Bayn Europe signs framework agreement to enter sugar reduction market in China

20 Nov 2017 --- Bayn Europe AB has signed a strategic framework agreement with Kong Wua Group in China, outlining the establishment of an R&D center for sugar reduction and production of sugar replacer solutions. Through the outlined agreement, Bayn and Kong Wua will bring sugar replacer solution to the market to help tackle the sugar overconsumption social problems. 

“It is important to maintain the margin and profit when the added sugar is replaced in the processed food and indulgence,” explains Lucy Dahlgren, CEO of Bayn Europe. “We are happy to have signed an agreement with a company that stands outside the traditional food value system, and that want to focus on enabling healthier lifestyles through sugar reduction initiatives. Kong Wua will be a valuable partner as we focus on expanding our business on the Chinese market.”

The agreement between Bayn Europe and Kong Wua Group was signed on November 17 during the ceremony on “Belt and Road Innovative Cooperation Forum” at the China Hi-tec Fair, taking place on 16-21 Nov 2017 in Shenzhen China.

“We have followed Bayn Europe and their commitment to sugar reduction during the past 3 years. In China, the economic growth has led to a change in lifestyle for many people. Recent overconsumption of sugar has caused an increase in social problems such as diabetes and child obesity. At Kong Wua, we see great value in investment opportunities that can help tackle these social problems, and contribute to positive change and healthier habits,” says Qiaozhen Zhang, the president of Kong Wua Investment Group. “We are very happy that Bayn Europe, with their sugar reduction know-how and technical capabilities, has made the decision to enter the Chinese market.”