Ausnutria, backed by Yili, has an ambitious revenue growth target for its fastest growing business unit, Hyprocal 1897, as China’s infant milk powder industry enters the second half of stock competition. Yan Weibin, chairman of Ausnutria, told Foodinc that in the next 5 years, the company plans to make this brand worth more than 8 billion yuan (note: calculated based on the manufacturer’s sales volume caliber), and the corresponding terminal retail volume will be about 10 billion yuan, equivalent to the total annual revenue of Ausnutria now.

“We are confident that in the near future, Hyprocal will become the single largest milk powder brand imported to the Netherlands, and we have already reached the second place,” said Yan Weibin.

With milk sources and factories located overseas, this Chinese dairy company is also facing great pressure amid the COVID-19 crisis and the Russia-Ukraine conflict. But Yan said that despite the external uncertainties, Ausnutria is still positioning itself as a global company that does not plan to “be a new Feihe or a new Yili.” When talking about Yili, the new controlling shareholder, he described the two as “industry partners with synergies.”

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