---
title: "Aiming at the Sports Snack Track, Hsu Fu Chi Unveils Its First Sports Superstar Spokesperson"
description: "On June 29, Hsu Fu Chi officially announced sports superstar Yi Jianlian as the brand ambassador for its Milo brand, following its earlier announcement of introducing Milo Sports Power Biscuits into the Chinese market. This move has again stirred strong reactions in the industry, marking a new breakthrough for Hsu Fu Chi in the snack food sector and showcasing its ambition to make a big push in the biscuit segment."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2024-06-29"
language: "en"
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---

# Aiming at the Sports Snack Track, Hsu Fu Chi Unveils Its First Sports Superstar Spokesperson

> On June 29, Hsu Fu Chi officially announced sports superstar Yi Jianlian as the brand ambassador for its Milo brand, following its earlier announcement of introducing Milo Sports Power Biscuits into the Chinese market. This move has again stirred strong reactions in the industry, marking a new breakthrough for Hsu Fu Chi in the snack food sector and showcasing its ambition to make a big push in the biscuit segment.

**On June 29, Hsu Fu Chi officially announced sports superstar Yi Jianlian as the brand ambassador for its Milo brand**, following its earlier announcement of introducing Milo Sports Power Biscuits into the Chinese market. This move has again stirred strong reactions in the industry. **It not only marks a new breakthrough for Hsu Fu Chi in the snack food sector but also showcases the brand's ambition to make a big push in the biscuit segment.**

**New Spokesperson Endorsement, Strengthening Association with Sports Scenarios**
**Making Sports "Yi" (Easy) as Easy as Turning the Palm**
**For Hsu Fu Chi, the cooperation with Yi Jianlian is backed by deep considerations of brand and market.**

Yi Jianlian, as a sports superstar, has won 7 CBA championships, played for the national team in 4 Olympic Games, and competed in the NBA for 5 seasons. He not only possesses outstanding basketball skills but also maintains a reverent heart and tenacious spirit on the court, earning high recognition from the sports community. In addition, he pays close attention to youth basketball education and actively participates in related social welfare activities, sparing no effort for youth basketball education.

It is not hard to see that **Yi Jianlian's sports spirit is highly compatible with the Milo brand tone.** Milo Sports Power Biscuits emphasize the brand mindset of **"Love sports, eat Milo Sports Power Biscuits"**, and the product is suitable for various sports scenarios, aiming to provide consumers with delicious and nutritious energy before and after exercise.

To join forces with spokesperson Yi Jianlian, Hsu Fu Chi has specially crafted the theme **"Milo on the Court, 'Yi' (Easy) as Turning the Palm"** for the official announcement event. The brand concept, combined with athlete Yi Jianlian's sports spirit, brings delicious and nutritious power to more sports enthusiasts, enabling them to be invincible whether on the court, in sports competitions, or in life's struggles.

Furthermore, 2024 is a big year for sports, with national enthusiasm for sports running high. Major sporting events such as the European Championship and the Paris Olympics are also coming one after another. With the support of this environment, the pace of Milo Sports Power Biscuits quickly occupying the sports market has been boosted. Coupled with the linkage with the spokesperson, it not only allows consumers to quickly associate the product's positioning and brand concept but also radiates to more teenagers, children, and sports-loving people, giving the brand more exposure opportunities and quickly entering the sports snack track.

**Entering a Niche Track, Injecting New Vitality into the Market**
**Becoming the Leader in Sports Power Biscuits**
Biscuit products have always been a very important category in the snack food market, with a huge market size.

As a veteran player in the snack food track, Hsu Fu Chi is also keeping pace with the times, continuously innovating and upgrading its products. This time, it introduces Nestlé Milo Sports Power Biscuits into the Chinese market, **aiming at a niche track and seeking to seize the blank market in the biscuit category.**

**Hsu Fu Chi has unique advantages in entering the biscuit niche track with Milo Sports Power Biscuits.**

First, **Hsu Fu Chi itself has a very strong biscuit production line strength**, with a variety of product lines covering pancakes, roll wafers, sandwich pancakes, wafers, soda crackers, thin crispy biscuits, and other categories. Moreover, most of the equipment is imported from Germany and Japan, with advanced technology.

Second, **with deep cultivation in the pastry and biscuit market, Hsu Fu Chi has rich and mature sales channels and experience**. According to Nielsen data, in 2023, in the hypermarket and supermarket channels, its bulk pastry market ranked first in the bulk market.

When introducing Milo Sports Power Biscuits, in order to cater to the current consumption upgrade, after a series of market research, **Hsu Fu Chi carried out R&D upgrades on Milo Sports Power Biscuits.**

Milo Sports Power Biscuits use a professionally designed Activ-go formula, high in calcium, rich in iron, containing vitamin B2, and specially added malt extract essence, bringing consumers nutritional and delicious enjoyment. In addition, Hsu Fu Chi has also made this product available in 4 specifications to meet different sales and consumption scenario needs.

**For endorsing Milo Sports Power Biscuits, Yi Jianlian is also very serious. He carefully understood the specific ingredients of the product, and after personally tasting Milo Sports Power Biscuits, he said, "My kids also like it very much."**

**Penetrating Sports Scenarios, Precisely Linking Target Groups**
**Driving the Product to Quickly Go Viral**
With over 30 years of deep cultivation in the food industry, every step of Hsu Fu Chi's development and every time it goes viral has a traceable path, and it has established deep emotional connections with consumer groups.

**The launch of Milo Sports Power Biscuits is a big step for Hsu Fu Chi towards a new track. Now, with the endorsement of spokesperson Yi Jianlian, Hsu Fu Chi will build sports scenarios in multiple dimensions to further strengthen brand awareness.**

Hsu Fu Chi will use the golden period of summer vacation travel to share this official announcement event with consumers through media such as high-speed rail and elevator media, with over 100 million exposures to reach target consumers to the greatest extent.

Second, **to penetrate more sports scenarios, Hsu Fu Chi has focused on the nationwide popular marathon events**. Marathon events have the characteristics of "convenient, beneficial, and healthy for the people" and are a fashionable way of exercising at present. Hsu Fu Chi will sponsor multiple marathon events, allowing 360,000 marathon participants to taste Milo Sports Power Biscuits in sports scenarios, replenish energy in time, and win victory.

In addition, Hsu Fu Chi will also **deeply bind Milo Sports Power Biscuits through public welfare activities**.

This year marks the 12th year of Hsu Fu Chi's "Share Nutrition, Share Love" Fu Man Campus brand public welfare activity. Hsu Fu Chi will give Milo Sports Power Biscuits as a mid-class nutritional supplement to students in remote areas. During one semester, each student in school can eat delicious Milo Sports Power Biscuits every day.

Hsu Fu Chi will also plan to carry out sports activities such as Milo physical education classes and Milo Cup basketball games in schools, allowing children to feel the joy of sports and get nutritional supplements while exercising.

With this official announcement, it is believed that both parties will jointly create a new chapter. Yi Jianlian's sports spirit and the product concept of Milo Sports Power Biscuits **"Love sports, eat Milo Sports Power Biscuits"** complement each other. We look forward to the cooperation between Hsu Fu Chi and Yi Jianlian to drive more people to love sports and enjoy sports!


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