Madajie Foods once again earns the "Annual Category Benchmark"—the domestic brand has topped the list for 13 consecutive years.
10/15
2025
On October 13, 2025, during the "19th RISE China Food Industry Growth Star" awards ceremony, the moment the host announced the "Annual Category Compass" award, Madajie's "Air Nougat" made a dazzling debut—and took center stage to claim the top spot!
With the dual strengths of "time-honored craftsmanship × innovative DNA," Madajie has once again redefined the new heights of snack foods—elevating traditional nougat to a brand-new, "silky-soft and effortlessly light" texture. Not only did this innovation instantly earn the brand the prestigious "Growth Star" award, but it also marked the beginning of a legendary journey for the brand: "13 consecutive years on the list."
As a source of core technology, Madajie nougat's production process is deeply rooted in intangible cultural heritage and has been officially certified by Shangpu Consulting, solidifying its position as the market leader in sales. Since its launch, Air Nougat has swiftly captured consumers' hearts, sparking enthusiastic interactions and "check-in" trends among influencers at international candy festivals and other events—truly becoming a standout "phenomenal" growth engine in the casual candy segment.
As the market foundation continues to strengthen, the brand's influence keeps growing. Since August of this year, Madajie has fully launched its brand offensive, strategically allocating resources to build momentum on platforms like Xiaohongshu and Weibo. To date, the related topics have achieved online exposure totaling over 10 million views across the entire network.
[What Did Air Nougat Do Right?]
1. Technological Breakthrough: The "Ultra-Puffing" process significantly reduces the density of nougat, delivering a uniquely tender, air-like texture that’s simply irresistible.
2. Formula Upgrade: Leveraging -40°C Freshness-Keeping Technology and carefully selected New Zealand-imported butter, combined with a 12-hour slow fermentation process, Ensure product quality and safety.
3. Scenario Expansion: Launch exclusive packaging tailored to diverse scenarios such as "outdoor travel," "overtime energy boosts," and "children's snacks," while offering a range of sizes including 35g, 60g, 70g, and 125g—to fully cater to channels like convenience stores, e-commerce platforms, and specialty snack retailers.
[What has Madajie been doing behind 13 consecutive editions?]
RISE China Food Industry Growth Star is hailed as the "Oscars of China's food industry," and stands as one of the longest-running, most influential, and consistently authoritative competitions in China's food sector. The award employs a three-dimensional evaluation mechanism: "nominated by 1,000 people, voted on by the entire industry, and judged by professional experts."
From 2013 to 2025, Madajie hasn't missed a single event in the past thirteen years. ——From "Michaelz" to "Dedicated to Chocolate," from "Pork Floss Cake" to "Air Nougat," Madajie has always driven forward with the dual forces of "classic + innovation," ensuring that every generation of consumers can create their very own "Madajie memory."
— Starting from a single candy, let the world taste the sweetness of China;
—— With four decades of dedication, we pay tribute to every passionate commitment to innovation.
Madajie Foods once again sets a brand-new "category benchmark" with Air Nougat!
Zhaoquanying Town, Shunyi District, Beijing, China