COMPETITION RAMPS UP FOR RTE BREAKFAST CEREALS IN CHINA
August 1st, 2018
Seeing strong growth in China’s adult-targeted, ready-to-eat (RTE) breakfast cereals sector, global cereals manufacturers are speeding up new product launches in China to stay competitive. Nestlé, for example, introduced Fitness Granola into China last May (2017), initially via its online stores. Imported from Belgium and targeting urban females, the product, currently priced on promotion at CNY39.90 (USD 5.80) per package (300g), has been promoted as a tasty, healthy way to start a day. Nestlé stresses that Fitness is a mixture of whole oats, dried ...
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