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GNT Group has announced the opening of its first dedicated sales and application office in Shanghai, marking a significant expansion of its presence in the Chinese market. The move is designed to meet the rising demand for plant-based EXBERRY® colours and provides a localised hub for technical support, innovation, and regulatory compliance.
The new facility features a state-of-the-art application laboratory, allowing GNT to offer Chinese manufacturers tailored formulation support and faster decision-making processes in a high-velocity market.
Localisation in a Dynamic Market
The establishment of a local team and laboratory reflects GNT’s long-term strategic growth ambitions within the Asia-Pacific region. China has emerged as a key driver for natural and clean-label products, with manufacturers increasingly seeking ingredients that align with evolving consumer preferences for health and transparency.
According to Andreas Thiede, General Manager APAC at GNT Group, the local presence is essential for keeping pace with the Chinese food and beverage industry. Thiede noted that the office and lab will allow the company to move at the same speed as its customers, offering closer collaboration and solutions specifically engineered for the regional market.
Regulatory Advantages of Colouring Foods
A critical component of GNT’s value proposition in China is the classification of its EXBERRY® range. These colour concentrates are derived from non-GMO fruits, vegetables, and plants using physical processing methods and water, rather than chemical solvents.
Under China’s current official industry standards, these concentrates are classified as Colouring Foods. This classification provides several B2B advantages:
Clean Labelling: Enables manufacturers to use clear declarations such as “carrot colouring ingredient” instead of traditional additive listings.
Physical Processing: Aligns with the "natural" positioning desired by modern Chinese consumers.
Stability and Versatility: The range provides stable shades across the entire colour spectrum for nearly all food and beverage applications.
Technical Support and Collaborative Innovation
The Shanghai application lab serves as a collaborative space where customers can engage in face-to-face sessions with GNT experts. The facility offers a suite of professional services, including:
Concept Innovation: Assisting brands in developing new product categories.
Stability Testing: Ensuring colour integrity throughout the shelf life of various products.
Workshops and Training: Providing specialised education for customer R&D teams.
Victor Foo, GNT Group’s Head of Sales for China, emphasised that the ability to provide tailored training and face-to-face collaboration will be instrumental in unlocking new growth opportunities and strengthening long-term partnerships across the country.
