In recent years, imported food has gradually emerged as a stand-out performer of METRO's Asian business, especially in China, which captures 55% of imported food sales revenue in the entire Asia-Pacific, with an annual growth of 20-30%. When talking about the bright prospect of imported food sales, we must mention that of the imported milk, whose success lends testimony to METRO's competitiveness in the imported food market.
From 2009-2012, sales of imported milk in China surged from 3,400 cartons (1 carton = 12 packs x 1 L) per month to 68,000 cartons per month, a whopping 200% annual growth registered. Among others, METRO's imported milk has won the heart and mind of customers with its high quality and competitive price.
Colleagues at Imported Food have made their special contribution to charting the course of importing milk to China. Beginning in 2009, Imported Food started introducing German A-class milk brand MUH aligning with the needs of Chinese customers; In 2010, METRO introduced the imported milk of its own brand FINE FOOD; in 2011, in response to the differentiated demand of customers, METRO introduced the lactose-free MUH milk; in the first half of 2012, targeting catering customers and trader business operators, METRO rolled out the 1L packed AKA imported milk. In addition, the imported milk in gift-set packaging catering to enterprises and public institutions is in the pipeline. This is set to be released by the end of this year.
Among the host of imported milk brands, FINE FOOD, the own brand of METRO, has made breakthrough success with its accurate brand positioning and price appeal (30% lower than that of A-class brands of identical quality). The newly unveiled AKA imported milk strives to offer the lowest price among imported milk brands with original packaging in China, thus ensuring the prime quality.