05-21
2026
Fresh Products House has been awarded the title of “Demonstration Brand for Modern Healthy Mooncakes.”
Recently, the “White Paper on New‑Style Healthy Mooncakes,” jointly compiled by the Editorial Committee comprising the Beijing Baking and Confectionery Association, the Beijing Institute of Nutrition and Health, the China–Foreign Food Magazine, and other organizations, was officially released.
According to the introduction, the White Paper for the first time systematically defines the compositional criteria for the “new‑style healthy mooncake” category, clarifies the product innovation pathways and directions for such mooncakes, and aims to steer the industry’s transformation from the traditional image of “high sugar and high fat” toward a new paradigm characterized by “low sugar, low fat, diversified functionality, and health‑focused quality.” It provides the sector with standardized guidance that is both referable and replicable, ready for practical implementation.
Meanwhile, to further facilitate the implementation of the standards, the Editorial Committee of the “White Paper on New‑Style Healthy Mooncakes” has established the “Demonstration Brand for New‑Style Healthy Mooncakes” award, aimed at recognizing leading brands that have demonstrated exceptional performance and pioneering influence in this emerging category. The evaluation criteria encompass several key dimensions, including the scientific soundness of product formulations, innovation in health‑related functionalities, supply‑chain collaboration, market performance, and consumer reputation.
Following a rigorous assessment, and in recognition of its sustained investments and outstanding contributions across product innovation, process R&D, market education, and industry ecosystem development, Xianpinwu was awarded the title of “Demonstration Brand for New‑Style Healthy Mooncakes” by the Editorial Committee of the White Paper on New‑Style Healthy Mooncakes, becoming the first company to receive this honor under the evaluation framework.
According to reports, Xianpinwu has pioneered the industry by launching a new line of healthy mooncakes that emphasize “lightness, health, and nourishment,” offering low‑burden, high‑nutrient options. The company has established a comprehensive R&D system for healthy mooncakes, spanning the entire process—from raw‑material selection and functional ingredient pairing to process optimization and nutritional assessment—thereby building a cutting‑edge technological moat.
Channel sales data from key cities across the country show that Xianpinwu’s innovative, health‑focused mooncakes have consistently ranked first in their category for many years. The brand has delivered outstanding performance in regions such as the Beijing–Tianjin–Hebei area, the Yangtze River Delta, and the Pearl River Delta, establishing itself as one of the leading brands driving growth in this product segment.
On the market‑education front, from ingredient‑label transparency to visualizing nutritional profiles, Xianpinwu actively guides consumers in understanding the nutritional value of its innovative, health‑focused mooncakes, dispelling the stereotype of “high sugar and high fat” and redefining how mooncakes are perceived in consumers’ minds. User surveys and in‑store interviews reveal that Xianpinwu outperforms other brands in its category in both repurchase rates and perceived healthiness, demonstrating that its category‑innovation efforts are steadily translating into sustainable brand advantages.
In addition, Xianpinwu not only focuses on continuously innovating its own product portfolio but also actively collaborates with ecosystem partners to contribute to the standardization of the emerging healthy mooncake category. By leveraging its position as a category pioneer and leader, it coordinates upstream and downstream stakeholders to jointly explore new development pathways for healthy mooncakes that can be widely adopted across the industry, thereby fostering a more standardized and forward-looking technical consensus.
This recognition not only underscores the high regard for Xianpinwu’s sustained efforts in product R&D, standardization, and the promotion of health‑focused values, but also affirms its leading role and long‑term commitment to advancing the emerging category of healthy mooncakes. In response to the growing pressure on traditional mooncakes amid shifting consumer preferences toward healthier options, Xianpinwu’s innovative approach to category development has set a benchmark—a “model example” that the industry can look to.