Leo Zheng， Senior Vice President, Corporate Partner, and General Manager of the Marketing Center at Leyuan Health
Previously held positions at Tsingtao Brewery Group, Uni-President Enterprises Corporation, Yili Group, and Alibaba Group. With over a decade of deep expertise in the FMCG (fast-moving consumer goods) industry, he possesses extensive frontline operational experience and management expertise. Skilled in leading major projects involving mergers and acquisitions, restructuring, and business integration.
Leyuan has been dedicated to the juice industry for 27 years, operating three brands: Leyuan , Lingduguofang, and Guoshumijue. As an integrated production and sales enterprise, it provides full-chain supply chain services to meet comprehensive needs across all scenarios—including juices, fruit-and-vegetable blends, and juice-based beverages.
In the first quarter of 2024, juice sales in China increased by 20.8%, with spending by young consumers born in the 1990s on pure fruit and vegetable juices and functional beverages rising by 16%, significantly outpacing the overall market growth. The UK juice brand MOJU identified the “functionalization” trend as early as 2015, introducing the UK’s first full-fruit smoothie shots utilizing High Pressure Processing (HPP) technology to deliver precise, supplement-like doses to consumers. Established nine years ago, MOJU now holds a 62% share of the UK functional juice market, with 2023 revenue reaching €13.9 million, achieving the highest growth rate in the UK juice beverage sector. This discussion will provide Chinese beverage brands with insights into the UK juice market and share lessons from MOJU's brand journey as a reference for the "Fruit + Vegetable" functional blend category in China.