After half a month's collection, vote and internal selection, FBIF finally figures out the Top 10 Most Innovative Foods in China in 2017. Wishing to promote China's food innovation, we picked out the top 10 pioneering products of 2017.

1. Top 10 Most Innovative Foods in China in 2017
原创2018-01-27FBIFFBIF 食品饮料创新
Planner：Mote Chan（WeChat ID：motechenfbif）
Author：eieibob、Jadien
After half a month's collection, vote and internal selection, FBIF finally figures out the Top 10 Most
Innovative Foods in China in 2017. Wishing to promote China's food innovation, we picked out the
top 10 pioneering products of 2017.
What kind of product is the most revolutionary and is capable of over shadowing the rest for a long
time？
Among all the criteria of the selection, “Creating a New Category” is the most important one.
Besides, flavor and packaging design also matter. We have faith in the theory of Al·Ries: brands
that create and dominate a new category are more likely to succeed in the end.
We also believe that innovation of long-term significance is not about playing with concepts,
but addressing customer's pain points. We could see that the picked products could satisfy the
demands of various consumer segments, like gender-based customization, or involve the
application of new technologies such as freeze-drying and self-heating packaging technologies that
could make consumers enjoy healthy and tasty food more conveniently.
We couldn't accurately predict the future of each product, but the categories created by them might
have a significant impact on human catering.
The following are Top 10 Most Innovative Foods:
1. Bella Pupa | Bugsolutely
Reason: It helped develop a new category of insect protein snacks.
Insect snacks have become a hot topic in recent years, and some people even claim “insects will be
the alternative food in the future”.Bugsolutely's action of transforming silkworm chrysalis into snacks
might set off a revolutionary wave of insect snacks in China, thus convincing more people to accept
this sort of food.

2. Bella Pupa Chanbaobao is a chips-shaped snack made of 26% silkworm chrysalis powder. It is the
first edible insect product in China, created by the joint efforts of serial entrepreneur Massimo
Reverberi and a team of Chinese and French food designers and scientists. Bugsolutely uses
silkworm chrysalis meal with the highest quality, which is an innovation. First of all, silkworm pupa is
rich in proteins, vitamins, minerals, folic acid, and cellulose, and is popular with some consumers in
China. Second, it requires less resources and space to raise silkworm pupas while it has higher
protein conversion rate. Given the circumstances of rapid population growth and a risk of food
shortage, this kind of food will be of great significance. Third, in terms of flavor optimization, the
research team developed 48 product prototypes to run sensory tests to better serve Chinese
consumer's demands for delicacy.

3. 2. Nuan Hong Hong | Yili Group
Reason: The first universal product for female in menstrual period in China.
Under the traditional mindset, women usually use ginger and red date-based brown sugar water
and purple rice porridge to fight against exhaustion as well as feet and hands iciness that appear in
the menstrual period. In view of this, Yili launched its brand-new “Nuan Hong Hong”, a drink that
could help women cope with the unfavorable conditions during the menstrual period. Firstly, it is a
gender-tailored food targeted at female consumers in menstrual period. Besides milk powder, the
product also contains iron, calcium and folic acid to help resolve the problem of nutrient loss in the
period. Secondly, under the circumstances of the serious homogeneity in the market, a subdivided
product based on sex differences could enable consumers to reach a consumption consensus. In
the end, the pink packaging could give women in the midst of the period suffering a mental hint of
“making you warm”, “cheering you up” which could help develop the concept of “Warm Ecology” to
respond to the constant emotional need.

4. 3. Enfagrow Young Children Formula | Mead Johnson Nutrition
Reason: It created a new category of infant formula liquid milk in China.
The domestic milk powder market has been deeply affected by the two-child policy and the rise of
professional females' proportion in the whole population. To keep up with the trend at home and fill
the gap of the liquid milk market, Mead Johnson Nutrition launched the product, thus segmenting a
brand-new blue ocean out of the established milk powder business. It is known that the product has
been on the American market for 10 years and has been popular among local customers with very
mature key technologies in Europe and the United States. It has 6-layer bottle security material
packaging and the bottle is sealed with an antioxidant steel lid. And with vacuum negative pressure
and sterilized preservation technologies, the product reached the commercial germ-free level
without any preservative. The formula liquid milk is appealing to consumers as it could help prevent
milk regurgitation, constipation and other conditions resulting from inappropriate mixing ways while
meeting babies' needs for nutrients. It could not only be enjoyed at room temperature, but be
heated in a hot water cup.

6. 4. Probiotic Yogurt Melts | Orui garden food
Reason: “Probiotic that could melt in the mouth”, which created a new category of
complementary infant snacks.
Choosing snacks for kids has been a serious problem for parents. Since there are already a variety
of categories on store shelves, shifting R&D efforts to caring food will surely lead to a unique
product that receives consumers' recognition. This yogurt melt is made from fresh pasture
fermented yoghurt and fruits through mixing freeze-drying technology. First, it adopts FD
freeze-drying technology with which the material structure won't be damaged and over 95% of
nutrients will be preserved; Dehydrated enzymes losing activity will achieve long-term freshness
without adding pigments, essences and preservatives. Second, as no less than 1×106CFU
probiotic is added into each gram of Yogurt Melts, it is helpful in improving babies' intestinal growth.
It is also more suitable for kids with its flavor of melting in the mouth. Last, the cartoonish animal
images on package appeal to children and therefore make it more likely to be saleable.

7. 5. Dongchi ice cream | Want Want Group
Reason: The world's first ice cream that can be stored and transported at room temperature.
The ice cream market is becoming more high-end and recreational due to consumption upgrade.
Ice cream has transitioned from a seasonal item to leisure dessert. To cope with the situation, Want
Want Group, based on its past icy product manufacturing experience and technology, introduced
new production lines, and took the lead in adopting its globally pioneered
preserving-ice-at-room-temperature technique to make this great snack. In terms of packaging,
Want Want Group chooses to collaborate with Tetra Pak and uses 6-layer aseptic packages
accompanied with the easy-to-tear design. The product is a revolutionary breakthrough as it could
be stored and shipped at normal temperature.

9. 6. Kabrita Jing Ying Goat Milk Nutritional Children's Formula | Ausnutria
Reason: The first goat milk formula for children over 3 years old.
Kabrita Jing Ying Nutritional Children's goat milk formula is the first goat milk powder in China
dedicated to kids over 3 years old. The pioneering Jingying factor could work with lutein, DHA,
taurine and vitamin A to protect against blue light and thus reduce the risk of eye diseases like
xerophthalmia, shortsightedness, etc. At moment, most domestic children's milk powder is stage 4
milk powder and products that could meet consumers' more specific needs are absent. Also, it is
known that children aged 3 and over are readily susceptible to immunosuppression and
malnutrition and need appropriate nutritional supplement; As the age for children to use electronic
products keeps dropping, parents become concerned with the protection of their kids' eyes. Under
such circumstances, the product fills the gap in the market and becomes a pioneer in the category
of goat milk formula for children over 3 years old in the domestic market.

10. 7. FitBody | COFCO Lohas
Reason: Positioned as a body-shaping product, China's version of “diet drink”.
In the past year, Coca Cola swept the world with its Coca Cola Plus. And this year COFCO Lohas'
FitBody will be hailed as “China's version of diet drink”.
The product, which took 6 years to develop and is the first beverage COFCO introduced with the
concept of body shaping requiring no diet, contains 4g of DF Fibersol®-2 in each 500ml, sugar and
calorie free. Fibersol®-2 could contribute significantly to the proliferation of probiotics like
Bifidobacterium in the gut, improve the makeup of your gut bacteria and that way help repair the gut,
alleviate the symptoms of constipation and diarrhea. Besides, it also helps keep down the levels of
blood glucose and triglyceride, guard against diabetes and lessen fat accumulation in internal
organs, lower serum total cholesterol and promote the absorption of minerals. In a way, the drink, a
joint work of Lohas, COFCO Nutrition & Health Research Institute and ADM, is capable of
regulating the function of human body. Currently, FItBody comes in two versions, the standard
version with plant-based lactic acid bacteria and the enhanced version containing Acai berry. It
advocates the idea of “It is up to shape your body. 21 days could build a better self.”

12. 8. Cheese & Art | Yili Group
Reason: The first room temperature cheese snack in China.
As the first cheese snack that can be stored at room temperature in China and not restricted by the
requirement of low temperature, ushering in a new era of cheese snacks. Using ingredients like
Gouda, Cheddar and Mozzarella cheeses, and combining with wild sea fish, it is pretty tasty and
fresh. For example, the one with classical Dutch, Italian and British flavors has over 45% cheese
content in every 28g which provides 418 kilojoules of calories, 4.6g of protein and 12mg of calcium.
In addition to the creation of a new category, compared to traditional snacks, it also boasts a more
energetic marketing strategy such as inviting Ning Zetao to participate in the live launch of the new
product, opening an official Weibo account to interact with fans, attending the Strawberry Music
Festival in May joining hands with Star War, which all lay a solid foundation for grasping the new
generation.

13. 9. 4°Healthy Chicken Breast | Sunner Development Group
Reason: Pioneered in the category of healthy chicken breast.
This product is tailored to gym-goers and takes a high-end path. Ingredients from ecological farms
are picked and no meat containing 4% or higher fat is allowed. To tackle the problem of chicken
breast tasting dry and ensure the freshness and tenderness, Sunner uses 50-60°hot water spraying
and scalding dehairing technology, 12-hour acid discharge technique, and removes connective
tissues by hand and processes all ingredients at a 0-4℃ ambient temperature. Besides, it is a
gender-customized product which meets the different requirements of male and female gym-goers
and has a 169g black package for men and a 121g white package for women. The considerate
design reflects the company's care for prospective consumers and provides purchasers with a
better shopping experience as well.

14. 10. XIAOLONGKAN Instant Hot Pot | XIAOLONGKAN
Reason: A pioneer in the domestic instant hot pot field.

15. Hot pot was once unsuitable for retail due to the scene-based consumption, but the emergence of
the hot pot for lazy people resolved this problem. Positioned as an instant food and applying the
heating principle of military field self-heating bags, XIAOLONGKAN Instant Hot Pot allows hot pot
fans to enjoy the delicacy anywhere and anytime they like. Dedicating to simplicity, it takes only 8
steps before the feast is ready. With great convenience and rich food ingredients, it stands out
among the peers. It has high health and hygiene standards and a fresh taste. Aseptic operation is
paid much attention to. It is worth mentioning that as the instant hotpot market is still fledging with
baffling varieties and has no unified planning, there exist a host of opportunities as well as various
problems, such as product quality, ingredient security, hazardous self-heating bags which concern
potential consumers. Take XIAOLONGKAN as an example, it has been upgrading its products in
the hope of improving hot pot category system, with the current product being its version 3.5.

16. Tips:
* Have brilliant articles to contribute? Feel free to contact Wilbur Zhu (WeChat ID: aotokuer).
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FBIF2018
Food & Beverage Innovation Forum 2018 / FBIF2018 (Click to read more), themed as "the Rising
of New Categories", will be held in April 18th to 20th in Shanghai, China. Previous FBIF has
successfully attracted leading F&B brands such as Coca Cola, PepsiCo, Mondelez, COFCO, Master
Kong, UNI-PRESIDENT, Yili, Royal FrieslandCampina, Abbott, Meiji, Mars, Cargill, Glico and
Unilever etc. 1800 senior executives from F&B industry are expected to attend FBIF2018.
/ WeChat Groups /
Add Ada Chen (ID: 15021839607) to join in CEO, CMO, Chief R&D Officer, Functional Foods, FSMP, Infant Food,
Dairy, Alcohol, Catering, Beverage, Snacks, Marketing, R&D, Packaging, Design, etc.