The company maintains its headquarters and contact address in Qiantang District, Hangzhou, Zhejiang Province. 3

The Chinese name 百草味 translates literally to “the flavors of a hundred herbs and plants.” This references the traditional legend of Shennong tasting hundreds of herbs, symbolizing the brand’s original commitment to offering a diverse variety of foods. 2

BE＆CHEERY serves as the international English identity. In marketing campaigns, particularly in 2019, the brand has also utilized the positioning “A Taste of China” to bridge traditional flavors with modern consumer identities. 4

Key distinctions in the brand’s corporate structure include:

• 百草味: The domestic Chinese brand name.
• BE＆CHEERY: The international and English-language brand identity.
• Hangzhou Haomusi Food Co., Ltd.: The legal operating entity.
• PepsiCo: The parent company.

Founding and Physical Retail (2003–2009)

BE＆CHEERY was founded in 2003 with the opening of its first physical store in Hangzhou. Initially operating under a conventional retail model, the company sold a wide assortment of affordable snacks directly to consumers. At its peak, this physical network comprised over 160 stores. This era established the brand’s foundational characteristic: a broad product assortment rather than reliance on a single category.

E-Commerce Transformation (2010–2013)

In 2010, BE＆CHEERY entered Taobao Mall (now Tmall), marking a decisive shift toward online retail and direct-to-consumer commerce. This move aligned with the rapid transformation of Chinese consumer shopping habits. By 2013, the brand had become a significant online retailer, reporting RMB 21.4 million in single-day sales during the Double 11 shopping festival. 3

Marketing IP and Expansion (2014–2016)

In 2014, the company launched the “517 Foodie Festival”, creating a proprietary marketing event dedicated to food consumption. Concurrently, BE＆CHEERY began constructing a comprehensive headquarters complex in Linjiang featuring R&D, production, and logistics facilities. 3

By the mid-2010s, the brand intensified its entertainment marketing efforts. In 2015, actor Yang Yang was signed as a spokesperson, and the brand sponsored the Oxygen Music Festival. In 2016, BE＆CHEERY introduced branded concepts such as “Hug Fruit” and “Renren Fruit,” while increasing product placements in film and television productions to enhance social media visibility and brand personality.

Growth and Product Innovation (2017–2019)

BE＆CHEERY reported RMB 4 billion in sales in 2017 and completed its Linjiang headquarters base. That same year, it established a Food Research Institute jointly with Jiangnan University to systematize product development. 3

A pivotal product launch occurred in 2018 with the introduction of Daily Nuts. This product combined nuts and dried fruits in individual portions using patented freshness-preservation packaging. It generated over RMB 100 million in sales within three months and reached approximately RMB 400 million for the year, reinforcing the brand’s association with healthier snacking. 4

In 2019, BE＆CHEERY adopted an omnichannel strategy by opening “Snack Selection” stores and appointing Jackson Yee (易烊千玺) as brand ambassador. The brand also partnered with Tmall for the “Chinese Flavor Snack Show” campaign under the tagline “BE＆CHEERY — A Taste of China.” 4

On February 23, 2020, PepsiCo announced an agreement to acquire Hangzhou Haomusi Food Co., Ltd. from Haoxiangni Health Food Co., Ltd. for approximately US$705 million. 8 The transaction was finalized on June 1, 2020, with PepsiCo acquiring all outstanding shares for a total consideration of roughly US$700 million. 91011

Strategic Rationale

The acquisition was driven by complementary strengths. BE＆CHEERY provided deep local consumer insights, robust e-commerce capabilities, direct-to-consumer infrastructure, and expertise in nuts and dried fruits. Conversely, PepsiCo contributed massive manufacturing scale, established offline distribution networks, and international resources. 7

PepsiCo initially structured BE＆CHEERY as an independent business unit to preserve its existing management and brand equity. 5 While BE＆CHEERY is owned by PepsiCo, it retains its distinct identity as a Chinese snack brand rather than being fully absorbed into PepsiCo’s global portfolio branding. 7

BE＆CHEERY operates as a multi-category snack company. Its official product classification includes: 6

Nuts & Seeds

• Mixed nuts
• Almonds
• Cashews
• Pistachios
• Peanuts
• Seeds
• Nut gift boxes

Dried and Preserved Fruits

• Dried mango
• Raisins
• Cranberries
• Dried strawberries
• Fruit strips
• Preserved fruit

Meat Snacks

• Dried meat
• Meat jerky
• Meat products
• Savory protein snacks

Seafood Snacks

• Dried seafood
• Fish-based snacks
• Other seafood products

Dried Tofu and Vegetable Snacks

• Dried tofu
• Vegetable snacks
• Savory plant-based products

Bakery and Confectionery

• Pastries
• Cakes
• Cookies
• Puffed snacks
• Packaged baked goods

The brand emphasizes sourcing ingredients from quality producing regions and maintaining rigorous product innovation standards. 12

BE＆CHEERY is distinguished by its digital-first origins. Unlike traditional manufacturers reliant on distributors, the company developed through a cycle of product development → sourcing/manufacturing → digital marketing → e-commerce → direct consumer data → rapid product iteration. 13

Currently, the company employs an omnichannel model integrating:
* E-commerce platforms
* Supermarkets
* Physical retail stores
* New retail formats
* Livestream commerce
* Direct-to-consumer channels

This strategy leverages BE＆CHEERY’s digital strengths alongside PepsiCo’s offline distribution capabilities. As of 2024, the company launched an end-to-end digital system to digitize production, sales, and logistics, and announced investments in self-owned manufacturing facilities to gain greater supply chain control. 14

BE＆CHEERY reports reaching over 200 million users and offers more than 2,000 snack SKUs. 15 In the competitive landscape of Chinese packaged snacks, it is frequently compared to peers such as Three Squirrels (三只松鼠), Bestore (良品铺子), Laiyifen (来伊份), and Yankershop (盐津铺子). 7

While the brand maintains an international-facing website and export contacts, it is primarily understood as a Chinese consumer snack brand supported by PepsiCo’s global infrastructure rather than a standalone multinational entity. 3

As of 2026, BE＆CHEERY remains a PepsiCo-owned Chinese snack business. It continues to emphasize nuts, dried fruits, health-oriented snacking, and digital commerce. 7 Recent developments include new product launches in mixed nuts and dried fruits, as well as recognition for specific nut products. 12

Notably, PepsiCo’s financial disclosures have occasionally excluded the BE＆CHEERY portfolio from certain global convenient-food metrics, reflecting its distinct operational characteristics within the group. 8

1. Hangzhou HaoMuSi Food Co,Ltd.-Casual snacks
2. 百草味
3. Exclusive | Dialogue with PepsiCo’s Greater China CEO: the story behind the US $705 million acquisition of Be & Cheery! | 小食代
4. Why are consumers increasingly favoring healthy snacks? Is it possible to have both “delicious” and “healthy”?-Hangzhou HaoMuSi Food Co,Ltd.
5. 百草味Be&Cheery-妙百科-全球商业展示平台
6. 百草味Be&Cheery品牌介绍，百草味Be&Cheery品牌联系方式，百草味Be&Cheery是行业十大品牌-品牌网
7. Be & Cheery acquisition to heat up competition in snack market
8. PepsiCo Buys Chinese Snack Company Be & Cheery for $700 Million | The Motley Fool
9. PepsiCo enters deal to acquire online snacks company in China | 2020-02-24 | Baking Business
10. Pepsi Snaps Up Chinese Snack-Maker | CFO.com
11. PepsiCo : Targets Online Snacks Growth in China with Definitive Agreement to Acquire Be & Cheery | MarketScreener
12. 百草味Be&Cheery品牌坚果礼盒、草莓干怎么样-百草味Be&Cheery品牌介绍、联系方式-品牌网
13. Be&Cheery是什么牌子_百草味品牌是什么档次？-百强排行网
14. 公司介绍_百草味Be&Cheery – 杭州郝姆斯食品有限公司 – 一线品牌网
15. Be&Cheery 百草味的主页 | 广告门