China focus: Health foods registration developments, probiotics and beauty in the spotlight

By Tingmin Koe

- Last updated on GMT

See the latest developments in China's health foods market. ©Getty Images
See the latest developments in China's health foods market. ©Getty Images

Related tags China regulations Probiotics

In this round-up, we look at new developments concerning health foods registration regulations and the NPD efforts companies are making in the area of beauty-from-within and probiotics.
Influencer marketing: Children’s nutritional drink Healthy Height to grow presence in China via Yoola partnership

Children’s nutritional drink brand Healthy Height is building its e-commerce presence in China​ via influencer marketing, as part of its plan in growing both its online and offline retail.

Healthy Height is a protein shake powder designed as a complementary nutrition for healthy children between three and nine years old.

It is owned by ASX-listed and Israel-based firm Nutritional Growth Solutions.

Caught by surprise: China tells international brands new co-enzyme Q10, fish oil and melatonin products still need to use registration track

Newly imported products containing co-enzyme Q10 and four other raw materials recently added to China’s Health Food Raw Material Directory entering China will still need to go through the registration route​, while local products can go through the less time-consuming filing route.

Overseas firms previously planning to export such products into China have been “caught by surprise”​ by the new announcement made by China’s State Administration of Market Regulation (SAMR), a regulatory analyst has told NutraIngredients-Asia.

China announced in last December​ that co-enzyme Q10, fish oil, melatonin, spirulina, and the fungus ganoderma lucidum would be officially added into the Health Food Raw Material Directory in March 1 this year.

Beauty-from-within in China: Shawya sees significant potential amid upgrade of flagship nutricosmetic ‘Whiteasy’

A China nutricosmetics and skincare company Shawya has underlined its plans for this year​, which includes upgrading the formula of its flagship whitening supplement brand Whiteasy and developing new product range, such as a sleep and anti-hair loss supplement.

Shawya is a Shanghai-based company was formed in 2012. It owns skincare brands EVM, Zi Ran Zhi Ming(自然之名), on top of the nutricosmetic brand Whiteasy, which stands for “whitening made easy”.

Whiteasy currently consists of three product SKUs, including a duo tablet and soft gel capsule whitening supplement set, an anti-glycation pill, and a beverage with whitening properties.

Protein power for the young: China’s ffit8 creates probiotic containing powder for immune, gut and mental health

China-based firm ffit8 is launching probiotic protein powder​ to boost immunity and mood, following the success of its flagship protein bar last year.

Launched in December 2020, ffit8 is the first in China to introduce the concept of probiotic protein powder to the public.

Containing whey protein, milk powder, and bacillus coagulans, it claims to maintain immune function, intestinal health as well as relieve stress, mood-boosting and aiding sleep.

China’s dairy focus: New national three-year strategy highlights R&D and regulatory control to boost safety and reputation

The Chinese government has announced a new three-year strategy​ to further develop the local dairy industry, with emphasis on strengthening R&D as well as tighter governance to quell remaining food safety concerns and boost the sector’s reputation.

The strategy, dubbed the ‘Dairy Product Quality and Safety Enhancement Action Plan’, was announced by China’s State Administration for Market Regulation (SAMR) and is the latest in the country’s many attempts to motivate local consumers to increase dairy consumption including the formulation of formal consumption guidelines​ for this last year.

“[Although] the overall level of dairy product quality and safety has been on the rise in recent years, this strategy has been formulated as there are still various problems plaguing the dairy industry [that need to be solved] for it to reach maximum potential,”​ said SAMR via a formal statement.

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