French cheese giant Bel’s Kiri brand aims to make China its largest global foodservice market within 3-5 years. The driving forces are the 561.4 billion yuan baking market, which continues to grow rapidly, and the booming expansion of tea drink chains.

Kiri leverages “product strength” with raw milk from the Loire Valley and colloid-free cream cheese, collaborating with Nina Métayer, France’s “World’s Best Pastry Chef,” to launch the “Baking Artisan” project. This initiative provides recipes, training, and emotional value to local brands like Holiland. On the industrial side, the rise of “factory+” frozen baking at retailers like Sam’s Club and Hema has led Kiri to introduce 10kg foodservice packs of whipped cream and cheese sauce. For the tea drink sector, Kiri has developed cheese buttermilk and milk bases. In 2022, Bel acquired and expanded Shandong Junjun Cheese, enabling localized R&D and production. Currently, B2B foodservice and B2C retail each account for half of Bel’s China sales. Kiri’s Sweetheart Cheese Cubes stand out in retail with their unique cube shape, while the foodservice segment maintains high double-digit growth, positioning China to become Bel’s top global foodservice market.

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