Jin Zai Food
Jin Zai Food (劲仔食品 Jìnzǎi shípǐn), pronounced Jìnzǎi shípǐn in Pinyin, is a Chinese casual snack brand and manufacturing company. Its product range primarily consists of small-packaged leisure foods, including fish products (such as Jinzai Small Fish), bean products, nuts, and meat products. It holds significant recognition and market share in the Chinese market. Jinzai's flagship product, Jinzai Small Fish, is prepared using a secret braising recipe, exported to 26 countries, and has sold over 6 billion packs, making it a globally leading braised snack in terms of sales.[1]
Overview
Jin Zai Food is the core brand under Hunan Jinzai Food Co., Ltd. The brand specializes in providing convenient, ready-to-eat, small-packaged casual snacks, and is particularly famous for its uniquely flavored and diverse "Small Fish" series. Jinzai Food's products are available across numerous provinces in China and are popular among a wide consumer base.
History
The Jin Zai Food brand belongs to Hunan Jinzai Food Co., Ltd., which was established in 2004 with its headquarters initially located in Pingjiang County, Yueyang City, Hunan Province. Pingjiang is a well-known "Gluten Kingdom" and casual food production base in China, and Jinzai Food is a representative enterprise that originated and grew in the area. Over years of development, Jinzai Food has expanded from an initially potentially singular product line to become a comprehensive casual food enterprise covering multiple categories. It has also established modern production bases and sales networks. In September 2020, Jinzai Food successfully listed on the A-share market with its secret-braised small fish products, becoming known as the "First Stock of Fish Snacks."
Products
Jin Zai Food offers a diversified line of casual snack products. The products are known for their characteristic Chinese flavors, such as spicy, numbing-spicy (mala), soy sauce, and sweet and sour, catering to popular preferences for casual snacks.[2]
- Jinzai Small Fish (劲仔小鱼): This is Jinzai Food's most well-known and representative series, and a globally leading braised snack in terms of sales. Jinzai Small Fish is prepared using deep-sea small fish sourced from oceanic fishing, combined with the Zhou family's century-old secret recipe from Pingjiang, Hunan, for braising. The product originates from the Hu Xiang (Hunan) famous dish "huobei fish" (smoked and dried fish), but the raw material has been upgraded from river fish to deep-sea small fish. After removing heads, tails, entrails, and impurities, the fish are braised in sauce to become flavorful fish snacks.
- Raw Materials: Selected deep-sea small fish
- Flavors: Mala (numbing spicy), Xiangla (fragrant spicy), Jiangxiang (sauce-flavored), Tangcu (sweet and sour)
- Jinzai Dried Tofu (劲仔豆干): Inheriting from Pingjiang Jianggan (sauce-braised dried tofu), this authentic flavored snack is made through a 24-hour traditional crafting process, involving 6 meticulous artisanal steps, 2 times soaking in braising liquid, and 4 times for flavor absorption.
- Raw Materials: High-quality non-GMO soybeans
- Flavors: Xiangla (fragrant spicy), Mala (numbing spicy), Jiangxiang (sauce-flavored), Yanjü (salt-baked)
- Jinzai Dried Meat (劲仔肉干): Carefully selected high-quality Cherry Valley duck is used as the raw material. The skin and fat are removed, and high-protein, low-fat duck breast meat is precisely selected. The meat is lean yet not dry, firm, and chewy, and is braised with over a dozen natural spices.
- Raw Materials: High-quality duck breast meat
- Flavors: Xiangla (fragrant spicy), Mala (numbing spicy), Jiangxiang (sauce-flavored), Wuxiang (five-spice)
- Jinzai Vegetarian Meat (劲仔素肉): This hand-shredded vegetarian meat is a high-protein soybean product with a meat-like texture. It is made through innovative techniques and multiple meticulous artisanal steps, resulting in a flavorful snack.
- Raw Materials: High-quality non-GMO soybeans
- Flavors: Xiangla (fragrant spicy), Mala (numbing spicy), Shaokao (barbecue), Tianla (sweet and spicy)
- Jinzai Konjac (劲仔魔芋): Made from carefully selected high-quality konjac powder using innovative techniques. It undergoes multiple meticulous artisanal steps and flavor absorption, resulting in a unique flavored snack widely popular among consumers due to its low calorie content.
- Raw Materials: High-quality konjac
- Flavors: Xiangla (fragrant spicy), Mala (numbing spicy), Shaokao (barbecue), Shan Jiao (mountain pepper)
Operations and Company
Jin Zai Food is operated by Hunan Jinzai Food Co., Ltd. The company headquarters are currently located in Changsha City. The address is Floor 46, Building A, Wanda Plaza, Kaifu District, Changsha City, Hunan Province, Postal Code: 410005. The main contact number is 0731-89705777. The company possesses modern production facilities and emphasizes food safety and quality control. As a listed company (listed on the Shenzhen Stock Exchange since September 2020), Jinzai Food has significant strength in production scale, R&D investment, and market promotion. Its supply chain covers raw material procurement, production and processing, logistics and distribution, and market sales.
Market and Sales
Jinzai Food's main market is mainland China. Sales channels cover nationwide supermarkets, convenience stores, grocery stores, wholesale markets, and major e-commerce platforms (such as Taobao, JD.com, Pinduoduo, etc.). The success of its flagship Jinzai Small Fish product, which boasts sales of over 6 billion packs and exports to 26 countries, underscores the brand's strong presence. Leveraging its iconic products, differentiated flavors, and extensive distribution network, Jinzai Food holds a significant market share in the Chinese casual food market, particularly in the fish product segment, and enjoys high brand recognition.