Yili Group has released a new ice cream brand in Indonesia called Joyday, and has announced that it plans to introduce the brand to other Southeast Asian markets in the future.
11 flavours of Joyday ice cream will be released initially, and will be available to consumers in the Indonesian cities of Jakarta, Medan, Surabaya and Bandung from today.
By the end of the year, Yili plans to introduce the brand to over 20 cities throughout the country, and will gradually expand into other Southeast Asian markets in due course.
Yili claims that the 11 flavours have been tailored to the needs of Indonesian consumers, as the company conducted wide market surveys to determine what these consumers desire.
Zhang Jianqiu, CEO of Yili Group said: “Today, the global launch of Joyday is a milestone, it tells the world that Yili is about to enter the Southeast Asian market.
“With nutritious and delicious dairy products, Yili has been endeavouring to carve out a ‘Silk Road of Dairy’ to share a healthy life with people all around the world.
“This is not just another strategic move following ambitious initiatives, like establishing of European Innovation Center, Oceania Dairy Production Base and Sino-US Food Wisdom Valley.
“By the end of this year, Yili products will cover over 20 cities in Indonesia. More customers will be soon able to enjoy the cool and refreshing taste of Joyday ice cream.”
With a population of 264 million, Indonesia is one of the largest economies in the region, and Yili says that the introduction of the brand forms part of its Global Network expansion strategy.
As part of this strategy, Yili announced last month that it would upgrade its European research and development centre in the Netherlands to keep pace with the latest trends in the dairy industry.
© FoodBev Media Ltd 2019
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