Japan’s Asahi Breweries has announced its subsidiary, Wakodo Co., has started selling two brands of its baby formula in China.
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Known mostly for brewing beer, Asahi is expanding its overseas operations and is hoping to attract Chinese consumers concerned about the provenance of domestic baby formula and weaning foods following the melamine contamination scandal.
“We opened our first baby milk production factory in October near Shanghai and will be aiming to sell our milk and weaning products in similarly high-earning economic development areas,” a Wakodo spokesperson told just-food.
“The market for powdered milk in China is growing quickly owing to recent dramatic lifestyle changes there, improving the sales of high-priced baby milk markedly.”
Wakodo aims to achieve sales in China of JPY700m (US$7.3m) next year by shifting at least 48,000 boxes of its infant formula.
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