Jenny Chan 陳詠欣
Apr 30, 2018

Who moved my cheese? Chinese consumers did

SECTOR STUDY: China may be one of the hardest markets across the globe in which to sell cheese directly, but sneaking the product into other foodstuffs is making it more palatable.

Hey! It's tea with a cheesy topping. (Source: Heytea)

Through that yellow, holey chunk for which Tom and Jerry had a long battle, to that motivational bestseller Who Moved My Cheese, to four-cheese pizzas offered by Pizza Hut China, to cheesecakes sold in western-style dessert cafes in top-tier cities, consumers of the post-80s and -90s generation in China have come to be acquainted with this smelly dairy product.

Knowledge on the mass level is still limited to pre-shredded Mozzarella or...

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