Company Website

https://www.mengniu.com.cn

Company Introduction

In 1999, Mengniu Dairy (referred to as Mengniu), among the top nine dairy producers in the world, was founded in Inner Mongolia Autonomous Region, headquartered in Hohhot.

Product concept, highlights and added value

As more consumers develop the habit of checking ingredient lists, they have higher demands for natural or additive-free products. Brands still need to emphasize their products' clean labels and optimize formulas to meet consumer needs. According to an industry analysis report by Mintel, 77% of respondents (tending to be those aged 30-39 and with higher monthly incomes) examine the ingredient list when purchasing ice cream. Furthermore, more respondents agree that a shorter ingredient list indicates better ice cream quality.
Deluxe 4-Ingredient Minimalist Milk Ice Cream utilizes only four ingredients in its product design: whipped cream, raw cow's milk, milk powder, and white sugar. Compared to Haagen-Dazs vanilla dairy ice cream, which contains cream, concentrated skimmed milk, water, white sugar, egg yolks, and flavorings, Deluxe's product sets an industry benchmark with a simpler formula. This product is an all-dairy ice cream that controls the stability of the liquid mixture through a biosensor process. It utilizes technologies such as flavor matrices and micron-scale reverse homogenization to achieve a delicate texture, rich flavor, and stable structure in a low-overrun, high-dairy-fat ice cream. It satisfies refined consumers and families' demands for a limited number of ingredients in ice cream, delivering a healthier and purer ice cream delight. In 2024, this product won the World Dairy Innovation Award - The winner of best health innovation.

Product Images

Please briefly describe how your product communicates with consumers

As more consumers develop the habit of checking ingredient lists, they have higher expectations for natural or additive-free products. Brands still need to emphasize their products' pure labels and optimize formulas to meet consumer demands. According to an industry analysis report by Mintel, 77% of respondents (tending to be those aged 30-39 and with higher monthly incomes) examine the ingredient list when purchasing ice cream. Furthermore, more respondents agree that a shorter ingredient list indicates better ice cream quality.
Deluxe has always adhered to the brand proposition of "less is more," committed to providing consumers with the purest and most delicious ice cream products. Based on this brand proposition and insights into consumer needs, Deluxe has developed ice cream products with "only four ingredients," setting an industry benchmark while also deepening the brand and product image of Deluxe as high-end, pure, and delicious.

Product Images

Ingredients List Photograph

Launch Date

2025-3

Target Consumer

Quality-conscious women and families who have high requirements for product ingredient.

Weight/Volume per Pack

75g

Price per Item

29.9元/杯

Storage requirements

冷冻（-18℃）

Marketing Area

all over China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel

Market Performance

none