Business Intelligence on Retailing, Franchising, and Consumerism in China

Nestle Enters Chinese Protein Powder Market

Swiss food and beverage firm Nestle announced the launch of its new Yiyang brand in China, marking its entry into the Chinese protein market.

Roland Decorvet, Nestle's global senior vice president and president for Greater China, said that as a world-leading coffee, milk powder and candy supplier, Nestle now enters the new protein powder market, which is an important step to provide Chinese consumers with nutritional products.

At present, the Chinese protein powder market is developing rapidly and Amway and Nutrilite are the leading brands in this sector. According to a representative of Nestle's Yiyang brand, the prices of Yiyang products are lower than those of Amway and Nutrilite. By content of protein powder, Yiyang provides products with 80% protein powder and those with 50% protein powder. For example, its 450 gram packs with 80% protein powder are sold at the price between CNY249 and CNY259.

Nestle Yiyang Protein Powder will be introduced in seven major Chinese cities, including Beijing, Tianjin, Shanghai, Xi'an, Qingdao, Hangzhou, and Nanjing.

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