When you think of cereal, do you associate it with health and nutrition but find it somewhat plain? Calbee is reshaping this perception with Frugra—a product designed to be both a meal and a snack. Utilizing a non-fried baking process, Calbee enhances the cereal's crisp texture while incorporating dried fruits and a variety of grains for a richer taste experience. As a leader in cereal innovation, how does Calbee strike the perfect balance between low-sugar formulations, nutritional optimization, and indulgent flavors in response to global health trends? What new opportunities lie ahead for the cereal category? This session will explore Calbee's R&D philosophy and brand innovation strategies, offering fresh inspiration for snack development and the future of healthy food innovation.

As consumer demand for health-conscious, high-quality products grows, the food and beverage industry faces both rapid transformation and fierce competition. In China, the sugar-free tea market surged 110% in 2023 (Nielsen), yet brands struggle with price wars and homogeneity. Meanwhile, global expansion is accelerating, but breaking into mainstream overseas markets remains a challenge.

Leading brands have successfully navigated these shifts through innovation: Calbee revived its potato sticks with a unique texture, achieving a V-shaped sales rebound; Kirin Nama-cha sold 100M+ units in seven weeks via brand revitalization; Meiji turned bitter chocolate into a hit by leveraging the "cocoa polyphenol" concept; Fruit Ripe disrupted the market by integrating into convenience store channels……

This dialogue gathers global industry leaders to explore:

· Product innovation: How to create products that truly resonate with consumers?

· Brand longevity: How to build enduring competitive advantages?

· Global expansion: How to move beyond exports and establish a lasting presence?

By examining case studies and industry trends, this discussion will uncover strategies for sustained growth in an evolving market.