Wholly Moly is a subsidiary of USA-based Yum Delight, and achieved sales of RMB$100m (US$15m) last year. It manufactures a range of wholegrain products, mostly containing its ‘hero’ ingredient, oat bran.
Claire Fang, founder of Wholly Moly established the company in 2015 and launched into the market in 2017 to encourage more wholegrain consumption, specifically bran, into the Chinese diet.
She told FoodNavigator-Asia that younger Chinese consumers (born after 1980) were consuming too much refined carbohydrates, especially because rice and noodles form a large part of their diet.
Refined carbohydrates can lead to greater spikes in blood glucose levels and put people at higher risk of weight gain and obesity.
Wholegrains which contain the bran (outer layer which is typically removed in refined carbohydrates), germ and endosperm is rich in dietary fibre, especially water soluble beta-glucan that the Chinese diet is lacking.
Dietary fibre has a whole host of health benefits including relieving constipation, promoting good gut health and lowering cholesterol.
According to Fang, adults should ingest about 25g of dietary fibre daily, however the average for the Chinese population was only one-third of the recommended daily intake.
Fang highlighted that female consumers were also increasingly more concerned about maintaining body weight.
“These consumers still enjoy eating their refined carbohydrates, but they don’t have alternative solutions, unless they omit all carbohydrates from their diet which is also not a healthy option.”
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September 21, 2020 at 05:13PM
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Fibre power: China's Wholly Moly! expects sales to double this year with oat bran-containing products - FoodNavigator-Asia.com
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