SHANGHAI: Besides enjoying the fruit as it is, Chinese consumers have developed a liking for durian-flavoured desserts, beverages and other food products.

Entrepreneurs in China seized the opportunity to develop a variety of durian-flavoured products after frozen durian from Malaysia was allowed to be imported into China four years ago in May 2011.

Yueheng Food owner Zhang Zan, who owns two shops in Foshan, Hebei province, offers durian cheesecake, durian mousse cake and other durian pastries.

“The rich, unique taste of the King of Fruits is very attractive. By using durian pulp to make our desserts, we are presenting the fruit in a different form to provide another kind of culinary experience,” he said.

Zhang was among Chinese businessmen who sourced Malaysian durian from Nature Goodness Food Industry Sdn Bhd, which has been exporting the frozen fruit to China since 2011.

In an event here yesterday, Nature Goodness introduced a system known as MiTrace, which allows consumers to verify the authenticity of its products by scanning the QR code on the packaging.

The system, developed by the Agriculture and Agro-based Industry Ministry, is meant to help customers avoid counterfeit products.

Information such as the fruit’s origin and the exporting and importing companies can be retrieved when the QR code is scanned.

MCA president Datuk Seri Liow Tiong Lai, who attended the event, said the system would boost consumer confidence.

“The market penetration of frozen durian here is still slow. By increasing awareness of MiTrace here, we look forward to export more of the product to China,” he said.

Nature Goodness has a base of 400 enterprises as its corporate customers in China.

Dessert shop owners Cui Qiping and Zheng Jia turned their love for durian into durian desserts and durian milkshake.

“Durian lovers cannot resist its fragrance,” Zheng said.

Champion Pizza board chairman Luo Gaoxia said all 400 of its outlets would offer durian pizza.

“The sale has far exceeded our expectations.”

-The Star