China has a new driver of salmon sales this summer – salmon floss snacks for children and the elderly, marketed as health-boosting superfood.
Floss, or ruosong, is a Chinese specialty made by dehydrating meat or fish until it has a fluffy texture similar to cotton.
Among the players in the burgeoning salmon floss market is Taiwan-based Wei I Foodstuffs Co. Ltd. which is selling “Wei I” brand cans of salmon floss at CNY 68.00 (USD 9.83, EUR 8.81) per 200 grams. Wei-I is also marketing a “gift box for older people” which comprises 300 grams of salmon floss for CNY 229.00 (USD 33.11, EUR 29.66).
Among the local Chinese brands selling the floss products is the Ying Dai (it also uses the English name “Engnice”) brand, which sells 100-gram sachets at CNY 27.00 (USD 3.90, EUR 3.50) on various online stores including JD.com. Comprising both cod and salmon floss, the sachets are marketed as “baby food.”
Entry into the mainland Chinese market by Wei-I could be significant, given Taiwan remains a major influencer of dining and cultural trends in China, in much the same way Japanese dining trends have pushed consumption of salmon in the country.
Photo courtesy of Wei-I
