
Ice cream heats up with cross-branding, innovation
China DailyConsumers check out Moutai ice cream in Guiyang, Guizhou province, in May. The newly launched Moutai ice cream developed by Chinese high-end spirits maker Kweichow Moutai Co Ltd and dairy producer Mengniu Dairy Co Ltd has gone viral among consumers, and industry observers are bullish on the business growth opportunities brought by transboundary cooperation between ice cream retailers and companies of other sectors. Luzhou Laojiao Group, a leading Chinese liquor producer from Sichuan province, cooperated with local ice cream brand Chicecream and launched products that integrated spirits and milk. In 2021, China's per capita ice cream consumption volume is likely to have reached 2.9 kilograms, which doubled the level seen in 2011, according to GlobalData, a London-based data analytics and consulting company. Thanks to continuous innovation and transboundary cooperation with other sectors, in 2021, Inner Mongolia-based Mengniu Dairy saw its ice cream business achieve sales of 4.24 billion yuan, up 61 percent year-on-year.
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