Exhibiting at Thaifex - Anuga Asia 2025

Metavita Science And Technology Service (Hangzhou) Co., Ltd. is a dynamic and fast-growing Chinese company specializing in the innovation and export of premium confectionery and tea-based beverages. Headquartered in Hangzhou, China, Metavita has rapidly positioned itself as a disruptor in Asia’s functional and novelty snack sectors, blending food technology, trendy product design, and cross-border e-commerce intelligence.

Company Overview and Background

Established in the late 2010s, Metavita Science and Technology Service was founded with a mission to merge traditional Asian flavors with modern food formats. The company operates under the philosophy of combining scientific R&D, aesthetic-driven packaging, and social media-first product marketing to appeal to the millennial and Gen Z consumer base.

With a core team that includes experts in food science, nutrition, branding, and cross-border trade, Metavita has quickly risen as a recognizable name in China’s new-generation snack and beverage startup ecosystem.

Product Portfolio

Metavita’s product strategy focuses on novelty, interactivity, and natural flavor inspiration. Its offerings include:

• Confectionery:

  • Big Mango Gummy – An oversized, chewy fruit gummy resembling a whole mango slice, known for its satisfying texture and real juice flavoring.
  • Peelable Candy – An interactive gummy with peelable layers, emulating the fun of eating natural fruit with tactile satisfaction.

• Beverages:

  • Oolong Tea Drinks – Bottled lightly sweetened oolong teas with fruit infusions (lychee, passionfruit, peach).
  • Flavored Tea Beverages – Including milk tea and jasmine variants, designed for health-conscious consumers avoiding high sugar levels.

The company consistently tests limited-edition releases, often co-branded with influencers or seasonal campaigns, primarily aimed at e-commerce platforms like Tmall, Douyin (TikTok China), and Xiaohongshu.

Product Innovation and USP

Metavita differentiates itself through:

• R&D-driven development of unique textures and natural fruit-extraction technologies
• Packaging innovations for viral social media engagement (e.g., squeezable gummies, resealable aesthetic pouches)
• Low-sugar formulations targeting wellness-focused consumers
• Emotional and sensory appeal with a focus on the unboxing experience

The Big Mango Gummy, in particular, has gone viral in East Asian social media spaces, with millions of views on short video platforms and reviews praising its realism and taste accuracy.

Manufacturing and Quality Control

Metavita partners with certified third-party manufacturing facilities across China, primarily in Zhejiang and Guangdong, allowing scalable production while maintaining flexibility in seasonal SKUs.

• Facilities comply with ISO 22000, HACCP, and QS certification standards
• Products tested for additive-free and allergen compliance
• In-house quality assurance protocols include random batch testing and shelf-life simulations

Export Markets and Trade Insights

Though a young company, Metavita is rapidly expanding its export operations:

• Main Export Destinations: Japan, South Korea, Thailand, Malaysia, UAE
• Emerging Markets: United States (Asian specialty retailers), Australia, EU (Germany, Netherlands)
• Sales through both traditional B2B distribution and cross-border e-commerce platforms

Based on recent trade intelligence:

• The Big Mango Gummy alone accounts for over 70% of the company’s international product inquiries
• Export volumes increased by 220% YoY from 2022 to 2023

Metavita partners with third-party fulfillment warehouses and overseas influencers to drive trials and conversions.

Brand and Digital Presence

Operating under the brand name MetaVita, the company has gained traction among digital-native consumers by:

• Launching products first on TikTok/Douyin campaigns
• Partnering with Chinese and Korean beauty influencers for crossover appeal
• Leveraging viral food packaging trends to encourage unboxing content

The MetaVita brand is now associated with:

• Fun, Instagrammable snacks
• Clean-label food innovation
• A balance between playfulness and functionality

Leadership and Strategic Direction

Led by Lu Yang, a founder with a background in food science and digital marketing, the company has made strategic hires in supply chain optimization, influencer commerce, and product industrial design.

The company aims to:

• Expand its presence in offline specialty retailers across Asia and the Middle East
• Launch a MetaVita direct-to-consumer global site
• Introduce new SKUs with probiotic, vitamin-enriched, or collagen-based functionalities

Challenges and Market Potential

While Metavita excels in trend responsiveness, its challenges include:

• Managing inventory amid short SKU life cycles
• Navigating varying import compliance standards
• Balancing mass-market appeal with premium positioning

However, the functional and interactive food segment is projected to grow at over 10% CAGR in Asia-Pacific, presenting high potential for brands like MetaVita.

Conclusion

Metavita Science And Technology Service (Hangzhou) Co., Ltd. exemplifies the new wave of Chinese food-tech innovation—blending sensory excitement, nutritional consciousness, and social media virality. As it expands globally, MetaVita is poised to redefine how the world consumes fruit-inspired, functional confectionery and premium tea-based beverages.