Company Website

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Company Introduction

DR. CHEESE established in 2019, is a company dedicated to producing delicious and healthy cheese-based foods. It was founded by an experienced Chinese dairy entrepreneur in collaboration with Dutch cheese experts.In 2022, DR. CHEESE invested over 1 billion RMB to build a cheese factory.

Product concept, highlights and added value

1. Ingredient Innovation: The Small Round Cheese (Classic Rich Gouda Flavor) creatively combines three cheese flavors (Gouda, Cheddar, and Parmesan), offering a rich and layered taste profile. A small amount of emulsifying salt is added to improve the texture of the natural cheese, making it smoother and more palatable to suit the taste preferences of local consumers.
2. Packaging Innovation: Dr. Cheese has pioneered the first round-shaped vacuum-sealed individual packaging for natural cheese in the domestic market. Each 15g portion is small and more suitable for children. The convenient packaging makes it easy to carry for on-the-go consumption.
3. Marketing Innovation:
-On one hand, to familiarize more people with cheese as a nutritious, flavorful, and healthy food, and to gradually integrate it into daily dietary habits, the Small Round Cheese (Classic Rich Gouda Flavor) adopts a targeted marketing strategy focusing on specific groups. The target audience includes pregnant women, breastfeeding mothers, and children aged 3 and above. The goal is to educate these entry-level consumers about natural cheese, fostering a “cheese-friendly palate” from the early stages of life.
-On the other hand, natural cheese boasts numerous health benefits, such as being high in calcium, rich in high-quality protein, sugar-free, and lactose-free. These attributes align with the needs of groups requiring additional calcium and protein supplementation or those with sugar control needs. Therefore, the primary marketing targets are pregnant and postpartum women, as well as young children, who have strong demand for these nutritional benefits.

Product Images

Please briefly describe how your product communicates with consumers

During the early stages of product development, the team conducted in-depth, face-to-face interviews with nearly 50 mothers, including expectant mothers and breastfeeding mothers, to gain insights into their unique dietary needs and nutritional concerns. Additionally, the team consulted with renowned experts from domestic maternity and child healthcare institutions to seek professional theoretical support.
We discovered that the target consumers commonly experiences calcium deficiency anxiety. Large calcium tablets are hard to swallow and can cause constipation; milk is unsuitable for those with lactose intolerance; and the target consumers have a strong demand for sugar-controlled diets and clean labels. Addressing these pain points, we designed the Small Round Cheese (Classic Rich Gouda Flavor) product. Cheese concentrates the nutritional essence of milk, with the slogan “One piece equals one glass of milk.” The product features key benefits such as 7x the calcium of milk, 7x the protein of milk, 100% natural dairy calcium, zero sugar, zero lactose, and grass-fed milk sourced from New Zealand.
Dr. Cheese uniquely coined the product name Small Round Cheese, establishing it as a new category term. The packaging design for the product continues the series’ professional, nutritious, and healthy design philosophy. The front of the packaging prominently displays the product itself, showcasing its texture and form. A block design in the lower left corner highlights the product’s three major nutritional benefits in order of importance, emphasizing its functional attributes. Combined with the brand’s IP image in the lower right corner, the overall design effectively conveys a professional and trustworthy brand image to consumers.

Product Images

Ingredients List Photograph

Launch Date

2024-8

Target Consumer

3+ Children, as well as pregnant and postpartum women, who need high-calcium, high-quality protein and low sugar foods.

Weight/Volume per Pack

75g

Price per Item

39.8元/袋

Storage requirements

冷藏（0-4℃）

Marketing Area

China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall

Market Performance

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