Dr. Susan Jin, Industry Leader (Probiotics, Fermentation Strain, Dietary Fiber and Breast Milk Oligosaccharide Ingredient), Asia Pacific, DuPont Nutrition & Biosciences
Nowadays, consumers are always on the run. Managing both their career, family and a healthy lifestyle. People are experienced more stress and anxiety than ever. Strong focus centers on dairy innovation that supports consumers who are managing careers, families and social lives while striving to maintain healthy lifestyles. Based on consumer’s lifestyle change and preference, dairy sees growing opportunities of providing the right bite for the different occasions and moments. The presentation will cover the following aspects:
- Consumer trends
- Drivers for dairy innovation for the right bite
a. Health: key claims
b. Convenience: format and packaging innovation
c. Enjoyment: flavor and texture innovation
- Key takeaways
Annie Liu, Country Manager, Innova Market Insights
As pace of life goes faster, and weight management gets harder, we have greater demand for food on convenience, deliciousness and healthiness. Meal replacement, the modern concept has again come to the spotlight. Many new products have emerged with new names and in new forms—are they carefully crafted or just hotspot followers? In this part, we will crack the methodology of Mengniu category innovations from great insights into great product development; and share thoughts for the extra miles from great PD to great innovation.
Sophie Zhang, Open Innovation Senior Manager, Mengniu Group（Live）
Common marketing and product innovation seems to target younger generation naturally. But in the next 20 years, elders will become another key segment for consumption, and thus they will be the new
outlet for dairy growth. DSM will leverage the latest market trend and own solution to illustrate:
1. Why elder people are the new outlet for growth
2. How to make new product that really attracts elder generation
3. How DSM enables elder product innovation
Dr. Cindy Pan, Scientific Affairs Manager for APAC Region, DSM Food Specialties
Active nutrition is a dynamic sector which continues to expand worldwide. In this market, milk protein undoubtedly a very important source of nutrition. Despite acknowledging the value of healthy eating and drinking, active consumers feel that both taste and texture are seen as unwelcome compromises. This element gives a clear challenge to brand owners and formulators when selecting the most appropriate ingredients for their NPD. FrieslandCampina will share its latest insights in global active nutrition market priorities and how to translate these into convenient and tasty concepts?
Nash Tian, Market Unit Director of Adult Nutrition, FrieslandCampina Ingredients
Dairy protein is not only a good source nutrition, but more importantly, it has biological functions such as immunity enhancement. The level of protein content in human breastmilk is limited, yet it outstands the proteins in other mammal milks in composition and activity. How can these findings inspire us in dairy product innovation?
Dr. Jinzhu Pang, Senior Nutrition Scientist, Mengniu Group（Live）
Probiotics are defined as a class of live microorganisms that are beneficial to the host, bacterial strains belonging to Bifidobacterium and Lactobacillus being the main players. Bifidobacteria are resident microbiota members of the human gut across the lifespan, especially in the gut of breast-fed infants. Their presence in the human gut has been associated with health-promoting benefits. Bifidobacterial species are assumed to have coevolved with their hosts for over 10 million years, among which those species that naturally encounter in the human host are recognised as Human-Residential Bifidobacteria (HRB). The physiological functions of these bacteria or even the reasons why they occur in and how they adapt to the human gut are not fully understood. This presentation will highlight some of the important genetic attributes and core physiological traits of these bacteria that may explain their adaptive advantages, ecological fitness, and competitiveness of HRB in the human gut, as well as our new studies on the health benefits of HRB, in aiming to help to widen our understanding of one of the most important human commensal bacteria and shed light on the practical consideration for selection of bifidobacterial strains as human probiotics.
Jinzhong Xiao, General Manager, Next Generation Science Institute, Morinaga Milk Industry Co., Ltd.（Live）
Patrick Wan, General Manager, St Hubert China
Vincent Wei, Deputy General Manager, Beijing Sanyuan Foods Co., Ltd.(Live)
An increasing number of people recognize the important role nutrition plays for their health and well-being. At the same time the nutritional life-styles have never been as diverse as they are today. e.g. Activity Nutrition in sports plays an important function in meeting consumers’ needs associated with physical performance, exercise stress and recovery . And how to keep the health of digestive？How to improve immunity? From the perspective of innovation, nutrition and trends, BASF brings you a scientific interpretation of the health benefits and market opportunities of ‘AI unlocked’ plant protein peptides and HMO.
Dr. Haidi Xu, New Business Development Manager, BASF Human Nutrition China
"Plant-based" is undoubtedly one of the most popular hot spots in the world. As more and more consumers become concerned about health, sustainability, and animal protection, “plant-based” is developing vigorously with great vitality worldwide.
At the same time, the new launches of plant-based meats, burgers and snacks make “plant-based” concept booming in China more than ever before.
How we can ride on this trend momentum to explore more innovative opportunities for liquid plant-based drinks development in China become very important.
Jessie Ge, APAC Cluster Category Manager, Tetra Pak
As the newborn population goes down, the food aimed at older babies may see opportunities. Most parents are willing to buy natural food and beverages abundant in nutrition for kids. Chobani owns a product line for children. Its low-fat yogurt provides playful experience with different portable forms including bottles, bars, blocks, and pouches. Dr. Babu Chinnasamy, who is an Ex- Chobani Senior Innovation Scientist will share with us:
- How to design a better experience for children to enjoy yogurt?
- How to create the tastes babies like while adding less sugar?
- What other delights can be created with yogurt?
Dr. Babu Chinnasamy, Ex- Chobani Senior Innovation Scientist (Live)
* Dr. Babu Chinnasamy is an Ex- Chobani Senior Innovation Scientist with over 15 years of research and work experience in dairy sector. He has gained profound insights in crafting new products in accordance to consumer preference. When he was working at Chobani, he was instrumental in developing Chobani's current kids line. Later, he had to leave Chobani because of visa issues. Paul Joseph Casey, the Director of R&D Global Prototyping & Core Technology at Chobani, described him as a very trustworthy and knowledgeable friend. Chobani is trying to get him back now.
Michelle (Wenjun) Huang, Director, Analyst Consumer Foods (China), RaboResearch Food & Agribusiness, Rabobank, Shanghai
2019 is a year in which plant-based products are sweeping the world, and another climax will be made in 2020. Plant-based meat has become a key word for the media. For the business opportunities and challenges brought by the boom, how should we interpret the changes in the needs of the new generation and the differences among existing products? DuPont will bring you the latest consumer insights and work with you to explore the most potential plant-based meat solutions to achieve deliciousness with technology and help a green future.
Annie Yang, Strategic Marketing Manager Greater China, DuPont Nutrition & Biosciences
· What is plant-based meat and what motivations are driving people to the category?
· What category trends exist in the US and globally?
· Why is China, and Asia as a whole, a critical market for plant-based meat?
· How can plant-based meat brands, both foreign and domestic, succeed in the Chinese marketplace?
· What makes Beyond Meat unique and how is it insulating itself from growing competition?
Chuck Muth, Chief Growth Officer, Beyond Meat（Live）
Firmenich is a leader in developing winning taste solutions for vegan protein products around the world. In this keynote we will explore the critical “moments of truth” for consumers of Vegan Protein products and share insights about their expectations. Protein sources like Soy and Pea create challenges for meaty taste, but our research into aroma binding and release shows how to reduce negative and enhance the positive aromas to deliver authentic, satisfying meaty flavor profiles.
Dr. Dong-Fang CHEN, Vice President, R&D Asia Pacific, Firmenich
For ordinary consumers, the most important point in choosing artificial meat is whether the taste of artificial meat is comparable to ordinary meat? After a whole day of brainstorming, let us taste the real artificial meat dishes and treat your tongue. We will invite the pioneers of artificial meat to bring us 8-10 dishes, on-site tasting with everyone.
Animal agriculture occupies nearly half of the world’s land, is responsible for 15% of global greenhouse gas emissions and consumes 25% of the world’s freshwater. Impossible Foods’ mission is to restore biodiversity and reduce the impact of climate change by transforming the global food system. To do this, the company makes delicious, nutritious, affordable and sustainable meat, fish and dairy from plants that use just a small fraction of land, water and energy compared to meat from animals.
Nick Halla, Senior Vice President for International of Impossible Foods will share the story of how Impossible Foods started and how the company plans to accomplish its ambitious but necessary mission.
Nick Halla, Senior Vice President for International, Impossible Foods（Live）
The global population will grow by approx. 2.3 billion people by 2050. This will demand an additional 260 million tons of protein in our food chains, but neither our current sources nor most of the current processing techniques are enough to close this gap.
The journey towards ensure full recovery of proteins from traditionally raw materials as well as the search for alternatives has begun – and Alfa Laval’s proven equipment and processes are ready to deal with the challenges we have ahead of us.
In his 30 minutes talk, Mr. Bent Ludvigsen – global process specialist with more than 30 years of experience and world class expertise in processing of proteins - will provide a glimpse into the most value preserving, sustainable and innovative protein processing technologies currently available, and explain why this is also good for business.
His presentation will provide insights to important global trends, a high-level overview of the core process steps, as well as a dive into existing applications and case stories ranging from food grade meat & fish by-product processing, insect proteins up to plant-based protein applications.
The key message of this talk is reminding us all that the world is facing serious challenges with regards to sustainability in protein and food supply in general, but that solutions to tackle this are already available. Let us take the challenge proactively and lead the way for the generations to come!
Bent Ludvigsen, Global Process Specialist, Alfa Laval(Live)
1. Amid the global headwinds from Covid-19 and the ongoing glocalisation trends, how the plant-based protein upstarts are enabled to follow through local compliance and meet domestic food security requirements?
2. How to improve and iterate the value propositon of the products?
Zihan Xie, Founder & CEO, Vesta
Cultured meat is a close mimic of natural meat in flavor, taste, texture and nutrition. Researchers at Harvard University have grown rabbit and cow muscle cells on edible gelatin scaffolds, which overcomes a great obstacle of cultured meat engineering. However, there are a number of technical challenges facing large-scale production, including cell source, culture media and bioreactor. Most stem cells passing can only be done in a limited number of times. Fetal bovine serum has rich nutrients for muscle and fat cell maturation but is expensive. Can we find a low-cost, serum-free and food-grade media? Bioreactor, generating a controlled environment suitable for in vitro management of the mammalian cells, needs to be upgraded for mass production. Is it possible to eat cultured meat products without raising and slaughtering animals?
15:30-15:45 Keynote Speech: Luke MacQueen
15:45-16:00 Keynote Speech: Cai Linton
16:00-16:40 Panel Discussion: Graham Miao(Moderator) & Luke MacQueen & Cai Linton & Shijie Ding
Graham Miao, Business Engagement Manager, GFIC
Luke MacQueen, Research Associate, Harvard University(Live)
* At Harvard, Luke develops new tissue engineering methods to build improved laboratory models of muscle tissues.
Cai Linton, Co-Founder & Head of Business Development, Multus Media(Live)
*Cai is Co-Founder and Head of Business Development at Multus Media, a company developing tailored proteins nutrients as enabling technology for the cellular agriculture industry.
Shijie Ding, Lecturer, Nanjing Agricultural University
* Shijie participated in the development of China’s first cultured meat product in 2019.
Cell-based/cultivated meat and seafood products are real meat made from cells. Various production processes have been developed by different companies but none of them requires the slaughter of animals. The production of cell-based/cultivated meats and seafood will potentially use less energy and land compared to traditional production methods. Furthermore, the nutritional value of these products could be even higher than that of traditional products providing a health benefit for the consumers. At the same time, cell-based/cultivated meats and seafood products will be free of contaminants such as PCB or mercury. Taken together, these are great potential benefits for consumers, animal welfare, and the environment. But how can this new industry realize these benefits? What are the ways to optimize the positive impact? What are the options to make cell-based/cultivated meats and seafood products available to a broad consumer base? What social problems can artificial meat solve? What new problems it will bring?
Note: Cell based/cultivated meats in this topic refers in particular to meat grown from animal cells.
16:40-16:50 Background Introduction (Regulation)：David Ettinger
16:50-17:00 Background Introduction (Technique)：Yuki Hanyu
17:00-17:40 Panel Discussion：David Ettinger & Yuki Hanyu& Ryan Xue & Tao Zhang
David Ettinger, Chief Representative, Keller and Heckman's Shanghai, China office
* David handles compliance and enforcement matters ranging from ingredient and labeling to product seizure and detention, to food and consumer product recalls and consumer complaints.
Yuki Hanyu, CEO, IntegriCulture Inc.(Live)
* Yuki founded "Shojinmeat Project" in 2014, the world’s first citizen science community for DIY open-source cell-based meat.
Ryan Xue, Secretary-General, China Plant Based Foods Alliance(Live)
*Ryan leads also co-founded China Plant Based Foods Alliance (CPBFA), first and the only trade group in alternative protein sector in China.
Tao Zhang, Co-founder, Dao Foods International, Inc.(Live)
*Tao is a co-founder of Dao Foods International, Inc., which company has been selected as one of 15 startups disrupting the global meat industry by The Grocer.
Jessica Chen, Marketing Director, China, AAK
Customization and personalization will be a new force driving the future development of the food and drink industry. With the increasing consumer consciousness of individual differences and demands, it is both an opportunity and challenge for enterprises to deal with in the near future. Taste, nutrition, packaging, service, experience, what are the different ways to offer consumers with personalized product solutions? Mintel senior analysts will zoom into these trends and bring you the latest insights and observations.
Daisy Li, Associate Director for Food & Drink Team, Mintel
Consumers are demanding the addition of probiotics into everyday of foods and beverage. Today you can find them in everything from snacks and juices to meal replacements and oatmeal. However, there are some categories within China where consumers can’t find probiotic benefits in the products they love. We’ll discuss some of those categories, present the opportunities available and show why doing your research on the strain is important.
Lemeng Wang, China Business Manager, Kerry Group
Among the three major macronutrients, healthy protein image is leading the food industry, while fats and carbohydrates have entered upgrade path of lowering fat and sugar because of their association with obesity. In fact, in the family of fatty acids, there is a member, OMEGA-3, who is recognized as healthy fat by mainstream fat nutrition research community, and the daily intake of which is recommended by mainstream nutritional guidelines worldwide. DHA and EPA OMEGA-3 fatty acids are widely used in the health care and nutrition industry; However, there is limited familiarity with OMEGA-3 in the overall food industry in China.
Based on Cargill’s own data resources, Cargill Agricultural Supply Chain (CASC) is delighted to share its research on how Chinese people intake OMEGA-3 from their daily consumption, and looking forward to exploring new consumption scenarios in food sectors such as snack foods, household oils, nutrition and health segments, etc.
Nutritional Darling OMEGA-3 is coming.
Edgar Gong, Product Portfolio Director, Cargill China Grain & Oilseeds
From ‘snacks are for kids-treat only’ , ‘snacks become a shared pastime-diversion, fun, fill-in to meals’ to ‘snacks become compatible with and enablers of wellness’, Consumers’ snacking expectations & habits are changing.
China leads in volume sales of snacks. The total retail sales of major snack categories is estimated to reach RMB1,210 billion by 2024. How can brand make products that meet the ever-growing demand for healthy, on-the-go snack options?
Judy Jiang, Business Development Director ASPAC, Glanbia Nutritionals
The advent of high-quality and refined childcare era forecasts the emergence of competitions among professional and healthy snack brand for kids. Healthy food is gradually becoming a trend, and parents’ health awareness of kids’ food is gradually increasing. Natural, organic, less-additive kids snack is on the trend. GOOD GOÛT, an organic kids snack brand from France, focuses on healthy snacks for kids, insists on using organic ingredients, and the shortest list of ingredients to provide children with healthy, nutritious and delicious food!
Lulu Yan, Baby Food General Manager, Asia, H&H Group
This speech is about how to extract proteins and fibers from brewery spent grains (BSG), their characteristics and functions, as well as their applications in foods and beverages, such as bakery, snacks, alternative dairy and ready to drink beverages.
Cuie Yan, Global Director, Applications, EverGrain LLC(Live)
Changes in consumer attitudes, behaviors and expectations create unmet needs and opportunities for Food and Beverage brands. Today consumers are driven by the desire to improve their health and wellness more than ever before. Consumers are looking for healthier products that contain lesser sugar, fat or salt but want the same taste, texture, and flavor in their foods.
What are the consumer perception and preferences towards sweeteners in beverage applications? How can healthy, sugar-reduced products be developed to be fully satisfying? How can tailor-made solutions for low-calorie products be created? Givaudan has drawn deep consumer insights through extensive research and innovatively uses these insights combined with Sense It®, a consumer-focused sensory tool, to holistically decode consumers' taste experience. Let's understand consumer perception better with Sense It® and maximise every opportunity to bring consumers what they prefer.
Ellen Wang, Head of Consumer and Sensory Insights - Greater China and Korea, Givaudan
1. Essentially, is it possible for snacking to be healthy?
2. The immature supply chain, the long R&D period, and uncertainty during R&D lead to a relatively high cost of healthy snack R&D. How can food companies reduce R&D costs?
3. It is difficult for healthy snacks to have a completely satisfying taste, and no additions also pose challenges to the storage of products. How to strike a balance between health, deliciousness, and convenience?
Gary Li, Head of Marketing, Dole Packaged Foods(Shanghai)Co., Ltd.
Lu Ying, General Manager in the Product Department, Boohee
When the traditional Japanese aesthetics collide with the tastes of the new generation, creative artists endow wagashi with infinite possibilities. Wagashi, the traditional Japanese dessert, is also attracting more people with its modern look. With the rapid development of technology, how can we interpret the art and culture of food? How to analyze the precious and ancient handicrafts? When art is incorporated into food, how will it surprise us?
Junichi Mitsubori, Founder, WAGASHI KADOU; President, IZUMIYA(Live)
Wow Food Awards (WFA), once called “Hello Foods Prize”, is a food & beverage innovation contest launched by FBIF since 2017. A jury of 18 experts in product development and market research taste and evaluate the new products from multiple perspectives, and discuss how they innovate to differ from the others. With WFA, our aim is to gather innovators and let more people see and share the latest creative ideas and products in the food & beverage industry, so that we could drive its innovation and development.
This year, WFA has received 199 sets of products. By appreciating the package, tasting the food and understanding the ideas behind the products, the juries have explored the highlights and given the final score from aspects including sensory experience, concept innovation, consumer communication, market performance.
The final awards will be granted to the products with the highest overall scores in each category (including subdivided categories) and to the best product of all on site. You are sincerely invited to the award ceremony to reveal who are the winners this year!
Wow Food Awards 2020- Chairman:
Sena Liu, Senior BM of Innovation Department, Mengniu Group
Dr. Dong-Fang CHEN, Vice President, R&D Asia Pacific, Firmenich
Mia Zhou, Culture & Enzyme Technical Sales Manager, Chr. Hansen
The covid-19 posed a challenge to the beverage industry, consumers' needs changed, and health, socialization, and emotion became important drivers of beverage consumption. The retail environment is changing with each passing day, and challenges also provide opportunities. The key to opportunities is innovation.
1.What is new in consumption under covid-19?
2.How the consumers' needs change during home hours?
3.What's the innovation trend in beverage industry when covid-19 is over?
Kelly Chen, Associate Director, BASES, Nielsen China
There is 44% of bread wasted in the world. Bob's Your Uncle from Canada recycles the "unwanted toast”. They put the toast together with germinated barley, hops and yeast, and thought of an idea of drinking bread. Bob's Your Uncle will share their story to you!
Bob Froese, CEO, Bob's Your Uncle(Live)
As the saying goes, “the more you know, the more you realize you don’t know”. Despite today’s big data and predictive analytics capabilities, it’s estimated up to 95% of NPDs fail as big brands scramble to keep up with consumers. Startups are more agile but approximately 90% of them also fail – is it possible to combine the best of both worlds to navigate the uncertainty of today?
Nicolas Morelli, Specialties VP APAC, ZX Ventures, AB InBev
Tim Seow, Adjacencies Head China, ZX Ventures
As coffee category is emerging and burgeoning in China, how could we uplift category perception and create diversified needs for sustainable growth? Tim Hortons (Tims) Coffee, ranked as one of world’s top coffee chain brand, would like to share how the brand has consistently dedicated in overall coffee industry value chain for 56 years and innovate in China market.
Coffee is one of the most ancient and popular drink. What is the secret recipe other than awakening functional benefit? How could digital transformation apply to this ancient drink, not only on guest end but also on industry value chain?
Coffee is beyond drink, it represents the culture. There are many global cities that carries unique coffee culture. How could China cities embrace and create outstanding coffee culture along the way?
There are different waves of coffee consumption trend integrating in China. As industry leading brand, how could we dedicate for China development with more sustainable efforts?
Bin He, CMO, Tim Hortons China
Chinese Producers of craft beer now pay equal attention to the package design and taste innovation. Many craft beer brands add flowers frequently seen in China including peach blossom, osmanthus, and jasmine, presenting Chinese taste to consumers. What is driving the rise of the flower-flavored beer? How will such a trend develop in the future?
Guanming Pan, Founder & Product Manager, Taste Room
NFC juice captures only a market share less than 1% in China, while in developed countries it controls a half of the juice market approximately. Why does such a big gap exist? Through comparing domestic and oversea NFC markets as well as interpreting consumer needs, Ipsos analyzes NFC challenges and opportunities in the wave of consumption upgrading.
How NFC develops in global market and in each market and what are the corresponding characteristics?
What are the “hot cakes” in global NFC R&D during the last year?
In China, what are the consumer needs and barriers in consuming NFC products? In addition to functional needs, what are consumers’ social and emotional needs?
What does the consumer profile look like? Who are the potential users?
Hao Cheng, Executive Director, Ipsos in China
When predicting the size of China's NFC juice market, we often use "annual consumption of 20L per capita in developed countries" to measure the purchasing potential of Chinese consumers. However, in the face of the squeeze of fresh fruits and vegetables on the NFC juice market, together with the totally different eating habits of European and American countries, could we really reach the goal of "annual consumption of 20L per capita"? In the development of China's NFC juice market, on what aspects should we focus?
Alex Gao, Head of Juice Platform, LDC North Asia
Brian Lin, Chairman, Lianfeng Group
Lin Tang, General Manager, New Orange Era
In recent years, a simple slogan of “health” for NFC juice has become less powerful and less attractive to consumers. The product innovation has gradually returned to its original nature and the characteristics of juice itself. How can NFC products innovate to meet the needs of a new generation of consumers? How to select and match fresh flavors from all over the world to blend into a unique natural juice? At the same time, generation Y and generation Z, in addition to focusing on the value of the product itself, pay more attention to the appearance of the product than their elders. How can NFC products integrate the internal value and the external beauty to create a complete first impression to capture a new generation of customers? Lindu will invite you to have a taste of Rainforest and share new ideas for NFC product innovation.
Michael Sun, Chairman & Co-founder, Jiajun Beverage
New emerging technologies, such as blockchain, are connecting consumers with the origin of products more closely, meeting the growing needs of high-quality, traceable and sustainably produced food products. This lecture will show you how to represent a more transparent supply chain for NFC juice.
James Zhou, Global Vice President, Louis Dreyfus Company (LDC); Chairman and CEO, LDC North Asia
In 2016, influenced by the climate and plant disease, the global fresh orange price rose markedly. From January 1, 2020, China will implement the temporary import tariff rate lower than the MFN tariff rate on imported NFC juice raw materials. At the same time, the global spread of Covid-19 that started in early 2020 has had a huge impact on the supply chain of NFC products. Under the new normal of global trade, each link in the global NFC juice production chain will have a significant impact on the quality and cost of the final product. In particular, Chinese enterprises are highly dependent on import and export, and 75% of the raw materials of domestic beverage enterprises come from abroad. What are the risks and opportunities in import and export of juice raw materials?
John Lin, Chief Commercial Officer, Citrosuco(Live)
Shealynn Chin, Strategy Director & Founder, Silver Bullet
In 2019, the overall FMCG market and F&B categories grew steadily, mainly benefiting from consumption upgrade driven by the trends of innovation, health, convenience and quality/value balance. However, due to the impact of COVID-19 in 2020, the whole market has entered into a "new normal" with some disruptive changes to anticipate. We observed that some F&B categories experienced surge in demand stimulated by the pandemic, while some daily necessities are less impacted, and many other categories have experienced a “roller coaster”curve with rapid decline and gradual recovery. Changes in consumers’ attitude, lifestyles and aspiration also lead to different consumption behaviors. Kantar Worldpanel highlighted opportunities in new health & wellbeing interpretation, desire for experience, and new moments of truth at home, and new recovery opportunities in the Out-of-home market as well as new ways of customer engagement to help food & beverage companies better navigate the post COVID-19 ‘new normal’ in terms of marketing & shopper activation.
Jason Yu, General Manager in Greater China, Kantar Worldpanel
Our connection with humanity is broken. We want to quantify and categorize people, we try to create algorithms to predict unpredictable human lives which are cozier, messier, real, and quite imperfect. Do traditional qualitative methods work in helping us understand people or should we evolve? How can brands connect in more meaningful ways post-COVID-19 pandemic? It’s scary but brave and maybe even a little provocative and uncomfortable, but are there new ways to reconnect with humanity thru a fearless human-centric research?
Gabriela McCoy, Director, Portfolio Strategic Insights and Analytics, Bacardi North America(Live)
As China’s digital transformation surges ahead, the traditional F&B industry’s “user-product-channel” model has also undergone an evolution. In this process, Tencent acts as a partner for a wide range of brands, providing digital solutions that help capture new opportunities. Digitalization has empowered new connections between consumers, products, channels, and brands, flattening the playing ground and reshaping marketing as a whole.
Kelly Zhang, Deputy General Manager, Vertical Sales & Operation Department, Tencent Marketing Solution
We always believe that innovation drives sustainable development of the time-honored food industry in the hope that it would trigger more innovation. FBIF and Kearney started a selection of 2019 China's innovative food companies to come out with the Top 10, based on the following five dimensions: the company's overall performance, product innovation, marketing innovation, packaging innovation and management innovation. The case study comprehensively evaluates the innovation performances of these companies in 2019 with detailed data. In this session, the selection results will be published and explained. In the year of 2019, who will be the new Top 10?
Maple Zhang, Partner of Kearney Greater China
People are more health-conscious than previously, they care about food ingredients and organic issues. Brands keep seeking approaches to breakthrough technology accordingly. Therefore, how could brand effectively deliver these innovative selling points to target their consumers? Ding! Let’s microwave your technology.
Aki Fu, Vice President, Zhihu
The competition of innovation in the food and beverage industry is extremely fierce. With the increasing demand for refinement in the past two years, many brands have integrated health, organic, environmental protection, etc. for product innovation. And also using IP, cross-border, national tide and etc. for refining operation. But how to maintain consumer relations for a long time while catching the eye has become a problem that every brand must think about.
So what are the trends in the food and beverage industry? How can brands seize the opportunity for innovation and growth?
Tony Yang, President and Partner, Tezign
The entire catering industry has received a great impact because of the epidemic, how can we break out of the plight and revive? At the same time, in this extraordinary period, how to communicate more effectively with customers and establish a closer relationship? How to make better use of "digitalization" and "technology" to give membership ecology a new normal?
Angela Ren, Marketing Director, McDonald’s
Creating excellent products is an eternal topic in the food and beverage industry, and marketing innovation should also focus on the product itself. Whether it is people looking for required products in the traditional retail model, or various product information reaches people through the recommendation algorithm, it is, in essence, to let products occupy the minds of consumers. The marketing value of Ocean Engine for the food and beverage industry is that it can create consumption scenarios by creating contents, deliver product information and tell product stories, dedicating to maximize product influence through content communication.
Dingxiao Wang, General Manager of Marketing Centre, Ocean Engine(Douyin)
The world is changing. Globalization and digitalization affect our lives in depth. Now even more than before.
Markets and industries are moving now in an unpredictable way, especially in China.
Constant digital revolution makes the communication between brands and consumer more horizontal.
Consumers’ expectations also become unpredictable and brands need to adapt: adapt to uncertainty, adapt to randomness.
This is Random Branding, and we will reveal how it works.
Christophe Pradère, CEO & Founder of BETC DESIGN / BETC ASIA(Live)
*Create and build meaningful brands in people’s lives.
Wahaha Soda Drink was launched in 2010, from natural sales to group’s push, from brand recognition to brand resonance.
As a local brand ,Wahaha competed in the fierce soda market among domestic and foreign brands. It took 10 years of intensive effort to make Wahaha Soda Dink the NO.1 in the market share of the category of airless soda drink. This category rejuvenated the brand Wahaha, and the brand Wahaha led the growth of this category. Wahaha Soda Dink groped for a growth path of its own.
Cheng Gong, Deputy Director of Brand and Public Relationship Department, Hangzhou Wahaha Group
Calvin Chan, General Manager, China, The Trade Desk
There is a huge dividend space in the sinking market. The consumer demand of nearly 1 billion people is constantly increasing. Consumption upgrades continue to promote the expansion of the food and beverage industry. To develop the sinking market, enterprises need to grasp the characteristics of low-tier cities and further tap consumer demand.
Riff Zheng, Dean of DATA100 Research Institute
What kind of vertical live e-commerce platforms can resist the erosion of giant e-commerce platforms?
What other segments of content e-commerce are growing up?
Why MCN will gradually become a comprehensive service provider?
What is the threat of WeChat to the live streaming platform?
What new ideas will the 5G era bring to the live streaming ecosystem?
Ted Sun, Associate, CHVC
Daniel Cao, President, AIMAN
Rui Wang, Consultant for Short Video Business at Tezign
Junchao Zheng, Chairman and CEO, Goumee
More and more industries and brands are gradually shifting the marketing to the field of short videos and live broadcasts. In the food and beverage industry with relatively rich marketing methods, the richness and variety of contents of short videos and live broadcasts provide brands with fragmented, immersive and more specific marketing directions. What’s more, we have also noticed the challenges faced by food and beverage brands in marketing on the short video platform, in which the opportunities hidden may also become the starting point of the change of industry landscape. It is hoped that the collision of innovative play of short video/live-broadcasting marketing for industry brands starts from FBIF, and from here.
Rui Wang, Consultant for Short Video Business at Tezign
* Served brands including Alibaba, Starbucks, Pizza Hut, Nestle, Mengniu, Budweiser, Master Kong, Sainsbury's, etc.
The pressure exerted by retailer channels' private labels on traditional food brands will keep increasing. Is the rise of private labels only need to have suitable channels?
1. How is the concentration of offline merchants in China? Are they suitable for
starting a self-owned business? (Comparative sales volume of commercial
supermarkets CRn, region, population density, consuming conception)
2. What are the problems during the development of Chinese merchants' private labels?
3. Will the "small but refined" and "unique" models like Fresh Hippo be more suitable for the Chinese market?
4. The ultimate pursuit of the supply chain: having a private label.
5. How does "Value" compete with "Brand"?
Jianjun Wang, Director, Private Label Specialty Committee of Shanghai Licensing Association (PLSC)
Lisa Zhu, Executive Director, Sun Art Retail Group
Kelly Chen, Associate Director, BASES, Nielsen China
In 2020 when live is getting explosion, various brands begin to live online for sales.
However, live broadcast is only a conversion method. In the case of high traffic in the public domain, the secret of repeated awakening is in the community.
How to quickly build an online customer operation channel through WeChat Work to reach 1.2 billion consumers？WeChat Work will bring the first-hand interpretation.
· What artifacts does WeChat Work have to serve customers?
· How does WeChat Work operate the WeChat customer base?
· What effect can the combination of WeChat Work and live broadcast play?
· What does the major trend change of WeChat ecology in 2020 mean for merchants?
Simon He, BD Director, WeChat Work
In the age of social media, the importance of emotion and content is increasingly side by side the goods themselves, becoming the foundation on which people make consumption decision. Interesting content has also become a powerful carrier of product itself. Wine content e-commerce Lady Penguin builds a highly loyal user group through self-media, Natural Food cultivates high--quality content to aggregate private traffic and WeChat Work + WeChat ecology wakes up private community domain. How do they view content marketing in the context of social e-commerce?
Karla Wang, Founder & CEO, Lady Penguin
Dido Du, Digital Marketing Director, Natural Food International Holding Ltd.
Simon He, BD Director, WeChat Work
Brands reduce the cost of customers' choice. However, the advantages of big brands are weakened under the wave of "recommendation" iterates "search". The sales of traditional consumer brands are being eroded. To reverse this situation, brands like Mengniu, Yili, Wahaha, and Nestle. began to prudently try new channels at the beginning of 2018. And it has been a year:
How do they regard social e-commerce (merely as a compensation channel)?
What else did they attempt to do and how was the result?
What new plight are they faced with? How do they solve the problems?
Chen Zhihua, Deputy General Manager, Hangzhou Wahaha E-commerce Co. Ltd.
Raymond Pu, General Manager of Commerce and New Retail, Vitasoy Limited
Zhao Xin, VP, Inner Mongolia Yili Industrial Group Co., LTD.(Live)
Li Xin, President, Sustenture
From strategy to creativity, then realization, how can brands upgrade with a smart design? How does the "applauded" design in the industry make consumers "appealed"? Grant Li, founder of L3branding, will share his experience and skills accumulated from projects such as Coca-Cola, Mengniu, Baicaowei and Simple Love.
Grant Li, Founder & Creative Director, L3 Branding Experience Design Center
*L3branding brings more than 10 billion additional value to the brand through design. In 2018, L3branding became the only Coca-Cola global tier-one creative partner in China. Grant Li also won five Pentawards including two gold Pentawards.
The rise of the national tide has spread from the fashion and culture industries to the food industry. "Rediscover Chinese Music" limited edition of Mengniu Milk Deluxe, Beijing embroidery version of Mengniu Hi Milk, "Gold New Year gift box" from Laiyifen, "Taste of Royal Palace" gift box from Be&Cherry, "Palace Reserved Pure Milk" from Sanyuan, etc., all these cases use packaging to win popularity by leveraging the rise of Chinese fashion and the trend of Chinese style. However, how long can this trend last in the F&B industry? Food with Chinese fashion, how much does it appeal to the youth? And what kind of design is the proper way for the F&B industry? Let's brainstorm and share our thoughts!
Sammi Kong, IP Business Director, Derivative Works
Xuewei Lin, Content Marketing Director, Baicaowei
Rock Lv, Founder, Chief Brand Consultant & Creative Director, VISDOMBRAND
In the context of the biggest "black swan event" of 2020, novel coronavirus, consumers are eager to quickly boost their immunity levels. According to Baidu Index, the number of searches for the keyword "immunity" has increased significantly during the outbreak, with the highest number of hits being 2,728 times a day. As the epidemic gradually comes under control, consumers are more focused on their health, for example, how to improve immunity by topping up anytime, anywhere with fresh and effective nutrients. How can we satisfy this new generation of consumers with new, and exclusive, healthy drinks? Aptar, the world-renowned packaging experts, bring you a brand-new solution, with a novel "healthy + trendy" drinking experience, in this special InnoPack interactive session.
Scottie Liu, Market Development Director, Aptar
How? -What? -Why?
The importance of Design Semiotic in Food and Beverage Industry.
Gianmauro Vella, Head of Design APAC & AMESA, PepsiCo
Driving sustainable packaging through innovation means developing new ways to connect people to products - packaging that enhances relationships between brands and their customers, and minimizes environmental impact in parallel. While sustainability is about reducing impact on the environment, we also think it’s about considering and accelerating transition to the circular economy which the UK-based NGO, the Ellen MacArthur Foundation, describes as a multifaceted approach with a focus on embracing sustainable design, using regenerative materials and collecting end-of-life products for continuous use in the economy. Consumer expectations for sustainability are driving pointed conversation about what is needed to ensure that product packaging is right-sized to eliminate waste, made from renewable resources, and recyclable for material re-use. We will share how we explore ways to advance the functionality and sustainability of fiber-based packaging, and highlight partnerships that prove we can accelerate sustainable packaging to serve brands, consumers and the environment — together.
Quentin Yan, Sr Manager/Director, Asia Pacific Market Development, Consumer Packaging, WestRock(Live)
Through the last 10 year’s effort and development, China is also getting greener and greener and the sustainable development has been an increasing focused topic in many fields in China. Under this trend, what’s the opportunities for the Nordic Food and Beverage Brands?
Orkla as the largest FMCG company from the Nordic region, is a leading player in the world in terms of the environmental friendly products, packaging and technology innovations. Especially in the Eco-friendly packaging design, we could learn from this Nordic players regarding many innovations. Furthermore, we will also take a glimpse at the reason why the Nordic countries rank TOP5 countries in the world that have the highest human development index and the highest sustainable development index.
Chloe Zhao, Sales and Marketing Manager in Greater China, Orkla
Suggest that Chinese consumers hardly thought about over-packaging in the past, the implementation of garbage classification will change the situation, at least make residents in Shanghai and Beijing get sick of multi-layers of packaging, especially the sticky tape that has to be torn off.
Amazon, one of the world's largest e-commerce platforms, created "Frustration-Free Packaging Programs." They worked with the International Safe Transportation Association (ISTA) to establish auditing standards and help those large suppliers who are willing to ship in their original packaging run numerous tests. If the packages can maintain a good shape during long-distance transportation, it can get the certification and there is no need to superimpose Amazon's special outer box anymore. As a result, they can only use the original packaging for transportation, reduce terminal waste and improve consumer satisfaction. Considering the volume of the Chinese e-commerce market, this is undoubtedly a huge and elaborate project. How much can we learn from it?
Gao Zhiyong, Associate Professor of the Department of Printing and Packaging, Wuhan University
Do you know the five consumer trends for 2020? How they impact the packaging for Food and Beverage? Ilkka Harju is going to reveal the secret of packaging design for a greener brand and a higher sales price via sustainable packaging innovations with concepts and award-winning cases from world wide.
Ilkka Harju, Packaging Design Director, Metsä Board(Live)
1. “Wabi” and “Sabi” in the Japanese esthetics;
2. How to design a more creative and efficient label by making use of the product itself;
3. Considering the shopping behaviors of consumers is the key in design.
* Joined Nippon Design Center in 1992. After working in the CI Institute, she was transferred to the Package Design Department in 1998. She has been involved in a large number of product designs, including the CI design for the JR-West Hotel Granvia, the Aomori Prefecture image enhancement symbol mark Top Prize, the Kagoshima Port symbol mark, and package design for clients including Taketsuru whiskey, Jukusen beer, Jurokucha tea, and Wilkinson soft drinks.
I've had clients say to me in the past:
"You design with love."
"Not many people can describe delicious food like you do."
Both are nice compliments. It's something I try to keep in my mind for my work.
For this event, I will be talking about what to consider, what to choose and what to eliminate when designing food packaging.
I use my emotions (right brain) to create things in full force when designing, which is the opposite of the information organization (left brain) process that precedes marketing.
Hiroko Ogawa, CEO & Art Director, OGAWA HIROKO DESIGN(Live)
* Served brands including meiji, Suntory, Twinings and etc.
Susie Liu, CBO, Pesign Design
Packaging design is an important part of product and brand innovation, yet it is not simply about visually attractive that brings better market performance for products and brands. Only by introducing the whole process of design experience can product and brand innovation to achieve the true innovation. The experience includes all-round user perception such as sight, taste, smell and feeling. HOTID has always been adhering to the concept of "design is not limited to design ", and practicing design thinking to promote product and brand innovation.
Van Fan, Founder and CEO, Hot Design
Brands that need to express their stories can harness the power of 3D Branding. 3D Branding merges the three-dimensional and graphic attributes of the package to the point of making them inseparable, which allows for an immediate emotional response from consumers. Seizing 2D and 3D design resources enhances the storytelling capacity of the packaging and creates lasting ties with consumers.
This speech includes a tour of design projects for global food, beverage, personal care and household brands. Stories, anecdotes, methodology and design process where the identity of the brand is communicated through 3D Branding, fruit of the synergy of structural and graphic design.
Hernán Braberman, Partner and Executive Design Director, Tridimage(Live)
Chinese baijiu is a traditional spirit with a long history and unique flavors, which has attracted many consumers by its special taste. However, it is not enough to win the fierce competition in the liquor industry if Chinese spirits only have a good taste. For example, many Chinese liquors lack a sense of value in their packaging design which is not in line with the price of the product and result in a large gap between the value and the price. Chinese liquors and spirits have been labeled as "out of date", "low" and many other negative labels. Fortunately, some Chinese liquor enterprises have realized that "good wine needs bush". In fact, there are many practitioners who are now awakening.
Xiongbo Deng, Founder & Creative Director, Lingyun Creative
Xiao Masong, Founder, Xiao Masong Independent Marketing Strategy Consultant
When CAD drawings become real products, they often seem to have lost “something”; sometimes, the deviation is so huge that even the designer refuses to acknowledge it as his/her design. So what is the problem? Is the material used not “quality” enough? Is the craft not delicate enough? Are the colors less charming? Or does the product no longer appeal to people when the background changes in real marketing scenes? If you are also bothered by these questions, please come here! Not only will you have the access to the 3D version of amazing designs from 2020 Marking Awards, where you can help choose the “best-realized” design; you will also be a “doctor” to help diagnose the problems with the exhibits during their design-to-manufacture processes. When you are not sure about your own diagnosis, you may participate in the vote. The three pieces with the most votes will be analyzed by know-how in material, craft, color, and marketing from all aspects as to how we can bridge the gap between design pictures and real products.
Siegfried Cheng, Packaging Senior Manager, PepsiCo(Live)
Virginia Lu, Marketing Director, AP-Combibloc(Suzhou) Co., Ltd.
Ray Huang, R&D Department Director, Bing Xin
BEN CHEN, Innovation Director of Asia & Oceania, Huhtamaki
Eric Tseng, Design Director, Innolabx (Guangzhou) Design Consulting Co., Ltd.
Xu Liu, Deputy Secretary-General, China Light Industry Enterprises Investment & Development Association
Money is pouring into the food and beverage market, with investors betting consumers fast-changing habits will unlock growth in new categories and features. Using CB Insights' proprietary platform, we will diagnose and explore the emerging global food and beverage trends that incumbents must plan against to avoid falling behind.
1.Interpretation of changes in the consumer market globally, best with some brand cases;
2.Forecast future trends.
Jake Matthews, Senior Intelligence Analyst, CB Insights (Live)
In an era when multiple factors are driving the F&B evolution, entry barriers will only be established when the entire industry chain is upgraded to be more efficient, instead of simply upgrading one thing, in order to improve customer experiences. Important optimizations include polishing up the supply chain (upstream), promoting products and customer experiences (midstream) and following media hotspots (downstream). What inspirations could this topic bring to us?
Feng Li, Founding Partner, FreeS Fund
1) overview of F&B Industry
2) Role of Technology in F&B
3) Key Technology Trend
4) Impact of COVID-19 on Technology Use in F&B
5) Future Outlook and Recommendations
Victor Khoo, Consulting Lead in Greater China, GlobalData
Under the wave of consumption upgrading, the F&B industry, as a major component of essential consumer goods, attract attention from many investment institutions. However, the F&B industry also requires experience and accumulation, which involves multiple links and a relatively long investment cycle. As a result, investors need to study the industry thoroughly and make judgments with professional knowledge for the future. They also need to bring strategies and management to start-ups after the investment is completed. Only in this way can they grow together with start-ups.
1. In addition to providing funds, what resources do the investment institutions need to share
2. What are the key issues in the development process of startups? What are the classic problems? How can investors help?
3. How can investors improve their "capital" and "wisdom?"
Tim Xi, Chairman, New Hope Dairy; President, Grass Green Group
Xu Liu, Deputy Secretary-General, China Light Industry Enterprises Investment & Development Association
11:20-12:00 【Panel Discussion】
Xu Liu, Deputy Secretary-General, China Light Industry Enterprises Investment & Development Association
James Chou, CEO & Managing Director, Microsoft for Startups for Greater China, Japan & Korea
Qi Guo, VP, MissFresh; Founding Partner, TCA Venture Capital
Cyrille Filott, global strategist for consumer food at Rabobank, noted that big brands in two-thirds of all food categories are losing share to the smaller ones, including start-ups. It is obvious that the difficulty of creating a billion-dollar product is increasing. At the same time, the product life cycle is shortening, a small and beautiful era of diversification is coming. High-quality and flexible small batch production will be scarce.
（1）How "flexible" can flexible production be?
（2）What is the "future style" of the supply chain?
Yvonne Cao, Manufacturing and R&D Group General Director, Want Want Group
Shanliang Zhong, Co-founder and CPO, a1 Food Technology
The growth of ecommerce has disrupted the consumer’s traditional path to purchase. Now, modern consumers have multiple options on how to access products, as well as new influencer networks that shape how and where they engage with retailers and brands.
All these changes in retail are driving the need for a new set of supply chain capabilities to be more agile, data driven and adapt to changes quickly in real time. Co-packing for food and beverage is positioned as a strong enabler for both retailers and brands.
What is the development journey of private label and co-packing in Europe?
What are the innovations directions under new retailer environment?
How can Tetra Pak co-packing platform play the enabler role?
Sammi Jiang, Business Develop Manager, Tetra Pak China
- Road Show Time of Start-ups & Juries' Comments
- Partner Address
Empower Innovative Ecology, Connect New Forces in the Industry
Wenzhe Dai, Vice President, 36Kr
- Award Ceremony
The factors behind start-ups success are worth exploration:
1. For the supply chain: Does the self-built factory guarantee the quality of R&D and production capacity while controlling the efficiency, cost, and pricing? Or is it better to integrate existing resources and cooperate with partners?
2. For product and brand: How to create a delicious product and build an impressive brand?
3. For channels: In the era of diverse, complex and fragmented channels, how to promote products and marketing? How to maintain existing customers and attract more?
Jeacy Yan, Partner, IDG Capital
Xiaoxian Lin, Founder, Xiaoxiandun
Sun Shijun, Co-founder & CEO，Adopt a Cow Biotechnology Co., Ltd.
Since its inception, Honest Dairy has its own insistence: insisting on only making chilled fresh dairy products; only focusing on the high-end market which only takes 15% from the whole market; only making natural and pure products; only making the most innovative products. Simple Love is a chilled yogurt brand under Honest Diary. The average annual growth rate has been 155% over the past five years since its establishment. At present, its annual sales volume is 57 times that of the beginning.
Why choose to enter from the chilled yogurt category? What challenges did Simple Love encounter and what key choices did Simple Love make? How to persist in overcoming challenges? How to think about the development of categories and plan their own growth curve?
Haitong Xia, Founder and Chairman, Guangzhou Honest Dairy
China's consumer market is a big rubik's cube with a population of 1.4 billion. Non-first-tier cities cover great population. Their demand for consumption upgrading suggests a market with great potential. In the regional market, every region and every cist have their own preference. What is the breakthrough point to meet the unique needs of consumers and build landmark brands? How is the future development?
Pan Pan, Managing Partner, Tiantu Capital
Liang Lv, Founder, Sexy Tea
Learn about how PepsiCo’s Global R&D Group partners with various start-ups and has built a diverse ecosystem of partners around the world. Predominately the collaboration is led by the Discovery or early TRL portion of R&D to locate key start-ups with novel and disruptive technologies and capabilities in critical areas for PepsiCo; and then translate that focus into proof of concept test to validate efficacy and value. The talk will include discussions on benchmarks and lessons learned over the last several years of partnerships.
Siow Ying TAN, Ph.D., R&D Technology Ventures (PTV) Lead, PepsiCo(Live)
In the second month of sales, the sales broke 2 million yuan, and the first double 11 won the TOP1 of the Tmall pasta category. Under the epidemic, it still achieved a "contrarian" growth of 15w+ monthly sales and 2400w+ sales. It is a cutting-edge brand founded by a team of designers that has achieved these remarkable results. As a professional design and innovation organization, Redwave creates new brands through brand, design, and new media to enable a high-quality supply chain, and quickly establishes brand recognition in market segments.
The Designer to Customer model is an innovative practice in the food and beverage industry. What are the challenges and opportunities in the actual implementation?
Van Fan, Founder and CEO, Hot Design
*Co-founder of Airmeter