E65: Will health labels reduce bubble tea consumption?

Is Shanghai mirroring Singapore's nutritional labelling approach? 

 

Recently, Bawang Tea Ji's (Chagee) Shanghai store has introduced a "Nutritional Choice" logo on all its beverages - a first for freshly-made drinks in China. This mirrors Singapore's Nutri-Grade ratings (A to D), implemented by the Health Promotion Board, from December 2022, which were introduced to increase consumers' awareness, and help them make healthier choices. 

 

But do these labels actually change consumer habits? And are they a hindrance to the bubble tea business, or do they push for product innovation?

 

Tune into our latest episode for a light-hearted discussion on the impact of these nutri-grades on consumer habits and business operations. 

Featured materials

Who is Mixue?, Momentum Works 

Bubble tea in Southeast Asia, Momentum Works