Currently, market regulatory authorities impose stringent supervision on the promotion of health products in the form of ordinary food, making the traditional practice of "edge-ball" efficacy promotion a dead end. However, this is precisely an opportunity for the industry to move towards standardization and branding. Your company needs to establish a deeper value system that goes beyond mere "efficacy claims".

Firstly, the core strategy is "education rather than promotion". Shift the marketing focus from "what this product can do" to "why this product can bring value to you". For example, for a solid beverage containing prebiotics and dietary fiber, instead of directly claiming "improves intestines", it should explain the importance of gut microbiota health, the mechanism of dietary fiber, and how modern diets can easily lead to insufficient dietary fiber intake through a series of popular science content (such as articles, short videos, live lectures) in a simple and profound way. Allow consumers to draw their own conclusions through knowledge acquisition: supplementing such products is a wise choice for maintaining a healthy life. This process establishes the brand's professional authority and trustworthiness.

Secondly, create "perceptible experiential value". Since it is impossible to directly state the efficacy, let the product achieve excellence in taste, convenience, design, and emotional connection. A plant-based beverage targeted at urban white-collar workers can innovate in taste, such as developing new Chinese-style flavors like "osmanthus and wolfberry" or "dried orange peel and yam", emphasizing its 0% sugar and additive-free properties, and designing it into a high-appearance portable package, making it a "healthy and fashionable item" on the office desk. For herbal tea substitutes, the long-standing culture of the homology of traditional Chinese medicine and food can be introduced, allowing consumers to feel a sense of cultural heritage and spiritual comfort during the brewing and drinking process, elevating the product from a simple consumer good to a specific carrier of a healthy lifestyle.

Ultimately, by building trust through "scientific education" and creating value through "*experience", your company will be able to establish a brand moat that competitors find difficult to overcome within a compliant framework.