The dairy industry is entering an unprecedented period of transformation. Rising health awareness and growing demand for personalization are driving the shift from traditional staples toward more functional, nutritious, and specialized dairy products. Globally, demand for high-protein, probiotic, and tailored solutions targeting specific groups—such as children, seniors, and athletes—is accelerating. Meanwhile, technological innovation and digital tools are reshaping product development, supply chain management, and consumer experience. They enable companies to gain precise insights into consumer needs, accelerate product iteration, and achieve efficient engagement through digital channels.

How can the dairy industry, under the dual drivers of nutritional upgrading and technological empowerment, seize new opportunities, foster product innovation, strengthen brand differentiation, and achieve sustainable growth?

As one of the world’s dairy giants, Lactalis has been undergoing a transformation over the past decade—from a traditional dairy supplier to a leader in health-driven innovation. From Stonyfield’s organic yogurt to Kraft Heinz’s natural cheese, from Siggi’s Icelandic-style yogurt to the ongoing acquisition of Fonterra’s Mainland Group, Lactalis’s trajectory reflects the broader evolution of dairy enterprises amid the rising tides of health and premiumization. This shift goes beyond product reformulation; it represents a comprehensive reshaping of brand positioning and market strategy.

Schreiber Foods stands out in the dairy industry as a rare example of a company focused almost exclusively on cheese and related categories, yet achieving steady global expansion.According to Rabobank's 2025 Global Dairy 20 ranking, Schreiber has maintained steady revenue growth, securing the 13th position globally, with growth driven by steady volume increases across global markets rather than mergers and acquisitions. In the highly competitive and traditional cheese sector, Schreiber has earned the long-term trust of leading retail and foodservice giants through flexible product customization, a robust local service network, and deep customer collaboration. Underpinning this success is Schreiber’s unique growth logic and category evolution path across both mature and emerging markets.

From human milk oligosaccharides (HMOs) to functional probiotics, from novel cheese structure design to AI-driven formulation development, Yili Innovation Center Europe has spent the past decade advancing its vision of “driving industry through science, serving health through technology.” The center has achieved a series of influential breakthroughs across multiple frontiers of nutrition and technology. This journey is not only a real-world exploration of integrating scientific research with dairy innovation, but also a valuable model of cross-border R&D collaboration for dairy companies in China and around the world—demonstrating how science, industry, and consumers can form a positive cycle to build an innovation ecosystem for the future.

As consumers’ perception of dairy quality continues to rise, “great taste” is becoming a key differentiator in the chilled milk segment. From smooth texture and clean aftertaste to the absence of unwanted dairy notes or excessive heaviness, consumer expectations for milk’s sensory profile are becoming increasingly refined and demanding. Taste is no longer just a “natural outcome,” but a consumer experience that can be defined and perfected through technology.

In the chilled milk market, high protein, A2 milk, organic sourcing, and added flavors have become common strategies. Yet true innovation that addresses product pain points through process breakthroughs remains rare. Meiji’s “Exquisite Taste Milk” is one such pioneer. Leveraging NT oxygen-control technology, it effectively reduces dairy off-notes without added flavorings, while enhancing freshness and smoothness in the aftertaste. This creates a new path for chilled dairy—proving that “better taste” can also be achieved through technology.

High-Pressure Processing (HPP) is revolutionizing the storage and distribution of fresh milk. By preserving its original nutrition and taste, HPP can extend the shelf life of fresh milk from just a few days at ambient temperature to over 60 days. Studies show that milk treated with 600 MPa for 10 minutes maintains stable quality under 6°C refrigeration, retaining over 99% of its minerals while minimizing changes in acidity and pH, significantly enhancing both safety and sensory experience.

“Sour” was once a simple taste of everyday life, but under Classykiss’s hands, it has been transformed into a strikingly modern flavor experience. From Pink Guava Lemon Peach to Yellow Apricot Yellow Peach Plum, Classykiss’s “Sour Series” draws inspiration from regional cultures and local sour notes, skillfully blending salty, sour, fruity, and creamy dairy flavors. This bold approach pushes product innovation beyond conventions while maintaining the brand’s signature premium quality and attention to detail.

Amid the prevailing consumer trends of “health × taste × emotional value,” Classykiss is redefining what “premium” means with its sour yogurt—not as something expensive, but as a taste rich with story, detail, and culture.

Flavor innovation in yogurt is moving beyond “sweet and fruity” toward bolder and more cross-category experiments. Beyond the craze for local fruits such as guava and passion fruit, vegetable-flavored yogurts are quietly emerging—kale, beetroot, and even bitter melon are becoming new favorites on the ingredient list. This not only challenges consumers’ palates but also helps yogurt transcend its role as a “snack,” bridging into the realms of “light meals” and “functional dining.”

(Image source: Pexels)

Semaglutide has once again claimed the top spot in global pharmaceutical sales for the second quarter. GLP-1 drugs are reshaping consumers’ understanding of “weight management” and “metabolic health,” while also driving the food industry to shift from appetite stimulation toward precision nutritional support. As a major source of natural protein and micronutrients, will dairy be sidelined by the “appetite-suppressing” trend, or could it pivot to become a key provider of nutritional support for GLP-1 users?

In this “lifestyle revolution” triggered by pharmaceuticals, dairy brands may face challenges—but they could also be among the first categories to rebuild consumer trust and perceived value.

Amid the global protein boom, Danone’s Oikos brand has successfully emerged as one of the most representative high-protein yogurts in the North American market. In 2024, Oikos’ retail sales surged 40%, surpassing USD 1 billion in annual revenue for the first time. Through precise market positioning, dual optimization of taste and nutrition, and engaging, lifestyle-oriented brand communication, Oikos has not only won over the sports and fitness community but also made its way onto everyday family tables—becoming a star example of dairy functional upgrade.

How has Danone transformed a traditional dairy subcategory into a “high-protein daily nutrition solution” for the mass consumer?

Driven by consumption upgrades and growing health demands, the dairy industry is shifting from simply “filling up” to truly “eating well,” with nutrient density emerging as a new benchmark for dairy value. Nutrient density encompasses not only the content and bioavailability of core nutrients such as protein, calcium, and vitamins, but also extends to formula optimization, ingredient upgrading, and precision nutrition solutions for different consumer groups. As a global leader in dairy and nutritional science, Nestlé has made “nutrient density” a strategic priority for 2024, aiming to deliver higher nutritional value across its product portfolio within limited calories, while maintaining taste and sustainability.

This session will explore how nutritional density can drive a leap in dairy product performance—from scientific research to formulation to consumer education—offering actionable insights for the industry.

Amid the global wave of dairy industry upgrading, deep processing has become a key engine driving value growth. Beyond protein as a core nutrient, high-value ingredients such as whey peptides, lactoferrin, conjugated linoleic acid (CLA), and dairy-derived minerals are increasingly entering high-potential markets including functional foods, infant nutrition, sports nutrition, and medical nutrition. Through precise extraction and innovative application, these “hidden champion” ingredients not only enhance the nutritional density and functional value of dairy products but also open new growth trajectories for dairy companies.

According to NIQ data, against the backdrop of a slowing overall dairy market, total dairy sales across all channels in Q1 2025 fell by 6.9%, indicating mounting market pressure. To achieve breakthrough growth, companies must focus on both product innovation and channel strategy. New product development, functional dairy, and differentiated offerings have become key drivers for attracting consumers, while emerging online channels are performing exceptionally—content-driven e-commerce, for example, grew by 35.1%, highlighting how social and digital channels are rapidly reshaping dairy sales.

This session will explore how the deep integration of product innovation and new channel strategies can stimulate consumer demand, enhance brand influence, and identify best practices for dairy companies seeking growth in the era of digital transformation.

In the functionalization of the dairy industry, protein has become a key bridge connecting traditional dairy with sports nutrition. In response to consumption upgrades and the trend toward diversified nutrition, more companies are crossing traditional category boundaries to explore growth paths that combine “nutritional density + functionality.”

M-Action, a functional nutrition brand strategically incubated by Mengniu, sits at the forefront of this convergence. It serves not only as a strategic anchor in Mengniu’s functional dairy portfolio but also as a testbed for expansion into sports nutrition and precision health. 

In mature markets such as Europe, the U.S., and Australia, Kefir is rapidly moving from a niche beverage to mainstream popularity, thanks to its diverse microbial strains, gut health benefits, and natural fermentation properties. According to IMARC Group, the global Kefir market is projected to grow from USD 2.155 billion in 2024 to USD 3.679 billion by 2033, at a compound annual growth rate of 5.81%.

UK brand Bio-tiful has captured approximately 70% of the local market with its high-activity strains and health-focused positioning, posting a 646% profit increase in FY2024, becoming a leading example of the Kefir category’s rise.

Meanwhile, Chinese consumers are increasingly attentive to factors such as “strain count” and “functional benefits,” driving demand for functional dairy products. Kefir, originating from the Caucasus, may offer a promising breakthrough as a functional dairy innovation for the Chinese market.

(Image source: Bio-tiful)

In the highly competitive and seasonal ice cream market, Pobeice has carved out a distinctive growth path. Since its founding in 2020, the brand has quickly expanded from a regional player to a national presence across over 150 cities and 1,150+ stores. Leveraging a combination of “freshly made products + hit items + visually appealing designs,” it has stood out among young consumers.

Amidst a market characterized by price wars, innovation races, and visual competition, how has Pobeice managed to break through and differentiate itself in the freshly made ice cream segment?

AI is reinventing every beverage link—concept, flavor, production, channel, consumer. PepsiCo rolls out Salesforce Agentforce, embedding autonomous AI agents. ChaPanda's "AI + DevOps" model uses LLMs to lift R&D efficiency by 24%. Live cases fuel a practical Beverage AI Transformation White Paper that merges trends with step-by-step guidance.

Global brands now tie functional beverage R&D to "precise, time-specific consumption." PepsiCo's prebiotic cola adds health to the classic "fun drink"; Ringa blends organic apple-cider vinegar, agave inulin, and moringa fiber into a zero-sugar, lightly sparkling drink. PepsiCo's Poppi mixes prebiotics, fruit, and soda to win Gen Z and hit $500 M in 2024. Nestlé's Boost Shot, a pre-meal drink for GLP-1 users, targets "hunger management." With broad claims fading, the next wave will be delivering the right bottle to the right person at the right moment.

When coffee brands miss the mark, the problem isn't just competition—it's a perception gap. Luckin locks in office workers with rapid launches, sharp value, and smooth ops. NOWWA breaks into China's top tier by selling a Gen-Z lifestyle. Nestlé keeps reinventing itself, linking coffee to daily rituals and emotions, staying forever young. How can any coffee rewrite its consumer dialogue to stand apart?

Facing parents' health concerns and kids' flavor preferences, brands must balance taste, nutrition, regulatory compliance, clear functionality, trust, and emotional appeal. Children's beverages have shifted from "adjunct" to "dedicated" products. Danone's Alpro launched a kids' plant-milk line; Tim Tam Tummy offers kombucha with 3B probiotics plus daily vitamin C; Coca-Cola's Honest Kids focuses on sugar- and preservative-free fruit drinks. Creating a "kids love it, parents trust it" system is now central to category growth.

(Image source: Rippla)

Herbal drinks beat "formulation fatigue" by sourcing rare botanicals, crafting synergistic blends, and locking in science—validated efficacy, standardized extraction, proven stability. Cold extraction, fermentation, and cross-category spins with sparkling water, dairy, or coffee refresh formats. The next growth leap belongs to whoever is most precise, verifiable, and enjoyable, not just healthiest. Mastering food-medicine homology rules, wielding data to win trust, and delivering sensory-rich, health-centric experiences will decide whether these beverages become a lasting category.

The 24-hour drinking cycle gives brands insight into consumers' daily rhythms and real motivations. Consumers now expect drinks to match time, context, and mood, not just taste or thirst-quenching. Mornings call for gentle water or wellness teas; lunch demands balanced flavors; afternoons favor floral, tea-forward, or functional drinks; evenings highlight non- or low-alcohol beverages for emotion and social connection. Beverages are becoming "moment-defined." This session uses trends and case studies to map demand, decode consumer psychology, and inspire time-sensitive product strategies.

Coconut water stands at a crossroads of opportunity and risk. Its market share in the beverage industry has gradually risen from 0.64% in Q3 2024 to 1% in Q2 2025. Early movers like IF leveraged health-focused claims such as "natural electrolytes" and "sports hydration" to capture market share, reaching over 55% and generating annual revenues exceeding ¥1 billion. Riding the trend, more than 50 brands, including Luckin, FreeNow, and Coconut Palm, have entered the segment, while retailers like Freshippo, Sam's Club, and 7Fresh push coconut water into the ¥9.9/L price range. Affordable pricing has driven sales but sparked consumer concerns over "pure, additive-free" authenticity. While low prices boost volume, they risk eroding brand credibility and consumer trust. What will define the next growth curve for coconut water?

Plant-based beverages are upgrading from 1.0 to 2.0. Once marketed as "dairy alternatives" for hypoallergenic or low-fat benefits, plant-protein drinks were largely compensatory. Now, new-generation milks like oat and almond are surging, injecting fresh momentum. U.S. leader Califia Farms® launched Califia Farms Complete, delivering 8 g protein, all essential amino acids, and innovations using cashews and chickpeas. With global alternative-protein CAGR at 14.1% and China's plant-milk market projected above ¥300 B by 2025, brands that define "Plant Protein 2.0" first will capture the next billion-yuan wave.

(Image source: Califia Farms)

As mass-market teas lose appeal, RTD innovation pivots to regional flavors. ChaPanda blends glutinous rice + soy milk in Southwest China; Good Me uses dried-tangerine oolong and rice-water bases in Fujian/Guangdong; Mixue Ice Tea's peanut-red-date-millet drinks hit Henan fields via "wheat field delivery"; Guizhou's Qu Cha Shan taps local crops, serving 400 cups/h; Heytea's "Inspiration Tea" spans Sichuan pepper Dianhong to Tibetan Plateau Litsea cubeba papaya. This session maps how "regionalized flavor" unlocks local markets and consumer love for ready-to-drink teas.

Turmeric, known as the "Golden Spice of the East," has long been a star ingredient in the U.S., Europe, and Japan for joint health, liver support, and systemic anti-inflammatory benefits. Since 2010, when North America elevated turmeric from a "curry colorant" to the "gold standard of anti-inflammation," it has sparked a global wave of plant-based functional ingredients. China is quickly catching up: brands like Swisse, By-Health, and Tongrentang have launched products spanning capsules, gummies, oral liquids, and ready-to-drink solid beverages, continually innovating formats. Yet, the ingredient's inherent bitterness remains a barrier. Who can craft a turmeric beverage that makes consumers reach for a second sip? Chinese taste buds are waiting to be captivated.

HPP juice brands like VCLEANSE and IF now exceed RMB 500 million in annual sales. Freshippo's HPP Red Apple Juice grew 400% YoY in 2024, while new HPP shots often sell out. As superfoods like turmeric, ginger, and spirulina trend, HPP is expanding beyond fruits and vegetables. The challenge: using this technology to balance function with flavor innovation.

Ice cup sales are booming, with Freshippo, Nongfu Spring, and Lawson joining the trend. By June 2025, coffee ice-cup sales rose 60% YoY, fueling a new "ice-cup-plus-beverage" wave in coffee and tea. Commercial ice uses slow-flow freezing and layered techniques to create dense, slow-melting ice. Durable cups and heat-shrink lids ensure stability at -18 °C to -20 °C. Korea's GS25 pioneered the format in 2021 with its 7 cm Big Ball ice cup. This session highlights innovations in ice making and how ice cups are reshaping beverage consumption.

Carbonated beverages remain a key battlefield in the beverage industry, as evidenced by Nongfu Spring's sparkling iced tea, Dayao's annual sales exceeding 3 billion units, and Pepsi's 100,000-ton expansion project. The challenge lies in seamlessly integrating complex multi-flavor profiles with carbonation while maintaining CO₂ stability and long-lasting effervescence in tea, juice, or dairy-based formulas.

Developing functional sparkling beverages requires more than "adding ingredients"—it means balancing function, taste, and production stability. OLIPOP offers a research-driven model: focusing on gut health, the team partnered with Purdue and Baylor to create the patented OLISmart formula, combining 9–12 g of prebiotic fiber with plant bioactives. Natural sweeteners and fruit juice deliver low sugar without losing carbonation enjoyment. R&D solved solubility and flavor-stability challenges, enabling smooth scale-up. This session explores OLIPOP's path from patented formula to commercial success and the future of functional sparkling drinks.

(Image source: OLIPOP)

The rapid rise of HPP (High Pressure Processing) beverages has drawn wide industry attention, but HPP faces limits such as long cycles, high energy use, and scalability issues. PEF (Pulsed Electric Field) offers a faster, more efficient alternative: by applying short, high-voltage pulses to juice flow, it instantly disrupts microbial membranes, enabling sterilization within microseconds and continuous production. Compared with HPP, PEF consumes less energy and better preserves juice color, aroma, and nutrients. This session examines PEF's principles, applications, and outlook, highlighting its promise and challenges for the juice sector.

IWSR projects global low- and no-alcohol beverage sales will grow by $4 B by 2028. Suntory leads innovation with its ALL-FREE line, using plant extracts to build layered taste and "everyday drinkable" appeal. Asahi Zero surpassed 600,000 cases in 2024, doubling output to meet rising demand. De Soi, a French-style non-alcoholic sparkling brand, uses botanicals to offer a "lightly tipsy" experience. No-alcohol drinks are evolving beyond substitutes, establishing a "fourth occasion" between tea, soft drinks, and alcohol through plant extracts and natural fermentation.

(Image source: Suntory)

In the Starbucks-and-Luckin price-speed race, Peet's Coffee takes a measured approach. Skipping low-price promos and gimmicky menus, it builds trust with hand-brewed coffee from beans roasted within 21 days. In China, its "less-but-better" line, small-batch roasting, and in-store experiences drove double-digit 2024 sales growth and a 23.8% organic EBIT increase—proving growth beyond price wars and scale is possible.

The new generation of consumers demands more from "drinking water": it must hydrate while delighting the senses, be guilt-free yet full of flavor. KDP's Stur leverages a "zero sugar + real fruit extract" proposition to secure a leading position in the "natural water enhancer" segment. Meanwhile, Waterdrop innovates through flavor, offering 25 flavor cubes that transform drinking water from a basic necessity into a frequent, enjoyable ritual. How can flavored water deliver a rich sensory experience without compromising health? And how can flexible delivery formats promote more frequent, "on-the-go" hydration behaviors?

Freshippo's Turmeric, Ginger & Lemon Juice shot has gone viral, with its 100 ml concentrated formula attracting more than 2,000 repeat monthly buyers and topping the refrigerated-drink repurchase charts. In the UK, MOJU leveraged HPP for functional juices, reaching £20 million in 2023 with 71% year-on-year growth and a 62% market share. In 2025, Suntory's GINGER SHOT+ combined 100% concentrated juice with premium ginger for both sensory impact and daily wellness benefits.What drives the success of "shot-style functional drinks"?

With rising demand for low-sugar, low-calorie, naturally fermented drinks, De La Calle introduced Tepache—the traditional Mexican pineapple fermentation—in a packaged format to the U.S. market. Positioned in the health-beverage segment, the brand grew 100% in 2022 and quickly entered major retailers like Target, Whole Foods, and Kroger. Beyond health and innovation, De La Calle delivers cultural value, letting consumers experience Mexican tradition and lifestyle, elevating the brand from simply "selling products" to "sharing culture."

DFSY, after a two-year hiatus, launched its "Chenpi White Tea," combining premium white tea with aged tangerine peel to deliver a fresh and approachable flavor in a niche segment. Master Kong entered the segment with "Fresh Green Tea," leveraging low-temperature fresh-brewing techniques to enhance tea aroma. "Ripe Fruit" distinguished itself with a floral tea base and a smooth, naturally sweet profile, becoming the only top-five brand to achieve four consecutive quarters of growth.

This session will focus on flavor optimization and health functionality in unsweetened teas, exploring how brands can overcome the "low-sugar, bland taste" challenge and identify the next wave of growth within a mature market.

Consumers are seeking snacks that are not only tasty and fun, but also nutritious, convenient, and emotionally satisfying. This has led to a rise in cross-category flavor fusions, health-forward ingredients, and globally inspired local tastes. Yet, innovation comes with challenges: flavor trends change fast, product lifecycles are shortening, and delivering consistent taste remains complex. This session will analyze key flavor trends shaping 2025–2026. We'll explore how to decode consumer preferences and build a sharper, more future-ready innovation strategy.

From April 2023 to March 2025, global launches of snacks with health claims grew by 22% (Innova), with nuts and seeds leading the way. Heart health, energy support, and weight management are now the top three functional positions. As consumer demand evolves, the focus is shifting from single health claims to multi-functional, experience-driven products. This session explores opportunities and challenges in functional ingredient innovation, with insights from leading brands on formulation and consumer education.

With the U.S. FDA pushing to phase out synthetic colors, global food giants like Nestlé and Kraft Heinz have pledged to eliminate artificial colorants by 2026–2027. As the industry moves toward cleaner labels, can natural colors—through their vivid appearance and clean-label positioning—offer a competitive edge in product innovation?

Created in 1912 to fit in a sports jacket pocket, the "Sport" bar combined portability with a bold brand identity. Now sold in 100+ countries with $585 million in 2024 sales, Ritter Sport is known for its precision across form, flavor, and packaging. Its square shape, vibrant wrappers, and "snap-open" design deliver a unique experience. Inside, classic milk and dark chocolate are blended with nuts, grains, fruits, spices, or biscuits—resulting in over 50 textures and flavors, updated regularly with seasonal trends. This session explores how Ritter Sport uses structure, texture, and sensory design to engineer lasting appeal—and what brands can learn from its holistic innovation model.

(Image source: Ritter Sport)

Gummies are evolving beyond sweet treats into carriers of flavor, texture, and emotional value. Japanese ice pop brand Hokkyoku has transformed its iconic summer flavors into shelf-stable gummies—replicating the icy sensation of frozen treats through crystallization technology. Let's explore how confectionery innovation can use technology to transcend physical formats, recreate multisensory experiences, and inspire new directions for snack and bakery development.

(Image source: Hokkyoku)

Want to taste specialties from across Japan? Just visit a supermarket and pick up Koikeya's "Pride" chips. From Kobe beef and Kyoto yuzu to Kyushu seaweed soy sauce and Kumamoto grilled meat, Koikeya transforms iconic dishes into layered, flavor-rich snacks using local potatoes and corn. With a commitment to Japanese ingredients and meticulous flavor crafting, the brand reached ¥59.38 billion in consolidated sales in FY2025. How does Koikeya engineer taste? From flavor selection and ingredient sourcing to precise formulation—this is how chips rivaling real cuisine are born.

As low-sodium and clean-label trends grow, maintaining that "addictive" savory taste becomes a major R&D challenge. Sensory analysis offers a scientific approach. By combining Quantitative Descriptive Analysis with consumer testing, teams can quantify attributes like saltiness, aftertaste, and richness. Advanced tools like GC-MS and electronic tongues help identify key flavor compounds and build statistical flavor models. Will this method improves low-salt formulations across nuts, baked snacks, and cereal crisps?

In today's "emotional economy," looks often sell more than ingredients—visual delight can drive impulse purchases. Toyosu takes a unique approach, drawing inspiration from nature to shape rice snacks into watermelons, bamboo, cherry blossoms, snowmen, and sweet potatoes, delivering playful and comforting emotional value.

(Image source: Toyosu)

Ganyuan, a leading flavor nut brand, has built dominance with signature items like green peas, sunflower kernels, and broad beans. In response to health trends, Ganyuan innovates by applying freeze-drying to combine fruit and nuts—creating hits like mango cashews and freeze-dried nut blends. By precisely controlling fruit pulp ratio, particle size, and moisture content, the brand achieves a layered taste of fruity freshness and nutty richness, while maintaining nutrients and a crisp texture. This session will explore how process innovations like coating, freeze-drying, and chocolate layering enable multi-sensory snacking—and how technology powers Ganyuan's next growth curve.

"High-protein" has become a breakout label. Global launches of high-protein snacks are rising at 9% annually, with protein sources expanding from whey to plants like peas and chickpeas. Yet balancing nutrition and taste is difficult: protein often makes textures dry or hard; plant proteins bring beany notes; whey can turn bitter after heating. Processing methods such as extrusion and baking may further damage structure and flavor. The next wave of protein snacks is not just about "protein" but about "great taste".

AI is not only transforming information and manufacturing—it is profoundly reshaping health and nutrition. In the past, precision nutrition largely remained in theory and the lab: vast datasets on individual genetic differences, protein structures, and biomarkers made truly personalized nutrition costly and inefficient.

With rapid advances in AI algorithms and computing power, capabilities in data processing and pattern recognition have surged, making the real-world adoption of precision nutrition increasingly feasible:

-Milestones: What landmark AI breakthroughs have emerged over the past three years across genomics, proteomics, and nutritional science?

-Scale-up readiness: How far are we from large-scale adoption in terms of technology, cost, and consumer acceptance?

-Lowering the barrier: How can AI reduce the threshold for delivering customized nutrition plans?

-Looking to 2030: In which areas of health and nutrition is AI poised to drive disruptive change?

China is entering a high-growth phase of diabetes and glucose intolerance prevalence. By 2023, the number of diabetes patients had reached 233 million. Between 2005 and 2023, the age-standardized prevalence rate increased by nearly 50%, with a pronounced trend of younger onset.

Traditional “one-size-fits-all” interventions are showing diminishing effectiveness when faced with diverse populations and complex metabolic profiles. In response, personalized glucose management—integrating continuous glucose monitoring (CGM), dietary and nutrition algorithms, microbiome insights, genetic data, and lifestyle profiling—is emerging as the new frontier of precision diabetes care.

Public data shows that in 2023, China’s low-GI food market reached a sales value of around 130 billion RMB, and is projected to surpass 200 billion RMB by 2030. Retailers are actively joining the race, leveraging health-focused labels to strengthen their brand positioning in consumers’ minds.

At its core, the value of low-GI products lies in offering people with glucose-control needs the confidence to “eat without fear.”

In recent years, GLP-1 receptor agonists have ushered in a new era in obesity drug development. While much attention has been focused on GLP-1, a groundbreaking study from Dr. Jonathan Long’s team at Stanford University, published in Nature, has revealed a weight-regulation pathway independent of GLP-1 mechanisms.

This newly identified pathway is driven by taurine and its metabolite N-acetyltaurine, which modulate the enzyme PTER, thereby influencing appetite and energy balance.

Could taurine—a compound commonly found in energy drinks—become the foundation of a new frontier in weight management?

GLP-1 drugs are sweeping the globe, reshaping the weight management landscape.

 Yet as questions around efficacy, side effects, cost, and accessibility emerge, growing attention is shifting to the “post-GLP-1 era.” Diverse approaches—ranging from nutritional interventions and functional foods to metabolic health formulations—are entering the field.

What structural changes has the GLP-1 boom already triggered? And as the market normalizes or cools, where will the next wave of innovation and business opportunities in weight management arise?

By the end of 2024, China’s population aged 60 and above had reached 310 million, marking the silver economy’s entry into an unprecedented golden era. Unlike the past, when the focus was primarily on extending lifespan, today’s consumers aspire to “not just live longer, but live better.” Under the concept of active aging, the silver economy’s audience is expanding to younger groups who value functional health, quality of life, and emotional fulfillment.

This shift not only represents a vast opportunity for the health and elderly care industries, but also signals the continuous emergence of new products, services, and lifestyle scenarios.

Chronic inflammation drives aging, but existing anti-inflammatory methods often weaken immune defenses. A Nature study by Harvard and Duke scientists identified WSTF protein as a precise target: it declines only in chronic inflammation, silences pro-inflammatory genes, and curbs pro-aging signals. This discovery offers new possibilities for anti-aging research and future precision nutrition and health solutions.

For decades, “eating less to live longer” has been a cornerstone of aging research, yet its molecular mechanism remained elusive. A Xiamen University team led by a CAS academician published two *Nature* papers identifying lithocholic acid (LCA)—a gut microbiota–derived bile acid—as a natural molecule that mimics calorie restriction. LCA activates the AMPK pathway and delays aging in multiple animal models: extending worm and fly lifespans, increasing mouse lifespan by \~5%, and improving muscle strength and metabolic vitality. This breakthrough not only fills a missing link in the “calorie restriction–longevity” chain but also offers a novel target for longevity therapeutics—pointing to the possibility of extending healthy lifespan without enduring hunger.

Creatine’s global rise illustrates how a niche functional ingredient can break out: originally focused on fitness and sports nutrition, it gained mass awareness through viral social media, especially TikTok, boosting category sales and brand penetration.

According to SPINS data for the 52 weeks ending March 24, 2024, creatine supplement sales reached $71 million, representing a 95.5% CAGR from 2022–2024.

In the probiotic world, Akkermansia muciniphila (AKK) has emerged as a hot “dark horse.” Beyond supporting gut barrier integrity and immune regulation, it shows transformative effects on metabolic health, weight management, and inflammation control. Multiple studies link AKK directly to reduced obesity and diabetes risk, earning it recognition as a next-generation probiotic.

On June 26, 2024, Danone made a major investment to acquire Belgium’s The Akkermansia Company, fast-tracking the commercial rollout of this star strain. From premium functional yogurts to precision nutrition packs and future personalized health solutions, AKK is moving from research papers straight into consumers’ carts. This represents not only a convergence of scientific innovation and capital strategy but also a potential starting point for the next wave of global gut health market growth.

With fragmented information and complex behavior, capturing true brand insights is harder than ever. Surveys often say “health first,” yet real choices show “price and taste first,” leading to misjudgments.

Genki Forest has still launched hits: sugar-free in 2018, electrolyte water in 2021, and “Zizai Water” in 2023—driven by bold ideas, fast trial and error, and sharp spotting of opportunities.

In a world where “data is real, behavior fragmented, and motives hidden,” how can brands rebuild insight logic, separate pseudo-demand from real motivations, and return to human essence to maximize ROI?

Data can show what consumers click or buy, but it does not guarantee trust or cultural resonance. In the emotion-driven food and beverage industry, people seek not just products but also lifestyles and identities.

KitKat, though a British chocolate, built a unique path in Japan by linking its name to Kitto Katsu (“sure to win”), becoming a good-luck charm during exams. With gift boxes, regional editions, seasonal specials, and 400+ flavors, it evolved into both a collectible and a cultural symbol woven into daily rituals.

This raises key questions: How can brands identify and amplify cultural touchpoints? How can cultural meaning be translated into products and content? And how can they avoid missteps while building lasting cultural resonance?

Kraft Heinz North America’s CMO notes that in today’s flood of information, consumers feel emotionally detached. To stand out, brands must act as a “harbor” offering stability and hope. The competition ahead is less about function or price, and more about who can win emotional resonance.

Saturnbird’s coffee capsules are photographed and shared as lifestyle symbols; Coca-Cola’s “Share a Coke” bottles spark identity recognition through names; Ben & Jerry’s ties consumption to values like peace and sustainability.

So, how can brands use visual language, content, and values to move beyond features, forging emotional bonds that shift users from simply “choosing” to truly “identifying” with the brand?

In today’s world, consumers are emotionally nuanced and highly perceptive, making authenticity a crucial driver of long-term trust. How can brands translate authenticity into creativity and commerce, moving from emotional resonance to rational conversion?

Grey’s two standout campaigns provide clear answers:

 - Corona Cero – For Every Golden Moment: Expanded Olympic “golden moments” into daily life, inspiring authentic relaxation and celebration, and delivering triple-digit growth in 2024.

 - Stella Artois Advertising Series: Captured desires for order, calm, and quality through poetic visuals, winning 9 Cannes Lions and turning emotional resonance into stronger perception, premium, and loyalty.

(Image source: Grey)

Amid traffic anxiety, fragmented channels, and constant product launches, many F&B brands fall into a “hit-driven” trap, losing patience for long-term strategy. CMOs are torn between sales KPIs and brand equity:

- Are rapid launches nurturing the brand or depleting it?

- How to avoid “hot product, forgotten brand”?

- How to measure, manage, and embed brand equity as lasting competitiveness?

Under growth pressure, how can companies build a brand asset operating system, balance launch cadence with core value accumulation, and align organizations with long-termism? What answers will giants like Mengniu, Budweiser, and Coca-Cola provide?

Chick-fil-A, the U.S. fried chicken chain that spends little on advertising, generated $22.7B in 2024 with over 30% of the chicken QSR market and has topped the ACSI satisfaction index for 11 consecutive years. Unlike rivals expanding across categories, it has stayed focused on chicken sandwiches, winning loyalty through “experience equity.” From warm service and thoughtful drive-thru or table interactions, to the signature “My pleasure” and even family-oriented streaming content, every touchpoint conveys care and respect. By fostering emotional belonging through consistent experiences, Chick-fil-A drives repeat choice and advocacy. Could experiential marketing be the foundation of sustained growth—and how can other brands define their own?

The value of membership retail lies not only in curated SKUs and pricing, but in the trust of “I believe you will choose for me.” Yet when high-repeat items quietly disappear, replaced by vague new launches, that trust erodes quickly. Trust is not static stock but a dynamic asset requiring constant management.

This session will bring together brand leaders, retailers, crisis PR, and consumer insight experts to examine “the cost of trust” and the operating logic behind it—from product value delivery to trust asset management, public sentiment response, and communication strategy.

KitKat sparked debate over “whether you should snap before eating,” driving a TikTok engagement rate of 11.16%—four times the industry average. The “Mammoth Meatball” earned 13 billion impressions and $120 million in media value, with 95.7% of consumers saying they would try cultured meat. Malee turned a “lonely canned fruit” into a social media sensation, boosting sales by 20%.

In today’s attention-scarce environment, advertising is no longer just about storytelling—it must create organic buzz that fuels word-of-mouth. So how can brands design ideas that are inherently controversial and discussion-worthy, motivating consumers to spread them voluntarily?

Biscoff has never sought the spotlight in coffee, yet with 93 years of focus on one caramel-cinnamon flavor, it has become the global default in coffee moments.

Positioned as a “supporting role,” it built lead-brand recognition and premium equity—not through constant innovation, but through mastery of a single product. That flavor transcended categories, extending into ice cream, cakes, mooncakes, and spreads, even deepening memory when absent elsewhere. By anchoring itself in high-emotion occasions—cafés, airplanes, festive baking—and leveraging crossovers, Biscoff has bound its brand to a “familiar comfort.”

In a world of fast-fading fads, how does Biscoff turn a single product into global penetration—and how can a “supporting role” accumulate enduring value?

With traffic plateauing and decision paths lengthening, brands often see exposure without conversion. Success lies not in visibility but in presence within the right scenario: usage defines value, consumption builds memory, and transaction triggers action. In Chongqing–Chengdu Lawson stores, Bushuaila turned outlets “brand blue” to echo Lawson, linking post-heat hydration, immersive cooling, and shelf placement to drive instant conversion. How can brands design such scenario loops so every encounter feels natural, precise, and seamlessly part of daily life?

Europe’s largest frozen food company Nomad Foods (Birds Eye, Findus, Iglo) drove 2023 growth mainly through price increases. But as inflation eased and pricing power waned, consumers shifted rapidly to private labels.

In 2024, Nomad Foods launched an “all-out offensive,” refocusing on marketing and innovation to reignite growth: ad and promo spend rose nearly 30%, targeted at “must-win” categories; revenue management emphasized demand creation over discounting; legacy assets like Birds Eye were revitalized and extended into snacking occasions; bold in-store activations and cross-category Master Brand campaigns amplified resonance. This demand-driven strategy not only optimized the portfolio but also expanded margins.

The question is: how can Nomad Foods sustain growth under pricing pressure and intensifying competition—through precise marketing and innovation?

In the era of short video and social media, content is the main battlefield for brand growth. Yet many still follow the old “produce, post, wait” logic, resulting in short-lived, low-efficiency work. An effective system should be productized—modular, multi-platform, and reusable. 

Coca-Cola’s Share a Coke created a global template; McDonald’s built modular “Hash Brown at Breakfast” assets; Saturnbird unified its story under “Sustainable Coffee Living”; Eastroc activated modules like “hard work” and “late-night hustle.” Each turned content into repeatable growth assets—extending lifecycle, broadening reach, maximizing ROI. 

In a culture chasing virality, how can brands build a sustainable content system that transforms one idea into a long-term, reusable asset?

As young consumers embrace “light tipsiness,” huangjiu’s share has dropped below 2%, still tied to “health culture.” Kuaijishan broke the ceiling with its sparkling huangjiu One Day, One Buzz, positioned as a “Chinese beer” for low-alcohol, trendy tastes. During 618, it topped Douyin and sold 100x more than all rivals combined, boosting market cap from RMB 5B to 12B. As the face of a new drinking mindset, how can insights, innovation, scenarios, and organizational alignment fuel a youth-oriented growth flywheel?

Since 2019, the line between advertising and retail has blurred, with retailers shifting from “selling products” to “selling ads.” Retail media has become the world’s fastest-growing ad channel. GroupM projects it will surpass USD 125 billion in 2024, accounting for over 20% of global ad spend, and maintain double-digit growth over the next five years. Retail media is also evolving from onsite performance ads to full-funnel, omnichannel strategies. Yet as budgets disperse across teams, how can brands balance monetization with user experience, and measure ROI to enable cross-team alignment? This session will feature Walmart, Hershey’s, JD.com, and FamilyMart sharing trends and practical cases.

McKinsey notes a common challenge for global CEOs: abundant data, little monetization. Despite heavy investment in data warehouses and analytics, one-third of executives believe value remains untapped. The food and beverage sector is even more constrained—over 90% of its data is unstructured social content, with fragmented touchpoints and broken journeys limiting actionable insight. True transformation lies in breaking silos, improving usability, and enabling data-driven growth. McKinsey projects that within five years, 22% of brand managers’ daily tasks could be automated, boosting marketing strategy efficiency by 10% and monitoring efficiency by 40%.

This session will explore: How can brands advance data structuring, unlock value across collection, integration, and execution, and eliminate “data islands” to pave the way for AI adoption?

AI in F&B has moved from trials to scale. Leaders show gains in R&D, supply and personalization, yet many—esp. SMEs—still struggle to execute. Too often AI is seen as automation; its power rests on quality, updated data. In marketing, precise data enables personalization and immersion.

 ○ Where do humans beat machines—and where does AI add value?

 ○ How can AI close the loop from insight to execution?

 ○ Beyond R&D, supply, marketing, packaging—what else can AI improve?

 ○ How can empathy be embedded to deepen care?

 ○ In AI-driven creativity, how can brands balance efficiency and authenticity?

In 2024, Heineken boosted its global data and AI capabilities through new tools and stronger data literacy, driving efficiency and transformation. By 2025, its first global GenAI Lab launched, accelerating the company’s AI strategy.

As Ronald, Heineken’s Chief Digital & Technology Officer, noted, consumer goods companies are all balancing intuition, experience, and data. Yet with 200B+ new data points generated in the past decade, traditional decision-making cannot keep pace. The real value of AI lies in turning massive data into actionable business insight.

Beyond deployment, Heineken emphasizes data usability and responsible governance, aiming for AI tools to be fully embedded in operations and widely adopted.

Key questions: How is Heineken turning AI into a long-term strategic engine? And what lessons can other consumer brands draw from its journey?

(Image source: Heineken)

As consumer journeys lengthen and decisions grow more complex, brand growth is no longer about isolated wins but about orchestrated chains. From consumer insight, content creation, and smart media buying to conversion and retention, AI is permeating every stage—shifting growth from intuition to data-driven precision.

This session will explore AI’s practical applications across five core nodes—insight, content, targeting, conversion, and repurchase—and discuss how brands can evolve from human + AI collaboration to AI-led with human oversight, building an efficient and controllable engine for future growth.

With consumer segmentation accelerating, the target audiences for food and beverage brands are more diverse than ever—spanning generations, lifestyles, and value systems, with increasingly refined demands. Against this backdrop, how can packaging precisely resonate with the aesthetics and value orientations of distinct consumer segments? In the instant interplay between rational choice and emotional impulse, how can brands compel different groups to pause and engage? Grounded in consumer insight, brands can systematize color, structure, and cultural codes to build packaging strategies tailored to varied demographics and consumption contexts. 

By 2024, China's elderly population reached 310 million—22% of the total population—marking its entry into a moderately aged society. Yet, many food and beverage packages still fall short in addressing the needs of senior consumers. This session will examine the core principles of age-friendly packaging design: legibility , ease of opening, and trust-building . Beyond meeting functional requirements, we will explore how packaging can also deliver a sense of emotional care to this growing demographic.

According to the 2025 Emotional Consumption Trend Report, China's emotional consumption market is expected to surpass RMB 2 trillion by 2025. Consumers are no longer satisfied with material ownership alone—they seek self-expression, emotional resonance, and a sense of connection, and are willing to pay for experiences that bring joy and recognition. This shift is also shaping packaging design. From IP collaborations and dopamine-inspired color palettes to cultural motifs and traditional crafts, packaging now adds playfulness and emotional layers to everyday eating and drinking. 

"Get in the bowl!"—a playful ad that turned the M&M'S characters into one of the world's most recognizable brand IPs. By 2016, M&M'S had already become a billion-dollar brand under Mars, with its iconic characters serving as the emotional bridge between consumers and the product. Each character brings chocolate to life through distinct personalities: the tall and goofy Yellow, the witty Red, the confident Green, the anxious Orange, the laid-back Blue... These vibrant personas not only humanize the brand but also make it instantly memorable and shareable worldwide. From character creation to lifecycle management, building an IP matrix is a long-term system for brands. 

(Image source: Mars China)

When a brand builds clear rules for visuals, structure, messaging, and extensions, new products can be developed quickly and replicated at low cost. On shelf, all SKUs present as a cohesive "family," consistent from near to far. Saturnbird uses mini cups with a numbering system to streamline launches and reinforce brand symbols; Mizone relies on gradient colors and fluid bottle shapes for instant recognition; Guozishule applies illustrative strokes to convey handmade warmth and extend naturally across lines. Once such a system is in place, packaging evolves from a mere container into a sustainable brand asset.

Research shows that with cost unchanged, effective color design can add 10–25% in product value. Color not only influences purchase decisions and brand growth—it also acts as a "translator" of flavor.

This session explores:

- How colors trigger sensory associations: red suggests sweetness, green freshness, yellow sourness.

- Cross-cultural differences in flavor perception linked to the same color.

- How color works differently on the shelf versus online, and how to optimize for each channel.

In today's crowded shelves and visual overload, it has become increasingly difficult for brands to leave an instant impression. To overcome "visual fatigue," beverage brands like Minute Maid and other brands have introduced scented packaging with prompts such as "rub to smell." A burst of fruity or floral aroma matching the flavor delivers a moment of delight that embeds itself in consumers' sensory memory.

From scent selection to interactive cues, from shelf engagement to social sharing, this session explores how packaging transforms fragrance into a golden touchpoint that drives purchase, connection, and repeat sales.

Nestlé is harnessing digital packaging to balance speed, cost, and personalization. Through digital twin technology, it builds 3D packaging models that can be instantly adapted for markets and campaigns, cutting photo-shoot costs and accelerating product launches. By 2027, Nestlé plans to create over 10,000 such models. Meanwhile, AI-powered QR codes transform packaging into an interactive gateway, delivering personalized recipes, product recommendations, and traceability. Packaging is no longer static—it becomes a dynamic interface between brand and consumer, and a new digital touchpoint for retailers.

Paper packaging offers endless possibilities—not only in look and feel but also in forming techniques, structural design, and material combinations. This workshop will guide participants through real-life samples, unpacking innovative applications in printing finishes, structural forms, and material choices.

McDonald's TableToGo turns the inconvenience of eating on the go into a playful interaction: with a simple fold, a stable table can be set up on roadside poles for a comfortable dining experience anywhere. Packaging shifts from mere container to functional tool, enhancing the mealtime moment. The concept boosted sales during Milan Fashion Week, went viral on social media, and won a 2024 D&AD Award. Starting from TableToGo, this session explores how interactive packaging can balance function and fun while generating lasting commercial value.

(Image source: Leo Burnett)

Since its launch in 1971, Nissin Cup Noodles has sold over 50 billion units worldwide and generated $5.04 billion in revenue in 2023. Its packaging strategy combines series consistency with high recognition: a unified cup shape, logo placement, and core visual layout ensure instant shelf identification, while color coding, illustrations, and playful elements differentiate flavors and inject freshness. From localized designs reflecting cultural tastes to limited editions, Cup Noodles has evolved into a collectible icon. This session unpacks Nissin's design framework, showing how systematic yet creative packaging can deliver both global recognition and emotional engagement across diverse consumer groups.

(Image source: Nissin)

In 2013, RxBar was lost in the crowded protein bar market, with its "clean label" message failing to stand out. The breakthrough came in 2015 with a bold redesign: placing the core ingredients front and center in oversized type—3 Egg Whites, 6 Almonds, 4 Cashews, 2 Dates, No B.S.—while using solid colors for flavor coding and pushing the logo to the corner. The packaging itself became the ad, driving instant recognition and eventually leading to a $600M acquisition by Kellogg's. In 2024, the team extended this philosophy with David, a high-protein brand that sold over 1 million bars in just six weeks. Beyond listing ingredients, the success lies in typography, color, materials, and proportion—showing how design precision can turn packaging into a growth engine.

(Image source: RxBar)

Founded in 1915, XueTaiFeng earned global acclaim with its signature "Ice Oil," winning gold at the Panama–Pacific Expo. But in a fast-paced, youth-driven market, how can a heritage condiment brand stay relevant? XueTaiFeng's answer: soy sauce in single-use capsules, echoing the elegance and convenience of coffee pods. These chic, precisely portioned servings reduce waste, prevent contamination, and elevate the user experience—transforming sauce use into a small ritual. This innovative format helped the brand achieve a 41.7% repurchase rate among younger consumers. 

As Chinese brands go global, packaging becomes their first impression abroad. Chi Forest entered Amazon's U.S. top 10 sparkling water list in 2021 and landed in all Costco stores nationwide by 2023. To succeed on foreign shelves, Chi Forest retained its signature white background, soft hues, and calligraphic logo—subtly rebranding "Chi" for cross-cultural resonance. It also swapped PET bottles for aluminum cans to match U.S. market preferences and reformatted its messaging with bold, universal claims like "0 Sugar" and "0 Calories." This session explores how Chinese brands like Chi Forest balance brand identity with local aesthetics, material expectations, and communication clarity—turning packaging into a global growth engine.

(Image source: Chi Forest)

On its 40th anniversary, 7-Eleven Japan launched a bold redesign of over 1,700 private-label products—embedding design thinking into pricing, assortment, and shelf strategy. With a clear tiered system ("Daily," "Premium," "Gold"), unified shelf visuals, and packaging that looks good even off the shelf, design became a tool to simplify choices and strengthen brand equity. The result? Record-breaking sales and profits for three consecutive years. Its flagship "Seven Café" became Japan's top-selling coffee in its launch year and continues to lead the market. This session unpacks how 7-Eleven turned design into a repeatable business method—impacting packaging, shelf presence, and in-store experience.

(Image source: kashiwasato)

In membership-based retail like Walmart and Sam's Club, Retail Ready Packaging (RRP) and Products Display Quickly (PDQ) are standard. Growing twice as fast as conventional formats, they follow the "5 Easy" principles: easy to identify, open, shelf, shop, and dispose—streamlining stocking while boosting sales. This session explores why shelf-ready design is favored in global retail, what structural and informational elements matter most, and how RRP/PDQ packaging satisfies logistics, display, and marketing needs at once. 

Between 2022 and 2024, the share of innovative private-label products grew from 11% to 26%, making it the fastest-growing segment worldwide. From Sam's Club, Costco, and Aldi to Freshippo and Pangdonglai, retailers are rapidly building their own private-label portfolios. This session explores how packaging—through both materials and visual design—can help retailers establish private labels as trustworthy, recognizable, and competitive brand systems.

Functional benefits are no longer the sole measure of a product's value. Emotional resonance and sensory appeal are increasingly driving purchase decisions.

For younger consumers, emotional buying means seeking products that offer aesthetic appeal, playful experiences, and self-expression. For older consumers, it means products that deliver comfort, nostalgia, and a sense of emotional security.

As this shift accelerates, the emotion economy is emerging as a new driver of product strategy and growth.

This session explores:

- How can buyers identify emotional needs across generations and build more targeted selection strategies?

- How can assortment innovation meet both Gen Z's emotional impulses and seniors' psychological needs to unlock cross-generational growth?

- What emerging micro-trends in F&B's emotion economy should buyers watch to stay ahead?

As consumers grow more sensitive to widely available, lookalike products, membership retailers like Sam's Club must rethink supplier selection and brand portfolio strategy.

This session explores:

- Why are shoppers unwilling to pay a premium for products they can find anywhere?

- How can exclusivity—through custom formulations, unique packaging, and added services—create perceived value and justify premium pricing?

The choice of purchase channels is closely related to consumers' lifestyle habits, while preferences for segmented categories reflect the unique characteristics of consumer groups. By tracking these key clues, we can build a panoramic information network to deeply analyze the purchasing behaviors of different groups and uncover potential growth opportunities.

Is the market too vast? Don’t worry, FBIF has already organized the latest full-chain insights for you: Starting from the classic "People, Product, and Place" theory, this report provides an intuitive overview of the current consumption landscape in the Chinese market, helping you precisely identify the next growth point in a rapidly changing market environment.

Five years ago, Wang Yi founded Xiao Huang Xiang and secured angel investment from ZhenFund with just a PowerPoint presentation. His story is simple: a father who wanted to make healthy breakfasts for his child.

From deep cultivation to innovation, how did Xiao Huang Xiang turn the market around and grow rapidly? This topic will unveil the secret to Xiao Huang Xiang's success and explore how to create resilient, great products through innovation and iteration, standing out in a highly competitive industry with the simplest approach.

Since listing in 2015, HBAF (silent "H") became a leading nut brand in South Korea, with its flavored almonds sold in 25 countries. The honey butter flavor alone has sold 200 million packs. In 2024, annual sales reached 109.2 billion KRW (about 565 million RMB). From a 10 billion debt-ridden distributor to a category innovator, how did HBAF succeed?

(Image source: HBAF)

Many star products from e-commerce platforms fall victim to the "internet celebrity curse": once enjoying online benefits, they often plateau when entering offline markets, eventually declining as brand momentum fades.

1. From Online Brand to Omnichannel Brand: How did they break through new channel plateaus to achieve cross-boundary growth?

2. From Bestseller to Product Portfolio: How did product innovation strengthen their business model, ensuring long-term brand competitiveness?

Today, consumers' expectations go beyond just purchasing a good product; they want to see the brand values and lifestyle the product represents.

According to a joint survey by Rednote and Nielsen, 33% of buyers of emerging food and beverage brands purchase because they "identify with the brand's tone and values, feeling understood by the brand." The demand for "personalized" products also brings higher added value and user loyalty.

As Tirol Choco approaches its 123rd anniversary, it continues to release over 100 new products each year, maintaining impressive sales of 700 million chocolates annually. Its signature 3x3 cm square shape with multi-layered fillings, paired with fun packaging designs, gives the product limitless creativity.

(Image source: Tirol Choco; Co-op Kobe)

In just two years, TangSanLiang, a startup brand, successfully attracted nearly 10 million yuan in angel investment from Challenjer Venture. The revolutionary business model created by TangSanLiang answers two key questions:

1. How can consumers enjoy a good drink at the lowest cost?

The charm of alcohol lies in its "basic need." By radically cutting all additional costs and focusing on the essence of "taste," the brand has reintegrated alcohol into daily life habits.

2. How can a liquor store be opened at the lowest cost?

By creating a warm, accessible consumer experience and offering popular products in small, community-focused gatherings, TangSanLiang has developed a retail model that is completely different from traditional liquor shops.

The charm of sparkling goes far beyond its taste and texture; it's in the all-encompassing sensory experience it brings—sight, sound, touch, and even the collision and resonance of emotions. From intense stimulation to soft, smooth bubbles, from rapid bursts to gradual releases, the diverse expressions of sparkling allow it to fit into various scenarios, from self-indulgent parties to delicate wellness rituals. Each sip of sparkling can evoke different emotional responses.

Six years after Chi Forest revolutionized sparkling water in 2019, the 33.8 billion market is seeing an upgrade from "traditional carbonated drinks" to "modern sodas."

Sparkling beverages bring refreshing, delightful tastes, sparking the rise of categories like kefir, kombucha, and alcohol-free beer. "Sparkling+" has become a key logic in food and beverage innovation, with brands like Nongfu Spring, Lemon Republic, and Kuaiji Mountain launching unique sparkling products to attract younger consumers.

Sparkling innovation points to a fresher, more emotional direction in food and beverage. Yet, questions remain:

1. How can we overcome health concerns and dispel the "unhealthy" image?

2. Can sparkling drinks break seasonal limits and find growth in new scenarios?

3. With similar global trends, how can we expand overseas for growth?

Consumer demand for "freshness" is continuously rising, with emerging categories like coconut water, fruit and vegetable juices, and iced cups gaining popularity. These categories, often characterized by high levels of homogeneity, have become a battleground for many companies.

As leading brands with stronger technology and supply chains enter the competition, how can smaller brands break through?

Many traditional food categories are widely available in households but lack a well-known brand. One major issue is that many brands appear outdated compared to modern aesthetics; a deeper problem lies in the lack of standardized production systems.

At the same time, the success of brands like YiMiBa, YanZhongTian, and GuoXiaoFan proves that consumers aren't rejecting traditional agricultural products, but rather seeking these products to evolve with the times.

How can we break the "overlooked" dilemma of traditional processed foods? From supply chain standardization to brand building, how can brands stand out in a chaotic, rapidly growing market and turn category pain points into brand opportunities?

As regional flavors gain increasing popularity among consumers, ChuanWaZi has successfully unlocked a 1 billion market with its Sichuan chili sauce, becoming a model of explosive growth in the niche, "small but beautiful" segment. As early as 2018, ChuanWaZi began expanding into overseas markets, and its products are now sold in over 40 countries and regions, including North America, Europe, and Southeast Asia, becoming one of the world’s best-selling condiment brands.

The success of ChuanWaZi chili sauce offers valuable insights into the innovation and expansion of local flavor products:

· How to solidify product strength and strike a balance between regional flavour and mainstream taste?

· How to find sustainable growth breakthroughs through strengthening the supply chain and integrating multiple channels?

· How to build stronger market competitiveness through an interconnected industrial ecosystem?

(Image source: ChuanWaZi)

How can a brand maximize its product advantages while deeply embedding itself in consumers' minds?

A smart strategy is to adopt a "supporting role" approach, positioning the product as a complement and expanding its usage scenarios.

In addition to classic Oreos, Belgian brand Biscoff has expanded from coffee companion to spread and collaborated with McDonald's, KitKat, and Holiland on ice cream, biscuits, and cheesecake. Samyang Foods, with its spicy fire noodles, is now the second-largest Korean food company by market value.

By shifting the focus from "category" to "flavor," the brand not only expanded its innovation space but also rejuvenated its product across different settings. Precise market positioning and a focus on product strengths not only amplified brand influence but also created limitless growth potential.

The food and beverage industry is witnessing the rise of a new wave of 90s-born leaders. This panel invites several 90s-generation brand heads to share their perspectives on:

· Where do they see opportunities in the future consumer market?

· What are the changes and constants for food and beverage brands in the new era?

· How can innovative positioning lead industry trends?

Research shows that over 30% of the new income from Post-Z generations will be spent on trend culture, IP collaborations, and immersive experiences. Today, food and beverage brands no longer just meet functional needs; more and more young people associate them with personal emotions and social identity. Accurately capturing the emotional needs of this generation has become a key challenge for brand success.

Liquid Death, one of the most attuned brands to young people, has reached a $1.4 billion valuation in just six years and attracts 42% of American Gen Z consumers. It doesn’t just sell bottled water, but embodies the concept of "punk wellness"—striking a chord with Gen Z's restless mindset, which is key to its rise.

How can brands create a strong emotional connection with Gen Z through product messaging? Liquid Death's success may offer a vivid example of emotional marketing for all brands.

(Image source: Liquid Death)

The ACGN (Anime, Comics, Games and Novels) sector has become one of today’s most representative emerging economic fields, attracting countless brands and businesses. This community is known for its high enthusiasm and loyalty, with many willing to spend heavily on their favorite characters or works. There's even a self-deprecating saying: "The money in ACGN is the easiest to make (or trick)." This reflects the immense potential and business opportunities within the ACGN market.

In the world of ACGN economics, the premium attached to IPs and characters, along with massive traffic, makes this market highly attractive. For brands, the ACGN economy is not just a mysterious realm but a growth pool filled with vast opportunities and challenges.

Have you ever wondered what products today's young people truly love? What kind of creative sparks can emerge when young people’s unique ideas perfectly align with practical needs?

FBIF is the ideal stage for turning creativity into reality. We connect brands with rich resources and young innovators with fresh ideas to explore and lead the next wave of product and brand innovation, creating the next big creative trend!

[Preset Tracks]

· Brand Reinvention: Innovate and create new offshoots based on a well-known brand, giving it a fresh and exciting appeal.

· Ingredient Reinvention: Design innovative products centered around a specific ingredient, inspiring new imaginations of that ingredient.

· Health and Fun: Create a fun and healthy food product targeted at children aged 4-8.

This Next-gen F&B Innovation Challenge is open to university students. Shortlisted entries will have the opportunity to present their ideas at the FBIF 2026 Product Development Forum, where the most promising innovative proposals will be selected.

Insights from global operators, retail infrastructure innovators, and strategic investors.

With rising consumer stratification and saturated retail competition, data-driven operations are accelerating retail differentiation. Channel segmentation is no longer a sales tactic but a structural variable shaping brand growth. This session explores how product portfolios, flexible supply chains, and co-creation with retailers jointly drive this transformation.

Coca-Cola’s AI adoption is transforming “manufacturing” into “smart manufacturing”:

 - Real-time data decisions: OpenAI + Dynamics 365 process 170M data points daily, auto-generating replenishment plans for 900+ warehouses.

 - Digital twins for production: AWS IoT + ML predict optimal rhythms, improving water efficiency by 9% and energy efficiency by 20%.

 - Unified global AI backbone: Core ERP and MES migrated to the cloud for cross-border training and inference.

How can these breakthroughs move beyond pilots to replicable, industrial-scale intelligence? And how can AI’s predictive, optimization, and scheduling power be unleashed while ensuring food safety and compliance? This session uses Coca-Cola as a case study to decode industrial AI across the F&B value chain.

AI models can now predict protein structures in hours—or minutes—and, combined with genomics, proteomics, metabolomics, and chemical simulation, enable cross-scale modeling from DNA to molecules, cells, and tissues. This allows virtual testing of compound–target interactions and rapid screening of hundreds of thousands of molecules to identify the most promising functional ingredients. What new possibilities emerge when science shifts from slow validation to accelerated computation for the F&B industry?

In a market where products are increasingly similar in function and channels are more segmented than ever, design and aesthetics are no longer just “the packaging”—they are the language through which brands express value, build emotional connection, and earn long-term loyalty. This session will explore how global and local brands can craft a coherent design language, embed cultural relevance, and balance short-term market demands with long-term brand equity—shaping a future where food and beverage brands are not just consumed, but experienced.