A Step-by-Step Guide to Exporting Pastries to Europe

　　In China， pumpkin cakes are a household traditional pastry; in Europe， they are becoming an “exotic new discovery” on supermarket shelves. This article provides a detailed analysis of how a Chinese pumpkin cake brand successfully entered European supermarket chains， offering replicable insights for food exporters.

　　Phase 1： Market Positioning & Product Reinvention

　　Key Insight： European consumers have a natural affinity for “pumpkin” （Halloween culture） but perceive “cake” differently from Chinese fried pastries.

　　Brand Actions：

　　Concept Reframing： Reposition “Pumpkin Cake” as “Asian Pumpkin Pastry” to avoid confusion with Western cakes.

　　Health Upgrade：

　　Reduced sugar by 30%， partially substituted with coconut sugar.

　　Clearly labeled “No Artificial Colors， No Trans Fats.”

　　Obtained EU Organic Certification （EC 834/2007）。

　　Size Innovation： Launched “bite-size” individually wrapped portions suited to European afternoon tea habits.

　　Phase 2： Compliance - The Non-Negotiable Gateway

　　Three Core Certifications：

　　Food Safety System： BRCGS （British Retail Consortium Global Standards） Grade AA certification.

　　Allergen Management： Implemented strict nut and gluten segregation protocols on production lines.

　　Label Compliance：

　　Bilingual nutrition facts （English + local language）。

　　Clear labeling of 14 EU-regulated allergens.

　　Obtained local vegan society certification logo.

　　Phase 3： Practical Strategies for Channel Breakthrough

　　1. Entry Through Specialized Channels：

　　Initially entered Asian specialty stores to test market response.

　　Launched “Asian Breakfast Program” with upscale hotels.

　　Secured first supermarket sample order at Anuga （Cologne International Food Fair）。

　　2. Localized Marketing Mix：

　　Usage Education： Produced “5 Ways to Enjoy Pumpkin Cakes” videos （pairing with coffee， ice cream， etc.）。

　　Festival Integration： “Golden Pumpkin Magic” themed promotions during Halloween.

　　KOL Collaboration： Partnered with German vegan bloggers to develop pumpkin cake recipes.

　　Phase 4： Supply Chain Refinement

　　Cold Chain Solution：

　　Implemented -18°C cold chain with traceable temperature tags.

　　Established a European distribution warehouse in Rotterdam， reducing delivery time from 45 days to 72 hours.

　　Designed display freezers to solve in-store storage challenges.

　　Packaging Innovation：

　　Used microwave-safe eco-friendly materials.

　　Added “heating instruction graphics” on packaging （language-free）。

　　Included disposable baking paper in each box for convenience.

　　Phase 5： Cultural Integration & Brand Storytelling

　　Core Brand Narrative：

　　Positioned as “The warmth from a Chinese farmhouse kitchen， fused with modern health，” communicated through：

　　Packaging Storyline： Simple illustrations showing the journey from field to table.

　　Social Media Content： Sharing traditional Chinese family scenes of making pumpkin cakes.

　　In-Store Tastings： Conducted by trained local staff wearing branded aprons.

　　Key Results & Data

　　Market Penetration： Entered over 2，000 stores across 5 countries within 3 years， including Germany‘s Rewe， France’s Carrefour， and the Netherlands‘ Albert Heijn.

　　Sales Growth： Achieved 85% CAGR.

　　Consumer Recognition： Won “Most Innovative Asian Food Product” award in third-party reviews.

　　Recommendations for Chinese Food Exporters

　　Compliance First： Treat certification costs as essential upfront investment.

　　Find Cultural Bridges： Sell relatable lifestyle scenarios， not just products.

　　Embrace Local Partnerships： Establish shared-interest mechanisms with local importers and distributors.

　　Maintain Iterative Agility： Quickly adapt flavors and packaging based on feedback.

　　The journey of Chinese pumpkin cakes to European shelves is far more than a physical movement of goods. It is a comprehensive business case study on transforming traditional food into an international commodity， bridging cultural gaps， and building trust under stringent standards. In an era of deglobalization， this path demonstrates that foods with cultural uniqueness and alignment with modern health trends can still carve out a significant space in the global market.