In a nation where consumer appetites are rapidly evolving, China’s demand for fresh, premium, and preservative-free foods has skyrocketed. This seismic shift is paving the way for High Pressure Processing (HPP) to take center stage as a game-changing food preservation solution.
Recognizing this immense potential, global HPP pioneer Hiperbaric is going all-in on China. Hiperbaric has established a dedicated commercialization hub in Shanghai’s Free Trade Zone to bring its cutting-edge technology closer to Chinese food brands.
Leading this strategic expansion are Jorge Marraud, Director of Hiperbaric Asia, and Guangqi Zheng, Sales Area Manager for China. Under their stewardship, Hiperbaric aims to capture a commanding 45% market share within the next five years.
Currently holding a 60% global HPP market share with over 400+ installed units worldwide, Hiperbaric established its first presence in China in 2009. The nation now accounts for an impressive 10% of Hiperbaric’s total global revenue, while the Asian region represents 20% of the business.
“China represents an unparalleled opportunity for HPP,” states Marraud. “As consumers crave fresher, cleaner label products, we’re partnering with food companies to implement HPP systems that can extend shelf life while maintaining nutrition, flavors, and textures.”
The HPP Incubator Shanghai: A Launchpad for Innovation
At the heart of Hiperbaric’s new Shanghai hub is the “HPP Incubator” – an innovative pilot plant facility designed to propel product development. Overseen by a dedicated food science team, this state-of-the-art installation houses a Hiperbaric 55 HPP machine capable of processing up to 270kg per hour.
“The HPP Incubator offers food brands a comprehensive solution for HPP innovation,” Zheng explains. “From formulation guidance and packaging validation to shelf-life analysis, our team provides end-to-end support leveraging over 25 years of technical expertise.”
By providing complementary services under one roof, the HPP Incubator aims to accelerate HPP adoption across China’s dynamic food sector. Companies can conduct full product trials, optimize formulations, and study shelf-life extensions, all while benefiting from Hiperbaric’s vast knowledge base.
Tapping Into China’s Beverage Boom
Beverages have emerged as an early adopter of HPP in China, with major brands like IF Food&Tech, Chia Meei, Bless, and ChicFoods harnessing Hiperbaric’s HPP high-productivity systems to deliver extended shelf-life beverages.
“We’ve witnessed remarkable traction in the beverage category,” notes Marraud. “But our ambitions extend far beyond. We want to collaborate with companies of all sizes, from startups to multinationals, unlocking HPP’s potential across a diverse range of products.”
To better engage local consumers, Hiperbaric launched its dedicated Chinese website www.hiperbaric.cn in 2022 and maintains an active presence on local social platforms like WeChat.
As Hiperbaric deepens its footprint in the world’s largest food market, its Shanghai commercialization hub promises to be a catalyst for innovation, quality, and consumer satisfaction – hallmarks of China’s flourishing fresh food revolution.
