Menglong launches luminous popsicle Hydro:ICE: Inner core luminous + electrolyte formula has become a popular internet celebrity
Recently, Unilever's high-end ice cream brand Magnum launched a luminous popsicle that subverts the tradition - Hydro:ICE, which quickly became a hot topic on social media. This popsicle not only has a unique luminous inner core, but also has an electrolyte formula, which takes into account both fun and functionality, attracting the attention of a large number of young consumers and healthy diet enthusiasts.
1. Product highlights: dual innovation of luminescence + electrolyte
Hydro:ICE's design is inspired by night sports and party culture, and its main selling points include:
| Function | describe |
|---|---|
| Luminous inner core | Using edible fluorescent materials, it emits blue-green light in a dark environment for about 30 minutes |
| Electrolyte formula | Add sodium, potassium, magnesium and other electrolytes, suitable for hydration after exercise |
| Low sugar version | The sugar content is 40% lower than that of regular popsicles, and it has only 90 calories per pc |
| Three flavors | Lime mint (luminescent model), coconut pineapple, watermelon strawberry |
2. Market response: Explosive spread of social media
According to data from the social media monitoring platform, the discussions within 72 hours after Hydro:ICE is launched are as follows:
| platform | Related topics | Interaction volume | Key propagation nodes |
|---|---|---|---|
| TikTok | #HydroICE topic views exceed 12 million | Likes 2.8 million+ | @foodhacker's luminous effect test video (sayed 620,000 likes) |
| 18,000 related posts | 450,000+ comments | @magnum official trailer (3.9 million views) | |
| Top 7th place in the hot search list | 230 million views | @Gourmet Shop King released "Light-Light Popsicle Challenge" |
3. Consumer research: Generation Z's pursuit
Through a sampling survey of the first batch of buyers (sample size 500 people), the following consumption characteristics were shown:
| Age group | TOP3 purchasing motivation | Average repurchase rate | Price sensitivity |
|---|---|---|---|
| 18-24 years old | Social sharing (68%), novel experience (55%), post-exercise supply (32%) | 2.4 times per week | Medium (acceptance of 35% premium) |
| 25-30 years old | Electrolyte demand (51%), low sugar selection (49%), brand loyalty (38%) | 1.8 times per week | Higher (acceptance premium of 20%) |
4. Industry impact: Technology upgrade of the ice cream track
Hydro: ICE's success marks three important trends in the ice cream industry:
1.Entertainment innovation: Enhance the consumer experience through technologies such as light effects and AR interaction. Menglong cooperated with Snapchat to launch an AR filter, and users can see the virtual effect of "luminous popsicles".
2.Functional transformation: Traditional summer snacks are extending to sports replenishment and meal replacement scenarios. According to Euromonitor International data, the annual growth rate of the functional ice cream market has reached 24%.
3.Cross-category competition: This product is directly benchmarked against sports drinks and energy bars. Its electrolyte content has reached 60% of mainstream sports drinks, but its calories are only 1/3 of the latter.
5. Expert opinion: The sustainability of popular internet celebrities
Food industry analyst Li Ming pointed out: "Hydro:ICE has successfully grasped the cross-demand demand of summer consumption + night economy + health trends, but its long-term competitiveness depends on: 1) the technical stability of luminous effects; 2) whether it can establish professional knowledge of electrolyte supplementation; 3) the rhythm of subsequent taste innovation."
At present, Menglong has announced that it will launch a limited edition "Aurora Series" in August and is considering developing a caffeine-containing refreshing version. Whether this $9.9 popsicle can evolve from a popular internet celebrity product to an evergreen product is worthy of continuous attention.
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