Golden flavor can be said to be the representative of prepared cereal, and almost every supermarket will have golden oatmeal on the shelves of prepared drinks. Jinwei is a Singaporean brand that entered the Chinese market as early as 1990 with the establishment of Jinwei Food Industry Co., Ltd. in Shantou, Guangdong. In 1996~1998, Jinwei ranked first in China's cereal market for three consecutive years, but then with the diversification of FMCG beverage categories, its market share and sales volume are declining.
 
Golden cereal entered the Chinese market earlier, and the product awareness is very high, but there has been no update of the product, only brewed oatmeal, with original flavor, fortified calcium, chocolate, etc. Golden cereal has a very strong sweet taste, which is a familiar taste in childhood, and many consumers may have the experience of pouring golden cereal directly into their mouths and eating it.