Novarex Unveils Products Including 'MiLi' in China, Launches Local Market Strategy

Novarex has unveiled seven health functional food products in China, kicking off its local market penetration.

Novarex announced on the 21st that it will participate in Asia's largest health functional food expo, ‘HNC 2024,’ where it will showcase seven products including the ultra-small health functional food formulation ‘MiLi,’ aiming to target the local market.

Visitors are gathered at the Novarex booth at 'HNC 2024,' listening to product introductions from company representatives. Photo by Novarex

Among the products revealed, ‘MiLi’ attracted the most interest from overseas buyers. This product is an ultra-small (formulated by miniaturizing the main ingredient in milligrams to millimeter scale) health functional food formulation that was unveiled at 'CPHI KOREA 2023 (World Pharmaceutical, Bio & Health Industry Exhibition)' and ‘HI KOREA 2023 (Health Functional Ingredients and Products Exhibition)’ held at COEX, Seoul from August 30 to September 1 last year.

‘MiLi’ was developed with technology that reduces the size compared to conventional tablets while containing all the key functional ingredients, reflecting the increasing market demand from elderly consumers and those who want to intake various functionalities at once.

With this technology, Novarex is currently capable of commercializing a total of 34 types of materials (31 tablets, 3 soft gels), and is preparing to launch actual products in the domestic market.

At ‘HNC 2024,’ Novarex also showcased four stick jelly products and three overcap products in addition to ‘MiLi.’ These products were disclosed targeting the Chinese market after prior market research.

A Novarex official said, “‘MiLi,’ which received much attention in Korea, is also drawing attention among overseas buyers in China,” adding, “Novarex will accelerate its market penetration with customized strategies considering local characteristics and differentiated ingredients and materials.”

Meanwhile, following its participation in ‘HNC 2024,’ Novarex plans to strengthen its sales capabilities in the Asian market by consecutively participating in ‘CPHI&Hi Korea’ held at COEX, Seoul in August and ‘VitaFoods Asia 2024’ held in Bangkok, Thailand in September.

This content was produced with the assistance of AI translation services.