Charoen Pokphand Foods PLC (CPF), in cooperation with Chia Tai Group in China and Alibaba’s Hema Supermarket, unveils U Farm-branded Benja Chicken to Chinese consumers, making the premium frozen chicken meat the first from Thailand that finds way to the shelves of over 30 Hema outlets across Beijing.

Mr.Karan Sangfai, CPF Senior Vice Prsident, said CPF embraced the opportunity to launch U Farm-branded Benja Chicken for the first time in China at Hema Supermarket. The chicken will introduce Chinese consumers to a new experience, as it is the world's first 100% brown rice-fed chicken and antibiotics-free. The chicken meets Hema’s policy in satisfying customers with high-quality products.

“CPF put a lot of efforts in the research and development to make Benja Chicken the best chicken meat for health-conscious families. It boasts a good taste and food safety, under our concept “Put Our Heart Into Food”. We are dedicated to find innovations that can produce best-quality food for consumers across the world. We’re confident that our Benja Chicken will delight Chinese consumers,” Mr. Karan said.  

In the first phase, Benja Chicken will be available at 30 Hema outlets in Beijing. Later, it will be sold at 70 outlets that cover Beijing, Shanghai, Guangzhou and Shenzhen. Within 2020, online marketing channels, through leading e-commerce websites in China like JD.com and Tmall.com, will be introduced. Annualized sale revenue is expected to hit Bt20 million.

Last year, U Farm introduced Benja Chicken in Hong Kong at Wellcome and Aeon supermarkets. Singapore was the next destination. The chicken is available at FairPrice Finest and Alma by Juan Amador, a 1-star Michelin restaurant that entice Singaporean diners to a special menu prepared with tasty, juicy and safe premium chicken.  

Benja Chicken is 100% natural premium chicken meat. It is fed by specially-selected brown rice that contains high GABA; antioxidants; as well as Vitamins B3, B6 and B9 which help chicken develop good muscles. Its meat is soft. Unlike conventional multi-layered chicken meat, Benja Chicken has spiraling meat structure. It is 55% more tasty and juicy. It is free from antibiotics and growth hormones, with world-class certification from NSF International.

Alibaba’s Hema Supermarket operates 200 outlets in major cities in China that integrates online and offline marketing. It offers 30-minute delivery services to destinations in 3-km radius. It is specialized in imported high-quality goods.