Nestle China has launched its first set of ‘blue-hat’ certified health foods for seniors – a milk powder containing glucosamine and a probiotic protein powder.
The former claims to increase bone density and is designed to satisfy seniors’ demand for increased mobility while the latter is said to support the immune system.
The ‘blue-hat’ certification and logo are only given to health foods that are approved via the registration track. This procedure has more stringent requirements on the products’ scientific evidence and takes years to complete.
Both products are new additions to the brand Nestle Yiyang (怡养) – a series that specialises in nutrition for the elderly as well as middle-aged adults who are over 45 years old.
In this round-up, we look at new developments concerning health foods registration regulations and the NPD efforts companies are making in the area of beauty-from-within and probiotics.
Influencer marketing: Children’s nutritional drink Healthy Height to grow presence in China via Yoola partnership
Children’s nutritional drink brand Healthy Height is building its e-commerce presence in China via influencer marketing, as part of its plan in growing both its online and offline retail.
Healthy Height is a protein shake powder designed as a complementary nutrition for healthy children between three and nine years old.
It is owned by ASX-listed and Israel-based firm Nutritional Growth Solutions.
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On track: More health foods expected to be approved via registration track in China as 2020 figure hits new high By Tingmin Koe More health foods could be approved via the registration track this year, as the number of products approved in 2020 hit 715 – a record high.
This was around twice as many as in 2019, where 342 health foods were approved, statistics tabulated by China regulatory consultancy firm CIRS. has shown.
It should be noted that none of these products approved last year came from overseas enterprises.
Most of the products claim to strengthen the immune system.
In China, health foods can be approved via the registration or the filing route, of which, the former is opened to products containing raw materials not listed in the Health Food Raw Material Directory.