inSight™ brand goes to China

Tenda Nutritional Foods Ltd is the first licensee to take the new inSight™ brand to China. 

The range of Tenda products includes, Tenda Infant Formula, Tenda Follow-up Formula and Tenda Growing Up Formula.

Tenda Nutritional Foods Ltd is a New Zealand owned and operated company based in Auckland that produces and distributes the Tenda range of infant formula products. All Tenda products are manufactured and packaged in New Zealand.

Toby Whyte, Managing Director for Tenda Nutritional Foods said this was an exciting development for the company, and will see its brand equity grow as its values are aligned with those of its consumers. “The inSight™ brand gives a point of difference in the China market as it creates trust for consumers by showing transparency, integrity and safety. Customers can make informed purchase decisions in line with their values.”

The inSight™ programme, developed by AsureQuality, allows the inSight™ brand to go on licenced products providing independent evidence of a product’s characteristics and claims. When consumers see this brand on a product they can scan it and instantly view a product’s characteristics and gain insight into the integrity of the producer. 

Mark Inglis, Sales and Marketing Manager for AsureQuality, says inSight™ is a new development that takes product assurances into the 21st century.  “Consumer values and interests vary widely and whilst there are a large number of quality assurance standards in the food industry, there is no single mark that addresses multiple food safety and quality concerns. It’s also difficult to differentiate products at the point of sale with limited label space.  inSight™ is unique in that it will connect a product with consumer values relevant to a target market.”

Common features that consumers can see through inSight™ include environmental sustainability, social, ethical and animal welfare, nutrition, origin, organic status, security and food quality and safety.