China Huiyuan Juice Group, Yeo Hiap Seng to launch halal beverages

The China Huiyuan Juice Group will launch a new juice brand, YAMI to Malaysia in conjunction with Yeo Hiap Seng (Yeo's), a well-known food and beverage company in Malaysia. It will be the Huiyuan Juice Group's first fruit juice beverage product in Malaysia.

Source: Huiyuan Juice. The first product, YAMI juices.

In March 2016, Huiyuan and Yeo's, agreed to establish a joint venture to build up a long-term strategic advantage in the international market. The joint venture, established January 2017, will take advantage of Malaysia's stable political and economic environment and enable Huiyuan to expand its business to other ASEAN countries with preferential terms on tariffs and trade while perfecting alignment with local halal product regulations. The joint venture will focus first on Singapore and Malaysia, and then expand to countries like Cambodia and Myanmar thereafter.

Huiyuan is also planning to import products that suit the Chinese market and consumers into China by taking advantage of resources from the joint venture and selling them through related channels.

By focusing on Malaysia and Singapore in its first phase of development, the joint venture established by Huiyuan and Yeo Hiap Seng will launch juice products under the joint venture brand YAMI. YAMI beverages are designed to appeal to the tastes and preferences of Southeast Asian consumers and will be sold through local sales channels related to Yeo Hiap Seng.

Huiyuan and Yeo Hiap Seng will launch their first YAMI beverage product in May. With juice content of up to 10%, the beverages will feature apple, pear, orange and white grape flavours, and will be available in 250ml tetrapaks as well as 350ml bottles. This launch will be closely followed by another functional juice beverage with the addition of iron, calcium, dietary fibre and collagen and other nutrients, which will be available in four flavours - orange, red grape, mango and grapefruit.