Nestlé brand eyes expansion in China

Garden of Life, an organic and non-genetically modified nutrition supplement brand under Nestlé Health Science, is aiming to expand its presence in China through cross-border retailing.

The brand, which has a broad portfolio including vitamins, probiotics and proteins, entered the Chinese market in 2017 and recently collaborated with the Nestlé Health Science team in China.

The products to be available through cross-border retail channels are under discussion, according to Jeffrey Brent Brams, general counsel and vice-president of product development at Garden of Life.

He said they would make specific changes based on Chinese consumers' needs in the future.

Swiss consumer goods company Nestlé bought Garden of Life owner Atrium Innovations for $2.3 billion in Dec 2017 to strengthen Nestle's offerings in the natural and organic supplements market.

Brams said after the deal was made Nestlé added resources and more farms to help Garden of Life reach more people across the world.

The company is now rolling out 45-60 new products in the United States each year.

Most of its products are manufactured in North America and use organic raw materials from farms all over the world.

The company has also contributed to other innovations in the Nestlé portfolio, including whole protein powder products and probiotics.

Gu Xinxin, head of Nestlé Health Science China, said the acquisition is not only about products, but about a lifestyle.

"Garden of Life is bringing their mission and value to motivate us in innovation," said Gu.

By the end of 2017 the health and nutrition market in China was valued at 350 billion yuan, according to Zhong Kai, deputy director of the China Food Information Center.

Zhong said the market is fuelled by an aging society, rising household incomes, and growing demand for high-quality products.