China's growing economic prowess is creating a number of opportunities for dairy manufacturers as rising income levels and increasing health awareness amongst consumers drive growth for alternatives with nutrition benefits. As a growing number of manufacturers move to raise awareness of their brands' purported benefits, Forbes has decided to launch Reducol in the country. By combining its own experience in nutrition with Uni-President's sales and distributions networks in the country, Medi-Tech believes it can gain a strong presence in the increasingly lucrative Chinese market with the brand. The new fortified milk beverage will be marketed under the Uni-President banner. Consumption of dairy products alone in the country is set to undergo a ten-fold increase between 2005 and 2015, according to figures supplied by the National Bureau of Statistics of China (NBSC). Medi-tech's Reducol, which contains both plant sterols and stanols, has continued to extend its presence globally. The product is increasingly available in products ranging from spreads to dairy foods because of its reported cholesterol-lowering properties. This drove Forbes' sales up by over 100 per cent to $2.1m during the first financial quarter of this year, with the company continuing to increase its global presence. The ingredient has been met with an especially warm response in Europe from dairy product manufacturers and has garnered cobranding deals with retailers like Tesco. Forbes also pushed dairy product launches for Reducol over the quarter in Portugal through companies Modelo Continente and Jeronimo Martins.