French dairy brand Paysan Breton, which is owned by Brittany co-operative Laïta, is planning to launch a selection of its products in China under the Bai Shang name.

Senior executives unveiled the planned foray into the Chinese market on the margins of last week’s SIAL trade show in Paris.

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The launch is expected to take place early next year but there is no information available at this stage on which of Paysan Breton’s products would be marketed in China, a spokesperson for the brand told just-food today.

The range in France includes butter, whipped cheese, speciality cheeses, crêpes and buttermilk.

Initially, China would only represent several hundreds of tonnes out of the 50,000 tonnes of product exported by Laïta annually.

However, Paysan Breton underlined the huge growth potential of China’s cheese market where consumption per inhabitant works out at only four grams annually compared to 23 kilos in France.