Young and sweet: Apple cider vinegar reinvented as RTD drinks
Shandong-based Lv Jie launches RTD apple cider vinegar with apple juice and prebiotics – a younger, tastier makeover to attract younger consumers.
The company markets one of its products under the “Vinegar Fairy” or “Xiao Xian” concept, positioning it primarily at female consumers and those interested in wellness and beauty-from-within trends.
Not Just a Flavour Strategy: How KitKat Embedded Itself in Japanese Culture
At Hangzhou’s recent Food and Beverage Innovation Forum (FBIF), KitKat shares insights into its localisation strategies.
KitKat may have originated in England but today is one of Japan’s most iconic confectionery brands, having established itself as a local speciality item for both locals and tourists.
According to Nestlé Japan Business Executive Officer (BEO) for Confectionery Olivier Jakubowicz, much of this success has revolved around a deep level of localisation.
Going for red: Ocean Spray taps health and visual appeal to localise in China
Cranberry specialist Ocean Spray is leveraging multiple health benefits and bright red red visual appeal to tailor products for China, aligning innovation with local tastes.
Cranberries are not a common local fruit in the East Asian market, and it is only in recent years that the growth of functionally beneficial foods has pushed these into the limelight.
Ginseng democratisation: Advancing the Food as Medicine movement
The premium price of ginseng, as well as its complicated processing and unpalatable consumption traditionally, have been two of the most significant challenges faced by the ginseng industry in recent years.
China-based ginseng specialist firm Herbal Player, a spin-off from China’s largest Canadian ginseng importer Yier Healthcare, believes that its patented nanotechnology to extract ginsenosides holds the answer.
How can food firms counter the rising prevalence of Chinese brands?
Competing on price alone is not enough to counter the growing influence of Chinese brands, which are increasingly combining affordability with innovation, premiumisation and localisation strategies.
According to data analytics firm Euromonitor, brands seeking to defend market share in Southeast Asia should focus on strengthening unique selling points and accelerating localisation efforts rather than relying solely on discounting.