Food brands tap into CIIE for growth

From New Zealand grass-fed lamb and kiwifruit to Norwegian dairy products, Swiss chocolate and Danish cookies, international food brands brought new products to the China International Import Expo, seeking to connect with Chinese consumers and explore opportunities in the country's evolving food market.

Beyond showcasing products from their home countries, companies introduced new flavors, adapting to local preferences and strengthening partnerships in China.

New Zealand kiwifruit producer Zespri, attending the CIIE for the third time, has explored opportunities to work with Chinese growers in order to extend the availability of its fruit. Nathan Flowerday, chairman of Zespri, said the company was developing products to meet changing consumer preferences.

While SunGold is familiar to many Chinese consumers, RubyRed, with berry-like flavors, has also received a positive response. Zespri is working on a sweeter green variety, Flowerday said, without disclosing a launch timetable. The company also runs a school program in China promoting healthy eating and nutrition among children. Its ambition is to become the world's healthiest fruit brand by 2035.

For Swiss chocolatier Lindt, local adaptation includes experimenting with regional flavors. Thomas Schnetzler, Lindt Master Chocolatier, said he was inspired by Sichuan chili and is considering creating a special chocolate for Chinese consumers, balancing chili heat with chocolate's bitterness and sweetness. He has also been demonstrating chocolate-making at the expo.

Lindt China General Manager Clare Ma said the company would use its first stores in China to advance localization, including Shanghai-exclusive products and new flavors. It also introduced an exhibition-exclusive raspberry drink and customized gifting services. Lindt aims to triple its business in China by 2030 compared with 2023, Ma said.

Danish butter cookie brand Kjeldsens, participating for the ninth consecutive year, launched Kjeldsens Choco Duo Cookies in China. The milk chocolate variety is paired with macadamia nuts, while the dark chocolate version features pecans.

The brand also presented Butter Cookies 908g Spring Festival packaging and gift combos pairing its cookies with Ferrero Rocher. Birgitte Morell, head of corporate affairs of Kelsen Group that owns the brand, said Kjeldsens would continue to build on its Danish baking traditions while exploring new flavors.

New Zealand meat producer Silver Fern Farms, a nine-year CIIE participant, is showcasing grass-fed red meat and introducing chilled grass-fed lamb. Sourced from lambs aged under 12 months, the product is transported through a cold chain maintained at — 2 to 2 C, according to the company. Chief Executive Dan Boulton said it planned to deepen cooperation with local partners and expand its presence in instant retail channels.

Norwegian dairy producer Tine Group is seeking long-term growth in China. Erik Smith-Hansen, executive vice-president of international at Tine Group, said the company saw strong potential for traditional Norwegian dairy products. It aims to introduce consumers to what it describes as the distinctive taste of Norway. Its strategy includes strengthening local presence and partnerships across food service, retail and e-commerce.

Sino-Norwegian joint salmon producer Nordic Aqua is bringing locally farmed Atlantic salmon closer to Chinese dinner tables. Since its first harvest in April 2024, the company has supplied 7,200 metric tons to China. Its land-based technology shortens the journey from farm to plate, while the company continues to expand production through a Sino-Norwegian partnership.

zhengyiran@chinadaily.com.cn