Beyond soy sauce! Jiajia Food: Building a one-stop seasoning solution
From the "first soy sauce stock" to a "full-category seasoning partner", Jiajia Food has completed the leap from a single product to a diversified strategy in nearly 30 years.
This company, which started with soy sauce, has now built a seasoning matrix covering soy sauce, vinegar, vegetable oil, chicken essence and other categories, providing consumers with a one-stop seasoning solution through the "12345" strategy, demonstrating the innovative vitality of China's seasoning industry.
Against the backdrop of salt reduction becoming a healthy eating trend, Jiajia Food took the lead in proposing a "salt reduction strategy" in 2018 and has continued to deepen its efforts in this field. Currently, its salt-reduced product matrix covers multiple categories including soy sauce, oyster sauce, chicken essence, and cooking wine.
The refreshed brand slogan "Jiajia Health, Less Salt" in 2025 further highlights its determination to focus on the health track.
Among them, the salt-reduced premium light soy sauce using DSX physical salt reduction technology achieves a 35% salt reduction while retaining the original umami and quality, precisely meeting consumers' dual needs for health and deliciousness.
In addition, the "Little Jiahuo" premium organic soy sauce specially developed for children uses a 30% salt-reduced formula without adding any food additives throughout the process, providing a safe and healthy seasoning choice for children.
As the core product of Jiajia Food, soy sauce has formed three major product lines after years of development: high-end, classic, and functional.
The "Original Brew" soy sauce in the high-end series has won market recognition for its high quality; the "Noodle Fresh" in the classic series has been a staple choice for many families over the years; while the functional "Salt Reduced" and "Umami" soy sauces meet the personalized needs of different consumers.
At the same time, Jiajia Food is actively expanding other seasoning categories, such as mature vinegar, aromatic vinegar, white vinegar and other mainstream categories in the vinegar series, as well as possible specialty vinegar products, further enriching consumers' choices.
In addition to soy sauce and vinegar, Jiajia Food has also laid out in the vegetable oil field, launching products such as tea seed oil, peanut oil, and blended oil. These edible oils, together with the company's soy sauce, chicken essence and other seasonings, form a complete kitchen seasoning system.
To better serve consumers, Jiajia Food has adopted a three-dimensional marketing strategy combining online and offline channels.
On the online side, the company has stores on major e-commerce platforms such as Taobao, Tmall, and JD.com, and promotes through content e-commerce such as Douyin and Kuaishou; on the offline side, it has established a pattern of "channel sinking, multi-channel development, and online-offline integration". This comprehensive channel layout enables Jiajia Food to reach consumers more widely and provide a more convenient shopping experience.
Looking ahead, Jiajia Food will continue to adhere to technological innovation, deepen industry-university-research cooperation, and explore more possibilities for the development of functional seasonings.
Whether it's housewives pursuing a healthy lifestyle or professional chefs focusing on cooking fun, everyone can find suitable products at Jiajia Food.
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