Madajie’s 40 years of deliciousness, setting off anew.
05/13
2026
From May 11 to 12, 2026, the highly anticipated 2026 China Food Industry Special Channel Conference was successfully held in Shijiazhuang. As a national brand that has been deeply rooted in the food industry for forty years, Madajie Foods showcased several of its core products and officially unveiled its new special-channel strategy during the event.
At the conference, Hebei Kangbei Food Co., Ltd. (the Madajie brand) was awarded the title of “Board Member Unit of the China Special Channel Distributor Development Alliance,” and the Madajie brand was honored as the “2026 China Food Industry Special Channel Recommended Brand.”
PART.01
President’s Address: 40 Years of Flavor, Moving Forward into the Future
Mr. Ma Likai, President of the Madajie brand, delivered a keynote speech titled “40 Years of Deliciousness, Embarking on a New Journey—Madajie’s Specialized Channel Strategy Launch.” He systematically reviewed the brand’s 40-year journey of development and its foundational strengths, elaborated in depth on the brand’s precise adaptation strategies for various channel scenarios, and clearly articulated the strategic vision of “empowering mutual success and driving growth through channels,” resonating deeply with the attendees.
PART.02
Comprehensive category matrix showcased in one place
Precisely tailored to diverse channel scenarios
At this conference, Madajie Foods showcased a diverse product portfolio spanning functional foods, healthy snacks, and more, with finely tailored solutions for various specialized channel scenarios:
Government and corporate channels / Gift‑giving channels — New Year gift boxes, New Year candies, low‑GI sugar‑free gift sets, and high‑quality 1.08 kg fruit‑pulp hawthorn jelly, among others.
Instant retail channels — ideal for single servings: 70g meat floss pancakes, 300g imperial quince jelly, strawberry air nougat, low-GI cereal biscuits, and sugar-free options. Nine Red, Nine Black Biscuits Wait
Food and beverage channels — including herbal candies for pre- and post-meal enjoyment, as well as products like imperial quince jelly and plum candies that can be used for earning points or checking in to collect store‑specific rewards.
Military‑channel products —— hand‑torn bread, nougat, Beijing crisp pastry, and more
Entertainment channels —— Duogu Era cereal bars, croissants, egg‑skin toast, and more
Campus Channels — 16g Soft Nougat, 35g Meat Floss Pancake, Imperial Quince and Hawthorn Jelly, Multi-Grain Era Cereal Bars, and more
PART.03
Health-focused new products take center stage.
Innovation Drives Consumption Upgrading
During the conference, several innovative health products under Madajie attracted considerable attention:
- Duogu Era Series: low-GI cookies and sugar-free cookies, crafted with scientifically formulated recipes to meet the needs of health-conscious consumers.
- HPP Citrus Juice with One-Orange‑Flavored Fruit Jelly: Utilizes HPP ultra‑high pressure cold‑sterilization technology to preserve the fresh, natural flavor of the fruit to the greatest extent.
- Madajie Imperial Quince and Hawthorn Jelly: Made with fresh, whole fruits, crafted using traditional methods, and featuring a clean label.
- Herbal Candy for Vocal Care: Blending herbal extracts, it strategically targets the foodservice and functional‑food markets.
PART.04
Double honors bestowed
The specialty channel strategy has entered a new phase.
Leveraging its deep brand heritage and outstanding channel management capabilities, Madajie Foods received dual recognition at this year’s conference:
- Hebei Kangbei Food Co., Ltd. has officially become a director unit of the China Special Channel Distributor Development Alliance.
- The Madajie brand was awarded the “2026 China Food Industry Special Channel Recommended Brand”
These two prestigious awards not only represent high recognition of Madajie’s strength in the food channel, but also signify that the brand’s strategic positioning in the specialty and general trade channels has entered a new stage of development.
The Madajie brand was founded in 1985. After more than forty years of development, it has become a comprehensive food enterprise integrating research and development, production, and sales. Its product portfolio covers candies, pastries, jellies, and snack foods, Fresh Tofu Offering a wide range of product categories, we consistently deliver a dual experience of deliciousness and health to our consumers.
Zhaoquanying Town, Shunyi District, Beijing, China