Hyundai F&B’s Robocar Poli Kids Foods Were a Hit at 2014 SIAL CHINA
At 2014 SIAL CHINA, held this past June in Shanghai, one group of products was on the tongues of many Chinese buyers: the Robocar Poli foods for kids (beverages and cotton candy) produced by Hyundai F&B Co., Ltd. Robocar Poli is a popular animated character in Korea. It features a car rescue team that can turn into robots. The animated character is very popular among Korean infants.
Recently, The Story of Traffic Safety with Robocar Poli was televised in China over 13 episodes. Chinese infants and children and were exceedingly interested in the Robocar Poli characters. For this reason, many Chinese buyers showed much interest Hyundai F&B’s Robocar Poli foods for kids. This includes Yihaodian (one of the famous Chinese online shopping malls), which participated in 2014 SIAL CHINA.
Principle to Use Organic Ingredients for Children’s Health and Food Safety
Established in 2008, Hyundai F&B uses Korean animated characters on its products. Under the slogan of “Delicious Imagination and Pleasur-able Foods,” the company is making efforts to manufacture “kids foods” for infants and children. All products produced by Hyundai F&B are made with organic ingredients to ensure children’s health and food safety. What’s more, the company makes it a rule to minimize the use of artificial additives. It has also obtained international certifications―ISO 9001 and ISO 14001―for thorough quality control.
The Strongest Point is Knowing How to Use Animated Characters in a Way That Will Appeal to Children
The animated characters are the most distinguished feature of Hyundai F&B’s Kids Foods. The food company has made a trademark agreement to use famous animated Korean characters such as <Cocomong from Refrigerator Country>, <Dooly, the Baby Dinosaur>, and <Hello, Jadu!> Hyundai F&B has actively produced beverages and snacks featuring animated characters for infants and children.
Mr. Hwang Jin-young, director of the sales department, explains “We think kid foods using animated characters that children feel close to have the possibility to succeed with market research. With an eye towards advancing into overseas markets, we have produced kids foods with animated characters.”
Largest Chinese Broadcaster, CCTV, Will Televise Robocar Poli in August…Robocar Poli Kids Foods Will Make Inroads into China in Time for Broadcast Period
Hyundai F&B’s flagship product is Robocar Poli Kids Beverage. It is a beverage product made of organic fruits and vegetables. There are six different types including strawberry, grape, apple, and satsuma. Robocar Poli Kids beverage does not contain any artificial additives at all―no synthetic sweeteners, synthetic flavoring compounds, or synthetic preservatives―so the beverage is good for children’s health.
What’s more, each Robocar Poli toy character appears on the product package, making it more fun for children to drink the beverage. To avoid spoiled contents and secure food safety, the beverage product uses the “Cheer Pack” packing method. There are also PET-packaged beverage products that are easy to carry.
Robocar Poli Cotton Candy products are also popular products among consumers. The cotton candy products come in three types: grape-flavored, strawberry-flavored, and organic. Hyundai F&B took about one year to develop its cotton candy product. As there are still few cotton candy products for children in China, Hyundai F&B’s cotton candy product received attention from Chinese buyers as a promising export item at 2014 SIAL CHINA.
Mr. Hwang says “More than 200 Chinese buyers, who participated in 2014 SIAL CHINA, were highly interested in our Robocar Poli kids foods because the largest Chinese broadcaster, CCTV (China Central Television), will start televising Robocar Poli in August. Most of them want to import our products directly. We have a plan to export Robocar Poli beverages and cotton candy products to China in time for its broadcast.”
Creating a Stepping Stone for Exports into China, Plan to Make Advances into Southeast Asia and Russia
From the latter half of this year, Hyundai F&B plans to try its best to enter the Chinese kids foods market. The company will promote its Robocar Poli beverages and cotton candy products to large local marts, supermarkets, convenience stores, baby product shops, and so on.
What’s more, the company is considering distributing its products through online Chinese shopping malls.
Mr. Hwang speaks of his aspiration: “Robocar Poli is now televised in 75 countries and is becoming popular among foreign children as an animated Hallyu (Korean culture wave) character. Using the friendly climate around Robocar Poli, we will first make inroads into China and next want to enter into Southeast Asian countries, including Indonesia and Malaysia, and Russia in the medium to long term.”
Park Sung Eun firstname.lastname@example.org
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