Simple Love

About Simple Love

Simple Love, known in China as Jian'Ai, operates in the competitive Chinese dairy market with a focus on premium, low-temperature yogurt. The company was established by Xia Hai, who previously served as the general manager of the low-temperature business division at Mengniu, a major player in China's dairy industry. The executive team is largely composed of individuals with prior experience at Mengniu.

The company's core product is a line of yogurts marketed under a "clean label" philosophy, which emphasizes a minimalist formula. Their slogan, "other things are gone," highlights their use of just 100% fresh milk and quality probiotics. This strategy targets a growing consumer segment that prioritizes natural ingredients and product transparency. Simple Love positions itself as a provider of "naked yogurt" to differentiate from mass-market alternatives that may contain a longer list of additives.

Simple Love has demonstrated significant traction in attracting investment capital to fuel its growth. The company secured RMB 400 million in a Series A round in May 2020. This was followed by a substantial Series B funding round in March 2021, raising RMB 800 million (approximately $122 million). Key investors in this round included Matrix Partners China, BA Capital, CITIC Agriculture Fund, and Maison Capital. The capital raised has been earmarked for strategic initiatives, including the construction of a new factory in Hebei province and the establishment of its own farm to ensure supply chain quality and control.