Yoghurt brand Classy Kiss and Uni-China team up to venture into HK

Chinese yoghurt brand Classy Kiss (卡士) and Uni-China Group have entered into a strategic cooperation agreement, under which Uni-China Group will serve as Classy Kiss’ sole distributor in Hong Kong to launch its yoghurt products in the Hong Kong market.

According to the cooperation agreement, Uni-China Group will introduce Classy Kiss’ signature products to local consumers through its retail network across Hong Kong and its cold chain logistics distribution system.

Established in 1999, Classy Kiss has been focusing on the research and development of low-temperature dairy products. The company has positioned itself as a premium brand in the market.

The first three products to be launched in the Hong Kong market include “007 probiotic family pack yoghurt (original)” (007益生菌家庭裝原味乳酪), “one hour after meal” (餐後一小時) and “natural yoghurt” (原態乳酪). 

These products are now available at designated retail outlets across the city, including ParknShop, Wellcome, U Select, Bao Dim Sin Seng (包點先生) and FRESH, and will also be available at Circle K convenience stores and 7-Eleven at the end of February and March, respectively, totalling over 1,000 points of sales. Classy Kiss has also planned to introduce more of its products into the market in the future.

In terms of promotional strategies, a spokesperson from Uni-China Group told MARKETING-INTERACTIVE that it has divided it into three stages and has implemented different tactics on both online and offline platforms.

To further amplify Classy Kiss' expansion into Hong Kong, Uni-China Group has set up a press conference and invited local celebrities including Moses Chan, Gaile Lok, Karl Ting and Mak Ling Ling, as well as local football player Chan Siu Ki and Philip Chan, to conduct DIY dessert demonstrations using Classy-Kiss' products. 

Furthermore, Uni-China Group has adopted a Chinese slogan "酪意滿滿，健康新上場" to make consumers feel more connected and create an authentic experience. All Classy Kiss products launched in Hong Kong will also be redesigned with traditional Chinese characters on their packaging.

Uni-China Group has also adopted KOL partnership, digital advertorials, massive roadshows, street sampling and in-store promotion. The spokesperson added that Classy Kiss has also planned to expand into Southeast Asia market.

Wang Weijia, founder and general manager, Classy Kiss, said, “Hong Kong is an important member of the Greater Bay Area and a window to the international market. Classy Kiss’s entry into the Hong Kong market not only complements our strategic plan for the Guangdong-Hong Kong-Macao Greater Bay Area, but also enhances our brand’s competitiveness and prepares us for future overseas market development.”

“As travelling to mainland China has become a trend for Hong Kong people in recent months, we are introducing our flagship products directly to Hong Kong to give its consumers the freshest and safest high-quality product experience through the most convenient shopping channels,” Wang added.

Jackie Ling, chairman, Uni-China Group, said: “We are honoured to become Classy Kiss’ strategic partner to capture the business opportunities in the rapidly growing yoghurt market and bring quality yoghurt products that are renowned in southern mainland China to local consumers.”

“This strategic cooperation fully leverages the group’s advantages in various aspects. Going forward, we will continue to source and introduce different food brands from around the world to provide consumers with a wider range of high-quality food options,” Ling added.

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