- The new headquarters is located in the Shanghai Free Trade Zone and Hiperbaric aims to become the fastest growing HPP technology company in China.
Hiperbaric, a world leader in the design and manufacture of high pressure technology, is opening a sales office in Shanghai for its High Pressure Processing (HPP) business line. The new office will be dedicated to the commercialization of high pressure processing equipment for the food and beverage industry.
Located in the Shanghai Free Trade Zone, the new office will enable the company to consolidate its presence in the Asian market and capitalize on the growing opportunities offered by the high hydrostatic pressure sector in the region, both for consumers concerned with healthier eating and for product manufacturers.
High Pressure Processing is a non-thermal preservation technique that uses cold water and high pressure up to 6,000 bar (600 MPa / 87,000 psi) to inactivate foodborne pathogens and spoilage microorganisms. The process maintains the nutritional integrity and flavor of products and significantly increases shelf life without the need for preservatives, and can be applied to a wide variety of products such as juices and beverages, RTE meals, meat and fish products, among others.
23.5% market share in China
The reasons for Hiperbaric’s commercial opening in China are due to key factors such as the growth of the HPP market in this country, driven by the increasing demand for safe, healthy and clean-label food products.
“With the opening of this new Hiperbaric location in Shanghai, our goal is to reach a market share off 45% in China in the next 5 years,” states Andrés Hernando, CEO of Hiperbaric. The Spanish company currently holds 60% of the global HPP market share with more than 400 HPP units installed in 50 countries across five continents.
Hiperbaric will also expand its Asian customer base. “We want to work with a wider range of customers in China, from small and medium sized companies interested in HPP to large multinational companies with the capacity to process large volumes of HPP products,” says Jorge Marraud, Director of Hiperbaric Asia. High pressure processing technology offers great potential for food brands looking to offer longer shelf life and additive-free products.
Hiperbaric installed its first HPP equipment in China in 2009. Since then, the company has entered more than 12 agreements for the commissioning of different HPP equipment throughout the country. China currently accounts for 10% of Hiperbaric’s total turnover, while the Asian market as a whole represents 20%.
Juices represent the largest category for the technology in China, with companies such as IF Food&Tech; Lianfeng, Bless, or ChicFoods among other brands, dedicated to the production of juices and beverages taking advantage of Hiperbaric´s systems unmatched productivity and reliability. Hiperbaric launched the website www.hiperbaric.cn in 2022 to facilitate access to the local public, and has profiles on major social networks, such as WeChat.
Regarding the profile of consumers in China, product quality is increasingly influencing the purchasing decision, so they are adopting a clear trend towards natural, sustainable and clean label products, very much in line with HPP products.
HPP Incubator Shanghai, a pilot plant for HPP products development
Hiperbaric’s new headquarters, located in one of Shanghai’s main business and financial corridors, features a pilot plant equipped with a Hiperbaric 55 machine capable of processing up to 270kg/hr. “At our ‘HPP Incubator Shanghai’, companies can conduct HPP trials and receive free customized advice on product formulation, packaging suitability, validation and shelf-life studies,” says Guangqi Zheng, Hiperbaric’s Market Manager for China. Hiperbaric’s applications team consists of food science and safety experts with more than 25 years of experience.
