Keep has begun to cut into the food and beverage market, though only with healthy meals, healthy meals are still an emerging market in China compared to gym and fitness equipment.
As EqualOcean mentioned before, Keep has already placed “healthy” snacks in its e-commerce section. Previously placed products include packaged chicken breast, nuts, protein bars, etc., and products such as protein powder will be added in the near future.
After starting the gym business, selling hardware such as treadmills, and introducing healthy snacks, Keep has now added light-food salads, sandwiches and rolls takeaway. As for now the main product on the shelves is a light food salad. The new food products on the shelves include sandwiches, hand rolls, salads, etc.
According to the information from Keeplite, customers need to book at least one day in advance. Started from April 1st, the distribution of healthy meals only takes place in areas of Beijing, and it is expected that it will soon be launched in Shanghai and Shenzhen.
The price of the so-called healthy meals as shown on the KeepApp’s food section is as follows; the sandwich is priced at CNY 24 (available at CNY 17 on discount), 3 different kinds of salads at CNY 24.9 each and 2 kinds of chicken rolls are being sold at a rate of CNY 24 and CNY 22 each (discounted price is CNY 11). Still maintaining e-commerce product performance-price ratio strategy.
With that, it can be said, in addition to offline and e-commerce, Keep began to cut into the food and beverage market, though only for healthy meals. Healthy meals are still an emerging market in China compared to gyms and fitness equipment (Keepkit).
In 2018, after completing a USD 127 million D round financing, Keep started its offline business. Keep entered Shanghai in 2019, following the introduction of eight Keepland stores in Beijing. According to Crunchbase, Keep has raised a total of USD 174 million in funding over 5 rounds.
Balancing energy intake and satiety (foods that have a higher satiety index keep hunger down longer) is one of the most important features of Keeplight food.
In addition to these two points, Keep will label the food in four nutrient latitudes such as protein, fat, carbohydrates and dietary fiber, and in the future, these indicators will be reflected in the form of tools on KeepApp.
The two main points marked on the product are calories and satiety.
The supplier of Keep Salad is BAKKAVOR, which is also a Chinese fresh vegetable supplier of KFC and Pizza Hut. The products have also been sold at Starbucks and 7/11. As for distribution, Keep chooses the cold chain, and food products can be heated, reports 36kr.
From the perspective of healthy food, Keep has covered three categories; salads, healthy snacks, and nutritional supplements. This is more of Keep 's attempt to improve people’s eating habits.
We saw “KeepKit”, a variety of home equipment such as Keep's treadmill, sportswear “KeepUp”, and also Keep's offline gym “Keepland.” Even if Keep has competitive bidding in each field, it is not the same as its competitors' business models.
Keep's online training data can be fed back to the product and gym to guide user training; the user's exercise data obtained by Keep hardware can guide users to eat healthy meals; Keep healthy meal data can be fed back to the development of training plan.
EqualOcean had also mentioned about Keep continuing to expand their fitness hardware business. Keep's fitness products include treadmills and body fat scales, and will soon be home to exercise bikes, and sports watches. Even in the future, smart watches and smart chips that connect traditional fitness equipment will be available for customers use, read more on this.