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Post Time:2018-12-29Author:F2C

Brand Finance, a British brand value and strategy consultancy, recently released the “Top 10 Most Valuable Global Food Brands in 2018”. Nestle ranks the first on the list again with 19.4 billions of brand value, more than twice the number of the runner-up Danone (9.1 billions). Chinese dairy brand Yili ranks the third, advancing by 5 seats on the list, and its brand value increased by 43% to 6.2 billion dollors. According to Brand Finance, China's dairy market is very dynamic and will surpass the United States as the largest market for dairy products by 2020. Yili, a leading player in the Chinese diary market, has the obvious potential to expand to non-dairy products or international markets. Nowadays, with higer requirements for health and taste, the Chinese consumers are increasingly attracted to higherend dairy products. Innovations are required to better meet the consumer demand. Yili’s commitment to innovation is one of the reasons for its rapid growth.

1. Nestle

Nestle, established in 1867 by Henri Nestle, headquartered beside Lake Geneva in Switzerland, is the biggest food producer in the world. Nestle has more than 500 factories worldwide with 250,000 employees and annual sales of 91 billion Swiss francs. The company started as a producer of infant food and is famous for its chocolate bars and instant coffee. In its 130 years of history, Nestle has developed from a rural baby food workshop to a leading food company in the world. It ranked 69th on the Fortune 500 list in 2018 and the 1st on the “2018 Top 20 Global Dairy Firms” list published by Rabobank. Chinese consumers are no strangers to Nestle, because as early as 1908, Nestle opened its first sales office in Shanghai, and was one of the first foreign businesses to enter China. In the past decade, Nestle’s direct investment in Greater China has been accumulated to a total of 7 billion Yuan. Additionally, Nestle has launched its acquisition strategy and purchased Totole, Hsu Fu Chi, Yinlu, etc. After Nestle acquired Hsu Fu Chi, its share in the Chinese confectionery market has risen sharply, making it replace Mars as the biggest player in China’s confectionery and chocolate industry.


2. Danone

Founded in 1966, headquartered in Paris, Danone is a world-renowned multinational corporation with diversified business covering six continents and products sold in more than 100 countries. Danone is the largest food group in France, Italy and Spain, and the third largest in Europe. It ranks the 426th on the Fortune 500 list in 2018. Danone has a number of well-known brands, such as Danone, LU and EVIAN, Nutricia, Volvic and Cow Gate. Its four main product categories are fresh dairy products, infant nutrition products, drinking water & beverages, and clinical nutrition products, all of which have top sales volumes globally. China is a very important part of Danone's global development strategy. In the early 1990s, Danone began to set up factories in China, and quickly achieved excellent performance. Danone yoghurt is well received in Guangzhou and Shanghai. Among all its products, EVIAN natural mineral water produced in France is the most famous in China. As a leading player in China’s imported mineral water market, it is deeply loved by Chinese consumers.


3. Yili

In the " Top 20 Global Dairy Enterprises 2018" released by Rabobank, the Chinese diary firm Yili was once again listed as a top ten. In the course of its development, Yili has always adhered to the principles of "internationalization" , "innovation", “quality” and “responsibility”, and has won great trust from consumers with its high-quality, high-tech and high value-added products. Yili Group owns four divisions: liquid milk (raw milk), yoghurt, milk powder and cold beverage, which consist of over 1000 products including pure milk, milk beverage, ice cream, milk powder and cheese. Yili’s production and sales volume, scale, brand value all rank the first in the industry in China. With the brand concept of "nourishing vitality", Yili not only provides consumers with healthy products but also advocate positive and optimistic attitude toward life. Internationalization is an important strategy of Yili Group. It has established a powerful global resource, innovation and market network that covers regions with developed dairy industries including Asia, Europe, Americas and Oceania. Yili owns a R&D center in the Netherlands and a 3 billion integrated dairy base at New Zealand. In Americas, it leads the development of the Sino-US Food Wisdom Valley.


4. Tyson

Founded in 1935, headquartered in Arkansas, the United States, Tyson is a well-known food brand and one of the largest chicken, beef and pork producers in the world. Providing healthy, convenient and innovative food to consumers in more than 80 countries worldwide, it is a strategic partner of many international catering brands and leading retailers. Tyson has a long history and strong expertise in processing and selling poultry, especially chicken products. It owns the world's most advanced meat processing equipment, perfect customer service training, and powerful R&D and marketing support. Food safety and quality control, as the core concepts of Tyson, are integrated into the entire food production chain to ensure the standardization of every link from eggs to the table. Its products are manufactured and managed strictly in accordance with the ISO22000 (food safety management system) standards as well as China's safety and quality standards. With the rapid development of China's economy, the Chinese market has been given strategic importance in Tyson's global expansion strategy. Since 2001, Tyson has accelerated the pace of developing the Chinese market, and has established Tyson Dalong Food Co., Ltd., Shandong Tyson Xinchang Food Co., Ltd. and Jiangsu Tyson Food Co., Ltd in China .


5. Kellogg’s

More than 100 years ago, the Kellogg brothers accidentally put air-dried grain into a mill and the grain was made into tiny corn slices. They discovered that the slices were particularly crisp after baking. This event changed breakfast habits in the United States, Britain and even around the world. Founded in 1906 and headquartered in Battle Creek, Michigan, the United States, Kellogg’s is the world's largest cereal breakfast maker and one of the world's largest and most popular food producers. Since its debut on the market, Kellogg’s had kept on selecting best quality cereals and adopting the most advanced technology to retain the nutrition of cereals to the greatest extent possible. Within less than three years, its annual sales had exceeded one million boxes. Since then, Kellogg’s has never stopped innovating and has introduced a series of classic products, including All-Bran, Rice Krispies and Special K. From the first box of cornflakes, Kellogg’s has been focusing on the development of nutritious, delicious and convenient breakfast cereals for people all over the world. Today, Kellogg’s owns processing plants in 18 countries with products sold to more than 180 countries and regions. To meet Chinese mothers’ growing needs for nutrition and food safety, Kellogg’s entered China in 2013. Kellogg’s nutritious and delicious breakfast made of coarse grain through advanced technology is highly popular among Chinese mothers and children.


6. Kraft

Kraft Foods is the world's second largest food company with business carried out in 145 countries around the world. Its four core product lines are coffee, candy, dairy and beverage. Kraft has been doing business in over 70 countries, and its products are sold to 150 countries worldwide. Many popular brands in the market, including Oreo, Chips Ahoy and Maxwell Coffee, are owned by Kraft. As consumers become more and more health-conscious, Kraft has improved many of its products in the North American market, and has given clear indication of calorie content on the packaging in order to help consumers better select products and control the the amount of food they eat. China is one of Kraft's 5 main countries for investment. In early 2006, Kraft moved all their production in Australia to a plant in Suzhou, China. The Suzhou plant is one of the first food factories Kraft built in China at the end of the 20th century. It produces a series of biscuits, including Oreo, RITZ and Pacific, which are the fastest growing source of income for Kraft in China.


7. Wrigley’s

Wrigley’s, one of the world's leading manufacturers and distributors of chewing gum and sweets, was founded in 1891 in America by William Wrigley Jr. It produces and sells a wide range of products, including chewing gum, mints, hard candy, fudge and lollipops. The company operates in more than 40 countries and sells its products in more than 180 countries, with global sales exceeding $4 billion. Wrigley’s owns 19 factories around the world. Wrigley owns many brands, among which Spearmint, Juicy Fruit and Altoids date back to a century ago. Other brands include Doublemint, Pim Pom, Extra, Airwaves, Sugus and Cool Air. With the development of economic globalization, Wrigley has stepped up the pace of global expansion. Aiming at the Chinese market, it has opened three factories in China and launched mint brands like Doublemint, Spearmint, Juicy Fruit and Extra and Cool Air. At present, both the sales and market share of Wrigley rank the first in the industry in China. The success in China has made the country its largest overseas market.


8. Unilever

In 1929, a British company named Lever signed an agreement with a Dutch company named Margarine Unie for the establishment of Unilever. After 80 years of development, Unilever has become one of the world's largest consumer goods companies, with products of 14 categories and 400 brands selling well in more than 170 countries and regions around the world. Unilever owns two divisions of business: food and household & personal care products. It is one of the world's largest producers of ice cream, tea beverage, margarine and condiments. Knorr, Lipton and Wall's have grown into brands with sales each exceeding 1 billion euros. Knorr is Unilever's biggest food brand. Knorr products, including soups, broth, sauces, noodles and ready-made meals, are sold in over 100 countries with sales volume reaching 2.3 billion euros Unilever's history in China began over 80 years ago. In 1986, Unilever returned to China, with the aim of becoming a China-based multinational company. It has achieved great success.


9. Heinz

Heinz is the fifth-largest food and beverage company in the world and the third-largest in North America. It owns eight brands whose annual revenues each exceed one billion dollars. As a trusted global food producer, the company has been committed to providing consumers around the world with the best quality food. In 1869, H.J. Heinz was the first to sell seasoning sauces in glass bottles. This was where a story of a 11.6 billion dollar food kingdom began. Heinz’s core products are infant food, ketchup and condiments, meals and snacks. Quality and innovation are the driving force behind Heinz's success. The company adopts strict international HACCP quality control procedures, superior supply chain management, and advanced production equipment and technology to ensure the nutrition and safety of food. Nowadays, with subsidiaries and branches in more than 200 countries and regions all over the world, and 150 famous brands ,Heinz is an undisputed leader in the global food industry. The company has a long history in the production of management of infant products. Its sales network spreads throughout the world and the products are deeply loved by consumers around the globe.


10. Wyeth S-26

Wyeth is a Fortune 500 firm and one of the largest R&D-based pharmaceutical and health product companies in the world. Wyeth has a history of nearly 100 years in the development and marketing of infant nourishment. Through inheritance and innovation, Wyeth has created many milestones in the field of infant nutrition, and has been continuously promoting the development of the infant formula industry. In 1961, the world's first whey protein-based infant formula S-26 appeared on the market. With the demineralized whey protein technology and 25 times of improvements, the ratio of whey protein to casein reached 60:40, the same ratio as breast milk. To honor Wyeth scientists for their 26 breakthroughs, the formula was named Wyeth S-26. In 1971, Wyeth won an American patent for their improved ratio of fat in the formula. This did not stop Wyeth’s pace for innovation. In 1996, they were the first to add plant-derived DHA and AA. In 2002, they launched a new generation of S-26 which is rich in α-whey protein and thus is more easily digested by babies. In 2006, they took the lead in adding lutein for babies’ better visual development. In 2013, they successfully achieved a scientific ratio of DHA, choline and lutein, which greatly enhanced the formula. In 2015, for the first time GOS/scFOS, a prebiotics combination, was added to the formula to promote babies' intestinal health.


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