In the rapidly evolving world of plant-based foods, entering a new market can be a formidable challenge. Now, imagine doing it in one of the world’s most complex regulatory environments, where specific guidelines for your product category don’t even exist. This is the story of how Knudsen&CRC Team went beyond compliance to help a leading American plant-based food company successfully navigate the uncharted waters of China’s market, paving the way for sustainable food innovation.

Client Profile

Our client is a pioneering US-based company at the forefront of the plant-based meat revolution. Founded in 2009, they’ve played a pivotal role in developing and popularizing sustainable alternatives to traditional meat products. Their mission: to provide consumers with delicious, eco-friendly protein options that replicate the taste and texture of animal-based meat.

The Challenge

In 2019, our client faced a daunting task: introduce their innovative plant-based meat products to the Chinese market. The challenge was twofold:

1. Navigate a regulatory landscape where specific GB (Guobiao) standards for plant-based meat products were non-existent.
2. Ensure all aspects of their market entry – from import processes to marketing communications – complied with Chinese laws and regulations.

Our Approach

Knudsen&CRC Team rose to the challenge by providing a comprehensive, multi-faceted strategy that went far beyond merely advising on compliance:

1. Regulatory Navigation: We assisted in identifying relevant China National Standards (GB standards) and facilitated crucial consultations with authorities to address the regulatory gap for plant-based meat products.
2. Formulation Compliance: Our team conducted thorough reviews of product formulations, ensuring they met Chinese regulatory requirements while maintaining the brand’s unique qualities.
3. Packaging and Labeling: We provided comprehensive packaging compliance reviews and created Chinese labels that met local requirements.
4. Marketing Compliance: CRC Team rigorously screened marketing and communication materials for conformity with the Advertising Law, adapting claims to meet Chinese regulations.
5. Import and Production Support: We supported local production arrangements and offered regulatory consulting on domestic product requirements, facilitating both import and local manufacturing processes.
6. Ongoing Regulatory Support: Our team addressed a wide range of regulatory compliance queries and concerns, providing continuous support throughout the market entry process.

Key Innovations

1. Regulatory Pathfinding: We developed innovative strategies to navigate the absence of specific plant-based meat regulations, working closely with authorities to establish a precedent for this new product category.
2. Cross-Functional Expertise: By leveraging our diverse expertise in food safety, import regulations, and marketing compliance, we provided a holistic solution that addressed every aspect of our client’s market entry.
3. Adaptive Compliance Framework: We created a flexible compliance framework that could evolve with the rapidly changing regulatory landscape for plant-based products in China.

Results that Speak Volumes

Our collaborative efforts yielded impressive results:

• Successful product launch of a selected assortment in 2020, despite regulatory challenges
• Expanded presence across online and offline channels in China
• Facilitated the launch of locally produced plant-based products, deepening the client’s footprint in the Chinese market

Long-term Impact

1. Market Pioneer: Established our client as one of the first international plant-based meat brands to successfully enter the Chinese market.
2. Regulatory Influence: Our work helped shape the regulatory approach to plant-based meat products in China, benefiting the entire industry.
3. Sustainable Growth: Enabled our client to expand from imported products to local production, creating a sustainable model for long-term growth in China.
4. Ongoing Partnership: Strengthened our collaborative relationship, ensuring continued compliance and market success as the regulatory landscape evolves.

Client Testimonial

“I want to take this opportunity to say thank you for all the assistance you have provided us for all these years. I still remember when you got us the registration for our first products into China. We will always be grateful for your services.”

– Director, Quality | Global

Key Learnings

1. Success in complex markets relies on strong collaboration between clients, regulatory teams, and local authorities.
2. Innovative strategies are essential when navigating evolving regulatory frameworks, especially for pioneering product categories.
3. A holistic approach, combining regulatory expertise with market insights, is crucial for sustainable success in challenging markets.
4. Continuous adaptation and learning are key in markets with rapidly evolving regulations and consumer preferences.

At Knudsen&CRC Team, we do not just solve compliance challenges – we transform them into opportunities for growth, innovation, and market leadership. Our work with this plant-based food pioneer demonstrates our commitment to going beyond compliance, working side by side with our clients to deliver successful outcomes in highly regulated and evolving industries.

By leveraging our diverse expertise spanning regulatory affairs, product development, marketing compliance, and local production, we turn complex challenges into pathways for sustainable growth and market differentiation. This case study exemplifies our dedication to delivering comprehensive solutions that not only meet immediate business needs but also contribute to a more sustainable future for the food industry.