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Huiyuan Will launch a New Product in Southeast Asian Market to Accelerate Its Internationalization Process

2017-04-13 20:25

BEIJING, April 13, 2017 /PRNewswire/ -- Recently, China Huiyuan Juice Group has taken another step to accelerate its internationalization process, announcing that they will launch a new juice brand called "YAMI" to the Malaysia market next month with its first fruit juice beverage product.

In March 2016, Huiyuan and Yeo Hiap Seng, a well-known food and beverage company in Malaysia, established a joint venture partnership, which helped to export Huiyuan's advanced technology and experience by taking advantage of Malaysia's stable political and economic environment and expand its business to all ASEAN countries based on the preferential terms of its agreement on tariffs and trade and the perfect local halal product regulations. By doing so, they were aiming to build up a long-term strategic advantage in the international market. The joint venture was established in January 2017.

By focusing on Malaysia and Singapore in its first phase of development, the joint venture established by Huiyuan and Yeo Hiap Seng will launch juice products under the joint venture brand "YAMI". Then they will expand their business to countries like Cambodia and Myanmar. Meanwhile, Huiyuan is also planning to bring in products that suit the Chinese market and consumers by taking advantage of resources from the joint venture and sell them through related channels.

Huiyuan and Yeo Hiap Seng's first beverage product under the "YAMI" brand
Huiyuan and Yeo Hiap Seng's first beverage product under the "YAMI" brand

Next month, Huiyuan and Yeo Hiap Seng will launch their first beverage product under the "YAMI" brand. With the content of juice up to 10%, the beverage will have apple, pear, orange and white grape flavors, available in 250 ml Tetra Pak packages and 350 ml bottles. It will be closely followed by another functional juice beverage with the addition of iron, calcium, dietary fiber and collagen and other nutrients, which will be available in four flavors - orange, red grape, mango and grapefruit. Resulting from a long-running effort made by Huiyuan's excellent R&D team, the "YAMI" beverages will appeal to the tastes and preferences of Southeast Asian consumers and will be sold through local sales channels related to Yeo Hiap Seng.

Photo -

Source: Huiyuan Juice

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