Background
Gippsland Dairy is a premium Australian yogurt maker known for slow-crafted, small‑batch freshness using Gippsland’s rich dairy heritage. As China’s yogurt market boomed to approximately USD 40.1 billion in 2023, with an 8.35% CAGR through 2029, there was a clear opportunity to introduce high-quality, decadent yogurt for Chinese consumers looking for a delicious treat.
Opportunity
Launched amidst COVID lockdowns, when many imported brands withdrew and a consumer gap emerged, Gippsland Dairy seized the moment:
- Weekly air shipments from Victoria ensured superior cold-chain freshness
- Sold direct to homes during lockdowns, gaining trust and building a cult following among Chinese Gen Z and Millennials
- From online traction, we then secured listings with premium players: Freshippo, City Super, Ole, and restaurant group Gaga
- Expanded awareness through digital livestreams on TikTok and Little Red Book, aligning with young trendsetters
Outcome
Gippsland Dairy launched with impact by bridging the lockdown gap with direct‑to‑consumer reach, then rolling out into China’s top-tier retail and hospitality channels. The result: strong early adoption, a growing consumer base, and solid momentum in China’s premium yogurt segment, right when the market needed a quality uplift.
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