On the occasion of New Year’s Day in 2021, Sun Hongxue, general manager of luscious shares, revealed to pet owners the strategic development direction of the company’s own brand – LUSCIOUS “to develop the cat economy”. At that time, the company will focus on these three things in the new year. :

First, the key products that have been researched and developed for more than 4 years in cooperation with L.J. Liff United Co., Ltd. of the United States are officially launched, including breeding cat food series, auxiliary therapy pet food, and prescription pet food suitable for breeding channels;

The second is to cooperate with Jiangsu University, School of Food Engineering of Jiangnan University, School of Forestry of Beihua University and other well-known institutions to jointly develop: jerky snacks, pet food (puffed food, air-dried food, baked food, pressed food, etc.), canned pet food, etc. Product line, expand a more complete product matrix;

The third is that in 2021, it will vigorously support and sponsor various cat shows and cat competitions and the national tour speech activities of the Pet Behavioral Health Lecture Hall;

The luscious brand originated in 1998 and has a brand history of 22 years. Its partners are located in 34 countries such as the United States, Germany, Japan, Canada, and Sweden. The parent company has its own feed, breeding, slaughtering, slitting, deep processing, etc., Realize the operation of the whole industry chain and achieve the quality of traceability from the source; at the same time, the LUSCIOUS brand is also the first pet food manufacturer in China to enter a large domestic supermarket. The cooperative supermarkets include Wal-Mart, RT-Mart, Carrefour, and China Resources Vanguard.

Sun Hongxue, general manager of the company, said that 2022 will be a year of transformation for the luscious brand to cater to new markets, new consumers and new groups of people. The company has re-arranged its brand strategy. In recent years, it will concentrate on polishing its internal strength, insist on learning from mature foreign markets, set up a scientific research laboratory in the United States, and have decades of exchanges and cooperation with many foreign R&D institutions to grasp the latest products in foreign markets. Trends and the latest research results in the industry, the foreign research and development results over the years have been successively applied and practiced into domestic production, with functional pet food as the research and development direction, and cat economy as the market focus, bringing new upgrades to industry partners and pet users LUSCIOUS brand.

Cooperated with American L.J. Food Breeding Project to set up American R&D Center

Fist product breeding cat food series listed

According to the official disclosure of luscious, in 2015, the company reached a strategic cooperation with L.J. Liff United Co., Ltd. of the United States, which was established in 1969 and is a company with high-end technology and animal nutrition expert team, focusing on customized pet care products. It is reported that the two parties jointly established the ZeigierBros.,lnc. R&D center in the United States in December 2015 to jointly develop and produce products suitable for the breeding system and adjuvant therapy products; during the period from 2016.11 to 2017.12, the research and development center completed the preliminary products suitable for the breeding system. The formula research and development and process requirements of the company have been completed, and the localization screening and allocation of raw materials for the product formula of the breeding system has been completed in China; during the period from 2018.2 to 2019.1, the R&D center completed the VYLET cat house, QXMS cat house and PURE cat house with the formula of domestic raw materials. Completed two phases of 6-month follow-up feeding experiments and data summary; 2020.3, the R&D center confirmed that the product was successfully developed and qualified for the market. In the end, the new products of the full-price male cat food and full-price female cat food of the Breeding Vitality Probiotic Nutrition series under the Loos brand were launched.

Four core competitive advantages of breeding cat food

According to the official introduction of Loos, Breeding Vitality Probiotic Nutrition series full-price male cat food and female cat food have four core competitive advantages:

First, the international excellent R & D team

The second is based on solid experimental data. Among them, the experimental data on the breeding of male cat food by Loos shows that: on the one hand, it can improve the bone density of the breeding cat and prolong the service life of the male cat; Such as improving sperm motility, semen volume and semen concentration, reducing sperm adhesion, etc.;

The experimental data on luscious breeding female cat food show that: 1) Improve the bone density of female cats and prolong the service life of female cats; 2) Improve the breeding ability of female cats and improve reproductive performance, such as improving the conception rate and improving the reproductive performance of female cats. 3) Improve the feeding ability of mother cats, improve the growth rate of kittens, such as improving the amount and quality of milk secretion; improve the immune resistance and healthy growth of kittens; Help kittens stretch their skeleton and enhance immunity.

In addition, the Breeding Vitality Probiotic Nutrition series cat food also helps to improve the body’s defense and enhance immunity. (Note: The above functions are demonstrated by sample data and test results.) The third is the selection and use of high-quality raw materials. The raw material of the product promises to use the whole chicken meal without the head and claws produced by its own factory, and the chicken meal not made of chicken skin and chicken intestines; the product formula promises to be 90% animal protein, ≥40% animal meat source, ≥1.5 % first limit lysine, etc.

Fourth, scientific and rigorous process requirements. The product technology achieves a 40-mesh sieve (note: a sieve with 40 holes per inch), which makes the grain texture good, which is conducive to gastrointestinal digestion; at the same time, it ensures that the moisture content of each grain of cat food is consistent, and the meat is long-lasting from the inside to the outside. Fragrant, refuse to be greasy.

Actively promote school-enterprise cooperation

Develop new pet food products with many well-known colleges and universities

In order to consolidate and enrich the product matrix of the luscious brand, the company has successively established cooperative relations with well-known colleges and universities such as Beihua University Forestry College, Jiangnan University Food Engineering College, Jiangsu University, etc., to jointly develop a number of new pet food projects. Among them, Lu Si, together with Professor Sun Guangren, a professor of food science and engineering in the School of Forestry of Beihua University, and a postgraduate tutor in the field of food processing and safety and resource utilization and plant protection, jointly developed a new product of canned ginseng and chicken soup for cats. The latter has its own canned soup in Changbai Mountain. The ginseng scientific research base has been focusing on the pharmacological application of traditional Chinese medicine and food scientific research for decades. It is worth mentioning that this canned ginseng and chicken soup product for cats won the 2020 Pet New Domestic Product Annual Innovative Product and Snack Award.

At the same time, Loos also cooperated with the School of Food Engineering of Jiangnan University for the first time to explore the direction of pure meat pet food and the innovation and application of meat raw materials in dry food products, so as to drive the iterative improvement of the industry through innovation and change;

And joined the top peptide research team of the School of Food and Bioengineering of Jiangsu University to participate in the national “Innovation and Entrepreneurship” competition, focusing on the demonstration application of bioactive peptides in pet food, and gradually promoting it in advanced pet nutritional food, pet health food and pet food Nutritional therapy, etc. The promotion of this demonstration application can effectively regulate the body metabolism of pets, activate cell regeneration, enhance immune function, improve body vitality, and realize the new concept of scientific pet raising of pets’ bodies “protection is greater than treatment”, which is important for promoting the upgrading of pet nutrition industry. effect. For breeding and store channels

2022 Sponsor the cat show and luscious lecture hall

In terms of brand building and channel reach, luscious will focus on the cat show cat competition theme activities for breeding channels and the national tour speech activity of the pet behavioral health lecture hall that has empowered store channels for many years. Among them, the offline cat competition cat exhibition, as a precise channel to reach the breeding cat house, has become one of the key directions of luscious brand market investment. Among them, luscious named the CCA World Famous Cat Championship Points Tournament in November 2020; sponsored the ICE Champion Cat Show in December 2020; and will be named and hosted by CCA on January 2-3, 2021 The SDCU 29th International Purebred Cat Show and the World Famous Cat Championship Points Competition, etc. The Lus Lecture Hall, which luscious has supported for many years, will continue to be held nationwide in the new year, bringing professional pet behavioral health-themed classroom sharing to store channel practitioners across the country.