Be&Cheery's "One-Bite Mango Strips" became an instant hit upon launch—what’s the secret to this brand’s success?
Release time:
2026-04-24 10:13
Recently, Be&Cheery partners with Minute Maid and 7 Up. Introducing the co-branded “One-Bite Mango Strips.” Reportedly launched in early September of this year, this product combines the distinctive flavors and bubbly texture of the aforementioned beverage, making it the product’s key selling point.
According to Be&Cheery, "One-Bite Mango Strips" quickly topped the trending, positive review, and popularity charts on Douyin Mall as soon as they were launched. Their excellent market feedback, as well as Be&Cheery dried fruits have already built strong consumer awareness. This is a key reason why the brand has chosen to further invest in its dried mango product line.
Next, Xiao Shidai will take everyone to take a closer look.
Differentiated approach
Mango is renowned as the “King of Tropical Fruits,” and dried mango is a particularly representative subcategory among dried fruits. It’s popular for its sweet-and-sour flavor and rich vitamin content. According to the "2023 China Healthy Lifestyle Trend Insights Report" by CBNData, the commercial data center of First Finance, Be&Cheery's dried mango has ranked first in online sales for six consecutive years.
Meanwhile, the dried fruit and candied fruit industry is witnessing increasingly segmented consumer demands. Taking product form as an example, consumers show a preference for dried fruit products featuring innovative designs. According to the “2024 China Dried Fruit and Candied Fruit Industry Innovation and Consumer Behavior Insights Report” released by iiMedia Research, 53.1% of consumers favor composite dried fruit and candied fruit products—those with innovative ingredient combinations and novel forms—and such products enjoy high market acceptance.
Targeting current pain points of the product and new consumer demands, and in combination with market insights, Be&Cheery launched the “One-Bite Mango Strips” series in March of this year. From this product series, it's not hard to see Be&Cheery's differentiated product strategy:
First, In response to the limitations of form, this series introduces innovations. We’ve chosen to evenly slice large pieces of dried mango into bite-sized mango strips, enhancing the ease with which consumers can pick them up and enjoy them. 。
Second, we carefully select only the thick-fleshed parts of ripe mangoes, freshly cut from whole fruits—no scraps or offcuts allowed. Carefully sliced dried mangoes are cut along the natural vertical fiber direction of the mango, which to some extent helps avoid chewing difficulties and food particles getting stuck between teeth caused by high fiber content, allowing consumers to enjoy delicate and tender mango strips. 。
Meanwhile, the “one bite per piece” product design also meets today’s consumers’ need to strike a balance between indulging their cravings and maintaining health.
In addition, Be&Cheery has also differentiated its packaging. In addition to the standard 80g trial-size packs, Be&Cheery has also launched larger, bulk-sized packs. It features individually wrapped packages, which are not only easy to carry but also help preserve food freshness and taste by preventing deterioration due to improper storage.
When discussing its successful product strategies, Be&Cheery told Xiao Shi Dai that in 2022, Be&Cheery completed its vertical-brand transformation, focusing on nuts and dried fruits to become the go-to healthy snack brand for nuts and dried fruits among young people. With a more focused category strategy in place, they’ve adopted a strategy and direction of deeply addressing pain points and introducing new differentiators in their products.
Looking at specific strategies, products that are carefully insighted, address pain points, and meet the segmented needs of consumers tend to capture consumers' minds more effectively, helping companies gain a larger market share. At the same time, in the face of fierce competition, differentiated products can better attract consumers' attention and create growth opportunities for brands. This is one of the reasons why Be&Cheery's mango strips have gone viral—and it’s also a powerful weapon that enables Be&Cheery to consistently create best-selling products.
Seize the young market
In addition to its differentiated approach, the success of Be&Cheery's mango strips also stems from the company's keen grasp of the trend toward youthfulness.
Take the co-branded flavors of Seven Up and Mirinda as an example. First, summer is the peak season for beverage sales, and these two drinks are already popular among young consumers. By partnering exclusively with Be&Cheery to launch co-branded products featuring their IP, Be&Cheery can more easily capture the attention of young consumers and generate buzz.
When speaking to Xiao Shi Dai about consumers, PepsiCo once said, “We don’t start by thinking about how much we’ll sell this year; instead, we first figure out where our consumers are and what they want, and then we plan our business accordingly.”
“We hope that each brand collaboration will convey the brand’s valuable spirit to young people in a format they love, thereby penetrating the deep cultural circles of our core target audience. No matter which dimension the collaboration takes, we always evaluate it based on factors such as the shared brand spirits of both parties, their youthful and trend-driven DNA, and the common attitudes and philosophies they wish to communicate.” This was how Ye Li, General Manager of Beverage Business for PepsiCo Greater China and Chief Marketing Officer for the Asia-Pacific region, described PepsiCo’s overall approach to brand collaborations involving its beverage products when asked by Xiao Shidai.
Second, both parties share consistent considerations and goals regarding the joint venture.
In addition, the emergence of hit products is inseparable from marketing support. Be&Cheery has also keenly sensed current trends and is seeking marketing models that resonate with the younger generation.
For example, when promoting and generating interest in co-branded products, Be&Cheery chose platforms that young people frequent more often—such as Xiaohongshu and Douyin. By placing ads on these platforms and leveraging popular influencers whom young people love to “plant seeds” of enthusiasm, not only can the products gain sustained exposure, but it also becomes easier to forge closer emotional connections with young consumers.
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