As a member of the fourth generation of the food industry, Mr. Yang Xiaoqing has devoted himself to the baking industry for more than 30 years. In 2011, with the help of KenGee Group, Mr. Yang Xiaoqing developed a new category of baking raw materials for egg tart liquid, which was named "Baked Conditioning Cream". The birth of "Baked Conditioning Cream" has driven a compound annual growth of 20% in the sales of Portuguese egg tarts in China. Since then, Mr. Yang Xiaoqing has focused on the egg tart category and determined it as the main direction for the future development of the company.
Under the leadership of Mr. Yang Xiaoqing, the team later developed products such as the three-in-one room-temperature egg tart liquid, the 64-layer flaky egg tart crust, and the "Maillard" crispy sunflower croissant egg tart, which have been unanimously recognized by the industry and the market.
With high repurchase rates and broad appeal, egg tarts have long held their place on the bestseller list. However, as Gen Z consumers become more discerning, this classic category is undergoing an innovation revolution. From the savory-sweet fusion of bacon and cheese egg tarts to the irresistible "crispy crust + Maillard reaction" duo in caramel croissant egg tarts, trend-setting products are reshaping market demand.
As a leading player in the egg tart industry for 13 years, producing over 1 billion egg tarts annually, Zhongbei Foods will share insights on product innovation, supply chain optimization, and strategic channel expansion—charting the path from single-product success to full-fledged brand development.
What's the next growth driver for the egg tart category? How can brands differentiate themselves in an increasingly competitive landscape? Let's take a closer look at the future of egg tarts—and the bigger market opportunities they represent.