Amos Sweets set for global expansion

By Anthony Myers

- Last updated on GMT

Amos Sweets moves into its 4.0’ phase. Pic: Amos Sweets
Amos Sweets moves into its 4.0’ phase. Pic: Amos Sweets

Related tags Candy China Gummy

Candy innovator launches new products in China and makes deals with worldwide distributors, retailers and partners as company moves into export market.

Confectionery supplier Amos Sweets has announced a global strategy to mark its 15th​ anniversary this month, inviting industry experts, distributors, retailers and partners from all over the world to Shenzen, China, to check out its latest products.

The company’s CEO, Amos Ma, and vice president, Elaine Wu, announced ‘Amos Sweets 4.0’ - a phase that will comprise four key areas: globalization, brand marketing, category strategy and e-commerce.

Amos Sweets is home to brands such as 4D Gummy, Biobor, and Blink Mints and has set itself the goal of becoming both a leading global brand of creative candy and a global nutritional food specialist, which was embodied by their underlying statement to “be first or be unique​”, said Ma.

In this era of increased consumption, the varied needs of consumers have created many new opportunities within the industry. The candy industry is also facing a dilemma regarding high sugar, but I think that as long as there is innovation, the candy market still has room for growth. We will build a global creative category, bolstered by foreseeing and implementing trends, maintaining our vision and optimizing our strengths​,” he said.

Fashionable brand

Amos Sweets’ seasonal candy and everyday lines have become one of the strongest Chinese candy companies worldwide. Its 4D Gummy brand is in retailers in the US, Canada, the UK, Australia, South Africa, Thailand, The Philippines, with Blink Mints a well-known and fashionable brand in China and Germany.

Elaine Wu, the company’s vice president, said the company is striving to improve the reputation of food manufacturing in China as well as to boost the reputation of Chinese national brands and she outlined a variety of initiatives and projects that will enable international growth.

These include increased presence on social media, adding E-commerce sales channels, new packaging formats and merchandising options, building partnerships with popular brands such as Disney and introducing brand mascots.

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