Kale is becoming a rising star in the food market with its "healthy" label. Two years ago, the wholesale price was 0.8 yuan/jin, but now it is still in short supply at 3.5 yuan/jin. HEYTEA's "Champion Slimming Bottle" has been newly launched, consuming 100000 pounds of kale in a single month. Luckin Feather Light Body Fruit and Vegetable Tea sold 11.2 million cups in just two weeks after its launch. Is it true or just a name? Before we can once again enjoy a single cup of kale tea with peace of mind, let's first understand - what is kale? "Fairy Grass" "This dish has no taste and even sheep don't like it. ”A farmer once introduced to the media that "Kale is originally from the Netherlands, and later China also introduced and raised seedlings." Kale itself is a nutrient rich vegetable, rich in dietary fiber, vitamin C, calcium and other nutrients, among which dietary fiber can increase satiety, help lower blood sugar, blood lipids, and promote intestinal peristalsis. Although kale is rich in nutrients, there is no magical effect when consumed. There is no need to exaggerate its nutritional value and effectiveness, and it does not have any 'therapeutic effects'. The intake of kale in daily life is very limited. ”Wang Silu, a national senior food inspector, said in an interview with the media, "It is not realistic to lose weight solely by drinking kale drinks." In other words, kale, as an ordinary vegetable, has no direct weight loss effect. Cutting and juicing kale can lead to the loss of dietary fiber and minerals along with the fiber residue. Moreover, its taste tends to be bitter, and beverages on the market are often paired with a variety of fruits, coconut milk, or cane sugar. This means that these beverages that emphasize the concepts of "health" and "lightness" actually have a high calorie content. The reporter found through actual testing that, taking Naixue's "slim and small green bottle" as an example, even if the "no additional sugar" option is selected, a 500ml drink can still reach 183 calories. The healthiness of a drink you receive is not determined by the amount of vegetable juice, but by how many other ingredients are added. ”Food engineering expert Yun Xinxin said. Who is endorsing kale? Since kale is just an ordinary green leafy vegetable, how is it linked to weight loss? Open the food delivery platform and search for "kale". All colors are "slimming bottle", "slimming bottle", and "light body bottle" with bright green images. From packaging, color matching to advertising slogans, every aspect subtly associates kale products with a green and healthy lifestyle. However, at the bottom of the product details page, an inconspicuous line of small words reads' Thin and lightweight refers to the new square bottle shape being slimmer and lighter, not referring to functionality '. Some merchants who sell kale powder directly refer to it as "gluttony regret water" and "self-discipline period kindness liquid" in their advertisements. The promotional slogans of products such as' slimming 'have no scientific basis, they are more of just businesses using certain nutrients to switch concepts. ”Wang Silu said. Lawyer Li Fei, senior partner of Guangdong Qifu Law Firm, stated that if the kale beverage does not obtain the "Blue Hat" health food label, but the merchant implies the effect of "slimming", it violates the provisions of the Advertising Law and may constitute false or misleading advertising under the Advertising Law and Anti Unfair Competition Law. Why do young people pay for the innovative and stylish name, high appearance, so-called "weight loss" function, positioning of light luxury lifestyle of kale products, coupled with the promotion of celebrity supermodels and fitness enthusiasts on social media, it's hard not to think about it. In recent years, young people have become increasingly concerned about their health psychologically, but at the same time find it difficult to fully regulate their actions. Staying up the latest night, drinking the greenest juice, and actively eating grass while grilling hotpot. The high difference in cognition and behavior has made foods such as kale, chia seeds, quinoa, and acai star items under the marketing of merchants to compensate for guilt and alleviate health anxiety. According to data from iMedia Consulting, in 2023, 75.8% of consumers will eat light meals at least once a week, and 39.5% of consumers will eat 2-4 times a week. According to Tianyancha data, the total number of light food related enterprises in China has exceeded 14000, of which 59.33% were established in the past five years (2020-2025). Several well-known catering brands, including KFC, also specialize in launching light food products. The cost of light food is not low, with an average unit price of 25-35 yuan for takeout. High end light food restaurants in the city center can sell for 70-80 yuan per serving. Raw ingredients have stricter hygiene requirements, but many light food restaurants cannot meet these requirements. Nevertheless, many consumers who follow the trend are willing to pay for "healthy personas". From green belt plants that are not eaten by sheep to popular ingredients in healthy recipes, the liveliness of the gimmick far outweighs the value of the food itself. There is no elixir or shortcut to health. Developing a healthy lifestyle that involves taking steps and controlling one's mouth is the effective solution. (New Society)