Old Foods, New Demand: How China Is Reinventing Familiar Plant-Based Foods | China Food For Thought #13

Dao Foods views China as the world’s most important protein and food market from both a climate impact and business opportunity perspective. Our China Food for Thought series delves into the rapidly evolving alternative protein sector in China, and the broader market trends within the food industry. We selectively curate and share industry news from China with international audiences that may lack easy access to news and trends in China. Our goal is to provide readers with a ground-up view of valuable industry content from the Dao Foods perspective.

1. From Landscaping Plant to Trendy Ingredient: How Kale Localized

Kale was introduced into China in the 1990s and was primarily used for landscaping, valued for its appearance and cold resistance. It became a common feature in roadside flower beds.

For years, kale remained marginal as a food ingredient. Consumption was largely limited to smoothies and salads in Western-style restaurants, where its bitter taste and fibrous texture kept consumer acceptance low.

The turning point came in 2024. During the Paris Olympics, Heytea, a leading Chinese tea beverage chain, launched its “Kale Slim Bottle,” which quickly gained traction as demand for healthier drinks began to outweigh concerns about taste.

Kale smoothies are not new. However, Heytea adjusted the formulation by using stronger fruit profiles to better match local preferences, making the product more accessible to a broader audience.

Over the following year, the company sold more than 100 million bottles, using approximately 1.5 million kilograms of kale.

The trend spread quickly across categories. Bubble tea brands, coffee chains, and packaged beverage companies followed. Kale began appearing in juices, kale powder, and meal replacements, and gradually moved into everyday food formats. Baixiang, one of China’s top instant noodle brand, launched kale noodle. Sanquan, a leading frozen food company, introduced kale and green grape tangyuan (glutinous rice balls). Freshippo, a top grocery chain, launched kale and bamboo shoot buns.

Two years on, kale remains one of the most visible superfood ingredients in China. Last month, Sam’s Club China launched a potted kale product, which went viral again on social media and sold out immediately. Procurement prices have risen threefold, reflecting strong and sustained demand.

Dao Foods perspective:

Kale’s rapid rise in China follows a clear pattern.

Health demand created the initial pull. As consumers increasingly focus on high-fiber, vitamin-rich, and low-calorie diets, kale naturally fits into these preferences.

Product design made it scalable. Companies such as Heytea, Baixiang, and Freshippo improved both taste and accessibility, turning what was once seen as an unappealing vegetable into a widely accepted ingredient.

Distribution and content accelerated adoption. These products are highly shareable, prompting consumers to post and engage online. Influencers have further amplified awareness by promoting kale-based diets and recipes. On RedNote, kale-related topics such as “kale juice” have reached over 20 million views.

Kale’s rise does not reflect a sudden shift in taste. It shows how brands can reframe an unappealing ingredient into something that fits everyday consumption, social sharing, and repeat storytelling.

2. Oatly Launches High-Fiber Oat Milk as Fiber Demand Rises

Oatly has introduced a new high-fiber oat milk product in China. The product targets a structural gap in dietary fiber intake among Chinese consumers.

According to China’s 2023 Dietary Reference Intakes, adults are recommended to consume 25 to 30 grams of dietary fiber per day. As of 2025, average daily intake stands at just 10.2 grams. This is less than half of the recommended level.

Consumer awareness of dietary fiber is rising quickly. As of March 10, 2026, the topic “dietary fiber” has accumulated 460 million views on RedNote. Major brands such as Master Kong and Sprite have also introduced high-fiber products over the past year. Competition in this segment is increasing.

Oatly’s new product is designed to address this gap. Each 250 ml bottle contains at least 7.5 grams of dietary fiber. This covers approximately 30% of daily requirements.

According to Euromonitor, China’s fiber food retail market reached RMB 48.7 billion (≈ USD 6.8 billion) in 2023, representing a year-on-year increase of 19.3%. The market is expected to grow at a compound annual rate of 15% to 18% from 2026 to 2028. It is projected to reach RMB 120 billion (≈ USD 17 billion) by 2028.

Dao Foods perspective:

Oat milk has gained traction through coffee consumption, especially oat lattes. However, it is still often compared directly with dairy milk.

From a nutritional perspective, oat milk contains less than one-third of the protein found in milk. It also has slightly higher carbohydrate content. Outside of coffee scenarios, this creates a perceived trade-off for consumers.

Oatly is adjusting its positioning. Instead of competing only as a dairy substitute, it is focusing on fiber as a core benefit. This aligns with demand for weight management, metabolic health, and functional nutrition.

This reflects a broader shift in the plant-based category. Products cannot rely only on replacing animal-based options. They need to offer distinct value that fits everyday consumption.

Oatly has also built strong localization in China. It entered the mainland market through specialty coffee shops. It has since expanded its product range, including gardenia peach-flavored oat milk, low-GI ice cream, and veggie crisps. This positions Oatly to move beyond coffee-led consumption and into broader daily use.

3. Starfield Launches Low-GI Tofu Noodles

Starfield, a portfolio company of Dao Foods, has launched a new tofu noodle product across all 63 Sam’s Club locations in China. The product is made primarily from non-GMO soybeans.

Sam’s Club China generates approximately RMB 140 billion (≈ USD 20 billion) in annual sales. It has been a key driver behind Walmart China reaching roughly RMB 200 billion (≈ USD 28 billion) in total revenue, nearly three times that of its closest competitor. This makes it one of the most important retail channels in the country.

The tofu noodles are positioned as a healthier staple alternative. They are low in fat and have a glycemic index of 34. They are also sugar-free and gluten-free. Each serving contains approximately 12 grams of protein, roughly equivalent to the protein content of 3.6 cups of milk.

The product can be prepared in just 20 to 30 seconds in boiling water. This makes it suitable for everyday meals. It is designed for consumers looking to eat healthier, as well as busy professionals and households seeking convenient options.

In recent years, Starfield has expanded its portfolio to include products such as poki salad bars, veggie crisps, and plum-flavored tofu. The company is gradually building a multi-scenario product lineup beyond alternative protein, spanning ready-to-eat snacks and convenient cooking solutions.

Dao Foods perspective:

China continues to signal support for increased soybean consumption. In 2024, the National Health Commission reiterated its guidance to “reduce oil, increase soy, and add milk,” recommending a daily intake of 15 to 25 grams of soybeans or equivalent products. More than two-thirds of the population currently fall short of this recommendation.

At the same time, brands are moving quickly. A new wave of soy-based products is emerging beyond traditional formats such as tofu and soy milk. These products are being redesigned to fit modern consumption needs, including snacks and staple foods, as well as use cases such as weight management, healthy snacking, and functional nutrition.

“Low GI” has also become one of the most prominent health claims in China since 2025. Within a year, products labeled “low GI” have spread across markets from top-tier cities to lower-tier towns.

Starfield is not only focused on alternative protein production. It is also consistently developing new products, aligning with mainstream consumer trends and evolving mass-market demand.

4. Yanjinpuzi and Heinz Launch Plant-Based Steak Snack

Yanjinpuzi, a leading snack brand in China, has collaborated with Heinz to launch a plant-based black pepper steak snack. The product is now available on major e-commerce platforms.

The snack is made from soy protein and positioned as a high-protein option with zero trans fats.

To improve texture, Yanjinpuzi has upgraded the structural processing of soy protein. This creates a more fibrous, meat-like texture with a noticeable “pull-apart” feel and chewiness that mimics real steak.

The product emphasizes its black pepper flavor. It uses Heinz’s classic black pepper sauce to recreate a familiar steakhouse-style taste.

As of today, soy-based snacks have formed a sizable and steadily growing market in China. According to Zhongyan data, China’s soy product market exceeded RMB 140 billion (≈ USD 20 billion) in 2024. Snack soy products accounted for 15.8% of the total. The overall market grew 12.7% year-on-year, with an average annual growth rate of over 10% in the past five years.

Yanjinpuzi is using collaborations to expand flavor variety. It is also leveraging brand partnerships to drive visibility and consumer traffic. In addition to Heinz, the company has collaborated with Nongshim on spicy ramen flavor profiles. This growing range of flavors is expanding the consumer experience within the soy protein snack category.

Dao Foods perspective:

The savory snacks market is relatively mature and slower growing globally, with potato chips remaining one of the dominant categories and accounting for around 42% of the market in 2025.

China’s snack market looks different. In addition to conventional categories, it includes formats such as konjac, gluten, egg, and fish-based snacks. A key feature is the integration of traditional meal culture into snacking. Many products are adapted from familiar dishes and turned into snack formats.

Tofu fits well in this system. It is highly versatile, with a wide range of textures and seasoning possibilities. It also aligns with current demand for high-protein and healthier snacks.

Yanjinpuzi is targeting mass-market consumers with affordable products. Tofu is a cost-effective ingredient, which gives the category significant room for growth.

This suggests that plant-based snacks may be easier than traditional plant-based meat products to gain mainstream consumer acceptance and achieve commercial success. It also offers useful insights for the broader plant-based sector.

5. An Old Category Finds New Demand: Soy Milk

Soy milk has long been part of daily life in China. It is sold at street breakfast stalls, in convenience stores, and used at home. For decades, the category changed very little.

In the 1990s, Joyoung brought soy milk into modern kitchens through its home soy milk machines. The product became widely adopted. In 2023, the company expanded into soy milk powder as a separate business, entering an already competitive market.

Joyoung did not rely on price or distribution alone. It shifted the way products are developed.

The company began launching a wide range of variants across flavor and function. Some are tied to health trends, such as kale and chia blends. Others lean into flavor, including fruit and tea-inspired profiles. A smaller number draw from internet culture.

This is a volume-driven approach. By increasing the number of product launches, the company raises the probability of producing breakout products.

One example is the meme-driven “Hakimi mung bean milk,” inspired by a viral sound in short videos. The product quickly spread on social media. Daily sales exceeded 200,000 units. At RMB 29.9 (≈ USD 4) per unit, this is close to RMB 6 million (≈ USD 0.84 billion) in daily revenue.

Another example comes from its functional line. The “healthy eating pal” soy milk, especially the kale and chia variant, gained traction among younger, fitness-focused consumers. Since launch in 2025, it has sold more than 5 million packs and ranked No.1 in its category on major e-commerce platforms.

The takeaway is straightforward. Breakout products are not created individually. They emerge from repeated launches.

Dao Foods Perspective:

Soy milk is one of the oldest plant-based proteins in China. It has strong consumer awareness, but is often associated with low price points and breakfast consumption.

New plant-based products have reshaped the category. Oat milk and other alternatives introduced new positioning, higher price tiers, and broader usage occasions. Some traditional soy milk brands have struggled to adapt. Vv Food, which once held over 80 percent market share in the 1990s, has reported declining revenue for several consecutive years, with significant idle capacity.

Joyoung is taking a different approach. Instead of competing directly with newer plant-based products, it is updating soy milk through a steady flow of new products, aligned with changing consumer trends and content dynamics.

The market remains large. China’s soy milk category was valued at around RMB 85 billion (≈ USD 12 billion) in 2025 and is expected to reach RMB 160 billion (≈ USD 22.4 billion) by 2030, with a compound annual growth rate above 15 percent.

For an established category, growth does not come from awareness. It comes from iteration. When a familiar product is continuously adapted to new contexts, demand can expand again.