Hai Ha Confectionery has launched an enhanced version of its beloved Chip Chip jelly candy, now named Jelly Chip Chip. This strategic move aims to rejuvenate a classic product that resonated with 8X and 9X generations, broaden its appeal to a wider customer base, and solidify the company's standing in Vietnam's evolving confectionery market.
The Vietnamese confectionery market is undergoing a significant generational transition, with foreign enterprises currently holding a dominant share of the snack food sector. Despite this, the domestic confectionery industry is projected to reach USD 1,8 billion by 2025, maintaining a compound annual growth rate of 6,81%, according to Statista. "Hai Ha Confectionery is enhancing its traditional products to align with modern tastes," a company representative stated. This innovation is a crucial step for the brand to compete effectively.
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Jelly Chip Chip is an improved version of the familiar Chip Chip jelly candy. Photo: Hai Ha Confectionery
Jelly Chip Chip represents a significant upgrade from the "national" Chip Chip jelly candy and marks the beginning of Hai Ha's competitive strategy. While retaining its core values, the product features an adjusted formula tailored for contemporary preferences. The new packaging design emphasizes a youthful and dynamic aesthetic, featuring vibrant, eye-catching colors and playful cartoon characters. Its compact and modern form factor is designed to maximize brand recognition on shelves, standing out among international competitors.
Despite its refreshed appearance, Jelly Chip Chip maintains the original production formula and familiar flavor. Hai Ha Confectionery affirms its commitment to using only natural fruit ingredients, ensuring a soft, delicious texture that aligns with current consumer trends for healthier and more natural options.
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Nguyen Thi Thanh Xuan, Brand Manager for Hai Ha Confectionery, at the product launch event. Photo: Hai Ha Confectionery
Nguyen Thi Thanh Xuan, Brand Manager for Hai Ha Confectionery, explained that the new Jelly Chip Chip packaging aims to foster a connection across generations within families. Adults will find comfort in the familiar, classic flavor, while younger consumers will be drawn to the product's modern appeal. Ms. Xuan added that this product innovation not only safeguards the position of a domestic brand but also underscores the robust capabilities of local manufacturers amidst global competitive pressures.
(Source: Hai Ha Confectionery)
