About eurasiaconsult

I am passionate about many things, but the top three are: China, food and human organizing processes. I started learning Chinese when I was 14, spontaneously. In the end this resulted into a PhD in Arts (Leiden University; 1986), 10 years of working and living experience in China as a representative of a Dutch firm and a marriage with a Chinese partner (1984). During my work in a company (Gist-brocades, now part of DSM) and as an independent consultant, I became fascinated with organization theory. This has led to a second PhD in Business Administration (Erasmus University Rotterdam; 2001). I am currently combining both interests in a long-term research project studying Chinese entrepreneurship, with a number of Chinese partners. From the day I joined the company, I picked up an interest in food, not just the final product, but also how it is produced, with an emphasis on ingredients and formulation. Once more combining that interest with my China passion, I became an avid student of the cultural and societal function of food. In this blog, I hope to blend all those ingredients into a savoury soup about China, the Chinese food industry and how the organization of that industry differs from the West.

You are not eating pastry, but culture

I originally intended to use this picture for the Trends page on this blog. However, this advertisement is so fascinating, that I have decided to devote an entire mini-post to it.

What you see is a picture of purple sweet potato and yam pastry (the top line of the picture). Apart from the sweet potato and yam, other ingredients are milk, red sugar and honey and gelatin; the latter to get a pudding-like texture for the yam part.

More interesting, though, is the second line:

It is called: Chinese tiramisu

The makers of this picture want to stress that this dessert is so good, that it can match the most world-famous desserts. They chose for tiramisu. This makes sense. The Chinese and Italian cuisines are both known all around the globe. So, when you want to tell people that your Chinese dessert is of world standard, you find something Italian and the most popular dessert there is tiramisu.

However, the climax is in the bottom line.

You are not eating pastry, but culture

Purple sweet potato and yam pastry as a symbol of Chinese culture. Interestingly, this symbol is not really a traditional food, but a western-style formulation using Chinese ingredients.

Note that here ‘culture’ (wenhua) also refers to high-class, luxury, etc. It is as if the creators of this picture want to say: ‘we can make food as sophisticated as you can, even with our own ingredients.

This picture combines the two main ingredients of my blog: ‘chinese food ingredients’ and ‘food and culture’.

Eurasia Consult Food knows the Chinese food industry since 1985. Follow us on Twitter.

Eurasia Consult Consulting can help you embed your business in Chinese society.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation.

Water chestnut: another very Chinese ingredient

In this blog, I regularly introduce typically Chinese food ingredients that are less known or used differently, in Western cuisine. In this post, I am introducing the water chestnut.

Water chestnuts are named for its chestnut-like shape like chestnut. However, not only the shape, but also the taste and functions are similar to tree chestnut. The water chestnut’s skin is purple to black, the flesh is white, crisp, sweet and juicy. Even eaten raw, it makes a delicious treat. People in China’s North sometimes refer to it as ‘southern ginseng’. Water chestnut can be regarded as both fruit and vegetable. It is a popular seasonal product. The following pictures show them as you buy them and peeled.

    

Medicinal properties

The water chestnut is attributed medicinal qualities in traditional Chinese medicine (TCM). It is rich in protein, dietary fibre, carotene, vitamin C, vitamin E and trace elements such as calcium, phosphorus, potassium and magnesium, which can prevent infectious diseases and improve the quality of the body.

Phosphorus content in water chestnuts is the highest in all stem vegetables. Phosphorus can not only promote physical development, but also make sugar, fat and protein metabolise normally and maintain a proper acid-base balance.

Water chestnuts contain puchiin, which is an antimicrobial substance. It can effectively inhibit the growth of bacteria such as Staphylococcus aureus and Escherichia coli, and can also play a role in lowering blood pressure.

Water chestnuts belong to the cold raw foods. They can clear away heat and remove fire, increase appetite and stimulate body fluid. They can dispel body discomfort and supplement nutrition. They moisten lungs, resolve phlegm and promote body fluid production. The starch and crude protein can promote the peristalsis of the large intestine, and the crude fat can moisten the intestine and relieve constipation. They are most suitable for fever patients. They cool blood and detoxify, stimulate diuresis and defecation.

Water chestnut products

In this section, I am introducing a number of classic and novel products made from water chestnuts.

Water chestnut starch

Water chestnut starch is produced by crushing, separation, dehydration and drying. Water chestnut starch is white and uniform, and can be made into other water chestnut products, such as water chestnut paste, water chestnut cake and water chestnut biscuits.

Instant water chestnut paste

Instant water chestnut paste is produced with water chestnut powder, water chestnut skin extract and other additives. The water chestnut skin extract is rich in dietary fibre and flavonoids, it promotes gastrointestinal peristalsis and improves blood circulation.

water chestnut cake

Water chestnut cake is favourite part of the famous Cantonese Dim Sum. It is rich in starch, protein and other nutrients, but it spoils easily, so it must be sterilised. It is advisable to use high temperature and short time sterilisation.

Water chestnut biscuits

A typical formulation of water chestnut biscuit is: 80 parts of wheat flour, 20 parts of water chestnut powder, 12.5 parts of sugar, 8 parts of soybean oil, 1.2 parts of yeast, 1.5 parts of baking soda and 0.5 parts of salt.

Canned water chestnut

Canned water chestnut has a crisp and refreshing texture, which is very popular with the public. Yellow browning occurs easily, when water chestnuts are exposed to air after peeling, so the need to be pre-cooked. Canned water chestnuts are sterilised at high temperature and short time.

Water chestnut beverage

Water chestnut contains a lot of water. It is easy to extract juice. Its juice is sweet and tasty. It is an ideal raw material for beverage.

Fruit vinegar beverage

Researchers have applied response surface methodology has to optimise the fermentation conditions of water chestnuts. The initial alcohol concentration was 7.6%, the inoculation quantity of acetic acid bacteria was 10.9%, the suitable growth temperature of acetic acid bacteria was 32 C, and the acidity was above 0.045 g/ml.

Alcoholic beverages

During experimental production of water chestnut wine, water chestnut juice was prepared by peeling water chestnut and inoculating 2.0% – 3.0% yeast culture medium after adjusting sugar content and acidity. After fermentation at 25 C for 2 days, an 4.2% alcohol clear and tasty water chestnut wine could be produced.

Eurasia Consult Food knows the Chinese food industry since 1985. Follow us on Twitter.

Eurasia Consult Consulting can help you embed your business in Chinese society.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation.

China’s top private food & beverage companies of 2019

The list of the 2019 China Top 500 Private Enterprises has been published and I have extracted those whose core business is in the food and beverage industry. You can compare the changes with the same list of 2014.

Rank Company Core product Region
40 Yili dairy Inner Mongolia
45 Tongwei meat Sichuan
70 Daohuaxiang liquor Hubei
79 Shuanghui meat Henan
89 Herun cereal processing Zhejiang
93 Xiwang maize processing Shandong
106 Bohai soy processing Shandong
133 Weiwei soybean milk Jiangsu
140 Jinluo meat Shandong
144 Wellhope meat Liaoning
155 Wudeli flour Jiangsu
173 Xiangchi soy starch Shandong
214 Huaze liquor Hunan
248 Nongfu Spring mineral water Zhejiang
250 Dali bakery Fujian
282 Liyuan cooking oil Guangxi
312 Xulong fish Zhejiang
321 Haitian seasoning Guangdong
336 Zhucheng Waimao meat starch Shandong
353 Hengxing seafood Guangdong
365 Longda meat Shandong
384 Fulaichun beverages Shandong
399 Jinmailang instant noodles Hebei
404 Sanxing cooking oil Shandong
424 Yihai Taizhou soy processing Jiangsu
446 Jinpai liquor Hubei
453 Feihe dairy Liaoning
461 Gaojin meat Sichuan
469 Junlebao dairy Hebei
473 Jiannanchun liquor Sichuan
486 Huatai leisure food Anhui
489 Tieqi Lishi poultry Sichuan

Some of these companies have been mentioned in various posts, indicated by the links. Regular readers will, on the other hand, miss more than a few of the big names. However, note that these are privately operated enterprises; not state owned. However, this list does reflect an intriguing event: of the two dairy giants from Inner Mongolia, Yili and Mengniu, Yili started out as a state owned enterprise that was privatised through a management buy-out, while Mengniu, once China’s most successful private enterprise, became a wholly owned subsidiary of state owned COFCO.

Regional perspective

When we look at the regions, Shandong stands out as the number one with 8 companies. This makes sense, as that is China’s top food province and the home of Yantai, China’s unofficial food industry capital. Sichuan is runner up with 4, which indicates that these companies are quite evenly distributed over the country. A region that strikes me as disappointing is Guangdong. This province is known as China’s most entrepreneurial region, but this apparently does no lead to larger private enterprises. The Cantonese prefer to keep things small, so easier to manage.

Product perspective

A sorting according to core business shows that meat is the top industry with 7 companies, followed by soybean processing with 6 and cereal processing with 6. In this respect, the list is more concentrated than on the regional aspect. Most of the producs fall in the category processed primary produce. Apparently, more sophisticated food processes are less suitable for private investment in China.

Eurasia Consult Food knows the Chinese food industry since 1985. Follow us on Twitter.

Eurasia Consult Consulting can help you embed your business in Chinese society.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation.

Mid Autumn Goody Box – fancier food for a traditional festival

Mid-Autumn Festival (Moon Festival) is a harvest festival, celebrated in China and other East Asian countries. Mid-Autumn Festival is the second most important festival in China after Chinese New Year. To the Chinese, the festival means family reunion and harmony. It is celebrated when the moon is full, and Chinese people believe a full moon is a symbol of reunion, harmony, and happiness. It’s always in September or October, on month 8 day 15 of the Chinese lunar calendar. In 2019, it will fall on September 13.

I have introduced that festival in my post on moon cakes, the typical food eaten on that festival. I have tried to keep you abreast with the latest trends on that post. I will continue to do so, but I recently received a note from a Chinese friend who had been given a Mid Autumn Gift Box, containing exquisite moon cakes, but also a few other luxury versions of Chinese local delicacies, not necessarily consumed during the Mid Autumn Festival.

Trends

This box represents a number of current trends and describing the contents of this box therefore gives a good insight in those trends; so good, that I prefer to do so in a post, rather than add it to the Trends page of my blog. The two trends are:

  • Goody boxes; goody boxes containing samples of part or all of the product range of a manufacturer has become a vogue in China this year. One of earliest of such presentations was a box of single portions of nuts and seeds by Three Squirrels. Such boxes suit Chinese communitarian culture: you can share the box with your family, colleagues or friends.
  • Local specialties; regional governments have become more aware of the value of local delicacies and have started actively developing their production to comply with the expectations of the modern Chinese consumer. Look, e.g., to my post on Jinhua Ham for a successful example. You can consult my post on local cuisines to find the locations mentioned here.

The box

So, now have a look at the overview picture, showing the fancy top of the box and its contents.

It includes a 3, because the manufacturer is supplying three grades. I am describing the top grade in this post. This is what was in the box my friend was presented.

Honey glazed walnut kernels from a mountainous region of Yunnan province

Dried apricots from Xinjiang in China’s far West.

Red can sugar candy from Lincang, Yunnan; it makes a sweet drink by solving it in hot water.

Spicy dried beef from Hunan province.

And, last but not least, fancy mooncakes.

  • Two milk tea moon cakes;
  • Two macha cassia moon cakes;
  • Two red tea moon cakes.

Chinese have been eating walnuts, dried apricots or beef jerky as a snack for ages, but in this day and age, you need to get your walnuts from the high mountains of Yunnan or from an outpost of the ancient Silk Road to arouse the interest of present-day Chinese consumers. And, you have to wrap everything in packs and boxes matching the high quality of the foods. It makes you wonder what the next step will be.

Eurasia Consult Food knows the Chinese food industry since 1985. Follow us on Twitter.

Eurasia Consult Consulting can help you embed your business in Chinese society.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation.

Eating grass – Chinese slowly discovering salads as meals

Many Chinese still describe eating mixed chopped raw vegetables as ‘eating grass’

Although vegetables have always been a major ingredient of the Chinese diet, they have never liked eating them raw, unlike their neighbours in Korea or Japan. Chinese are traditionally suspicious towards any raw food, meat, fish, or vegetable, only fruits are eaten raw. Chinese starters do include raw or semi-raw vegetables, but with an emphasis on the latter and always well-seasoned, to mask the earthy taste of raw vegetables.

One of the eating habits Westerners brought to China when they started living there was eating mixed chopped raw vegetables as meals. Chinese observing this described those Westerners as ‘eating grass (chi cao)’. This expression is still very common. Whenever my wife and I spend some time in Beijing, we meet a befriended couple in an Italian chain restaurant in a shopping mall near their home, where we have some wine and order one dish after another, slowly, often extending our stay to several hours. We always start with a few plates of various salads, which our friend describes as ‘chatting over a glass of wine, while eating some grass’. This is not a derogatory term. We all enjoy the mixes of fresh vegetables with various toppings: tuna meat, chunks of fish, etc. It is filling while not fattening.

There, salads are still part of a larger meal that also includes other types of food. Actually, ordering a salad as a complete meal is something that has only recently entered the Chinese food scene. However, it is definitely gaining ground. There are already a number of dedicated salad bars active in China.

The leading chain is Wagas. According to the introduction of its website, A young Dane named John F. Christensen had once trouble finding a good sandwich in Shanghai. And so, he opened a café – Wagas. Founded in 1999, Wagas is a chain of café-like restaurants serving – sandwiches, pasta, salads, cake, fresh juice and coffee. I first experience with Wagas was when a Shanghai friend and I were invited by a local business man to discuss a proposal. Interestingly, my friend knew the place and hated it so much that she refused to order anything but a coffee. I ordered a salad consisting of various finely chopped vegetables mixed with other ingredients including quinoa. It was topped with a few slices of good quality beef, hence its name: beef salad. I enjoyed it, washing it down with a healthy smoothie.

The second chain is Element Fresh, a rather clumsy translation of the Chinese name Xinyuansu. Its ‘signature salads’ look quite similar to those of Wagas. The ingredients are chopped less finely and I seem to miss a few of the finer ingredients like quinoa. For the remainder Element Fresh is good copy of Wagas.

Max & Salad is not even a clumsy translation of the Chinese name: Dakaishajie, literally: ‘widely open the salad world’. This chain again offers less refined versions of what you can order at Wagas. I haven’t discovered an English version of their web site, so apparently, they are concentrating on domestic consumers.

Miyoushala, what literally means ‘rice has salad’, is a transliteration of Meal Salad. The salads offered a getting courses, as we are descending on the ranking. However, Meal Salad salads are served with one or two slices of bread. That does not only address the expectations of Western patrons, but also appeals to the Chinese stomach’s need for a bit of staple food.

So Sala sounds frivolous, but is a rendering of shousala, which means: ‘lean salad’. The name says it all. Moreover, this chain positions itself as organic. The salads are, however, again more coarsely chopped than the one that I savoured at Wagas. Also note the avocado. Avocados are getting quite popular in China as a healthy food ingredient.

Sexy Salad is a direct translation of haose shala (this actually means ‘lecherous salad’, so the English translation is rather euphoric). However, haose literally means ‘to love colours’, which here also refers to the various colours of the ingredients. The salads are more of the same, but this company is very much focused on online sales.

These are the salad bars that are operating and seemingly viable at the time of writing this post. A recent market survey has counted the number of outlets in a few important cities.

 

City Wagas EF M&S SoS SS
Shanghai 33 16 12 6
Beijing 9 10
Shenzhen 3 2 2
Guangzhou 1 2 2 5
Hangzhou 3 2 2
Nanjing 2 2 3
Wuxi 1 4 1
Wuhan 1 1 1 1
Chengdu 2 1 1

 

Beijing is the only northern city included in this study. Guangzhou and Shenzhen are both located in the Pearl River Delta. Shanghai, Nanjing, Hangzhou and Wuxi represent the Yangtze Delft. Wuhan and Chengdu are provincial capitals in central and southwest China respectively. Please, consult my post on China’s Major Food Regionsfor those locations.

The concept of salad as a meal is there to stay in China, but the market is highly volatile and we can expect to see a number of chains to come and disappear again. Anyway, I will regularly refresh the information on this post.

Eurasia Consult Food knows the Chinese food industry since 1985. Follow us on Twitter.

Eurasia Consult Consulting can help you embed your business in Chinese society.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation.

The market for functional beverages in China seems rather redbullish

In view of the still strong influence of TCM on Chinese eating and drinking habits, China is a paradise for functional beverages

I already mentioned functional beverage in my general post on drinks, but the developments on the Chinese functional beverage scene have been so rapid lately, that it is time to dedicate a special post to this market. The interest in this type of drinks is not a surprise. TCM-based tonics have been an essential part of Chinese life almost since the beginning of Chinese culture. As has been introduced in the post on that topic, TCM has a much larger overlap with food than Western medicine. A core term in TCM is bu‘to supplement’. Most Chinese herbal medicines are in fact supplements, helping the human body to regain balance.

Wanglaoji

The very first functional beverage, obviously based on TCM, in China probably is Wanglaoji, also known by its Cantonese pronunciation: Wong lo kat. Wanglaoji is said to be a product that was invented by Wang Zebang (nicknamed Wang Ji ) from Heshan in Guangdong province in 1828. It withstood the turbulent modern history of China from the fall of the Qing Dynasty, the civil wars and the war with Japan and the foundation of the PRC and is currently sold as a herbal tea, with the ingredients being seven different kinds of Chinese herbal plants.

Water, sugar, mesona, dan hua (Apocynaceae species), Bu zha ye (Microcos paniculata Linn), chrysanthemum flowers, jin yin hua (Lonicera japonica Thunb.), Prunella vulgaris, and licorice.

Although these are all medicinal herbs, Wanglaoji is basically consumed as a soothing drink, not for curing a particular ailment. However, due to the high sugar content, it does provide quite a lot of energy. One sip a few years ago was enough for me. Wanglaoji has become extremely popular during the early 21stcentury, but has been plagued by a trademark dispute between the state owned Guandong-based producer and a Hong Kong-based company set up by a descendant of Wang Zebang who moved to Hong Kong after the founding of the PRC.

Red Bull

When Wanglaoji was gaining popularity, Red Bull had already been introduced in 1995. This foreign, though also Asian, energy drink was welcomed by many, but also greeted with suspicion by the authorities. Red Bull was ordered to indicate on its cans that the wonder liquid was ‘not suitable for young children and pregnant women’. Until that time, the only indigenous drink resembling a modern functional beverage was Jianlibao, an electrolyte drink launched in 1984, when it was made the official beverage of the Chinese participants of the LA Olympics.

It was a best-selling drink through the 1990s, but has since then suffered from mismanagement. Recently, Red Bull China has also become troubled by quarrels among its investors. You can read all about that on the Net. This strife seems to be a common ill of Wanglaoji, Jianlibao and Red Bull. Perhaps the managers involved are drinking too much of their own beverages. Still, Red Bull alone generated a turnover exceeding RMB 20 billion in 2018 in a market whose value is estimated at RMB 50 billion by insiders, making Red Bull still China’s number one functional beverage, by far.

With the growing spending power, combined with an increased interest in health and wellness, of Chinese consumers, several new functional drinks have been launched during the past 2 – 3 years: sport drinks, vitamin drinks, energy drinks, you name it. Not all of these new beverages have been able to reach a critical mass, but some of them seem to be there to stay, at least for a while. In this post, I will introduce a two more that seem to have good prospects.

Hi-Tiger

Dali Food Group has been mentioned in several earlier posts in this blog, but always for its bakery products: bread and biscuits. However, Dali is also the producer of Hi-Tiger energy drink. One look at the ad is sufficient to see that not much R&D had to spent on developing this product. The ingredients list confirms this impression.

Taurine, L-lysine, inosine, caffeine, vitamins B6 and B12, sugar, citric acid, sodium citrate, tartrazine.

Dali advertises heavily and is producing the drink various local plants to ensure a continuous supply. The brand sponsors the China Basketball Association.

Eastroc

Eastroc Beverages was established in Shenzhen, Guangdong, in 1987, as a state owned enterprise. It was privatised in 2003 as the Eastroc Group. It launched its energy drink in 1998 and once more the design of the bottle resembles that of Red Bull. The ingredients list is also getting a little boring.

Water, sugar, citric acid, flavours, caffeine, inositol, sodium benzoate, amaranth, nicotinic acid, vitamins B6 and B12, lysine, taurine.

Eastroc sponsored the Portuguese football team during the World Cup in Russia in 2018. It is also the Official Supplier of the 2018/2019 Chinese Super League (CSL). Eastroc’s turnover increased from RMB 3 billion to 5 billion in the years 2016 – 2018.

These are the top energy drinks in China at the moment. The most salient feature of this market is that it is on one hand huge and on the other hand extremely boring, with the numbers two and three doing the utmost to imitate the leader. This leaves lucrative opportunities for the a genuinely innovative product; I would say: one based on TCM, or perhaps herbal traditions from other parts of the globe?

The other side: Dream Dream Water

Amidst this fierce battle between older and newer suppliers of energy drinks, candy maker Want Want launched its Dream Dream Water (Mengmengshui) in 2019. It is a herbal tea that claims to make you sleep better. Its main ingredients in GABA, that is sometimes taken for relieving anxiety and improving mood. The market, professionals and consumers have received the drink with mixed feelings. As soon as I have an opportunity to try it, I will add my personal comments here.

Eurasia Consult Food knows the Chinese food industry since 1985. Follow us on Twitter.

Eurasia Consult Consulting can help you embed your business in Chinese society.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation.

Fruit jelly in China – struggling to come back

From extremely popular to off the shelves – fruit jelly flirting with consumers to recoup their market

People with experience in Asia probably know the stuff: brightly coloured fruit flavoured jelly in small plastic cups. Chinese women, as well as their sisters from many other East Asian nations, cannot get enough of fruit jellies. You rip off the sealing foil and suck the entire jelly into your mouth. There, it will start melting instantly and you can enjoy (if fruit jelly is your thing) the feeling as if you have just taken a huge sip of fruit juice. The effect is partly caused by a mixture of texturisers, flavours and colourants, but who cares. Well, parents did, when a few children almost choked to death on the things.

You need to be careful when giving them to younger children. Even though they melt quickly in the oral cavity, if you suck with so much enthusiasm that the thing ends up in your windpipe, you are in trouble. A number of such incidents happened and Chinese retailers reacted in a very Chinese way: they took all fruit jellies from the shelves. That radical measure will certainly protect the children, but is a big blow to the producers. And the market is huge. It has grown into an RMB 25 billion industry, with about 300 serious manufacturers in China alone. They want their market back and who would dare to blame them.

The original thing

Before I look at how some manufacturers are trying to win back the market, let’s have a look at the original standard fruit jelly. The main ingredients of fruit jelly are:

fruit juice, carrageenan, konjac sodium alginate, water and sugar.

Production is relatively easy. Just mix the ingredients, fill it into the cups, close the cups, refrigerate to set and you can package and dispatch them.

Fruit jelly is obviously not a very nutritious food. However, it is still better than the average candy. It does not contain much fat and some of the texturisers used are dietary fibre that helps the bowel function.

Insiders distinguish four types of fruit jelly producers.

  1. The big players for whom fruit jelly is their core product; like market leader Xizhilang (22.1% market share in 2019);
  2. Candy makers that also produce fruit jelly; like Hsufuchi (introduced in another post in this blog about biscuits; 2.8% market share) or Want Want (introduced in various posts about beverages; 5.5% market share);
  3. Specialist food companies for which fruit jelly fits in the product line; like pudding maker Qiaomama (Clever Mummy) that specialises in pudding for children (see the Trends page of this blog).
  4. Local companies supplying their own regional market.

Innovation

Taiwan-based manufacturer of leisure food Want Want seems to be leading these efforts by launching a number of varieties that call for a slightly different way of consuming fruit jellies, thus reducing the risk of choking.

Soft pudding

Soft puddings do not contain trans-fat and have a protein content of more than 1.1 g/100g. They are chewier than the traditional fruit jellies and therefore invite to bite and chew on, rather than sucking them in at once.

Weiduoli

Li means ‘pellet’ and refers to the small chunks of fruit in the jelly. Want Want claims that Weiduoli contains at least 5% of fruit. However, the most innovative aspect of Weiduoli is that it comes in a soft bottle, so you can suck it in small sips, rather than swallowing an entire piece of fruit jelly.

Fruit flesh jelly

This is fruit jelly with a 20% – 25% fruit content. It is more like pieces of fruit held together by jelly. This as well invites to consume it by biting off small pieces and properly chew it. It also has more dietary fibre than the classic jellies, obviously. And if you are lucky, you may even hit some remaining traces of vitamins and minerals.

Yaogundong (Rock ‘n Roll Jelly)

I’m sure that most readers love this variety even before trying it. This product is sold in a cup resembling that used to sell ice cream. The cup contains a few jellies in the traditional packing and a layer of fruit flavoured powder. According to an advertising video that is entertaining even for readers who cannot understand the Chinese, you can consume these jellies in three ways:

  1. eat the jellies in the traditional way;
  2. take them out, roll them through the powder and eat them;
  3. Wet your finger, dip it in the powder and eat the powder;

This is a clever move. Children will be tempted to go for the second way, which will slow down their moves and diminish the risk of choking to a minimum. However, I wonder if this variety will survive. I will keep you posted.

With so much innovative energy from the competition, market leader Xizhilang is also introducing a floral type of fruit jelly to re-interest its patrons in their products. Perhaps this more elegant fancy look will make consumers less eager to suck the jelly up at once.

Eurasia Consult Food knows the Chinese food industry since 1985. Follow us on Twitter.

Eurasia Consult Consulting can help you embed your business in Chinese society.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation.