10月21日，在东莞——中国食品产业重镇，食品巨头徐福记举办了2026年新春年糖发布会，宣布围绕国 潮美学、品质升级与情感共鸣，全面升级年糖产品矩阵与市场战略，目标覆盖近5亿中国家庭的年节糖 果消费场景。 一颗裹着唐风糖衣、藏着"马到成功"寓意的酥心糖，不仅刷新了传统年糖的价值维度，更撕开了近年 来，东莞食品产业集体转型的逻辑——从"制造"到"智造"、从"卖产品"到"传文化"，这群扎根东莞的食 品企业，正用技术与文化的双轮驱动，书写中国食品产业的升级样本。 智造筑基：用"东莞精度"重塑品质内核 东莞食品企业的转型，始终以"制造"为根。这片土地上成熟的产业链配套、精密制造基因，为企业的技 术升级提供了天然土壤。 在徐福记2026新春年糖发布会上，经典酥心糖的工艺突破令人瞩目：传统"拉糖""包馅"技艺迭代后，糖 体层数从64层跃升至128层。这背后，是徐福记东莞生产基地30年工艺沉淀的厚积薄发——全集团39个 车间已完成自动化改造，覆盖沙琪玛、威化饼等核心生产线，129条自动化生产线昼夜运转。 徐福记2026新春年糖发布会上，其经典酥心糖糖体层数从64层跃升至128层。 品质升级不止于工艺。面对健康消费浪潮，近年 ...

"吃徐福记新年糖才有过年的感觉。"这句消费者朴实的评价，道出了徐福记作为年糖文化开创者的独特地位。随着2026年春节临近，这个国民经典零食品牌 再次成为年味不可或缺的组成部分。 10月21日，徐福记在广东东莞举办了"2026年新春年糖发布会"，全面展示其新春年糖产品系列的创新成果与战略布局，用国潮美学、品质升级与情感共鸣， 为千家万户献上一份"有温度"的新年甜蜜，提前为即将到来的春节旺季做布局。 "让5亿中国家庭买到新年糖" 这一目标的提出，建立在坚实的市场基础之上。数据显示，春节期间，高达97%的中国家庭有购买糖果的习俗，其中曾有购买徐福记产品经历的家庭占比达 到90%。在凯度品牌健康度调研报告中，2025年春节营销后，徐福记在无提示认知提及和复购指标表现显著提升，其中无提示认知提升尤为突出，领跑其他 零食品牌。深厚的用户基础与广泛的文化认同，为品牌持续创新与市场拓展注入了强大信心。 面对消费者需求变化，徐福记2026年新年糖在产品层面实现重要升级，一起来看看。 承古融新，酥心糖的匠心蜕变 作为消费者节庆采购的"常客"，酥心糖今年实现了工艺与包装的双重革新。在制作工艺上，升级了传统"拉糖"和"包馅"工艺，酥 ...

Core Viewpoint - The acquisition of Xu Fu Ji by Nestlé marks a significant strategic move, as it aims to transform Xu Fu Ji into a "national classic snack brand" amidst declining candy consumption trends in China [2][18]. Group 1: Acquisition Details - On March 3, Nestlé announced the acquisition of the remaining 40% stake in Xu Fu Ji, achieving full ownership after previously acquiring 60% for $1.7 billion in 2011 [2][5]. - Xu Fu Ji has been a dominant player in the Chinese candy market, achieving sales of over 1 billion yuan in 1997 and maintaining a leading position in the market since [5][7]. Group 2: Market Context - The candy market in China has been experiencing a decline, with traditional candy sales dropping by an average of 11.6% annually from 2019 to 2023 [13]. - The overall candy market growth has stagnated, with a compound annual growth rate of only 2% from 2016 to 2020, and a decline in production from 352,000 tons in 2016 to 288,000 tons in 2018 [15]. Group 3: Brand Transformation - Nestlé aims to leverage Xu Fu Ji's extensive distribution network to penetrate the growing snack market, which contrasts with the declining candy sector [18][19]. - Xu Fu Ji has already begun diversifying its product offerings beyond traditional candies, including snacks like nuts and cakes, to adapt to changing consumer preferences [21]. Group 4: Consumer Behavior - The perception of Xu Fu Ji as a "candy king" persists, with Nielsen data indicating a market share of over 30% in bulk candy sales [10]. - However, the cultural significance of candy during festivals like the Spring Festival is diminishing, leading to a decline in its consumption as a gift item [12][14].

Core Viewpoint - Nestlé's acquisition of the remaining 40% stake in Xu Fu Ji marks a significant move to gain full control over the brand, which has been a staple in the Chinese candy market but faces challenges in adapting to changing consumer preferences [2][19]. Group 1: Company Background - Xu Fu Ji, founded by the Xu brothers in the early 1990s, quickly became a leading candy brand in China, achieving sales of over 1 billion yuan by 1997 and maintaining a dominant market position since then [5][6]. - The brand's success is closely tied to its association with Chinese New Year, where candy sales can account for over 60% of annual revenue [6][12]. Group 2: Market Challenges - Despite being the market leader in bulk candy with over 30% market share, Xu Fu Ji faces declining demand for traditional candy as consumer habits shift away from sugary products [12][13]. - The overall candy market in China has seen a decline, with sales dropping by an average of 11.6% annually from 2019 to 2023 [14]. Group 3: Strategic Shift - Nestlé's decision to fully acquire Xu Fu Ji suggests a strategic pivot to reposition the brand as a "national classic snack brand," leveraging its extensive distribution network to tap into the growing snack market [19][22]. - The snack industry in China is experiencing robust growth, with the market for snacks projected to maintain a compound annual growth rate of around 10% from 2023 to 2028 [21][22]. Group 4: Future Prospects - Xu Fu Ji is diversifying its product offerings beyond traditional candy, with significant revenue coming from biscuits and other snack products, indicating a shift in strategy to adapt to modern consumer preferences [24]. - The brand aims to expand its distribution network to 2.6 million outlets by 2025, enhancing its market presence in the competitive snack industry [22].