Bayn Europe sets up subsidiary in China for sugar reduction

15 Jan 2018 --- Bayn Europe AB has signed a joint venture agreement with real estate development company HuaHe International Asset Management Ltd. to introduce sugar reduction to the China market. Both partners have agreed on a cooperation model and mutual commitments for the set-up of the joint venture. Under the agreement, Bayn is to hold 65 percent of equity and HuaHe 35 percent.

Further to rolling up a sugar reduced concept store under Bayn Europe’s trademark takk!, Bayn China is conducting ongoing discussions regarding a sugar reduced industry park with Chinese government stakeholders.

Huahe International (Beijing) Assets Management Consulting is a holding subsidiary of Hede Holdings, which is in charge of assets management and equity investment businesses. Huahe International, cooperated with three subsidiaries (Haskoll Design, Hede Consultancy and Hede Construction), provides whole product chain service of all-round strategic positioning, planning consultancy, industry introduction, integrated design, project and construction management, assets management and operation and equity investment for Chinese commerce and healthcare fields.

Founded in Sweden in 2009, Bayn’s product portfolio contains ingredients and sugar replacers for food and beverage applications. 

“Sugar reduction means a system change and the food chain is broken when the added sugar is replaced. This is also true for the Chinese market, despite having 110 million diabetics and a very large child obesity problem due to unhealthy lifestyles with excess sugar consumption,” says Lucy Dahlgren, CEO of Bayn Europe. 

“We are glad to now have a strategic agreement with a partner, outside the food system, who pursues the real need for sugar reduction. The first showcase of takk! concept store is planned to open before this summer, and it will be launched as a franchising concept in this fall. We have dialogues with several investment partners and plan to set up 200 takk! stores by 2022,” she adds. 

“We are glad to have Bayn who has brought us a totally new concept to our property customers. Particularly to government stakeholders who want to develop their cities in a sustainable manner,” says Dr. Henry Yang, General Manager of HuaHe. “We, as lifestyle architects in real estate and the property industry, believe that the opportunities arising out of the synergies between our two companies are very promising.”