Company Website

中文：https://www.mengniu.com.cn 英文：https://www.mengniu.com.cn/en/index

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. As a Hongkong-listed company (stock code 2319.HK), Mengniu is a constituent stock of Hang Seng Index, Hang Seng China Enterprises Index（HSCEI）and Hang Seng Corporate Sustainability Index (HSSUS). COFCO corporation is the major strategic shareholder of Mengniu.
Mengniu is committed to deliver nutritious, healthy and exquisite diary products to worldwide consumers. Mengniu’s products include liquid milk, ice cream, milk powder, cheese and other categories, composing a variety of brands, such as Milk Deluxe and Just Yogurt of UHT milk, Guanyiru and YoyiC of chilled yogurt, shiny meadow of fresh milk, Deluxe of ice cream, Ruibuen and Bellamys Organic of milk powder, and Aishichenxi professional dairy of cheese. Mengniu is a market share leader in the field of deluxe pure milk, fresh yogurt, deluxe fresh milk and cheese.

Product concept, highlights and added value

JUST PURE has always adhered to the concept of "purity and authenticity", providing consumers with simple and low additive room temperature yogurt products. To meet the demand of consumers in the new era for "natural, delicious and additive free" food, JUST PURE 0 additive has further achieved technological breakthroughs, upgraded the formula and taste, and provided consumers with easy and burden free room temperature yogurt.
Formula upgrade: Breaking free from the shackles of using food additives to maintain the stability of the room temperature yogurt system, the ingredient list is entirely composed of naturally obtained food ingredients, without the use of food additives or chemical processing, providing consumers with truly natural and healthy room temperature yogurt.
Taste Upgrade: Solved the problem of strong starch sensitivity and sticky taste of room temperature yogurt, making the product delicate, smooth and comparable to low-temperature yogurt in terms of drinking experience. It balances natural health with delicious taste.

Product Images

Please briefly describe how your product communicates with consumers

JUST PURE 0 additive flavoured yogurt conveys the product concept of “simple and 0 additive” directly to consumers through its simple packaging and prominent "0 additive" logo.
Highlight children's drinking scenes, family sharing scenes and friends' travel scenes in the promotional video to attract the attention of the target audience. Meanwhile the promotional video emphasizes the simple, pure and natural attributes of this product, targeting consumer pain point directly.
JUST PURE 0 additive flavoured yogurt sponsors for popular movies and TV dramas to interact with consumers during family leisure time. This product title sponsors travel shows to interact with consumers through a relaxed atmosphere and natural scenery, and distributes related merchandise to convey the product concept of delicious, natural and light burden.

Product Images

Ingredients List Photograph

Launch Date

2024-1

Target Consumer

Mothers and white-collar workers around 25 to 45 years old, who pay attention to their own and their families’ health. They also value the drinking experience and pursue "natural, delicious and additive free".

Weight/Volume per Pack

200g

Price per Item

5.5元/包

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

All regions of China and overseas market

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

In 2024, the sales revenue of JUST PURE 0 additive flavored yogurt is about 2 billion yuan. Since its launch, the product has been deeply loved by consumers and has received a good market response.