Athlete-grade nutrition standards,
for every family's breakfast.
Since 2020
- Official sponsor and designated product of China's U16-U17 National Basketball Team
- Official partner and designated product of China's U18 National Ice Hockey Team
A little elephant,
gentle yet powerful.
The name 'Yelophant' draws inspiration from the jade elephant unearthed at Fu Hao's Tomb, Yinxu Museum — warm and honest, endearing, yet quietly powerful.
Sport · Science · Love
SPORT / Sport
Sports Spirit. Caring for the growth of the next generation, bringing sports spirit into the brand's daily life.
SCIENCE / Science
Modern R&D. Valuing scientific R&D and product experience, letting better choices blend into family life.
LOVE / Love
A Parent's Heart. Because we know how to love children, we take every food seriously.
Roy Wang
Founder & CEO of Yelophant
Former CUBA basketball player, and a father of two.
From athlete to entrepreneur, he has worked in the food industry for over a decade, exploring food trading, supply chain and brand operations.
His athletic career taught him how vital nutrition is to a growing body, and becoming a father showed him the real dilemma of modern family breakfast — parents want nutrition, kids want taste, yet breakfast time keeps shrinking.
So in 2020, Roy Wang founded Yelophant, hoping to redefine breakfast for Chinese families.
Step by step, into today's Yelophant.
From 2020 to the New York Knicks partnership — every real, steady step of the way.
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2020
Officially launched
On June 1, 2020, Children's Day, Yelophant was officially launched with the mission of "using healthy food to accompany the growth of the next generation". The brand introduced its first healthy cereal developed specifically for Chinese children, embarking on a journey to bring together great taste and nutrition. In the same year, Yelophant secured over RMB 10 million in angel round funding from ZhenFund.
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2021
Standout in cereals
Ranked No.1 in children's cereal sales on Tmall, becoming a standout brand in the online cereal category. Secured tens of millions of RMB in Pre-A funding from Crystal Stream.
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2022
Butter Pancake
Pioneered the Butter Flavored Pancake, replacing traditional shortening with New Zealand Anchor butter and achieving 0 trans fatty acids, ushering hand-grab pancakes into the "butter era" and becoming the No.1 brand in the category. Online sales surpassed RMB 100 million.
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2023
Antibiotic-free + own factory
Launched the Antibiotic-Free Chicken series. Received iSEE Most Valuable Innovative Brand of the Year and the Superior Taste Award. The brand''s first proprietary factory, Changsha Sucan Factory, began operations.
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2024
Three No.1 SKUs
Cumulative purchasers exceeded 10 million, with annual omnichannel sales surpassing RMB 500 million. Three core products each ranked No.1 in online sales. Became a designated product supplier for China''s U16-U17 National Basketball Team and U18 National Ice Hockey Team.
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2025
¥1B + global debut
Annual omnichannel sales surpassed RMB 1 billion. Made its international debut at the Summer Fancy Food Show in New York. Partnered with the NYBO Youth Basketball Open, Li-Ning China Primary School Basketball League, and the IIHF Women''s Asia Championship.
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2026
Knicks partnership
Pioneered the 120-second microwave rolled-edge pizza. Yelophant officially becomes an official partner of the New York Knicks. Made its debut at Expo West 2026 in North America and entered H Mart in the United States.
