Blueglass yogurt raised funds - food tech news in Asia

Blueglass Yogurt, a Chinese yogurt chain, recently has secured more than 200 million RMB (US$30.9 million) in its Series B fundraising, led by Eight Roads Ventures and Youshan Capital. WaveRider Capital serves as the exclusive financial consultant. Existing shareholders Joy Capital and China Growth Capital also participated in this round of financing.

Blueglass Yogurt wants to become the leading brand of ready-made yogurt and a healthy lifestyle through the innovation and upgrading of products and services. Back in May 2012, Blueglass Yogurt opened its first store in Beijing, named Aqiu La Ga Yogurt, which means “I like you” in Tibetan. In 2019, collagen yogurt was launched for the first time, creating a new category of a ready-made yogurt market in health food. As the pioneer of collagen yogurt, Blueglass Yogurt wants to make not just a cup of yogurt but also represents a healthy, trendy, cool, fun, and positive brand. In our previous news, we have mentioned that Blueglass Yogurt planned to raise Series B funding. It took 2 months to complete this round.

Blueglass provides consumers another choice beyond bubble tea and coffee, situated near office buildings, shopping malls, and gyms. The brand enters the busy commercial areas in Beijing, Shanghai, Hangzhou, and other cities, so that consumers can enjoy a cup of yogurt when they go to work, go shopping, go to the gym, or hang out with friends.

Blueglass Yogurt not only creates products with delicious taste, but also has beauty properties to meet consumers’ different demands for becoming slim, beautiful, and healthy. Unlike the prepackaged yogurts on the market, Blueglass has 46.67 million square meters of pastureland, 10,000 Holstein cows, and precise aseptic fermentation of raw milk to ensure the fresh quality of the yogurt. The brand emphasizes that every 100g of cold-extracted yogurt contains 10 billion active probiotics and 12g of protein.

In terms of user positioning, Blueglass targets young women aged 25-35 years old who pursue to become slim and more attractive, providing them with a healthy solution, while meeting their “tasty, low-fat, low-calorie” product needs. In terms of marketing strategy, Blueglass has in-depth cooperation with Lululemon, a global fashion sportswear brand, which is very popular in the 1st and 2nd tier cities in China. Blueglass has opened ‘store-in-store’ in Lululemon venues to accurately serve female consumers. “Wearing Lululemon and drinking Blueglasss” has become a new fashion for urban white-collar women, establishing a high-end and healthy brand image.

The sales channels of Bluglass are mainly self-operated stores, mini-programs/apps, and third-party takeout platforms. In the future, Blueglass aims to open more than 2,000 stores around China.

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