As consumers pay more and more attention to the freshness and deliciousness of breakfast, people's health awareness and consumption upgrades, the bread on the market can no longer meet consumers' picky vision, and short-term bread is developing rapidly. The group has insight into this market opportunity and launched a new brand of short-saving bread - Meibechen Bread in October 2018.

Meibechen Bread adopts the brand concept of "fresh, delicious and diverse", to meet the diverse needs of modern consumers for breakfast in different consumption situations of bread, allowing consumers to start a beautiful moment of the day in the early morning every day. Beautiful roasted Chen means deliciousness and also means a good life. Chen, the ancient word "morning" is also the meaning of "time", which means good food and start a beautiful day. Meibechen's logo design highlights the brand's industrial characteristics and bread culture.