Probiotic supplements target Chinese consumers

By Shane Starling

- Last updated on GMT

A Chinese probiotics specialist is hoping to tap China's burgeoning
middle class by inking a deal that will see its specialist
probiotic strains used in a range of dietary supplements.

China-Biotics has forged a one-year deal with Jiangxi Lijia Pharmaceutical that will see the pharma player release a range of dietary supplement powders and tablets on the domestic market. It is China-Biotics first deal with a major pharmaceutical and nutraceutical company and sees China-Biotics aggressively moving into a market that is currently dominated by foreign probiotics suppliers. Gearing up for expansion in demand, the company is building a new plant that will significantly boost its capacity and is developing a network of logistic centers that will take in 300 cities. The one-year contract will see Lijia employ two of China-Biotics' Shining Probiotics products - Bifidobacterium adolescentis​ and Bifidobacterium infantis​ - in a new suite that claims to reduce the symptoms of lactose intolerance, improve gastrointestinal tract health and boost immune system health. "This is our first business customer specializing in the manufacturing of pharmaceuticals and supplements, and we look forward to adding more customers in new industries, which will further diversify our revenue stream,"​ said Jinan Song, China-Biotics' chairman and chief executive officer. "We are also excited to add new delivery forms of probiotics, which will further advance the public's health."​ Lijia will target its 'home' Jianxi region which China-Biotics is yet to reach with its Shining Probiotics products and are not expected to compete with its existing range which are delivered in capsule form. China-Biotics said its patented, double-aluminum packaging gave its products extended shelf life unmatched on the Chinese market. China-Biotics was established in 1999 and specializes in the manufacture, research, development, marketing and distribution of probiotics products. Based in Jiangxi Province, China, Lijia is engaged in the development, manufacturing and distribution of pharmaceuticals and supplements. It manufactures more than 60 products in its GMP-certified facility. Lijia's sales network spans more than 20 provinces in China. Lijia's portfolio of more than 60 products includes both pharmaceuticals and dietary supplements. It manufactures more than 60 products in its GMP-certified facility and sells into 20 Chinese regions.

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