Valio will start exporting baby food in consumer packaging to China
Valio has been investing in the production of high-quality baby food and milk powder for many years. The obtained permission gives the concern access to a growing category of breast milk replacer on the Chinese market.
- Competition for the attention of consumers between milk processors in China is very high: online stores, supermarket shelves and children's stores are bursting with an abundance of manufacturers. In China, parents strive to provide their children with the safest possible food, so the competitive advantage of Valio is the pure nature of Finland, where the product is produced, and milk of high quality, which the company receives directly from the owners - 5,000 Finnish farmers, - said Jussi Mattson, category manager of Valio.
Since the 1990s Valio has been supplying milk powder and demineralized whey powder Valio Demi™ to China as ingredients for the food industry. Finnish milk powder is used by Chinese manufacturers as raw material for the production of baby food. In the 2010s, China's food legislation and licensing procedures for imported food were updated. Since 2017 Valio began supplying milk powder in consumer packaging for the first time.
- We strive to strengthen our position as a reliable supplier of quality raw materials in China. At the same time, we are beginning to enter the consumer market. Naturally, our main goal for the long term is to increase turnover, but profitable growth is not an issue of one day. Valio in China remains a new brand for the consumer. At first, our main task is to negotiate with potential customers, - said Jussi Mattson.
Obtaining export licenses for baby food is the result of many years of work. The whole process took four years. Valio would like to thank the Ministry of agriculture and forestry of Finland, the Food Agency of Finland (before the beginning of 2019 - Food safety Agency, Evira), the Embassy of Finland in Beijing, as well as to the authorities of China for the fruitful cooperation.
Since the end of 2016, the powdered infant formula Valio Baby is presented on the Russian market. The product is produced at the company's plant in Lapinlahti from fresh Finnish milk, it contains a balanced complex of components NutriValio, which includes GOS prebiotic, lutein and essential vitamins and minerals for the harmonious development of the child at all stages of feeding. The mixture is presented for different age categories of children: Valio Baby 1 (0 to 6 months), Valio Baby 2 (6 to 12 months), Valio Baby 3 (over 12 months).
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