In a globalized food industry dominated by fast-shifting consumer preferences and competitive pressure, Sigma Alimentos—a global leader in refrigerated food—knew that entering China was not just about market expansion. It was a challenge of brand innovation. The company needed to resonate with a culture vastly different from its Latin American roots while maintaining the essence of its brand. To accomplish this, Sigma undertook what can be best described as a Brand Innovation Sprint—a rapid, research-driven, collaborative effort to localize and differentiate its offerings in one of the most complex consumer markets in the world.
Understanding the Challenge
China’s food and beverage market is both attractive and intimidating. With over 1.4 billion consumers, rapid urbanization, rising incomes, and increasing health consciousness, the landscape is ripe with opportunity—but also saturated with domestic and international brands vying for attention.
For a brand like Sigma Alimentos, top branding agency which is known for products like packaged meats, dairy, and ready-to-eat meals, the Chinese market presented several barriers:
- Cultural preferences: Chinese consumers traditionally favor fresh, warm meals and often distrust packaged cold meats.
- Brand recognition: Sigma’s brand awareness in China was virtually nonexistent.
- Retail complexities: The dominance of local supply chains, hyperlocal taste profiles, and the importance of e-commerce platforms added operational complexity.
To bridge this gap, Sigma didn’t take the slow road of traditional brand development. Instead, it adopted a bold, design-thinking approach: a Brand Innovation Sprint tailored to the nuances of China.
What is a Brand Innovation Sprint?
A Brand Innovation Sprint is an intensive, short-cycle process of developing brand strategies, product concepts, and marketing tactics by integrating consumer insights, rapid prototyping, and cross-functional collaboration. It borrows from methodologies like design sprints, agile development, and UX testing, but applies them to branding and market entry.
For Sigma, the sprint aimed to answer three core questions:
- Who is our target consumer in China, and what do they value?
- How do we express our brand in a way that resonates locally?
- What products and messaging will drive both trial and loyalty?
Phase 1: Immersion and Consumer Understanding
Sigma began its sprint with an in-depth immersion phase, working with local research agencies and cultural consultants. Key learnings emerged quickly:
- Trust is built through transparency: Chinese consumers expect detailed product origins, quality certifications, and clean-label ingredients.
- Health matters: Products high in protein, low in preservatives, and easy to digest gain attention.
- Snacking and convenience are rising trends: Urban young professionals seek nutritious, convenient snacks they can consume on the go.
Sigma also discovered that while Western-style cold cuts were not commonly consumed in traditional households, the younger demographic—especially those exposed to Western travel, education, or digital trends—were open to trying new food formats.
Phase 2: Prototyping Localized Products
Armed with insights, the next step was rapid prototyping. Sigma brought in chefs, food technologists, and packaging designers Chinese digital agency to co-create product variations that retained core brand values—quality, nutrition, and taste—but aligned with Chinese preferences.
Some innovations included:
- Spicy chicken breast slices tailored to Sichuan-flavor palates.
- On-the-go protein snack packs that included sauces and chopsticks.
- Limited-edition seasonal flavors, a concept popular in Chinese food marketing.
These prototypes were not just made in labs—they were tested in real environments. Sigma held in-store testing events, ran pop-up tasting booths in Shanghai’s high-traffic malls, and conducted online focus groups via WeChat.
Phase 3: Branding and Visual Identity
Sigma also knew that how the brand looked and spoke mattered just as much as the product. Working with a local creative agency, they redesigned their visual identity and tone of voice for China.
Key shifts included:
- Name adaptation: "Sigma" remained the core identifier, but supporting Chinese characters were added for meaning and pronunciation.
- Packaging redesign: Clean, bold typography with QR codes that linked to sourcing and recipe videos.
- Brand storytelling: Rather than leading with Latin heritage, the narrative emphasized global quality standards, nutritional benefits, and a commitment to health.
In a country where “imported” no longer automatically means “better,” authenticity and value-added storytelling became Sigma’s secret weapon.
Phase 4: Digital-first Go-to-Market Strategy
Sigma’s brand sprint also focused heavily on China’s digital ecosystem. Platforms like Tmall, JD.com, and Xiaohongshu (Little Red Book) were leveraged to test audience responses and drive conversions.
The strategy included:
- KOC marketing: Rather than chasing expensive influencers, Sigma activated key opinion consumers—real users with modest followings who shared authentic product experiences.
- Social proof: Product unboxings, reviews, and user-generated content helped build early trust.
- Livestream commerce: Sigma partnered with micro-influencers for live tasting sessions, showcasing the product’s freshness and taste in real-time.
With these tactics, the brand didn’t just build awareness; it drove immediate trial and engagement—key in a fast-moving digital environment.
Phase 5: Metrics and Iteration
Unlike traditional product launches, the Brand Innovation Sprint emphasized test-and-learn. Within 90 days of soft launch, Sigma measured:
- Consumer feedback on product taste, texture, and convenience.
- Sales velocity on digital platforms and in offline retail pilots.
- Engagement rates across social media and review platforms.
Based on these insights, iterations were made in real-time—from adjusting flavor profiles to refining messaging in regional dialects.
The Outcome: Learning as a Growth Lever
While Sigma’s journey in China is still evolving, the Brand Innovation Sprint approach has already shown promise:
- Early adopters appreciated the hybrid of global quality and local flavor.
- Retailers expressed interest in co-branding and in-store placements.
- The sprint revealed an adaptable framework Sigma could use for other emerging markets.
More importantly, Sigma demonstrated that boldness, cultural humility, and agile execution can redefine what global brand expansion looks like.
Conclusion: Reinventing the Playbook
Sigma Alimentos didn’t just enter China—it reimagined itself for China. Through its Brand Innovation Sprint, the company set a new benchmark for how legacy brands can pivot, localize, and thrive in foreign markets.
For businesses aiming to win in China—or any culturally complex market—the takeaway is clear: successful brand entry is not about imposing your legacy but co-creating a future with your audience.
Innovation isn't a department. It's a way of thinking.
And in Sigma’s case, it’s a sprint toward long-term brand relevance.