Zhou Hei Ya International Holdings Company Limited New Product Launch Conference

Exquisite Tastes beyond Imagination

Grand Debut of Zhou Hei Ya Crayfish

WUHAN, China, May 5, 2017 /PRNewswire/ -- A leading brand and retailer of casual braised food in China,  Zhou Hei Ya International Holdings Company Limited ("Zhou Hei Ya" or the "Group", SEHK stock code: 1458), held its new product launch conference at Sheraton Grand Wuhan Hankou Hotel, introducing Zhou Hei Ya Crayfish, the Group's latest key product and another masterpiece by Zhou Hei Ya.

Mr. ZHOU Fu Yu, founder and chairman of Zhou Hei Ya, announced the launch of Zhou Hei Ya Crayfish, the latest product of the Group

Zhou Hei Ya Crayfish uses crayfish from Qianjiang rice fields. Situated on the hinterland of the Hanjiang plain to the south of Hanjiang, Qianjiang City in Hubei Province possesses unique quality water resource. The aquaculture of growing rice and crayfish produces strong and fresh crayfish of great quality that is exclusively available in Qianjiang. Zhou Hei Ya uses ultrasound cleansing technology for thorough cleaning of the crayfish. The crayfish is then cooked in oil  for a quick-fry to retain the moisture of its meat. Braised in different spices of accurateratio, Zhou Hei Ya Crayfish captures the authentic taste of the crayfish and the unique spicy taste of Zhou Hei Ya. After years of research from the preliminary investigation stage, to analysis across brands and products, and repeated assessments, Zhou Hei Ya Crayfish is finally up for sale in the market.

To provide its customers with cleaner, healthier, safe and quality crayfish products that are up to standards, Zhou Hei Ya picks its raw ingredient from a pollution-free environment. To strictly control the quality of the entire production process and the food safety, the production facility is built in accordance to the "Architectural and Technical Code for Cleanroom in Food Industry", reaching the Cleanroom Classification Standards of Class 100,000 and products are packed with the Group's unique "keep-fresh" packaging during delivery.

Zhou Hei Ya's product launch conference has invited representatives from the government, experts from the China food industry, investors, analysts,  media from Mainland China and Hong Kong, the business partners of Zhou Hei Ya and customers to witness the birth of Zhou Hei Ya Crayfish.

Mr. Zhou Fuyu, Chairman of Zhou Hei Ya, said, "Braised products have a long-standing history in China and are loved by consumers. Our innovation and persistence in product quality makes our products stand out from our peers and is popularly received by young consumers. Today, we introduce the popular snack of crayfish to Zhou Hei Ya's product family. In the future, Zhou Hei Ya will continue to explore  opportunities to introduce  more new products to further diversify its product portfolio. We will continue to adhere to our company philosophy of 'More Entertainment, More Fun',  while  upholding food safety as top priority in  production,  so as to bring more safe and delicious food to our customers, expand the Group's source of revenue and bring more long-term benefits to the Group and our investors."

Mr. Hao Lixiao, Chief Executive Officer of Zhou Hei Ya, added, "Zhou Hei Ya Spicy Crayfish has untapped a new revenue stream for the Group, enriching our product portfolio. Food safety has always been our top  concern. Along all steps in the supply chain of Zhou Hei Ya Crayfish from raw ingredients merchandising, production, logistics and retail sales, the Group has strictly controlled the quality of the entire process, in order to assure the products are qualified with the national food safety standards."

About Zhou Hei Ya International Holdings Company Limited

Zhou Hei Ya International Holdings Company Limited ("Zhou Hei Ya", stock code: 1458.HK) is a leading brand and retailer of casual braised food in China. Zhou Hei Ya's products are popularly received in China, attracting consumers in different regions of China. As of 31 December 2016, "Zhou Hei Ya" products are sold and marketed in 778 self-operated retail stores in 43 cities covering 13 provinces and municipalities in China as well as established online channels. Zhou Hei Ya is also the first braised food company that has achieved a complete shift from selling unpackaged products to modified atmosphere packaging products. Zhou Hei Ya was successfully listed on the Main Board of the Hong Kong Stock Exchange on 11 November 2016, and was officially included in the Hang Seng Composite Mid-LargeCap Index on 6 March 2017. Zhou Hei Ya is also listed as one of the stocks eligible in the Shenzhen-Hong Kong Stock Connect and Shanghai-Hong Kong Stock Connect.

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