Switzerland based-company, Nestle, has formed an alliance with three Chinese food and beverage producers in the past three years. Since 2010, Nestle has formed a bottled water venture with Yunnan Dashan Drinks Co. and bought controlling stakes in candy maker Hsu Fu Chi International and Yinlu Foods Group, producer of congee and a peanut-milk beverage. From condensed milk to Kit Kats, the company is working on improving local comestibles such as peanut milk, spicy Sichuan sauces, and Congee, a rice porridge typically eaten for breakfast.
“Nestle takes the view that all food tastes are local,” said Jon Cox, head of Swiss research at Kepler Capital Markets. “You can’t necessarily tweak a product and assume it’ll have the same success in other countries.”
The ad below advertises the new product as having 22+ multi-vitamins.
Will it be a success? “A lot of people just don’t have the time these days to prepare food themselves,” said Yu Meiling, who runs a small grocery on the outskirts of Wuhan. This easy-to-make comfort food is a basic in a majority of Asian countries, not just China. Do you think Nestle's congee venture will spread like wildfire?