Belgian ice cream to find its way to China as luxury product
The Belgian ice cream company Glacio aims to find its niche in the vast Chinese market for its ice cream. To do so, a joint venture was set up with Horsten International.
Glacio is currently selling ice cream in around 40 countries. In Belgium, France and Japan the company has its own sales offices, close to the consumer. In China however, so far the company has relied on a local distributor.
To make the 'Great Leap Forward', Glacio has now decided to create its own sales team in China. To achieve this, a partnership has been forged with Horsten International, a company that has been helping Belgian companies with their activities in China for years.
In 2014, China surpassed the United States as the largest ice cream market in the world. Furthermore, Glacio expects the Chinese middle class to increasingly consume Belgian ice cream. After all, Western - and especially Belgian - food products are considered true luxuries in China.