Miaofei partners with Focus Media for low-sugar ad campaign

Miaofei Food Company on Monday signed a strategic cooperation agreement with the world's leading elevator advertising group Focus Media, in a deal valued at hundreds of millions of yuan.

With Focus Media, Miaofei plans to explore the country's first, second and third-tier cities via popularizing the concept of "0 sucrose" to consumers.

According to industry experts, one of the major issues plagueing Chinese children's health is having too much high-sugar food. In 2015, the World Health Organization also announced it would reduce the proportion of calories recommended for sugar intake from the previous 10 percent to 5 percent.

In the post-epidemic era, the concept of national health is gaining new urgency. Reducing sugar in children's snacks is bound to become an industry trend, but it is not easy for children to adapt to less sugar and higher nutrition. How to balance taste and health has become a major problem for children's snacks.

To solve this problem, Miaofei chose mogroside to replace sucrose. Mogroside is a naturally extracted sugar substitute, recognized as the best sugar substitute in the world. On this basis, Miaofei in January launched the first zero-sugar cheese stick for children in China. According to Frost & Sullivan, an international consulting company, Miaofei 0 Sugar Cheese Stick ranked first in sales among this category in the first five months of this year in China.

Wang Hao contributed to this story