Company Website

https://www.milkground.cn/

Company Introduction

With the mission of "cheese for every household" and the philosophy of "guided by consumers’ needs and preferences, we will embrace craftsmanship to ensure our products are made with perfection", Milkground is committed to bringing nutritious, delicious cheese and a healthy lifestyle to consumers.
Milkground has a total of 5 modern production bases in Shanghai (Jinshan District, Fengxian District), Tianjin, Jilin and Changchun, all of which use world-class cheese production equipment, with a total annual production capacity of more than 160,000 tons, ranking first in China. The company's raw materials are selected from cheese raw material suppliers in Europe and Oceania, and the world's high-quality milk sources are carefully selected to ensure product quality from the raw material side.

Product concept, highlights and added value

The cheese cubes are made of ≥55% cheese added formula, and its nutritional indicators are 8.6g/100g high protein, 430mg/100g high calcium, which brings nutritional supplements to our target consumer groups, while taking into account the rich cheese aroma and the silky entrance to the mouth, and the ultimate taste that melts with a sip. We have insight that with the advent of the post-epidemic era, people are paying more and more attention to the intake of "sugar", and we are relatively clear about the burden of "excessive sugar" intake on the body's own metabolism, and through third-party research, we know that more than 95% of people have begun to pay attention to the content of sugar in their daily diet. Starting from market trends and consumer pain points, our cheese cubes are formulated with 0 sucrose to respond to consumer trends and consumer pain points by bringing indulgence to our core target group while reducing the burden on the body and mind.
In the pursuit of the original taste of cheese, we chose the original flavor of rich sesame, as well as the sweet aroma of white peach ballet taste and the nourishing five black flavors that meet the light health of young people, and the five black flavors are made of black sesame, black beans, black wolfberry, black mulberry and black rice.
In terms of product packaging, the inner packaging equipment and aluminum foil are all made of pure Italian imported packaging materials, as well as imported equipment, in order to make consumers portable, easy to hold and easy to tear, not only delicious and fun, but also to tear cheese into a lifestyle.

Product Images

Please briefly describe how your product communicates with consumers

According to the data of a third-party research company, consumers need to have the impulse to buy when making take-or-purchase decisions on the terminal, and there is also a sufficient sense of appetite for food categories, so we have increased the sense of appetite to communicate unprecedentedly on the front main visual of this series of products.
After making it clear that 95% of the core target consumer groups are concerned about the sugar content in their daily diet, and that excessive sugar intake will lead to and increase the risk of chronic diseases such as obesity, dental caries, hypertension, hyperlipidemia, and hyperglycemia, we decided to use a formula of 0 sucrose to make this product, and Xiaohongshu and "life entertainment" are more enthusiastic about "life strategies" among young people Douyin and other social media platforms, communicate with the target group, and try to inform them that cheese can now be used not only as a member of the table, a member of children's snacks, but also for us adults and our older children, and we also have our own cheese desserts that are more efficient, more delicious, fun and indulgent at this moment.

Product Images

Ingredients List Photograph

Launch Date

2024-1

Target Consumer

18-39 years old pursue exquisite enjoyment, please yourself, have independent consumption decisions and spending power, and like to try new things in the online city residents

Weight/Volume per Pack

84g

Price per Item

建议零售价29.8元/包

Storage requirements

冷藏（0-4℃）

Marketing Area

China except Xinjiang, Tibet, Qinghai and some remote areas (online and offline two-way coverage)

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery

Market Performance

At present, the product has just been launched, and there is no initial market feedback, but it is estimated that it will have a volume of 50 million in 2024.