Rians

Rians is the world’s largest producer of crème brûlée, known for its authentic French recipes and premium chilled dessert range. As interest in Western-style indulgence continues to rise in China, Rians offers the perfect blend of heritage, quality, and novelty. With China’s frozen and chilled desserts market valued at over USD 3.8 billion and growing steadily, the timing is ideal to introduce one of France’s most iconic desserts to Chinese consumers.

Opportunity

James Tyler is launching Rians Crème Brûlée in mid-2025, beginning with a high-profile entry into Ole, one of China’s most premium supermarket chains. This launch will anchor the brand's positioning as a category leader in authentic, indulgent chilled desserts.

Key elements of the strategy:

• Position Rians as the #1 crème brûlée brand globally, offering unmatched authenticity
• Leverage weekly cold chain logistics to maintain product quality and shelf appeal
• Expand beyond Ole into other premium retail channels including Costco, City Super, and BHG
• Target premium QSR and café chains such as Fascino to drive trial and visibility among urban millennial consumers
• Align with fast-growing demand for Western-style desserts, elevated snacking, and convenient indulgence

Outcome

With James Tyler overseeing import, launch strategy, and in-market execution, we have ambitions for Rians to become China’s go-to premium crème brûlée. This launch not only introduces a world-class brand to a rapidly growing market, it sets the foundation for Rians to lead the premium chilled dessert category across both retail and foodservice.