Madajie Foods makes its debut at the 2026 West Asia Expo, reshaping the snack food ecosystem.
05/21
2026
SIAL, one of the world’s three major food exhibitions, concluded successfully at the Shanghai New International Expo Center. With participants from 75 countries and regions, more than 5,000 exhibitors, and over 350,000 cutting-edge food and beverage products competing on the same stage, this global summit of the food and beverage industry saw Madajie, a national brand with a 41-year history, make a stunning appearance through three thematic exhibition zones and a health-oriented product portfolio, presenting a clear strategic calling card to the world.
A Tribute to the Classics
Continuously developing the nougat category.
The exhibition area, adorned in a soft blue palette, pays tribute to cherished national memories and showcases the nougat family. From time-honored traditional hard nougat to airy nougat, 16g soft nougat, and almond nougat—every member of the nougat lineup is on full display, with unwavering popularity. Starting as a candy brand, Madajie Food has persevered through four decades of relentless refinement. With an entire wall dedicated to “nougat,” Madajie demonstrates to the industry: classics never go out of style; innovation is the truest form of传承.
The Art of Nurturing the Voice: Medicine and Food Share a Common Origin
Pioneering a New Frontier in Functional Candies
Hua Ju Hong Ba Zhen Candy is one of the most highly anticipated new products at this year’s exhibition. Made with premium Hua Ju Hong as its core ingredient, the product embodies the “medicine‑food homology” principle, seamlessly integrating the traditional Chinese medicine formula of the “Eight Treasures” into a single candy. It precisely addresses the self‑health management needs of Generation Z, quickly becoming a sought‑after “health‑focused darling” in high‑end wellness channels.
The Herbal Sugar series is further expanding its functional portfolio! Honey, Yuzu, and Herbal Candy : Carefully selected premium honey and freshly extracted grapefruit essence, combined with natural throat-soothing herbal ingredients, deliver a perfectly balanced sweet-and-sour flavor that’s refreshingly soothing and reassuring. Laiyang Cili Herbal Candy : Natural herbal blend Laiyang Pear Syrup Top-grade—Laiyang Cili Pear Paste: a refreshing pear aroma instantly fills the palate, delivering a delightfully smooth and nourishing experience. Honey-Infused Loquat Herbal Candy : Carefully selected natural herbs are blended with honey‑infused loquat, creating a harmonious fusion of luscious loquat aroma and delicate herbal freshness. Each sip delivers a refreshing, soothing sensation, offering a light, comfortable throat‑care experience. Individually packaged in convenient single‑serve portions, it’s ideal for high‑vocal‑use groups such as livestreamers and teachers.
Court × New-Generation Productivity
Cross-border jelly category
With the visual flair of the “Imperial Quince” national‑trend aesthetic, the imperial… Quince The Ershan hawthorn pulp jelly and the HPP orange jelly together form a premium, health‑focused jelly lineup, drawing numerous partners to stop and take a closer look.
Court‑style quince and hawthorn pulp jelly, crafted using time‑honored traditional simmering techniques and sealed with modern gelatin‑making technology to preserve an entire pitted hawthorn fruit. Its sweet‑tart flavor cuts through greasiness, stimulates the appetite, and aids digestion. On Douyin, our store consistently ranks among the top sellers of this jelly. “The whole hawthorn pulp is perfect for cleansing the palate after hot pot”—behind these genuine user reviews lies the product’s strong competitive edge in applications that help cut grease and promote digestion.
A tangerine jelly, meanwhile, unveils its technological prowess—employing HPP Ultra-high-pressure low-temperature sterilization technology maximizes the preservation of fruits’ natural flavor and nutrients. Previously used mainly in the premium juice sector, this technology is being commercialized on a large scale for the first time in the jelly category, marking a key breakthrough for Madajie in the application of new‑generation productivity.
Health First
Implementation of the Low-GI Strategy
Madajie made a major announcement at this year's expo, unveiling the sub-brand " The Era of Many Valleys It features a low-GI, multi-grain baked‑goods lineup—including low-GI meat floss muffins, low-GI cookies, nine‑black‑nine‑red sugar‑free cookies, and cereal bars—catering to fitness enthusiasts and young consumers focused on weight management for both meal replacements and snacks.
Notably, Madajie has even upgraded the classic Beijing crisp candy with a low-GI certification, demonstrating her determination to transform.
Inheritance and Innovation
The Composed Evolution of a National Brand
During the exhibition, Madajie’s booth attracted a steady stream of professional buyers, and purchasing delegations expressed clear intentions to collaborate. If the “Duogu Era” represents Madajie’s strategic move into the future health market, and the “Quince and Hawthorn Jelly” is a perfect fusion of national‑style culture and new‑generation productivity, then the continuous revitalization of the nougat family stands as this 41‑year‑old household brand’s most resolute response to the concept of “inheritance.”
Zhaoquanying Town, Shunyi District, Beijing, China