Expo dishing up more General Mills' foodstuffs

General Mills, a globally renowned food company with a history of more than 150 years, is using the sixth China International Import Expo as a vital platform to showcase creative top-notch products, bolster its consumer-centric innovation and mission, and demonstrate unwavering determination and confidence in the China market.

Su Qiang, president and managing director of General Mills China, said the CIIE has become a premier venue for launching new products and technologies, as well as a booster for transforming exhibits into actual sales.

Despite displaying the latest products under General Mills' key brands, Haagen-Dazs and Wanchai Ferry, the company is holding a special launch event at the expo to mark Blue Buffalo pet food's entrance into the Chinese market through general trade and all distribution channels.

"China will be Blue Buffalo's first overseas market outside North America. Following the CIIE, the newly approved products will be available in our Tmall flagship store during the Double 11 shopping festival.

"During the CIIE, we participate in various forums and signing events, collaborating with the industry and supply chain to seek mutual development," Su said.

With the theme of "New Era, Starting from the Heart" at the CIIE, General Mills not only aligns with the purpose of the expo but reflects its dedication and innovation.

Consumer-centric innovation is the driving force behind General Mills' continuous progress. Haagen-Dazs, as a renowned bench mark for ice cream, stems from its carefully selected ingredients and superb craftsmanship.

During the CIIE, the company is presenting a fashionable menu created in collaboration with the Meilleur Ouvrier de France award, which is recognized as a symbol of quality and creativity.

Wanchai Ferry, a leading brand in frozen foods, has been committed to bringing high-quality, nutritious, convenient and delicious cuisine to fast-paced urban lifestyles.

Recently, the company has again broken technological barriers by changing the cooking limitations of dumplings.

"Our new microwave dumpling series can achieve a juicy texture resembling freshly cooked dumplings in just three and a half minutes," Su said.

Blue Buffalo embraces the philosophy of "love them like family, feed them like family", and its unique Life Source Bite vitality technology provides high-quality, natural and nutritionally balanced food for every beloved pet.

Making food that the world loves is at the core of General Mills' century-old mission, which embodies a precious sense of dedication. For example, its brand founder, Chong Kin-wo, often known as Madame Chong, treats every customer as a member of her family and it is through this heartfelt approach that she was able to grow from a small cart to the well-known Wanchai Ferry today.

"As an industry that deals with food every day, we must wholeheartedly serve and fulfill the aspirations of consumers for a better life," Su added.

General Mills' business in China started in the early 1990s when Haagen-Dazs opened its first store on Nanjing East Road in Shanghai. Today, the company has established four modern production facilities, three central kitchens, one research and development center and hundreds of Haagen-Dazs stores in China, one of its most important overseas markets.

"Over the past 30 years, we have grown together with the Chinese consumer market and witnessed and benefited from its rapid development," Su said.

He said the Chinese market has shown outstanding performance in both digitalization and product innovation. This is partly due to the country's rapid development in the digital field and is also the result of diverse and high-quality consumer demands.

"We established an R&D center in Shanghai in 2014, which closely collaborates with R&D centers in other countries and regions to continuously develop products that Chinese consumers love," Su said.