SHANGHAI, July 16  -- While Chinese foodies find the hit documentary "A Bite of China" a good guide to hunting up local delicacies, CEOs of multinational food companies see immense market potential.

"I love Chinese food and I learnt that there are diverse cuisines across the country," said Ken Powell, CEO of General Mills, a leading multi-national food company known for its Wan Chai Ferry and Haagen-Dazs products which set up its first overseas R&D center in Shanghai on Tuesday.

"China is our largest growth market outside the North America and it represents our future," Powell said during his China visit.

WHERE'S THE PORK?

Last year, China's state-owned food enterprises and those with annual sales over 2 million yuan (320,000 U.S. dollars) raked in 9.28 trillion yuan, up 14.3 percent year-on-year.

Food worth over 95 billion U.S. dollars was imported last year, while the export volume stood close to 58 billion U.S. dollars, suggesting that China has become a major global food consumer, according to data from China National Food Industry Association.

A June World Bank report claimed that demand for calories has probably come close to its peak in China. Demand is shifting to high-protein, and particularly animal based foods. As people become more affluent, they eat more meat.

"Chinese society is undergoing profound changes," said David Brooks, chairman of the Greater China and Korea Business Unit of the Coca-Cola Company. "The opportunities in China are enormous."