General Mills
haagen dazs china

The Minneapolis-based consumer packaged goods company takes a West-meets-East approach to its Chinese market, says Gary Chu, president of greater China for General Mills (GIS, Fortune 500). Take the Bugle, a corn-based chip. In China, mostly teens and younger kids eat salty snacks, he notes. The company offers 20 different flavors, like meat and seaweed, and introduces one or two new varieties annually to keep them interested in the brand. The most popular is American Ketchup, which, despite its clear western influence, is not even available in the U.S.

Häagen-Dazs is one of the company's biggest brands in Asia. "Our road map and our business formula [for Häagen-Dazs] is very different than the States and Europe," Chu says. (The brand is licensed to Nestle in the U.S. and Canada.) In China, the company runs full-service Häagen-Dazs restaurants with a luxury vibe in high-end malls and hotels. In the past, most of the flavors had been more oriented toward the U.S. or Europe, and many had a chocolate base. But in the last few years lychee, red bean, green tea, mango, and passion fruit have emerged. They've also had success producing mooncakes, which are exchanged widely every year as part of an annual festival. Häagen-Dazs, by putting an ice cream twist on the mooncake, has become one of the top manufacturers of the product in China and sells 2 million boxes every year, says Chu.


  @FortuneMagazine - Last updated June 06 2013 08:02 AM ET
Join the Conversation
Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.