New Shanghai Office in Free Trade Zone to
Drive Hiperbaric's Expansion as China's Leading High Pressure Processing (HPP)
Equipment Provider
SHANGHAI, June 4, 2024
/PRNewswire/ -- Hiperbaric, a global leader in the design and
manufacture of high pressure technology, announced the opening of a
new sales office in Shanghai's
Free Trade Zone. The new office will be dedicated to the
commercialization of high pressure processing equipment for the
food and beverage industry.
This strategic move aims to strengthen Hiperbaric's presence in
the rapidly growing Asian market for HPP food products and
capitalize on the rising consumer demand for healthy,
preservative-free foods with extended shelf life.
HPP is a non-thermal food preservation technique that uses
ultra-high pressure, pure cold water to inactivate harmful
pathogens and spoilage microorganisms in packaged foods. This
natural process maintains the nutritional value, fresh flavors, and
textures of food and beverage products.
23.5% market share in China
"China represents a tremendous
opportunity for HPP, driven by the country's rapidly evolving food
industry and consumer appetite for healthier produced foods," said
Andrés Hernando, CEO of Hiperbaric. "With our new Shanghai office, we aim to capture 45% market
share in China within the next
five years by partnering with food companies to meet their HPP
processing needs."
Currently holding a 60% global HPP market share with over 400
installed units worldwide, Hiperbaric established its first
presence in China in 2009. The
nation now accounts for an impressive 10% of Hiperbaric's total
global revenue, while the Asian region represents 20% of the
business.
In China, beverages have
emerged as the leading category for HPP technology adoption. Major
brands like IF Food&Tech, Lianfeng, Bless, ChicFoods and others
have leveraged Hiperbaric's high-productivity, reliable HPP systems
to produce extended shelf-life beverages.
"We want to work with a wider range of customers in China, from small and medium-sized to large
multinational companies with the capacity to process large volumes
of HPP products," says Jorge Marraud, Director of Hiperbaric
Asia.
To better engage local consumers, Hiperbaric launched its
dedicated Chinese website www.hiperbaric.cn in 2022 and maintains
an active presence on local social platforms like WeChat.
HPP Incubator Shanghai, a pilot plant for HPP product
development
Anchoring Hiperbaric's new China office is the "HPP Incubator Shanghai" -
a pilot plant facility to drive HPP product innovation. This
centerpiece installation features a Hiperbaric 55 HPP machine
capable of processing up to 270kg per hour.
"At our HPP Incubator Shanghai, food companies gain a
competitive edge by tapping into our complimentary services," said
Guangqi Zheng, Hiperbaric's Market
Manager for China. "They can
conduct full HPP product trials while receiving free expert
guidance on formulation, packaging validation, shelf-life analysis,
and more from our food science team boasting over 25 years of
experience."
About Hiperbaric
Hiperbaric is the global leader in high pressure technology,
designing, manufacturing, and marketing its HPP equipment
internationally. The company is recognized for its reliability,
customer support, and continuous R&D.
For further information, please contact:
Cristina Perez Villegas
Hiperbaric – Communication Manager
c.perez@hiperbaric.com
Mobile (Spain): +34 664 488
085
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SOURCE Hiperbaric