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Academic Journal of Business & Management, 2026, 8(3); doi: 10.25236/AJBM.2026.080315.

Research on the Business Model and Corporate Strategy of Functional Foods under the "Sugar-Phobia Economy" - A Case Study of Tangyou Baobao

Author(s)

Jingyu Sun1, Xin Song1

Corresponding Author:
Jingyu Sun
Affiliation(s)

1Business School, University of Shanghai for Science and Technology, Shanghai, China

Abstract

This article takes the emerging functional food brand Tangyou Baobao as the research subject. In the context of the rise of the "sugar-phobia economy", the article explores its business model and development strategy. The research validates the effectiveness of its strategy through a questionnaire survey targeting diabetic patients and high-risk groups, and identifies potential risks. From the study, it is concluded that Tangyou Baobao successfully opened up a blue ocean market distinct from ordinary sugar-free foods by precisely focusing on the specialized market of diabetes-specific foods. However, it is confronted with issues of price, trust and product risks. Finally, based on the analysis results of the data, this article proposes corresponding strategic suggestions to provide reference for the strategic decisions and risk management of similar functional food brands.

Keywords

Functional Food; Business Model; Development Strategy; Diabetic-specific Food

Cite This Paper

Jingyu Sun, Xin Song. Research on the Business Model and Corporate Strategy of Functional Foods under the "Sugar-Phobia Economy" - A Case Study of Tangyou Baobao. Academic Journal of Business & Management (2026), Vol. 8, Issue 3: 126-133. https://doi.org/10.25236/AJBM.2026.080315.

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