The SIAL Interfood 2025 concluded successfully: Huabao Limited unlocked new business opportunities in Southeast Asian market through localized innovation

The SIAL Interfood 2025 (“Exhibition”) kicked off grandly from November 12 to 15, 2025. As the “annual feast” of Asia’s food industry, this Exhibition attracted 90,000 global buyers and over 1,500 participating companies, serving as a vital platform for gaining industry insights and connecting with global business opportunities.

Huabao Flavours & Fragrances Co., Ltd. (“Huabao Limited”), through its subsidiaries PT Warlbor Flavour and Ingredients Indonesia and Warlbor Asia Pacific Pte. Ltd., jointly participated in the Exhibition, showcasing a full range of flavor solutions. Thanks to precise market insights, innovative product matrices, and in-depth localized services, they were in the spotlight at the Exhibition, demonstrating the technological prowess and international layout ambitions of a Chinese food ingredient enterprise to the world.

Focusing on three major trending flavors, a full range of product matrices made a stunning debut

Huabao centered on “innovative flavors, empowering taste upgrades” with a standout booth at the Exhibition, highlighting star products and new releases across five popular application areas. The natural food ingredients of Shanghai H&K Flavours & Fragrances Co., Ltd., the fruit jams and Popping Boba products of Shanghai Yifang Rural Technology Holdings Co., Ltd., and the customized flavor solutions of Hunan Fine Taste Biological Technology Development Group Co., Ltd. appeared, with heavyweight new products like matcha powder, cocoa powder, cocoa paste, pistachio paste, baking fillings, and natural animal-derived flavor extracts taking center stage.

Targeting the Indonesian and international market demands, Huabao’s booth focused on three major trending flavors - dairy products, coffee flavors, and tea flavors. Among them, matcha-related products stood out as the hottest category in the market this year. These products are widely suitable for diverse scenarios such as hotels, catering, beverage industry, and bakeries, allowing customers to intuitively experience the products’ exceptional performance in real-world applications, truly achieving “visual quality, tasted flavor, and practical application”.

Strengthening application innovation capabilities: integrating B2b and chain catering's product verticalization advantages to provide solutions close to market

At this Exhibition, Huabao, fully integrated the advantageous products from its various subsidiaries for the first time by centering on the “food + beverage” application scenarios, to create a series of innovative solutions that are closer to end-consumer needs. It also clearly conveyed its core value to the market - Huabao not only provided high-quality food ingredients but also empowered its partners with complete application solutions that covered all scenarios and were close to C-end demands, enabling taste upgrades and business growth through innovative flavors and systematic services.

1. Developing application solutions based on c-end market standards

All beverage, dairy, baking, and catering applications showcased at the Exhibition were created based on the most popular C-end products, allowing customers to see “ready-to-implement” finished product performances.

2. Integrating multi-brand and multi-category products

Leveraging the core technological advantages of various companies within the Huabao system (such as matcha powder, cocoa powder, filling sauces, flavors, seasoning powders, etc.), we have built a more complete, diverse, and real-world terminal scenario-oriented application capability to meet customers’ one-stop procurement and solution needs.

3. Outputting systematic solution capabilities, not just single ingredients

Huabao presented not individual products but complete application solutions covering flavor profiles, textures, structures, and material pairings, helping C-end brands quickly develop hit products and enhance their core competitiveness.

4. Assisting customers in shortening product development cycles and accelerating market launch

With highly replicable and stable solutions, we enabled international brands, local brands, and chain customers to complete new product development more swiftly and seize first-mover market opportunities.

Achieving significant results by robust layout, and deepening connections in the Southeast Asian market

After more than two years of robust layout, Huabao’s localization strategy in Indonesia has achieved fruitful results. Currently, Huabao’s products have successfully entered multiple well-known Indonesian hotel and catering channels, engaging in in-depth cooperation with baking and beverage brands, and have won widespread market recognition with their high-quality products and efficient services, laying a solid foundation for the brand in the Indonesian market.

Indonesia, as a core market in Southeast Asia, boasts a vast consumer base and a growing trend towards premiumization, making it a must-have for global food enterprises. Participating in the Exhibition was a crucial move for Huabao to advance its market expansion in Indonesia and internationally. Looking ahead, Huabao will continue to rely on its leading technology and product strength, deepen its connections with global partners, and steadily advance its in-depth layout in the Southeast Asian market, injecting innovative vitality into the local food industry and providing more valuable flavor solutions as it steadily marches towards a new journey of globalization.