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Food & Beverage Innovation Forum 2021 (FBIF2021)

30 Jun 2021 - 2 Jul 2021
Hangzhou International Expo Center
Simba Events
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"Exploring New Growth", Food & Beverage Innovation Forum 2021(FBIF2021) will be held in Hangzhou International Expo Center from 30th June to 2nd July this year. Industry trends and innovation cases from different perspectives of industry strategy, products, marketing, packaging, and investment and financing will be discussed in the three-day forum and the industry innovations will be encouraged and awarded during two awards ceremonies. Meanwhile, there will be 11 themed events and 370+ exhibitors in the 20,000-square-meter Food Show exhibition area.

This year, FBIF will welcome its eighth year. It is expected that 160+ industry leaders will speak and 3500+ food related companies will participate in FBIF2021.  The number of participants is expected to be the highest ever, more than 10000. In addition, participants from brand companies will account for 65%. The Participants include three main parts: First, leading domestic and foreign companies and new consumer brands covering beverages, dairy, functional foods, snacks, alcohol, plant-based meat, and other food categories; second, ingredients, packaging, marketing, and other food industry value chain related companies; third, leading investment institutions.


1. Forum

June 30: Plenary Session

The consumer market in China is undergoing an unprecedented transformation, with consumer preferences changing rapidly. With capital tycoon betting on the consumer tracks, and the rising of new consumer brands, industry giants are all vigilantly speeding up the pace of change. The multiple macro factors of the COVID-19 pandemic and geopolitics make changes even more unpredictable. In this new environment, where does the increment come from? How to seek growth from the global market and the Chinese market? How can the " Direct-To-Consumer model", help companies win consumers and markets? A new exploration of the global food system is also underway, which will be deciphered in the forum with the future foods which have been bet on by those giants such as Unilever, Nestlé, Danone, and Yili.


July 1-2: Dairy and Protein Innovation

Being faced with consumers, which is the eternal core of the consumption scene, dairy products, as a "rigid demand", bear the brunt of the higher requirements of consumers. R&D are particularly important when product strength becomes the most powerful signature of dairy products. Where’s the next dairy product that has the potential of making ten billion RMB? How do regional dairy companies become prominent in such a tight involution? What is the trend of goat milk and plant-based products? What are the characteristics of dairy products that consumers want? We will share with you the R&D innovation of dairy products from the four directions of trend, source, scene, and product. Of course, we have also retained the topic of protein innovation for four consecutive years. Let's take a look at what outstanding products we have this year.


July 1-2: Beverages and Healthy Snacks Innovation

What is the next breakthrough in beverage innovation after "sugar-free sparkling water"? In addition to stevia and erythritol, there is a magic way to convert 80% of sugar into dietary fiber through enzymolysis. How can coffee, tea, and plant-based beverages hew their way out of the involution through positioning, supply chain, and technology? How to create a better drinking experience for consumers? Pleasant colors, an experience comparable to freshly made tea, and an interesting formula with the combination of tea, coffee, milk, wine, juice, and so on, may become the next trend.

How to make the snack market worth trillion RMB healthier? What high-quality raw materials can help the innovation of snacks to make them healthier? What opportunities are there for candy and chocolate in the trend of sugar reduction? How can both Chinese and Western nutrition concepts contribute to the innovation of snacks? We will explore how to strike a balance between "health" and "deliciousness" so that "health" is more than a marketing concept. Then products by themselves can bring consumers a better life.


July 1-2: Marketing Innovation

Traffic, brand, and channel are the three cores that the marketing innovation sub-forum will focus on. All brand owners are eager for traffic, which is born in a variety of media. In this era of media fragmentation, traffic dispersion, and fading platform dividends, how should we manage the media distribution? How to tap the value of existing consumer markets? When the limitations of the " traffic-is-the-only-essential" theory are apparent, how can we build the spirit and values of the brand from a long-term perspective?

After discussing traffic and brand, we will return to a retro topic, the channel of goods. How can we build a strong brand empire by integrating different channels like new-fashioned supermarkets, convenience stores, chain restaurants, community operation forms, and O2O?


July 1-2: InnoPack

Packaging is the most critical touchpoint in the communication between brands and consumers.

How to consider the new role of packaging from a cross-industry perspective? How to convey the most important core cognition of a brand to consumers through packaging? Faced with many challenges such as consumption upgrading and downgrading, sustainability, and domestic products export, how should food companies design their brands to attract young consumers for a long time beyond different generations? In this year's InnoPack sub-forum, the Japanese packaging design master who created the 0.2-second rule will share classic cases. In addition, creative talents will bring us forward thinking and perspectives. Based on their experience, they will instantiate how to drive brand growth through creative packaging design.


July 1-2: Food & Money

With the explosive emergence of new consumer brands, more and more investors flocked into the F&B industry. In this industry that requires deep cultivation, these risk-takers will be truly tested.

The new brands have subverted tradition and they have created new models in terms of product iteration and brand building. New players are also actively exploring future-oriented emerging categories such as personalized nutrition and plant-based foods. Investors as unicorn catchers scramble to make judgments in the early stages of the projects. More and more capitalists practice enabling investment and become entrepreneurial partners. We look forward to discussing with you the various experiences of entrepreneurship and investment in the Food & Money sub-forum!


July 1-2: Alcohol Innovation

The drinking habit of the post-90s generation is quite different from that of their parent. For them, drinking is no longer for the sake of face, and it is more for themselves. Liquor is left to the amateur, while sweet and low-alcohol beverages are more suitable for daily consumption. The changes in the preferences of young wine consumers have promoted innovation in the alcohol industry. The thinking of "from product to consumer" is gradually turning to "from consumer to product". What kind of strategy can help alcohol companies maintain their youthful vitality? What kind of innovation can attract young people from the perspectives of products, packaging, marketing, and channels? This year’s new sub-forum, the Alocohol Innovation, will focus on innovation in the alcohol industry.


2. Awards Ceremony

Marking Awards

Initiated by FBIF (Food & Beverage Innovation Forum) in 2016, Marking Awards (MA) is a food and beverage packaging design competition based in Shanghai while targets the global. 25 judges from 12 countries formed a new lineup of the MA2021 international jury, consisting of food packaging design departments executives from the top 100 F&B companies in the world such as PepsiCo, Nestlé, Mars, Nongfu Spring, etc., as well as the founders and design directors of world-class design agencies like JKR, Prompt Design, BETC, L3 Branding and etc. They are committed to providing the most diversified interpretation and the most impartial judgment for the works entered.

Marking Awards 2021 Award Ceremony

Time: 17:00-19:00, 30th June

Venue: FBIF2021 Marketing Sub-Forum


Wow Food Awards

Launched by FBIF in 2017, ‘Wow Food Awards’ (WFA, formerly Hello Foods Prize) is a F&B creative product tasting and evaluation competition. Dozens of industry experts and pundits in product research and development and market research are invited to comment on hundreds of entries from a holistic perspective.. There are 18 judges in preliminary and 27 in final appreciation this year. They also dug deep into each product’s innovation points. The purpose of Wow Food Awards is to convene innovators in the food industry to jointly discover, display, publicize, and select innovative foods with the highest market competitiveness, to encourage the birth of high-quality new products, and to honor outstanding innovations in various categories in the F&B industry.

Wow Food Awards 2021 Award Ceremony

Time: 1st July

Venue: FBIF2021 Plenary Session Hall


3. Food Innovation Exhibition - Food Show

Along with the forum, Food Show will be held at the same time in the venues of 3B and 3C in the Hangzhou International Expo Center. The venues have nearly 20,000 square meters. The Food Show 2021 will attract over 370 exhibitors, 260+ingredient, OEM and brand businesses, 40+ packaging companies, 30+ marketing design agencies, as well as equipment, supply chain companies, which cover the entire food and beverage industry category and business process.

In addition to the exhibitors, there will be 11 special events in the exhibition area. Industry leaders will be invited to give presentation in Foodtalks, and the topics will be focusing on digitalization, plant-based foods, medicine and food homology, and the rising of new brands. The interesting brand gathering will give you the opportunities to meet your perfect potential partners. In addition to inspiring product development by exhibiting global new products, Wow Food Collection, Wow Food Appreciation, together with Alcohol Museum, and Tea Break Market will provide a way for emerging brands to present their products in different formats like display, tasting, and interactions. Therefore, these events are must-goes for channels and distributors to select products. 味のLAB is the "experimental base" for the ingredient companies to display innovative solutions. MA Global Food Packaging Design Gallery and Art of Food will bring you excellent food packaging designs and photography works. Consumer World for consumption scene experience will simulate the life of different groups of consumers, integrating products with scenes. Innova Market Insights will brings us market trends and detailed explanations. Meanwhile, the "Super Cap" mini-game is waiting for players to challenge to win the prize.

Further Information
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