Ms. Lu Fei is currently Head of the high-end Brand Purjoy at Junlebao Dairy Group. As the founder of the Purjoy yogurt brand, she has continuously driven the brand’s iteration and upgrading with her keen market insight and outstanding product innovation capabilities. In 2025, she led her team to deeply explore market trends and accurately grasp consumer demands, successfully launching Purjoy Fruit & Vegetable Salad Yogurt. Upon its launch, the product quickly took the lead in the fruit and vegetable yogurt segment, winning wide acclaim and market recognition.
Flavor innovation in yogurt is moving beyond “sweet and fruity” toward bolder and more cross-category experiments. Beyond the craze for local fruits such as guava and passion fruit, vegetable-flavored yogurts are quietly emerging—kale, beetroot, and even bitter melon are becoming new favorites on the ingredient list. This not only challenges consumers’ palates but also helps yogurt transcend its role as a “snack,” bridging into the realms of “light meals” and “functional dining.”
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