Yili raises global profile with US multi-category launch

Yili's first flagship store in the United States opens its doors for business. [Photo provided to chinadaily.com.cn]

Yili Group has launched its flagship store in Los Angeles, marking its official entry into the US market. The store features popular liquid milk brands alongside chilled beverages.

Yili now boasts the widest range of product categories among Chinese dairy firms in the US – covering liquid milk, infant formulas, chilled beverages and butter.

The US represents one of the world's biggest dairy consumer markets and is pivotal for international dairy giants and local players alike.

Yili's entry is said to underscore its commitment to quality with an adherence to global dairy standards and the integration of best practices from the US, EU, Australia, New Zealand and Japan.

Since July 2023, Yili's liquid milk and chilled beverage products have received approval from the US Food and Drug Administration, or FDA and have conducted sales across the country.

Consumers try out Yili products. [Photo provided to chinadaily.com.cn]

The first Yili flagship store in the US is located at the 99 Ranch Market supermarket in the Santa Antia Shopping Center in Los Angeles. On opening day, the store hosted tasting sessions and promotions, drawing enthusiastic responses from locals.  

"Yili products have a unique taste with a rich milk flavor. It's truly a delicious discovery that I can't wait to share with my family," said one.

With its deepening international strategy, Yili has established a robust global network spanning Asia, Europe, Americas, Oceania and Africa. That's supported by over 15 innovation R&D centers, 81 production bases, and partnerships with over 2,000 global collaborators.

Yili's brand image debuts on the Times Square big screen in New York. [Photo provided to chinadaily.com.cn]