China Focus: Haofood targets label-sensitive consumers, Danone partners Qingdao University, new internet advertising rules and more

By Hui Ling Dang

- Last updated on GMT

China Focus: Haofood targets label-sensitive consumers, Danone partners Qingdao University, new internet advertising rules and more

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Haofood’s latest NPD, Danone China and Qingdao University’s joint innovation centre, online advertising rules for health foods, and more feature in this edition of China Focus.

Plant-based and clean label: China’s Haofood targets the increasingly label-sensitive consumer with latest NPD

Haofood says that the convergence of right ingredients with its proprietary tech was key to creating its first clean-label plant-based product, Carefree Pulled Chickless, whose hero ingredient is peanut.

Its shelf life of 18 months is comparable to other frozen food products. The processing of ingredients is a major factor to achieving that without relying on preservatives.

The brand touted plans to eventually move into direct-to-consumer space in supermarkets, as well as expansion to Singapore in time.

Taurine’s eye-health benefits ‘very promising’ for functional food applications – China review

Dietary supplementation of taurine, a natural amino acid that plays a protective role in the retina, is pivotal in reducing visual fatigue and for the maintenance of ocular health, according to a study published in Nutrients​.  

Chinese researchers found that taurine supplementation is effective in improving retinal photoreceptor degeneration, and retinal and optic nerve damage.

Taurine’s high-safety profile has allowed it to be added to various functional food and drink products. Further research on the synergistic effect of taurine in combination with other ingredients is necessary for future development.

Food trade globalisation: E-commerce and digitalisation crucial for brands to attain recognition – Alibaba, Philippines DTI  

Rising consumer concentration on social media has amplified the need for large and small brands alike to establish a digital presence and solidify e-commerce networks, especially in strongly connected markets such as China, South East Asia and the Middle East.

This was the conclusion of an expert panel discussing international F&B trade in the post-pandemic era held in Dubai, which comprised Alibaba Head of Global Strategic Partnerships Tim Song, Philippines Department of Trade and Industry (DTI) Assistant Secretary Glenn Peñaranda, and Riceland Foods Vice President Mark Holt.

Danone China partners with Qingdao University to drive gut health, early life nutrition, healthy ageing R&D

Danone China and Qingdao University has set up a new innovation centre to drive R&D across gut health, early life nutrition, and healthy ageing.

The two parties will conduct research around the entire lifespan, especially on gastrointestinal health and the gut microbiome. In addition, they would take into consideration the unique needs of Chinese consumers in tailoring nutrition products for them.

Danone China highlighted that gut function, digestive health and gut microbiome have been the company’s key strengths and ongoing research areas both globally and in China.

Knowledge block? New rules for internet advertising of health foods in China from 1 May 2023

China’s State Administration for Market Regulation (SAMR) is implementing stringent new rules on the advertising of health foods, Foods for Special Medical Purposes (FSMPs), and medical devices from May this year.

It comes after SAMR announced the Measures on the Administration of Internet Advertising, which consist of 32 measures designed to keep up with new developments across China’s online advertising scene.

Among them, the sharing of knowledge on health and wellness in an attempt to advertise health foods and FSMPs on the internet will be prohibited. Also, health foods and FSMPs advertisements are not allowed on internet webpages and apps, social media, and other online channels that are targeted at the underaged population.

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