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With our vast experience in the food and beverage industry — as well as a deep understanding of the Chinese and Asian consumer — we ensure brands reach their full potential.
The Silk Initiative is the bridge between Western markets and China, demonstrating a strong sense of ownership with every engagement. They have been instrumental in providing a strong and strategic partner for our growth agenda in China – they are a seamless extension of the Campbell’s Marketing & Category team, providing strong critical thinking not only through a classic research lens, but through a cultural, categorical and commercial lense’.
Michael Barrett. Global Insights Director – Campbell’s
Truly excellent linkage from consumer insight to ideation to concept to testing. Their clear communication helped our broad multi-national team truly get the Chinese consumer.
Michael Lindsey. Senior Vice President and General Manager, China Nutrition and Commercialization - PepsiCo
China’s complex and rapidly changing market poses unique challenges for Western brand owners in translating findings into meaningful and actionable outcomes. During our most recent brand launch in China, Andrew and the TSI team were instrumental in assisting Sanitarium through the process of ensuring our brand architecture and on-pack communications were most appropriate for the Chinese consumer.
Matthew McKenzie, China Country Manager at Sanitarium Health & Wellbeing Company
The first thing you see are the lobsters. Large tanks of bubbling water, full of Boston lobsters, alive and fresh for less than 100 rmb. Crowds gather to gawk. Then, slowly, you notice the rest. Tanks of live crabs from Europe and the North Sea, live pomfret swimming slowly back and forth, smaller lobsters from…
Written by Joel Bacall, Senior Client Manager @ The Silk Initiative Lettuce. Tomato. Onion. Ketchup. Mustard. Cheese. These are the things that go on top of burgers. But now, as the burger competition in China’s F&B market heats up, there is another, less obvious topping to slide between two soft buns: tofu. That’s right, tofu,…