China’s First Coconut Yoghurt Firm Highlights Tmall Launch

China’s first plant-based coconut yoghurt brand Yeyo has highlighted the importance of novelty, premiumisation and brand building in capturing the holy grail of middle-class consumers in the country after successfully launching its first flagship store on Tmall, FoodNavigator-Asia reported on July 12.  

Christiana Zhu, Co-Founder and CEO of Marvelous Food, the firm behind Yeyo explained the Tmall flagship store is particularly important as it is a key opportunity for brand building, which is crucial when it comes to capturing the attention of rising middle class consumers.  “The plant-based market in China is right on the tip of a wave and there is massive potential due to the rising middle class and the (advent of) COVID-19, where people want to eat healthier,” Zhu told FoodNavigator-Asia.  

Yeyo’s coconut yoghurt parfaits come in peach crunch and strawberry chocolate, yoghurts in two fixed flavors (pure, coconut nectar) and a variety of other limited-edition flavors that change weekly.  The yoghurts retail for CNY28 ($4.38) for 150 ml pack.