Forty Years of Dedication to Dream-Building: Innovation Matrix Shines in Rongcheng—Madajie Foods Sets the Sugar and Wine Fair Ablaze
04/01
2026
From March 26 to 28, the 114th National Sugar and Wine Products Fair—Western China Expo was grandly held in Chengdu. At this industry extravaganza that brought together thousands of well-known enterprises from across the country, Madajie Foods, which has been deeply engaged in the domestic market for forty years, made a splash with an innovative “three-hall synergy” approach. Through three major thematic pavilions—the Madajie Classic Leisure Food Renewal Pavilion, the Innovative Jelly Pavilion, and the Multi-Grain Era Healthy Leisure Pavilion—Madajie comprehensively showcased the enduring brand appeal and pioneering innovation vitality of this national brand.
Classic Reimagined
Intangible Cultural Heritage Techniques Continue to Craft Taste Memories
Madajie Leisure Food Brand Pavilion has rightfully become the center of attention at the exhibition, thanks to its profound brand heritage and diversified product portfolio. Within the pavilion, classics and innovations complement each other, precisely meeting the increasingly diverse taste preferences of contemporary consumers.
As the brand’s “soul piece,” the Intangible Cultural Heritage–Inspired Nougat Collection once again underscores its unshakable status as a classic. This meticulously crafted product, passed down through decades of artisanal expertise, has garnered widespread acclaim from both distributors and consumers at the trade show, further solidifying its position as the cornerstone of the brand’s core lineup.
Meanwhile, Madajie keenly perceives the trend of health consumption and meticulously presents a series of herbal candies made from natural herbs, offering a unique, fresh, and refreshing taste; while Eight Treasures Candies with Citrus Peel Carefully selected dried tangerine peel, infused with the principle of “medicine and food sharing the same origin,” immediately drew numerous health-conscious consumers to stop and sample it, quickly becoming the exhibition hall’s much-talked-about “new health sensation.”
Innovative Breakthrough
Young Voices Unlock a “New Food Trend”
If the classic products embody Madajie’s 40-year legacy of craftsmanship, then HPP Citrus Juice’s “One Orange Jelly Pavilion” precisely captures the minds of the new generation of consumers with its distinct youthful expression. The pavilion features a fresh and vibrant visual design, creating an energetic and immersive experience that attracts distributors, primarily from younger sales channels.
The star product in the exhibition hall—HPP Citrus Juice One-Orange Jelly—is made by freshly squeezing juice from premium Wogan oranges grown in Wuming, Guangxi. With an HPP citrus juice content of over 20%, this jelly delivers the authentic taste of “a bite that perfectly recreates the flavor of a freshly cut orange,” redefining the very experience of enjoying jelly.
Meanwhile, Air Nougat has redefined the category through groundbreaking process innovation: after more than a thousand rounds of meticulous whipping, it shatters the conventional stereotype of nougat as heavy and overly sweet, delivering an ethereal, cloud-like texture that’s both light and luxuriously creamy—making it a must-try “internet-famous sensation” among young consumers.
Erba sauce crisp candy is made with a golden ratio of 80% peanut butter and 20% sesame paste, recreating the authentic flavor deep in the hutongs of old Beijing—fragrant, mellow, not greasy, and with a lingering aftertaste. The quince and hawthorn jelly, on the other hand, uses real ingredients—“one jelly for one hawthorn”—to deliver a double delight of sweet-and-sour and chewy texture. These four innovative products, each representing a different youthful expression, together form a “new language” for Madajie to communicate with the new generation of consumers.
Healthcare Layout
Duogu Era Opens a New Track for Light Meals
At this year’s Sugar and Wine Fair, Madajie Foods’ strategic new brand— The Era of Many Valleys Its debut immediately drew intense industry attention. As a major strategic move by the brand to enter the health-food sector, Duogu Shidai Guan centers on “health” as its core theme, showcasing an innovative portfolio of low-GI, high-dietary-fiber products and offering a fresh dietary option for the growing cohort of health-conscious consumers.
During the exhibition, many professional visitors stated that, with the continuous enhancement of consumers’ health awareness, the market demand for low-GI foods is steadily growing. Thanks to its precise market positioning and solid product strength, the Duogu Shidai series has won widespread industry acclaim and demonstrated broad development prospects. The debut of this new brand not only marks Madajie Foods’ strategic expansion from “sweet leisure” to “healthy nutrition,” but also underscores the company’s determination and capability to continuously evolve and embrace change in the context of the new era as a time-honored Chinese brand.
Standing at the new starting point of the 40th anniversary, the Madajie brand will continue to uphold the spirit of craftsmanship, take quality as the foundation and innovation as the engine, continuously provide consumers with high-quality products that are both delicious and healthy, and work with industry partners to write a new chapter of high-quality development for China’s food industry.
Madajie Food Group was founded in 1985 and has been deeply engaged in the food industry for more than four decades. It has now grown into a comprehensive food enterprise integrating R&D, production, and sales. The brand adheres to the principle of balancing cultural heritage with innovative R&D, with a product portfolio covering candies, jellies, snack foods, soy products, fresh ingredients, health foods, and many other categories, dedicated to providing consumers with high-quality and diversified food experiences. Corporate Mission: To dedicate ourselves to creating a beautiful, sweet life for society and consumers. Vision: To become a trusted, century-old enterprise in China. Core Values: Sincerity, Innovation, Responsibility, Efficiency, and Legacy.
Zhaoquanying Town, Shunyi District, Beijing, China