Global InnovationPowering the Future

2017

FBIF & Food Show 2017·Chief Talks ·Marketing ·R&D ·Packaging

April 19th-21st, 2017

Plenary Session

04.19Plenary Session

04.20Day One

04.21Day Two

Product Innovation A Product Innovation A

Product Innovation B Product Innovation B

Marketing Innovation Marketing Innovation

Innopack Innopack

•Cold Milk Dairy•Global Reports of Fermented Milk Testing •Milk powder & Infant Food

•Global & China Economic Trends•Burgeoning Opportunities of 3rd Tier and 4th Tier Cities•Product Innovation Trends•2017 Marking Awards

•NFC& Juice Innovation•Plant Water•Near Water•Functional Beverage

•Functional Food Innovation Trends•De-pharmaceuticalization Design•Beauty Beverage•Sports Food

•Snacks Innovation(Carbohydrate)•Snacks Innovation(Protein)

•The New Consumers•Local Brands Shaping•Business Showcases

•Market Different•Digital & Marketing

•Packaging Trends & Insights•Design & Brand

• Brand Design Cases

Forum Structure

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPackForum

Structure

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPack

Register to Attend: mote.chan@simbaevents.cn

Speaking Opportunity:Isabella.hsu@simbaevents.cn

Food & Beverage Innovation Forum 2017Plenary Session - 19th April

0700

0835

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Registration

Coffee Break and Networking Time

While the Global Economy Facing Huge Challenges, How Could the Food Industry Maintain High-Volume Growth?

TBALuncheon

An Eye on the Market in the 3rd and the 4th Tier Cities in China

Chief Talk

Keynote Speech

• The 2016 G20 Hangzhou Summit has again reflected that China’s economy has been the focus of the world, but what are the key messages of the recent G20? • The market competition is getting fiercer and there will be a “protracted war” between Chinese brands and their foreign competitors. However, there is no shortcut that brands can easily get market share in China unless they well understand Chinese consumers and target them in a smart way.• As China’s urbanization is speeding up, commodity economy is taking the challenge from consumption upgrade where the emerging middle class and millennials are forming the new consumer communities who have different tastes from the elder generation.• Consumer can no longer be satisfied by only “cheap and fine”. On the contrary, people are more attracted by the happiness they get from brand economy and experience economy, which will shape the concept of “pursuing high quality” as a social normal in China.

• As the market in the 1st and the 2nd tier cities is growing mature, there are consumers in the 3rd and the 4th tier cities also desiring high-qualified products but having not been satisfied. How would these consumers impact the market development in their cities?• In order to grow, Chinese enterprises’ used to adopt the strategy of “encircling the cities from the rural”. Whereas under the new economy, how could these companies retain their market share in the 3rd and the 4th tier cities?• How to take advantage of China’s burgeoning E-commerce networks to reach new customers in the 3rd and 4th tier cities successfully?• The future of Depth Distribution: Could the mobile internet technologies be applied to operation? Or based on the mobile internet technologies, can we directly study consumer buying behaviors and further develop MID (mobile internet device)?

Forum Structure

Zhang Jun, Dean of School of Economics, Professor,PhD. Tutor, Fudan University

Stephen Maher, President, Mondelez China

Reserved for : David Wang, CEO, Mercury Holding Co., Ltd

David Wang, CEO, Mercury Holding Co., Ltd

Helen Luan, Vice President of Tencent Online Media Group & General Manager of Advertising Account Department, Tencent

Stephen Maher, President, Mondelez ChinaAalt Dijkhuizen, President, Dutch Topsector Agri & Food; Former President, Wageningen University

Keynote Speech

Keynote Speech

China's Economic Transformation and Long-run Growth

Zhou Li, Secretary of the Board,Ph.D, Nongfu Spring

Keynote Speech TBAZhang Jianqiu, Executive President, Yili Group

1015

Moderator: Leo Xie, Regional President APAC, DSM Food Specialties

TBAJet Jing, Vice President, Alibaba Group

Keynote Speech Product Upgrade of Three Squirrels in Consumption Upgrade• Category upgrade (macro-environment chance)• Quality upgrade (industry chain platform)• Brand upgrade (IP emotionalize the products)

Zhang Liaoyuan, Founder & CEO, Three Squirrels Inc.

Veronique Yang, Partner & Managing Director, The Boston Consulting Group

0830Isabelle Hsu, Chairman, Simba EventsOpening Remark

Address from Conference Chairman

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPack

Register to Attend: mote.chan@simbaevents.cn

Speaking Opportunity:Isabella.hsu@simbaevents.cn

1700

1830

2017 Marking Awards · Food & Beverage Package Design Awards Ceremony

Closed

Commissioned by Food & Beverage Innovation Forum (FBIF), Marking Awards 2017 is a global packaging design competition which aims to gather world-class designers, promote creative and practical designs, find out the future talents, drive deeper communications, and share resources among food & beverage packaging design lovers. In the form of a high-level global summit, Marking Awards will paint the picture and build the ecosystem of creative packaging designs. It should not only be an industry award, but also represent a lifestyle and an attitude with the combination of innovation and wisdom. For more information: Marking Awards-FBIF2017 I Commer

Forum Structure

Awards SettingMarking Award: the highest mark in INTEGRITY;

Marking Visual Award: the highest mark in DESIGN;

Marking Communication Award: the highest mark in RELEVANCY;

Marking Creative Award: the highest mark in CREATIVITY;

JudgesXimena O'Reilly, Global Head of Visual Identity & Design, Nestle

Sophia Nadur, Founder & CEO, Ideas 2 Launch Ltd

Grant Li, Creative Director, L3 Branding

Peng Chong, Founder, Pesign

Somchana Kangwarnjit, Owner & Executive Creative Director, Prompt Design

Artem Movsesyan, Partner, Neom

Xavier Cortadellas, Gatorade Senior Director Innovation & Design, PepsiCo

Kang Weijie, Creative Director, Shenzhen Oracle Creative Design Co., Ltd

Joan Josep Bertran, Founder and Design Director, JJ Bertran Studio

Isabelle Hsu, Chairman, Simba Events

Benton N. Sauer, Vice President, Managing Director & Executive Creative Director, LPK Asia

Hernan Braberman, Partner & Design Director,Tridimage

Gene Zhao, R&D Director, Packaging Development Asia Pacific R&D, Coca Cola

Rene Chen, Partner, JKR Shanghai

Qi Xinghua, China's First 3D Artist

Fan Chun, Founder, Hotdesign

Vladimir Djurovic, CEO, Labbrand

Sun Lingli, Packaging & Design Manager, Mars Chocolate China

Christophe Pradere, CEO & Founder, BETC Design

David Jaggi, Director Global Strategic Initiative, Wrigley

Paul Williams, Creative Director, Springetts Brand Design Consultants Limited

Valerio Nannini, Senior Vice President & Head of Strategies and Performance, Nestle

Stepan Azaryan, Art Director & Founder, Backbone Branding

Food & Beverage Innovation Forum 2017Plenary Session - 19th April

Coffee Break and Networking Time1615

Hosts

Marking Tech Award: the highest mark in TECH CONTENT;

Marking Functional Award: the highest mark in PRACTICALITY.

Marking Concept Award: the highest mark in INTERGRITY in “The Concept Group”

Sun Lingli, Packaging & Design Manager, Mars Chocolate ChinaBenton N. Sauer, Vice President, Managing Director/Executive Creative Director, LPK Asia

Opening RemarkBrian McGuinness, Tetra Pak Greater China Cluster VP Marketing & Product Management, Tetra Pak

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPack

1 2

Register to Attend: mote.chan@simbaevents.cn

Speaking Opportunity:Isabella.hsu@simbaevents.cn

FBIF2017 · Product Innovation ABeverage Session

20t h April

FBIF2017 · Product Innovation ABeverage Session

20t h April

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The Mystery of NFC

Juice

Plant Water and Near Water

Juice: Bright Market Future but More Things Need to Be Done

Various possibilities of lactic acid bacteria fermented beverages: flavor, taste, nutrition and Health

Fresh Air Beverage Innovation Contest Final

Coffee Break

Coffee Break

Analysing the Emergence of Alternate Water Products Such as Tree and Plants Waters

Gatorade: Customization Reinvents Future Market

Road Tao, Chairman & CEO, CHONGQING JIANGXIAOBAI LIQUOR CO.,LTDJiangxiaobai/Jovo - Three Strategies Facing the New Generation

Strength, stamina & stress relief: Beverage NPD turn to

Luncheon Closed

Panel Discussion

Keynote Speech

ShowcaseMost often the juice drinking on the supermarket shelves contain various additives in their ingredient list, including sugar, flavor, pigment and thickener. Yet such unnatural juices made by additives are becoming less competitive in the market, as consumers are increasingly demanding greener and more organic products. Clearly, there will be more “natural elements” added into the juice products such as functional ingredients, low sugar or zero sugar/more vegetables with less fruits or probiotics etc. Furthermore, consumers will be more concerned about the process of ingredient selection, juice production as well as whether it is really organic or not. After all, what they want is only a glass of real juice. Michael Sun, Co-Founder & Chairman, Shanghai JIAJUN Beverage Co., Ltd

How does your company define NFC juice? Will you evaluate the recipe, the sterilization process or the transportation?• For NFC juice in normal temperature and in cold-chain, what are the challenges they will bring to the department of R&D, marketing and supply chain?• What is consumer’s reaction to NFC juice?

Gatorade is reinventing Sports Drinks with the introduction of Gx the Sports Fuel Customization Platform; the latest Gatorade innovation that allows athletes to personalize their sports fuel and track hydration at real- -time. The platform includes new packaging forms, tracking technology and an integrated digital service. Leveraging 3 years of Design Thinking and working with the best teams in the world, Gatorade is reinventing the category.

Fermentation Technology is probably the longest biotechnology human is using by far, which is a popular way of preserving and getting more nutritious benefits through micro-organism fermentation. “probiotic fermentation” will link to “yoghurt” or “ yakult type’ daily shot for majority of Chinese consumers. However, Lactic acid bacteria/probiotic fermentation can have applications on various kinds of dairy drinks, vegetable fermentation as a “cross-over” technology, BIO concept is very popular these days across Asia pacific region. Dupont Nutrition & Health will bring ideas and technology to offer differentiated solution to dairy and beverage industrySusan Jin, Regional Product Line Leader AP, Dupont Nutrition & Health

Xavier Cortadellas, Gatorade-Head of Innovation and Design, PepsiCo

With natural, healthy, interactive and creative concepts becoming popular in the beverage culture, younger generations are changing the beverage consuming culture gradually and secretly. Under this circumstance, the new flavors studied by your R&D staffs in the laboratory might not be appreciated by the younger generations. Wanne know what do youngsters want? Let’s find out what do they have in their own laboratories! The contest is jointly held by FBIF2017 committee and Halmana especially for university students. Hope you find more insights here!

• Review of the last 10 years of the soft drinks market• Discussion of the macro changes in the market over the last 10 years• A look at what these changes have resulted in• Emergence of watery products in the soft drinks market• Why tree waters specifically • How tree waters is becoming a stand-alone category• Category challenges

Charlie Hoare, Co-Founder, TAPPED organic birch water

An innovation trend in beverages across the Western world today is the inclusion of Eastern medicine and, in particular Chinese herbs, in drinks such as ginseng, ashwagandha, licorice, ginger, rhodiola rosa and moringa. Traditional Chinese Medicine and Indian Ayurveda teachings align with next-gen wellness consumers, who are becoming more intentional about consumption and looking to drinks that are naturally functional. One group of herbs is especially trendy, namely "adaptogens", such as ginseng, ashwagandha and rhodiola. Adaptogens are well known natural plants that can help our body adapt to and handle the stresses of modern life. The presentation will also show you how beverage companies are using these natural plant ingredients grown in China & India to create new & exciting drinks, and offer you ideas for your next functional food & beverage innovation project.

Sophia Nadur, Founder & CEO, Ideas 2 Launch Ltd

Hosts: Sophia Nadur, Founder & CEO, Ideas 2 Launch LtdBin Zhang, Founder, Halmana Beverage Inno-LabJuries:Zhang Zhigang, General Manager of Research & Development Department, CR BeverageHenry Yu, Marketing Services Director, Tetra Pak ChinaCao Yongmei, Managing Director of the Manufacturing Department, Want Want ChinaYin Xiaomei , Senior Director Global Innovation Commercialization, Firmenich Aromatics (China) Co.LtdXue Lian, R&D Director, Nongfu SpringHuang Xiaodan, R&D Director, Guangzhou Wanglaoji Pharmaceutical Company LimitedAlick Zhou, President of Ipsos China, IpsosGautam Seth, Head of Innovation, Nielsen ChinaYu Hongbo, Head of Food & Beverage Research Institute & Convener of Innovative Commission, UNI-PRESIDENT ENTERPRISE(CHINA)INVESTMENT CO.,LTDAndy Gu, Senior PR Manager of Management Department, Weichuan

Forum Structure

Beverage Tasting

Keynote Speech

Zhou Li, Secretary of the Board,Ph.D, Nongfu SpringMao Shuiwen, GM, Original

Moderator: Isabelle Hsu, Chairman, Simba Events

adaptogens and other ancient herbs

Michael Sun, Co-Founder & Chairman, Shanghai JIAJUN Beverage Co., Ltd

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPack

2 2

Register to Attend: mote.chan@simbaevents.cn

Speaking Opportunity:Isabella.hsu@simbaevents.cn

FBIF2017 · Product Innovation ADairy Session

21st April

FBIF2017 · Product Innovation ADairy Session

21st April

0830

1435

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1035 Global Launch of Fermented Milk Testing Reports William Watts, Senior Director of Food Safety Collaboration Center, WalmartTo better help the dairy companies’ top executives and research teams further understand the trend of product innovation, FBIF2017 has been cooperating with world-class universities and laboratories to conduct fermented milk experiments worldwide. The research will cover indexes such as sugar degree, proteins, fat, calcium ion, lactose and the survival rate of lactic acid bacteria after exposed in the air and in the human stomach, and the experimental results will be firstly released on FBIF2017.• Regarding the research indexes, what elements and how much of them are contained in the mainstream dairy products all over the world? E.g. How much sugar and proteins do they contain?• Yogurt is deemed as a “healthy representative” because of its probiotics and proteins, but could sugar expose challenges to it?• How long could probiotics be active in the products?• Could fermented milk meet the standard of low-lactose?•Any other better approaches to remain flavors and tastes?

Keynote Speech

Keynote Speech

On-stage Discussion

1015

0930

0900

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1700

The “Second Bloom” of Pasteurized Milk

TBA

R&D Innovation Management - Leveraging Information Technologies for Competitive Advantages

• The market trend of goat milk powder;• The cost of backward integration for dairy companies is incredibly high, yet if not, how to tackle the milk source bottlenecks problem?• Consumer education and market cultivation;• Ausnutria’s approaches of R&D and quality control.

Yan Weibin, Chairman, Ausnutria Dairy Corporation Ltd

Prospecting the Future of Chinese Infants' & Adults'

•Conducting dairy industry in veggie organic is good for you which is the product with an eye to exporting to east Asia, coupled with the opportunity for China to access USA diary imports…… •Focusing on being a start up in the beverage category that is packed with alternatives…... •What are the key challenges for us, yesterday, today and going forward.James Costa, Founder & Managing Director, Sneakz Organic, LLC

Meiji is one of top food products companies in Japan. Japanese customers demand for the food products that not only provide new value and innovation, but are also safe and of the highest quality. This presentation will consist of 3 parts: • Meiji Co., Ltd. introduction.• Descriptions of several innovative value-added products • New methods they are developing to ensure the safety and high quality of their food products.

Today’s food safety challenges demand a collaborative approach spanning the whole value chain as well as new solutions. The mission of the Walmart Food Safety Collaboration Center is to help stakeholders in China provide safer and more sustainable food through a diversity of partners and innovation. In its first year, the Center was already piloting new methods and technologies to address persistent food safety issues.

Hiroki Shinohara.D.V.M., Head Scientist, the Quality Food Research Laboratories, R&D Division, Meiji Co., Ltd

Jin Zhou, Former Global Director of R&D, Chobani

Sun Yingbei, FIS China Application Centre Manager , FS Product Manager for CTS AP, Cargill Asia Pacific Food Systems(Beijing)Co.,Ltd.

With the increasing number of post-90s becoming parents, the level of education and consumption of the new generation of moms are lifted significantly, which secretly leads the changes in the maternal & baby market at the same time. Besides, the overall consumption upgrade of young families and the abolishment of single-child policy are making the whole maternal & baby market vibrant and with full of hopes. However, tax reform, distribution channel reform and the new milk powder policies are bringing challenges to the market as well. Considering the young moms of post-90s are gradually becoming the majority of key consumers who do not only take care of their babies and families but also pursue high-qualified individual life, it is essential for the maternal & baby industry to find out the best way to satisfy their needs.

1400

Coffee Break

Coffee Break

Innovative Products and Food Safety at Meiji

TBA

Fermented Milk

1230 Luncheon

1800 Closed

Forum Structure

Panel DiscussionFrancisco Colombatti, Head of Project, Molinos Agro (formerly Molinos Río de la Plata)Daniel J. O'Sullivan, Professor of Department of Food Science and Nutrition, University of MinnesotaGrace Lin Xu, CEO, VIVA NUTRITIONAL PRODUCT LLC USA and ChinaTansey Wang, Marketing Director & New Media Center Deputy Director, Consumer ReportZhang Shaohui, Professor, SJTU-Bor S. Luh Food Safety Research Center of Shanghai Jiao Tong UniversityWan Cuixiang, Associate Professor, Nanchang UniversityYuan Fang, Associate Professor & Doctor (College of Food Science & Nutritional Engineering), China Agricultural UniversityAli Rashidinejad, Research Officer, College of Health, Massey UniversityJohn Birch, Associate Professor, Department of Food Science, University of Otago

Improving Food Safety Through Collaboration and Innovation

Nutrition Products Under the New Policy

R&D Innovation management is a critical business process that is most effective when implemented as an end-to-end continuous process driven by a culture of innovation and enabled by technology. The four phases of innovation management; idea-source, develop, produce and feedback; built on technologies and integrated across a business, can help companies compete more effectively in a rapidly changing global, hyper-connected business environmentViviana Zuo, Manager of Selerant Asia, Selerant Asia Corporation

TBA

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPack

1 2

Register to Attend: mote.chan@simbaevents.cn

Speaking Opportunity:Isabella.hsu@simbaevents.cn

FBIF2017 · Product Innovation BFunctional Food Session

20th April

FBIF2017 · Product Innovation BFunctional Food Session

20th April0830 Address from the Chairman

global health issues play into functional food developments

“A Game of Thrones” – Foreign VMS Brands in Cross-

Global trends and niche markets: How big trends and0845

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Make Your Products Better Received Through De-Pharmaceuticalization Design

Development of Innovative Health Food based on Traditional Chinese Medicine

How do major consumer trends in the food and beverage market inform market demands and activities in the functional foods and supplements sector, and how is the market responding to growing healthcare concerns like obesity, diabetes and malnutrition. Will new technologies and scientific developments change the way the industry works in the future, and alter the ways companies target consumers in the future?

It seems that consumers are willing to pay more for functional foods and cosmetics than pharmaceuticals, so medicines are learning from foods whilst foods are seeking better functionalities. However, for now, over 95% functional foods are made into capsules, tablets and oral solutions which resemble the design of modern drugs. In order to offer more enjoyable eating and buying experience, what can functional foods learn from traditional food manufactures in terms of product design?

What is ‘Precise Nutrition’, and what are the key technologies and applications? Dr. Zhang Xuguang will share the strategic layout of BY-HEALTH from the following perspectives.• The concept and dimensions of Precise Nutrition;• Precise Nutrition related health indicators;• Principles in product R&D and technology applications;• The ‘Open Innovation’ R&D Strategy of BY-HEALTH.

Although China announced to extend the grace-period for its supervision of cross-border e-commerce to the end of 2017, the sales momentum of imported VMS seemingly has been reined and the VMS sales on Tmall International has been on a continuous decline since last May (except Nov). What are the key challenges for these foreign VMS brands, and what is the opportunity for new brands?

Some Traditional Chinese Medicine can be used as both medicine and food. Associated with a long history and rich culture, a lot of them are accepted widely by consumers as Chinese Medicine Treasure. This speech takes one of them, Dong E E Jiao (Donkey-hide gelatin), as an example to discuss how to develop health food that cater to modern high-end consumers through cultural and historical exploration and modern innovation.

Keynote Speech

Keynote Speech

1005

1555

1645

Coffee Break

Coffee Break

Closed

11351515

Approaches of Functional Food R & D Based on TCM(Traditional Chinese Medicines) The Concept of Precision Nutrition and Product Technology R&D

Innovation• How to dig out creativities?• Development procedures management and risk control of functional foods made by Chinese herbs• The formula design, basis, sorting and improvement of making functional foods from Chinese herbs• Case studiesYe Zuguang, Director, GLP; Chief Researcher, China Academy of Chinese Medical Science

Zhang Xuguang, Director Science and Technology Center, BY-HEALTH CO., LIMITED

1230 Luncheon

1400

1440

Peptide in the Awakening Age of Strong Women

World's Leading Innovative Products: Probiotics and Prebiotics

•Status Quo of the Global Market for Collagen Peptide.•Stimulating body functions with specific Collagen Peptides. Beauty from within Bone and Joint Health Body toning•Complete chain of evidence. Mode of action Scientific approval Market acceptance•Easy to implement in various application formats.•Case Show.Stephan Hausmanns, Vice President BU Health & Nutrition, Gelita

How can we create a superlative product containing probiotics and prebiotics? In this section, Grace will explain it from several aspects such as the traceability, safety, timeliness of the product, product design, their promotion in new media and social media, combination between marketing model via inter+net and traditional methods, as well as communities and retail stores operation. In addtion, she will also share VIVA's real business cases for a better understanding in:• The importance of probiotics and prebiotics to intestinal health, emotional management and mental health• International innovation cases• Why do Chinese lead product innovation and marketing innovation?Grace Lin Xu, CEO, VIVA NUTRITIONAL PRODUCT LLC USA and China

Forum Structure

Zhou Xiangshan, Vice President, Dong-E E-Jiao Co., Ltd.

Nathan Gray, Senior Editor, NutraIngredients

Jason Zhang, Managing Director of Asia Pacific & Greater China, Atrium Innovations

-Border Ecommerce 2.0

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPack

2 2

Register to Attend: mote.chan@simbaevents.cn

Speaking Opportunity:Isabella.hsu@simbaevents.cn

FBIF2017 · Product Innovation BSnacks Session

21st April

FBIF2017 · Product Innovation BSnacks Session

21st April

0900

1500

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1010

1700

Do Food Tech Startups Have the Recipes for Consumers of Tomorrow?

Opportunities for F&B Startups - from Venture Capital's View

Bugs Crawling to the Supermarket Shelves - The New World of Insect-Based Consumer Packaged Goods (CPG)

Closed

The concept of trend is as popular as fashion. With regards to the market demand, how will the trend make responses rapidly?Personalization is the future trend of many industries, but up to now, there is no sign in chocolate and confection category. How will Mars think about the emerging trends?Many labels were declared with sugar content, gluten-free, and lactose-free, Healthy labels are becoming more and more popular, too. But what kind of botanicals, natural fruit and vegetables will be the fashion elements among chocolates?During upstream period of TECH-A, many public high-end products, except key propagandistic factors of the original places and categories on cocoa and chocolate products, an increasing numbers of chocolate with “hand-made” labels come into the market. What about the future product position of Mars?

How to Seek Innovation in the Traditional Food Memory

Startups have disrupted traditional industries from transportation to accommodation. Will food be the next? As consumer appetites evolve and resources dwindle, are startups poised to catch the wind of the changing demands? Can they create meaningful new solutions that make a lasting mark and global impact?Joseph Zhou, Investment Partner, Bits x Bites

- Product Angle: evolution of insect-based CPG in the West in the last 3 years- Market Situation: opportunities and constraints to the development of insects as food (or feed) in China and in the West- Legal Status: the legislation and the food agencies' opinions- Special Case of Cricket Pasta: incorporation of insects into stable food for the mass market- China and Thailand to lead worldwide agricultural movement in the future

Raw Material Substitution Opens Baking to Various PossibilitiesSubstitutes for patent flour, coconut powder, black soya bean, almond powder, chia seed, chickpea and eragrostis pilosa, among other things, begin to be known to baking guru. Substitutes for raw material, such as stevia rebaudiana, coconut oil, probiotic yogurt, dietary fiber, functional sugar, protein, receive increasing attention. Will these healthier materials with less calorie and allergen add more selling points to bakery products?Jason Lin, Executive Chef, WITHWHEATAmy Wong, Food Writer/Food & Culture Consultant, ADM

In the era of the flood of industrialization, people seem to enter into a "back to nature" era on the food. More and more people pursue a more sincere and traditional taste. Therefore, how to combine the innovation of the food industry with the traditional taste?How to get 500,000 sales in a single month in the highly competitive Taobao platform without spending any promotional fee in the condition that there were only 10 food SKU? A traditional craftsman “Ruogu”, gives an answer: the inspiration of food is from childhood memories.Ebony, hawthorn, sour plum, osmanthus sugar, and lotus powder. In addition to the simplest packaging and unique taste, as well as the pursuit of raw materials of the product, the traditional manual process is actually a way of life and a kind of brand appeal for people to communicate with things.In the process of traditional crafts innovation, how could we adhere to the quality of traditional hand in development? How to stabilize prices in marketing, to maintain a reasonable long-term return to expand the market audience? Ruogu will lead you to modulate a food fragrance belongs to all of you.

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1100

Coffee Break

Coffee Break

1130

Richard Gong, Founder, Secret Valley

Huang Hai, Vice president&Head of Consumer Investment, FreeS VC

Justin Comes, VP R&D , Mars Chocolate China

The food industry is experiencing monumental changes in how consumers shop, prepare and consume food, driven by demographic and economic changes and the fusion of health, well-being, and technology. Consumers are seeking fresher, healthier, and naturally functional foods, and their consumption patterns continue to evolve with the persistent shift towards more snacking events vs major meal consumption. Campbell Soup Co. is navigating this sea of change. Their anchor is their company purpose, “Real food that matters for life’s moments.” This purpose, which they declared in 2014, has been a galvanizing driver of culture change at Campbell. It is the North Star that guides their innovation and serves as a filter for their decisions. This is especially important as they consider the fact that a higher percentage of a consumer’s daily consumption is comprised of snacking foods vs traditional meals. The nutritional and experiential components of design of those snacks become critically important to continue winning consumer’s choice. Craig Stephen Slavtcheff, Global Vice President, R&D, Global Biscuits & Snacks Division, Campbell Soup Company

Case Show

Keynote Speech

Keynote Speech

Keynote Speech

1210 Luncheon

Forum Structure

For many multinational companies the definition of a global brand is one that has been successful in North America and Europe. Migrating these brands and their success into less familiar, but growing markets has presented a unique innovative dilemma- how much do you change the product to meet local consumer tastes without losing the brand essence that defines the product. A related issue is how to innovate a brand or a category that is new to a burgeoning consumer base that is currently underserved and under-developed. James Andrade, Former VP Research Development & Quality, Mondelez International; Adjunct Professor, Griffith University

The Sil Lum Tao of Innovation

The Intersection of Real Food and Snacking

How to Capture China Consumer Trend Through

Massimo Reverberi, Founder, BugsolutelySusie Liu, CBO, Pesign

Product and Pack Innovation Both for Online and Offline

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPack

1 2

Register to Attend: mote.chan@simbaevents.cn

Speaking Opportunity:Isabella.hsu@simbaevents.cn

FBIF2017 · Marketing Innovation20th April

FBIF2017 · Marketing Innovation20th April

Consumer Insights & PracticesThe new generation of consumers is on the rise. In 2015, 57% of Chinese internet users were post-90s or even younger. This group of people is more keen to entertaining content, more easily to gather because of the same interest, and has a higher acceptance level towards multi-formed interactions. Such a new and distinctive consumer group will definitely influence and diversify the way to do marketing.

0830

1045

Consumer Insights- New Consumer Trend

Competitive Strategy of Transformation and Upgrading

The mass marketing mechanism based on huge consumers is no longer effective, Chinese market is gradually becoming more divided in terms of consumer needs as it is increasingly difficult to grow consumer traction with one star product. Winning brands are those who can sensitively ride the wave and grow consumer reach through creating new touch points. Jason Yu, General Manager in China, Kantar Worldpanel

• From price competition to value competition.• How to face the generation of “The Channel Takes It All” with the dramatic changes in the next five years?• The selections of Strategic positioning and Target market from the view point of the core strengths of company.• Marketing strategy is not doing better, but doing different.• How to find the point of market opportunity from Consumer insight?Due to overcapacity coupled with product homogeneity resulting in price competition. For business continuity, company must upgrade and enhance the value added of the product.

Brian C.P Hsieh, Former GM of Fast Food Group, Uni-President

Shang Huixin, Senior Marketing Director, 360

Understanding the Post-90s

Cheering & Appealing: Let People Be Connected by Effective Branding

TBA

The Road of Omni-Channel Retailing

Kaya Qin, Senior Director of Strategic Partnership Development, Alibaba Group

Jie Xiaofeng, Vice President & Head of E-Commerce, Bestore

David Zhang, General Manager - Marketing and Ecommerce, Greater China, Wyeth Nutrition

Digital Marketing of Maternal & Baby Brands0940

0910

Having a new and totally different generation is not scary whilst ignoring their growth is fatal for us. In china, the study on the post-90s has just started. However, if “embracing the post-90s” is only a slogan, then there is no way to find them, communicate with them, attract them and be appreciated by them. In this section, 30 representatives of the younger generation will gather together, talk to us face-to-face and help us to know them more.

Live Research

1115

Coffee Break

1230 Luncheon

Forum Structure

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1435

1540

1510

1620

1700

1730

Marketing Strategy & Channel

Do as the Romans Do—Opportunities in the 3rd and 4th Tier CitiesCompared to the 1st and 2nd tier cities, the 3rd and 4th tier cities are different in population structures, income levels, cultural traditions, life pace as well as consumer preferences. Thereby, except for expanding distribution channels to these cities, brands should also think of new ways to communicate with local consumers. • Re-understand your consumers• How to set tailored product strategies?• Branding

Coffee Break

Closed

Marketing Beliefs – mARTketing and MATHketingWorkshop Do you feel painful to watch the amount of money wasted in wrong marketing decisions driven by poor marketing understanding? Have you witnessed brilliant ideas being thrown into the garbage as well as awful ones enthusiastically supported with plenty of resources? Javier built his career working for two marketing giants in numerous different countries and cultures. He had developed campaigns that inspired billions of people and generated tremendous value for his company. However, he has also admitted his marketing life has been a story of trial and error. In this section, Javier will share his insights in marketing principles and tell you the secret formula of marketing - mARTketing and MATHketing.Javier Sánchez Lamelas, Founder and CEO, Top Line Marketing; Former Vice President Marketing Europe, Coca Cola

• “Three Splits” under traditional business models• Two breakthrough points to cope with the new retailing model• Building an ecosystem with core partners: able to interact with consumers anywhere in anytime, expandable values, Wyeth Club introduction and the scale and quality of its members• Big data: cross-channel precise marketing (Co-DMP Cooperation), Customer segmentation, flow operation refinement.

We believe that the effectiveness of the connection should be the key point of precise marketing, which shall be the destiny of internet marketing development recently and in the future. The ‘effectiveness’ we mentioned is not only meaning conversion rates of sales, but also could be branding converting. Technology updating is necessary indeed, but the understanding and extending for branding also should be included meanwhile. The ‘effectiveness’ will work only at the right time, in the right way and by sending the right messages within value and meaning. But how could we make it come true by technology updating and emotion connecting? 360's sharing may give you some inspirations.

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPack

1 2

Register to Attend: mote.chan@simbaevents.cn

Speaking Opportunity:Isabella.hsu@simbaevents.cn

FBIF2017 · Marketing Innovation21st April

FBIF2017 · Marketing Innovation21st April

Market Different

1700

1645 Coffee Break

AB InBev: Brand-building on eCommerce to Drive Sales

Weichuan Daily C

TBA

1440

1520

1600

In this section, Martin will share how eCommerce has now become a key element to all of their integrated marketing campaigns, across multiple brands.Martin Suter, Head of eCommerce of APAC North, Anheuser Busch InBev

Chen Shuo, Founder & Direcor, Cinestylo Image

Keynote Speech

Brand Creativity

1800 Closed

Forum Structure

0910

1020

1400

0830

1230

0950

1055

1200TBA

How to Effectively Exploit the Youth’s Market

How to Make Our Marketing Effective in Mobile Internet Era?

Gu Weiwei, CMO, Social Touch

Robbie Zhang, Director of marketing & strategic department, IFENG.COM.

Reserved for Capri-Sun

Digital WorldCultural Branding, Building the Brands Future in the

According to The Soda Report released by the Digital Society in May 2015, 27% brands respondents indicated “they were not working with outside agencies on their brand’s digital efforts”. Instead, they have started producing digital campaigns in-house. Maybe brands and agencies need to figure out a new way to cooperate with each other, but what is clear is that in the digital world, it is essential for brands to build up the real connection with their targeted consumers and the key is always producing what consumers want to see.

Customers of FMCG are most concerned about the whole groups of young people. Phoenix New Media relies on big data system of “Phoenix Eyes” to deeply analyze young group.On that basis, we can demonstrate young people’s true idea and attitudes towards certain things, (For instance, young people actually are willing to pay more attention to business elites, leaders and scientists instead of social media celebrities.) in order to comprehend how to effectively exploit the youth’s market.

It has been widely spoken that if you can be a great storyteller and communicate your story with customers in time, your brand can be a hub for the targeted communities to gather and this is where FMCG (Fast Moving Consumer Goods) enterprises dream to be. To achieve this, many companies are investing heavily in branded content creation and distribution, nonetheless the result or the effect of content marketing strategies may not always be desirable. The best examples would be McDonald’s, Coca Cola and Red Bull. All these three brands are spending a huge amount of money on branded content generation (e.g. Red Bull spends much of its $2 billion annual marketing budget on branded content), but if taking their fanbase on YouTube as an evaluation, the results might not be able to “make ends meet”. As shown on YouTube, the subscribers of McDonald’s, Coca Cola and Red Bull channels are respectively 204,000 (ranked as 9414); 676,000 (ranked as 2749) and 4,900,000 (ranked as 184). Compared to some famous YouTuber such as Zoella who has 11,244,340 fans, it is clear that branded content is still not attractive enough to its targeted audiences. In fact, despite fully utilizing social media as a distribution channel, companies still know little about effective brand building, and more important is that most enterprises tend to ignore branding is actually a set of skills aiming to create cultural relevance. It has been proved by the rising of “Crowd Culture” which is originated from subculture groups and has been making branded content and brand sponsors less effective. However the good news is Crowd Culture will lead to a new branding method which can be called “Cultural Branding”.Mariano A. Bosaz, Global Digital Sr Director, Coca Cola

Coffee Break

Digital Class

Luncheon

Digital Marketing

Workshop Creative Food & Drink Imagineering by The Robin CollectiveCatering to up to 70 FBIF guests, The Robin Collective would host a creative workshop to demonstrate how they are exploring the future of product marketing innovation.Through a series of brand case studies including projects with Glenfiddich Whiskey, Pepsi, Yves Saint Laurent and Bombay Sapphire – they will be showcasing how vital food and flavour science is to food & beverage marketing.Robin Fegen, Founder & Director, The Robin CollectiveBrandy Klingelpuss, Co-founder & Creative Director, The Robin Collective

Continually launched “Reason Bottle”, “Hi Bottle”, ”Spell Bottle” - Marketing campaigns based on consumer insights, driving not only the social buzz, and consumer’s attention, but also bringing considerable sales growth.Tato Jiang, Head of Chilled Beverage in Marketing Department, WeiChuan

When technology and marketing are mentioned together, precision marketing would be the first phrase to appear in every marketer’s minds. However, brands might have the following concerns: Do my products need precision marketing? Is that reliable? Shall I give up the resources in the “long tail”?Panelist: Mariano A. Bosaz, Global Digital Sr Director, Coca ColaVincent Lee, Digital Marketing Leader, Asia Pacific, The Dow Chemical Company

Is Precision Marketing a Pseudo-Proposition?On-stage Discussion

Do you really understand the inside of your potential customer? Does your new product can really tailor-fit to each customer’s needs? Can you identify your customer quick and clear? Xiaomi SmartPhone-based data will help you to find your real customers. How to make our marketing effective in mobile internet era?Xiaomi all-scene marketing solutions, guiding consumer’s mind, help them make the right decision.Q Chen, GM of Advertising Sales in MIUI of Eastern Region, Beijing Xiaomi Mobile Software Co., Ltd

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPack

1 2

Register to Attend: mote.chan@simbaevents.cn

Speaking Opportunity:Isabella.hsu@simbaevents.cn

FBIF2017 · InnoPack20th April

FBIF2017 · InnoPack20th April

Trends & Insights Design & Brand

0900

1100

0910

1145

Address from the Chairman

The Secrets of The Color on Packaging

Artem Movsesyan, Partner, Neom

Mark Budden, Chairman, AsiaPac Region, Design Bridge

Shubin Chen, Cooperate Packaging Director of Great China, Nestle

The Global Trend of Package Design in 2017

Coming Across the Originality

Danone’s high-end water brand Evian has launched the Fruits & Plants Juices by taking precedence on innovatively combining mineral water from Alps and natural fruits and plants together. This new product has three flavors and each series are packaged with different, soft but bright colors which bring the similar surprises to people just as how they would feel when spring finally comes after a long winter. The color on the packages represents youth and vibration while it also speaks for positive mindsets as well as a fresh personality. Thus the spirit of “living young” has been successfully communicated through Evian’s choices on its packaging colors, which encourages Evian’s consumers to enjoy their life in a positive and healthy way. Surely such unique packaging cannot live without its excellent designer Christophe who has created many designing works for brands such as Louis VIII and Sulwhasoo and who has owned multiple awards in Pentawards. In this section, Christophe will bring his designing work for Evian’s Fruits & Plants Juices and share the secrets of choosing colors for packaging with you. Christophe Pradere, CEO & Founder, BECT Design

Since brands began to approach consumers by offering customized packaging, people have been delighted to accept such design. The modern age has witnessed the changes of food packages where the most representative developments include clean label, intelligent packaging technology (NFC, BLE) and vintage-styled kraft paper etc. The market is like a mirror, what kind of packaging design will be reflected from it in the future?

Kang Weijie, Vice President, Shenzhen Oracle Creative Design Co.,Ltd

Innovation is SIMPLE, but NOT EASY

Returning to the Original Nature

The Food's New Clothes

A view from the Bridge

TBA

0945

1720

1645

1400

Do you think that innovation is a complicated process of product R&D and market activities? Have you always been asking yourself “Why I did not think about that?” after seeing several simple but effective creative ideas in the market? If so, do not worry, you just may have not mastered the basics. Working on some of the world’s most beloved brands, from Jim Beam and Kellogg’s to Ocean Spray and Pringles, Ben Sauer, VP Managing Director and Executive Creative Director for LPK Asia, will share examples, stories, and principles of innovation from over two decades of Global FMCG experience. Most importantly, Ben will reveal the innovation principle steps of “UBA" concluded by him, which will help you increase your probability for success in product and brand innovation.

• Coming across touched us to the deeppest of the heart every time.• What will be the content of it?• The apperception sharing: Coming across the MIOGEE and Hada Valley.• Pursuing the essence of life is aiming for the simple and the extraordinary through the concept of the minimalist design.

Back to the early centuries, human being’s aesthetic consciousness stemmed from their appreciation of nature. Wood and cloth were commonly used packaging materials before the prevalence of glass, plastic and mental etc. in the modern industrial age. Given that “returning to the original nature” has generated an international appeal, it is necessary to consider how to utilize low-carbon and environmentally friendly materials in packaging for bringing consumers with the most natural and comfortable experiences. In this session, you would have opportunities to learn and experience how to use cloth in your product packaging (It’s called Furoshiki in Japanese).

The concept of “Food Appeal” is very complex and is expressed through the combination of many elements including logo. fonts, image, the structure of layout, the “full” and ”silence” and sensation defined as Harmony. Also brands and packaging design must evolve and be able to engage and excite.This concept laid in the foundation of the two projects GRISBI and MAMO. GRISBI project: they have done for the pastry Italian leading company Vicenzi SpA in 2011-a perfect example of change before the start of the descent in the life cycle. MAMO project’s core feature is holistic nutrition: to achieve their well-being, babies need to be fed on peculiar food and emotions. Following this vision, the brand suggests the combination of brand identity elements through a new brand concept - three-dimensional nutrition.

A selection of food and beverage stories from the Design Bridge Group.

Keynote Speech

Bussiness Cases

Studying and Interacting

Studying and Interacting

1020

1530

1600

Coffee Break

Coffee Break

1230

1800

Luncheon

Closed

Forum Structure

Benton N. Sauer, Vice President, Managing Director/Executive Creative Director, LPK Asia

PlenarySession

ProductInnovation A

ProductInnovation B

MarketingInnovation

InnoPack

Register to Attend: mote.chan@simbaevents.cn

Speaking Opportunity:Isabella.hsu@simbaevents.cn

FBIF2017 · InnoPack21st April

0900

0915

1000

This session will present the most creative and valuable food packaging design which FBIF2017 has selected from top-level package design competitions worldwide, and the related designers/design teams will be invited as well. As conference organizers, FBIF encourages the department of packaging, R&D and marketing to join in this session given it is a wonderful opportunity to learn from and communicate with each other.

How can interaction technologies aid users in using and managing their nutrition and diet? This conceptual project explores new ideas how packaging design can help enhance the overall user experience with a complex food and health product.

Ong Wongawa, Senior Industrial Designer, Motorola Solutions

Rene Chen, Managing Director, JKR

Show Case

Best Design 1

Best Design 2

Nutrilinx:Re-thinking Interactive Food Packaging

TBA

1045 Living Package Sells by Itself

More Topics are on the Way...

• How to make product look unique in traditional product category , also under the limitation of packaging material.• How to build up emotional connections between product and customers in a short time.• How to gain brand property and get more fans by the power of packaging design.• Considering brand value as intellectual property - living design can speak by itself.Grant Li, Creative Director, L3 Branding

Forum Structure