Fonterra | First launch of Fonterra’s New Zealand high-end cheese brand kaibeidi heavy landing in China’s retail market

With the gradual upgrading of China’s consumer market, cheese category is attracting more and more consumers’ attention.

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Tiktok group, the New Zealand dairy company, will officially introduce China’s high-end cheese brand KAPITI into the Chinese market for the first time in the fourth import fair. It has been listed in Jingdong, jitter and some boutique Super channels, and further meets the growing demand for high-end cheese products in China.

The first one to enter the sales channel this time is kaibeidi’s star cheese product – kaibeidi qikelanyi triple rich cream blue cheese. The product name “chikolanyi” is taken from the meaning of “sky blue” in Maori, which means the beautiful blue texture of this cheese. Its taste is more suitable for sweet wine, gentle honey, ham cold dish, nuts and so on. In the next few months, the cheese products of different varieties and flavors under the brand of kaibeidi will continue to enter the Chinese market, bringing more delicacies to consumers in holiday gatherings, Party celebrations and leisure scenes.

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As an award-winning special cheese brand in New Zealand, cabette’s name comes from Kapiti, a beautiful island in New Zealand. Therefore, cabette is also known as the “pearl on the crown of New Zealand cheese”. Its milk comes from the Taranaki volcano reserve on the North Island of New Zealand. The natural and pure forage here provides a solid guarantee for cabette’s high-quality products.

In addition to the natural quality of raw materials, kaibeidi’s products are made of Fonterra’s unique fermentation bacteria and rennet, and the raw cheese is refined manually in small quantities, which ensure the unique flavor of the products and are worthy of careful taste by food lovers.

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With its high quality, cabette has won many awards in the industry. Just in the past 2021, cabette won 19 precious medals in the New Zealand cheese award competition, including 1 highest award, 2 trophies, 1 special award, 7 gold awards, 6 silver awards and 2 bronze awards.

With the gradual upgrading of China’s consumer market, cheese is being welcomed by more and more consumers, especially young consumers. According to Euromonitor consulting data, the market scale of China’s cheese industry will reach 8.843 billion yuan in 2020. It is expected that by 2022, the market scale of China’s cheese will reach 15 billion yuan.

Cheese shows a rapid growth trend in the Chinese market, which also benefits from the diversification of catering scenes. From 2010 to 2020, China’s consumption of catering cheese increased from 34000 tons to 141000 tons. With the rapid development of new tea, creative Chinese food, leisure snacks and other fields, the application scene boundary of catering cheese is also expanding from the original western food field to Chinese food.

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“The Chinese market is one of Fonterra’s largest strategic markets in the world. How to grasp the market development trend in time and continuously launch products to meet the needs of Chinese consumers is the key to the sustainable development of our consumer brand business,” said Bo Shuangyu, vice president of Fonterra’s consumer brand business. “This time we brought cabette to China in the hope that through this high-end product, we can further enrich the domestic original cheese market and let more Chinese consumers taste high-quality cheese products from New Zealand.”

In the nine years since entering the Chinese market, Fonterra’s consumer brand business has developed from only one product to nearly 50 product combinations including normal temperature milk, fresh milk, catering dairy products, adult milk powder and other categories. The consumer brand department also successfully completed the strategic upgrading in fiscal year 2021 and further realized the optimization of product portfolio. In terms of channel expansion, with the help of more than 100 offline network channels of distributors, the consumer brand Department has entered nearly 300 prefecture level cities and more than 10000 stores. The nationwide sales network helps Fonterra to continue to maintain its market leading position in many categories, such as imported normal temperature liquid milk, imported adult milk powder, pregnant women’s milk powder, butter and so on.

Source: Fonterra. Reprint authorization and media business cooperation: Amy (wechat: 13701559246); Foodaily Expo 2022] foodaily Expo 2022 is the theme and invites 500 + the world’s most innovative brands and 4000 + middle and high-level industry decision makers… In the conference (foodaily fbic 2022) module, we set 2022.05.31-06.02. We’ll see you in Shanghai!

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