Haitian, a member of The Consumer Goods Forum (CGF)’s Healthier Lives Coalition in China, has worked with the China Center for Disease Control and Prevention (China CDC) and the Kangze Foundation to develop, scale, and promote iron-fortified soy sauce across the country. The product is now available nationwide.
Haitian’s experience provides a practical model for manufacturers and retailers exploring opportunities to strengthen everyday nutrition through their products.
Anaemia remains a significant nutrition challenge in several regions of China, and research by the China CDC and academic partners has shown that iron-fortified soy sauce can help increase iron intake and reduce the risk of anaemia when used in everyday cooking. This context informed Haitian’s decision to work with the China CDC over nine years to develop an iron-fortified soy sauce grounded in nutritional science and aligned with national guidance.
Haitian is one of China’s leading seasoning producers, and an active member of the CGF Healthier Lives Coalition, which supports retailers and manufacturers through its Dietary Shifts initiative to help people move towards more balanced and nutritious diets.
In 2021, anaemia affected 136 million people in China. Despite the wide use of soy sauce, many households may not have access to clear information about micronutrient needs and how fortified foods can support everyday diets. Awareness of iron deficiency varies across regions, and practical guidance is not always available to families, teachers, or community leaders.
Haitian needed to ensure that a fortified product would be trusted, easy to adopt in daily cooking, and supported by clear, consistent nutrition information that could reach communities with limited access to nutrition resources.
Once the new, iron-fortified soy sauce product was ready for market, Haitian expanded its efforts through commercial, digital, and community channels to inform consumers of its benefits. The Kangze Foundation supported Haitian in strengthening public engagement and delivering community-based nutrition education. Activities focused on making information simple and accessible for families, including:
Adding a health and nutrition section to Haitian’s WeChat Mini Programme and producing public-service videos through Haitian’s advertising network.
Printing short nutrition tips on product packaging, including information cards in online orders.
Working with schools and local authorities to run sessions, providing materials to parents.
Haitian also introduced the Little Pink Bottle Cap – Blended for Love programme, allocating 1 RMB from each bottle sold to activities that promote nutrition and health education.
Haitian’s long-term investment in research, fortified products, and education campaigns has strengthened access to improved nutrition across China. The product is available nationwide, and families receive practical nutrition information through digital tools, on-pack guidance, online orders, and school programmes.
Through philanthropic initiatives, Haitian has provided 1.83 million bottles of fortified soy sauce to more than 500,000 students and teachers in western China.
The work shows how a familiar, affordable product can contribute to better nutrition when supported by evidence, clear communication, and strong partnerships. As Haitian has refined its approach, it has also generated insights on how fortified products can be introduced and understood in everyday settings – helping to strengthen wider understanding of iron fortification to reduce the risk of anaemia.
Junqiang Gui, Vice President of Foshan Haitian Flavouring and Food Company Ltd, said:
“We realised that if we wanted to help make a real difference on anaemia, it had to start with a product people already use every day. By working closely with the China CDC and our foundation partners, we were able to turn nutritional science into a practical solution that fits naturally into Chinese home cooking.”
Yangying XU, General Manager China, The Consumer Goods Forum, said:
“Haitian’s work shows how a familiar product can support better nutrition when paired with strong partnerships and clear information. It offers a model other members can adapt to their own markets.”
This case study contributes to the Healthier Lives Coalition’s Dietary Shifts work, which supports member companies in making everyday diets more balanced and accessible.
Organisations interested in advancing nutrition can connect with the Healthier Lives team to explore practical examples and peer learning opportunities.
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