Exhibiting at HOTELEX Shanghai 2025

FrieslandCampina Branding Management (Shanghai) Co., Ltd. is the China-based subsidiary of the Dutch dairy conglomerate FrieslandCampina, one of the largest dairy cooperatives in the world. Located in Shanghai, this wholly foreign-owned enterprise plays a pivotal role in the strategic marketing, brand localization, and operational support for FrieslandCampina’s suite of global dairy brands across the Chinese market.

Core Business and Offerings

The company functions primarily as a brand and marketing management hub focused on developing FrieslandCampina’s presence in China. It supports sales growth by aligning global product lines with the preferences, compliance requirements, and retail trends of Chinese consumers.

Product Categories Managed:

• Dairy Products:

  • Milk (UHT and flavored)
  • Yogurt and fermented drinks
  • Cheese and butter products

• Infant Nutrition:

  • Friso Gold Infant Formula (Stage 1-4)
  • Growing-up Milk for toddlers

• Functional Nutrition:

  • Fortified milk powders
  • Nutritional beverages and supplements tailored for seniors and specific health needs

These products are distributed through e-commerce platforms (Tmall, JD.com), modern trade outlets, maternity and baby stores, and specialty health retailers.

Specialization and USP

FrieslandCampina’s unique value proposition lies in its farm-to-table cooperative model, which ensures traceability, quality, and sustainability at every stage of dairy production. In China, this translates into:

• Premium positioning of imported products, especially infant formula
• Localized branding and digital campaigns tailored to Chinese parent demographics
• Strict adherence to Chinese regulatory standards for imported food and nutrition

The company is highly regarded for Friso, a leading premium infant formula brand known for its “easy digestion” properties and consistent sourcing from Dutch farms.

Financials

Globally, FrieslandCampina generated over EUR 13.8 billion (USD 15.1 billion) in revenue in 2023, with the China market accounting for a significant portion of the Asia business unit. Key financial indicators include:

• Over EUR 1.6 billion in infant nutrition sales worldwide
• FrieslandCampina ranks among the top 5 infant formula importers into China
• Friso is a top-10 player in the Chinese premium formula segment by revenue

The Shanghai entity serves as a critical node for revenue generation, customer engagement, and regulatory compliance in the region.

International Shipments

Products under FrieslandCampina’s brands are imported into China primarily from:

• The Netherlands
• Germany
• New Zealand

The Shanghai office works closely with customs, logistics providers, and government agencies to ensure smooth clearance, traceability, and label compliance. Bulk shipments are tracked for temperature and storage conditions to maintain nutritional integrity.

Target Market

FrieslandCampina’s strategic segmentation in China focuses on:

• Affluent parents seeking high-trust, imported infant formulas
• Health-conscious consumers interested in dairy with functional benefits
• E-commerce users preferring international brands with verified sourcing
• Urban middle-income families seeking value-added dairy and fortified beverages

The company also targets institutional buyers such as hospitals, clinics, and pediatric health networks for B2B nutrition programs.

Capabilities

• In-market brand management and research
• Digital marketing campaigns via WeChat, Weibo, and e-commerce platforms
• Localization of product packaging, claims, and nutritional labeling
• Consumer education and CSR programs

FrieslandCampina Shanghai is also responsible for regulatory submissions, ensuring all SKUs meet China’s stringent import and safety standards, including SAMR compliance for infant formula.

Certifications and Compliance

All products managed by FrieslandCampina in China meet:

• China Certification and Accreditation Administration (CNCA) standards
• SAMR registration for infant formula brands
• ISO 22000 and FSSC 22000 for food safety
• EU Organic and Halal certifications for applicable products

The company is a trusted partner of Chinese regulators due to its consistent quality control and full transparency.

Customer Testimonials

Friso has earned positive reviews from Chinese parents for its:

• Digestibility and mild formula
• Consistent product quality across batches
• Endorsements by pediatricians and mother bloggers

Dutch Lady milk products are favored for taste, EU quality assurance, and competitive pricing in tier-2 and tier-3 cities.

Major Achievements

• Top 5 international infant formula brand in China
• Recognized for CSR initiatives promoting child nutrition education
• Strategic partnerships with e-commerce giants for flagship store operations
• Rolled out traceability QR codes on packaging, a first in the imported formula space

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This profile is based on corporate filings, FrieslandCampina’s global reports, China market insights, and brand-specific documentation.