By He Danlin

Perhaps many foodies have found that in the past two or three years, Ovaltine, known as the "Childhood memories of the post-80s and post-90s," restores its presence in the market, and has also captured a new group of young consumers. Behind this is Ovaltine’s continuous enrichment and expansion of the product line in recent years, as well as a large investment in brand reshaping and a series of innovative approaches to engage the consumers.

Du Gang, general manager of the Ovaltine, told the Foodinc that Ovaltine made a strategic change to the brand positioning in 2018, focusing on delicacy rather than overemphasizing the nutrition. In terms of products, this makes Ovaltine's product form is not limited to mixed powder, but has made a lot of extension in terms of delicacy, such as the introduction of ready-to-drink beverages and biscuits. In terms of brands, Ovaltine works with other brands that are popular with consumers, such as co-naming with HEYTEA.

“In fiscal year 2021, Ovaltine China’s business growth ranked first in the world, and absolute growth ranked second in the world, setting an all-time high. From the headquarters’ perspective, Ovaltine's business in China can be called an extraordinary performance," said Du Gang. Looking ahead to the next five years, catering channels and ready-to-drink products are the two major growth engines.

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