basic ingredients such as wild midge shrimp, corn starch and edible salt are retained. "We use five months of naturally fermented shrimp juice to replace industrial flavoring, and low temperature drying process to replace chemical fresh-keeping methods, which not only retains the crisp taste of traditional Prawn cracker, but also makes every taste come from the food itself." This product has passed the clean label certification of Fangyuan Certification Group - as the authoritative certification standard in the domestic food industry, its core indicators cover key dimensions such as "natural raw materials, less additives, simple ingredients", and Haiyunkang has thus become one of the few Prawn cracker brands that have obtained this certification in China.

With the addition of geographical indication materials, traditional craftsmanship is revitalized

The advantage of raw materials is the core competitiveness of Haiyunkang products. The wild midges and shrimps selected for the new products are all from the coastal waters of Lushunkou, Dalian - this is not only the core production area of the national geographical indication product "Prawn cracker", but also the largest Prawn cracker production, processing and export area in China, with the annual export volume accounting for more than 80% of the country. The umami substance content of wild midges and shrimp caught in March and April is 37% higher than that of ordinary sea shrimp. Combined with non genetically modified corn starch produced in the black soil of Northeast China, it builds a quality barrier from the source.

In the production workshop, traditional techniques are deeply integrated with modern technology: the ancient process of "fermentation and boiling juice squeezing, rolling and drying, and low-temperature drying" is used. The rolling process strictly follows the 48 hour natural shade drying standard, and the drying temperature is controlled below 60 ℃ to maximize the preservation of the natural flavor and nutrition of shrimp juice. This process makes the expansion rate of the product reach 220%, which is far higher than the average level of the industry. After frying, the product will appear translucent luster, melt instantly in the mouth and have a lasting taste - this is consistent with the traditional advantages of Lushun Prawn cracker that are "neat in shape and crisp in taste".

Precise breakthrough in health attributes, market heat continues to rise

With the post-90s and post-2000s becoming the main consumers and the increasing decision-making power of the mother group, "healthy cravings" have become the core pain point of the snack market. The "China Agricultural Outlook Report" predicts that by 2026, the per capita consumption of aquatic products in China will exceed 20 kilograms, and the market for ready to eat seafood snacks will grow at twice the rate of traditional snacks. Haiyunkang natural Prawn cracker contain 12.6 grams of protein per 100 grams, and the fat content is only 60% of that of similar products, just meeting this demand.

At present, this series of products has fully entered chain supermarkets in first tier cities and set up a "direct supply zone for origin" on e-commerce platforms, with sales exceeding 100000 packages in the first week of launch. In consumer evaluation, feedback such as "the ingredients list is simpler than cooking at home, and children can eat at ease", "pure sea smell, no sense of essence" accounted for more than 70%, which confirmed the market recognition of cleaning label products.

Haiyunkang, the general manager, said that in the future, he would continue to plough deep into the marine snack track, plan to develop new products such as Prawn cracker, a potato powder based ingredient, together with scientific research institutions, and expand the overseas market by relying on the export advantages of Prawn cracker in Lushun. "Clean label is not a simple formula subtraction, but a whole chain upgrade from raw materials to processes. We hope to take this product as a starting point to promote the whole Prawn cracker industry to return to the essence of food."