Red Band is a beloved range of confectionery originating from the Netherlands. Red Band have carved a niche for themselves since 1928, with their distinct and fun range of colourful gummy products. The company caters to a range of flavour preferences and has created a unique candy wonderland which caters to all preferences and is enjoyed all over the world. Cloetta were keen to test Red Band in China.
China’s fascination with colorful confectionery from Holland stems from the allure of exotic, high-quality sweets that offer a palate different from traditional Chinese treats. Chinese consumers hold Dutch confectionery in high esteem primarily due to their focus on using premium ingredients and maintaining traditional recipes. This appeals to the Chinese market, which values both authenticity and luxury in snack goods.
Starting with the team in Belfast, we worked with the client to translate all marketing materials and prepare customs clearance documents before shipping samples to Sinowei Shanghai. Trademark protection was registered both in English and Chinese. Sinowei Shanghai conducted in-depth research of the imported confectionery market, focusing on the fruit gums category.
Sinowei Studios distributed Red Band adverts across our Chinese social media platforms. Translated product descriptions were uploaded in Sinowei’s B2B Chinese website. The team planned a double launch of Red Band sweets at the CIIE and FHC, Shanghai in November 2023.
The feedback on Red Band products since their launch in Q4 of 2023 has been promising. The market’s desire for innovative candy experiences and natural, real fruit ingredients has fast-tracked the sales opportunities in China, with first orders set to land in May 2024.
Whether you’re seeking to expand your brand in China, require expert guidance on navigating the market, or would like to learn more about our services, the Sinowei team is here to assist you.
Get in touch with us today for tailored solutions that drive success.
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