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Nissin Foods aims to scoop out niche in Chinese cereal market

Company launches granola production in Hong Kong

The market for breakfast cereal in China is small but growing, prompting Nissin Foods to set up a plant in Hong Kong to ship granola products to the mainland.

HONG KONG -- Nissin Foods, a Hong Kong-listed unit of Japan's Nissin Foods Holdings, will bolster its granola business in China to woo increasingly health-conscious Chinese consumers.

"China's cereal market is growing rapidly and is expected to grow in a unique manner," said Kiyotaka Ando, chairman and CEO of Nissin Foods. "We plan to ship products made in Hong Kong to mainland China and Taiwan."

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