JINAN, March 26 (Xinhua) -- With offerings like apple chicken sausage and dragon fruit cheese-stuffed sausage seasonings, Hela Group, a German spice and food ingredients company, is redefining flavor and innovation to meet China's growing appetite for healthier, personalized and unique food options.

China's huge consumer market and increasing demand for high-quality food products have given Hela a fantastic boost for innovation and sustainable growth, Michael Voigt, CEO of Hela Group, told Xinhua in an exclusive interview.

"We've crafted a variety of products specifically for Chinese consumers, merging German craftsmanship with local ingredients," Voigt said.

Voigt noted that the German company views China as a key part of its global strategy and a major hub for innovation and local growth, prompting plans to increase investment in the country.

Hela plans to expand its production lines in Jinan, capital of east China's Shandong Province, with the goal of introducing more Chinese flavors to the global market.

"China not only presents tremendous growth opportunities but also paves the way for future innovation in the food industry," Voigt said. "We are dedicated to strengthening our presence in China and creating shared development opportunities."

A family-owned business with a history spanning over a century, Hela Group specializes in the research, development, production, and sales of spices, seasonings, and food ingredients, with operations in more than 70 countries and regions.

In a landmark move to tap the Chinese market, Hela set up a production subsidiary in Jinan in 1995. Hela China has now become a vital part of the group's global supply chain and a center for innovation.

Germany also remains Shandong's largest trading partner and the top source of foreign investment from the European Union.

According to the company, Hela China's value of output grew 6.88 percent year on year to 130 million yuan (about 18.1 million U.S. dollars) in 2024. The company anticipates further growth in 2025, with increasing orders mainly coming from the food and catering industries.

Hela has brought to China many cutting-edge processing technologies, such as composite thermal sterilization, cryogenic grinding and spice ingredient extraction. They have also set up a dedicated local R&D and production team, enhancing their innovation capabilities.

Voigt also highlighted that China's rich agricultural resources are a significant asset. "Take Shandong garlic and Sichuan pepper, for instance, they play a crucial role in our localization strategy," he said. "By blending these local ingredients with our global recipe database and cutting-edge production methods, we create seasoning products that not only appeal to Chinese consumers but also have a foothold in global markets."

By localizing the supply chain, Hela is cutting down on logistics costs, speeding up product development and quickly adapting to shifting consumer tastes.

Meanwhile, the Chinese government's efforts to improve the business environment, such as facilitating customs clearance and easing foreign investment restrictions, have further bolstered Hela's confidence in its China operations, Voigt said.

China has pledged to expand high-standard opening up, vigorously encourage foreign investment and foster a first-rate business environment that is market-oriented, law-based, and internationalized, according to this year's government work report.

Qiang Wei Jin-Otto, CEO of Hela China, noted that both central and local governments have been proactive in supporting foreign enterprises, providing efficient services and helping with policy implementation. Moreover, collaborations with Chinese universities have provided a steady supply of skilled talent, further driving Hela's innovation efforts. Enditem

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