Westland launches UHT Product in China
18 May 2016
Westland launches UHT Product in
Only a few weeks after officially opening its new UHT milk and cream plant at its premises in Rolleston (April 15), Westland Milk Products has launched its whipping cream product into the Chinese market.
The Hokitika-based co-operative (New Zealand’s second largest dairy co-op) chose the 19th International Bakery Exhibition of China (Bakery China 2016) to launch the brand ‘Westgold Mu En’ (pronounced ‘moo ern’), aiming to bring a wider range of authentic New Zealand dairy products to Chinese consumers. Westgold Mu En, Westland’s flagship consumer and foodservice brand in China, literally translates as ‘nourishment from the pasture.’ The brand will initially comprise of Westland’s UHT milk, whipping cream and butter.
Gregg Wafelbakker, General Manager of Westland Milk Products Shanghai said, “The official launch of the Westgold Mu En brand marks a significant step up for Westland’s strategic drive into the high end consumer market in China. The presentation at Bakery China 2016 marks Westland’s debut into China's bakery and food service sectors.”
“Utilising the trust we have built for Westland brands in China with our ingredients products,“ Wafelbakker added, “we will use Westgold Mu En to explore opportunities for expansion into consumer brands, bakery and catering to meet the growing demand there for high quality, trusted, products.”
Wafelbakker said China’s rapid growth in the consumption of western style bakery goods means this sector has become one of the most strategically important market opportunities for Westland.
“Feedback from this event has been extremely positive and we are looking forward to developing long term relationships with, and deepening our understanding of our bakery and foodservice customers in China.” Wafelbakker concluded.