Nestle launches YIYANG powder to target China's ageing population

Seniors are playing a key role in shifting China's economy away from exports and toward consumption

For decades, Nestle has tried to get its infant milk powder into the hands of China’s new mothers with promises of brighter, healthier babies. Now it’s trying to do the same for the elderly. Last week, the company launched “Nestle YIYANG Fuel for brain TM senior milk powder,” a formula designed to help China’s seniors “refuel their brains and start a new smart life.”

The announcement didn’t get quite the hype that products targeted to China’s millennials do. But it may yet prove more consequential. With 222 million people over age 60, China is home to the world’s largest population