Author: Mason Mui, Managing Director for Strategy & Operations 2025

 

Our Client:

Food With Benefits is a food-tech company that is reimagining healthy living with sachet style shake-and-go smoothies. They source directly from farms to effectively prevent food waste, preparing all their smoothies with surplus fruits that would otherwise be discarded. They have also dedicated themselves to offering corporate services targeted at other socially minded companies that aspire for a greener future.

 

Since their inception in 2022, they have been recognised for their innovativeness and social impact by several institutions, including the Hong Kong Housing Authority, HKUST, and more. 

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The Challenge:

Our client’s business solely distributes its products in Hong Kong, but its recent growth has sparked ambitions to expand into the Greater Bay Area (GBA). They have already registered their trademark in the Mainland but require a deeper understanding of the competitive landscape for food-tech businesses in the area, the unique consumer preferences, and subsequently optimal ways to cater to customers in the market. This assessment will ultimately inform their go-to-market strategy and flag important regulatory considerations to smoothen their entry. 

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Our Work:

• Mapped the customer journey on Chinese e-commerce platforms to identify how to attract and retain GBA customers using each platform’s unique features

• Assessed which Chinese e-commerce platforms has a user base that matches best with Food With Benefits’ buyer persona to locate potential distribution channels

• Broke down competitors’ marketing strategies, revealing broad content variety and clear value propositions as the main driver of sales

• Produced pricing strategies backed by bundling and sampling tactics that leverage Food With Benefits premium ingredients while appealing to price sensitive GBA consumers

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We would like to extend a huge thank you to Food With Benefits for the opportunity to be a part of their growth. The consultants have taken away a wealth of experiences, working diligently to elucidate the nuances of the GBA market and how Food With Benefits fits into that context.