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 Novanat presented at the 2021 FBIF Forum

From June 30 to July 2, 2021, FBIF2021 Food and Beverage Innovation Forum created by Simba Events was officially held in Hangzhou International Expo Center. This is the eighth FBIF Food and Beverage Innovation Forum. With the theme of "Exploring new increments", the forum focused on innovation trends in the food industry. It is not difficult to find that in recent years, China's food industry has become more and more dynamic, and industry innovation including aesthetic, efficiency and other aspects are significantly improved. On the other hand, increment is not limited to a dynamic domestic market; it can come from any corner of the world. Therefore, many of the topics in this forum are related to brands going overseas. In the process of looking for increment, we would not only look at the domestic market, but also discuss how brands go out. 

As a leading probiotic enterprise in China, SHANGHAI JIAODA ONLLY CO., LTD. has been paying attention to the latest development of the food and beverage market. At the FBIF Food Innovation Exhibition, Shanghai Novanat Co.,Ltd, a wholly-owned subsidiary of Shanghai Jiaoda Onlly, brought star products: Lactobacillus plantarum LP-Onlly and its promotional page, and the special formula of probiotics, such as tea theanine probiotic chocolate, probiotic fruit and vegetable fermentation liquid, probiotic powder, Onlly Probiotics series products and other functional health food and raw materials appeared in this event. Among them, tea theanine probiotic chocolate as a newly developed taste product was very popular.

The conference invited Larry Feng, President of Mars Wrigley China, Fan Xinguo, chairman of Jinmailang Food Co., LTD., and CAI Hongliang, founder of Zihaiguan, three industry giants with more than 27 years of experience, to discuss "what can giants and new talents learn from each other?" We learned that a good product must be a good friend of human beings. Be in touch with consumers. Brand innovation should first select the category, and then strive to achieve the category leadership, old brands have advantages and disadvantages, the integration of the two can be better development.

DTC (Direct-to-Consumer) model is increasingly used in various industries, is the food industry suitable for this model? In the main venue, Xu Cong, Chief marketing officer of McDonald's China, Shang Zhihu, general manager of Yili Digital Center, and Feng Guangsheng, managing partner of Ventech China, discussed "The Red Sea is not red, the exploration of DTC mode for transforming consumer brands". The three panelists all talked about that the application of DTC mode in the food industry is still in the exploratory stage. Perhaps the experience of other industries can be absorbed to think about how the DTC mode can promote the change of the whole industrial chain. Perhaps in the near future, the application of the DTC model will break down more barriers and give brands more opportunities to see what consumers want. It also allows brands to build a position to communicate better and more efficiently with consumers.

From left are Sutcong, chief marketing officer of McDonald's China, Lu Xiuqiong, global specialist partner of Bain & Company, Feng Guangsheng, managing partner of Ventech China, and Shang Zhihu, general manager of Yili Digital Center.

In addition, the conference concluded with the Wow Food Awards 2021: Global Food Innovation Ceremony and Marking Awards 2021: Global Food Packaging Design Competition. Here, we see that 65 winning entries were favored by the judges for their innovation; 36 professional works born for the brand and designed for the future deserve their name. The new dosage form design, product publicity creativity and packaging diversification presented in FBIF have a significant enlightening effect on Novanat' subsequent product innovation and development.