Yake Food launches premium brand for Chinese water market

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Yake Food launches premium brand for Chinese water market

February 10
14:11 2016

Yake_Food_Render_550_FRONTChinese company Yake Food, a leader in the country’s confectionery industry, has entered the mineral water market with a new premium brand offering.

Changbai Springs emerges out of growing consumer demand within China for high-quality products and is packaged in PET Engineering’s “avant garde” 1851 bottle design, which took the best bottle in PET award at the World Beverage Innovation Awards 2014.

The packaging was created with the idea of lending a precious design and glass-like finish to the polyethylene terephthalate (PET) packaging, making it possible for brands to communicate elegance, character and refined simplicity to consumers while still being affordable, unbreakable and lightweight.

“In a market like the Chinese one, the association of a quality product and a container with strong shelf-appeal is the key to secure and lasting success,” explained PET Engineering CEO Moreno Barel. “Yake Food, after a careful analysis of the competitors, decided to be aside the economic waters on the market, with a current market price of CNY 2 per half litre bottle, and propose higher quality water at CNY 3 per half litre in packaging that materialises and transmits this premium quality. Therefore, from the very first meeting, Mr. Chen Hua Sheng, general manager of Yake Food, chose 1851, a registered model which has already won many awards.”

Yake Food chose 1851 in particular for the connection between the message that it communicates and the brand strategy choice for the Changbai Springs brand: the 3D decoration symbolises the geometric shapes of ice crystals and, by extension, the idea of purity that Yake Food has placed at the centre of its brand proposition for Changbai Springs.

The registered design for 1851 has been licensed to Yake Food for use across the whole of China.

Yake Food general manager Chen Hua Sheng said: “It has been an honour working with PET Engineering in the development of the bottle for Changbai Spring. It has become the focus of attention since it was launched. First of all, we like the bottle internally, the experts of the industry fancy the bottle too, but more importantly, the bottle has managed to get the appreciation of distributors and consumers, which has given us great confidence. Thanks PET Engineering for the bottle design of this project.”

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