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

1. The DELUXE® team has transformed the Ulan Buh Desert into a green oasis over 14 years. This area, with minimal pollution and natural isolation, is home to rare animals and an organic pasture, providing purer milk.
2. The Ulan Buh Desert enjoys 3,200 hours of annual sunlight and natural groundwater irrigation, enriching the grass. The cool, dry climate is ideal for dairy cows. Organic farming improves soil, and cow manure enhances fertility, creating a sustainable cycle that meets organic standards and ensures traceability.
3. Select Holstein cows are fed organic grass on 3 acres each and drink clear, deep groundwater from the Yellow River, producing rich, organic milk.
4. This product uses the world's first Tetra Pak® Renewable wood-like packaging and plant-based innovative material for the cap, preserving the original wood fiber texture and color. It is FSC certified, reducing traditional packaging carbon emissions by 8%. This showcases the product's responsibility and achievements in green development and the implementation of a dual carbon strategy.
5. Superior milk source, pastures, and nutrition make DELUXE® Desert Organic Milk the best.

Product Images

Please briefly describe how your product communicates with consumers

Consumers of organic products, while focusing on food safety and health, also have higher pursuits for product quality and certification guarantees. Faced with a myriad of organic dairy products on the market, consumers often find it difficult to distinguish between their grade differences. Therefore, we start with the story of "A Green Miracle in the Desert" as our brand's narrative, unfolding a unique tale for consumers. In the barren desert, through innovative governance methods combined with pasture farming techniques, we have not only successfully improved the ecological environment but also nurtured this precious organic milk source. Throughout this process, we have overcome numerous challenges and consistently pursued the harmony between nature and humanity, allowing consumers to deeply feel the effort and persistence behind every drop of milk, thereby enhancing the emotional value of our product.
We clearly convey the core concept of "From Desert to Table, Fully Organic", emphasizing that our milk is pure and uncontaminated, a sincere gift from nature. In terms of product advantages, we first highlight its rich nutritional value: with a protein content of up to 4.0g/100ml and a calcium content of 130mg/100ml, these specific figures fully demonstrate its superiority compared to ordinary milk, making it suitable for people of all ages.
Furthermore, our organic dairy products offer an exceptional taste experience. Their rich and mellow flavor is unforgettable, making them an ideal choice for those pursuing a quality lifestyle. Additionally, we prioritize environmental protection and sustainable development by using eco-friendly green packaging for our products, reducing the burden on the environment and reflecting our commitment and responsibility towards the future of our planet. In terms of visual design, we strive for simplicity and aesthetics, cleverly integrating green elements with desert landscapes to not only convey the unique characteristics of our products but also inspire consumers' infinite longing and awe for the beauty of nature.

Product Images

Ingredients List Photograph

Launch Date

2022-1

Target Consumer

Dairy product consumers aged 20-49 who are pursuing a higher quality of life.

Weight/Volume per Pack

250mL

Price per Item

11.8元/瓶

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Nationwide

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall

Market Performance

This product has opened up a new frontier in the organic dairy sector. Its target audience is high-end consumers who value a quality lifestyle and pursue naturalness and health. Over 14 years, DELUXE® team has planted 97 million trees in the desert, significantly improving the local climate and providing employment opportunities for over 20,000 people. By integrating social welfare with its business operations, DELUXE® team has created a sustainable closed-loop ecosystem, setting a new benchmark in the industry and conveying the concept of better organics to consumers. The product is sold in limited quantities, and within two years of its launch, sales exceeded 500 million yuan, becoming a much-loved ambient white milk product among consumers.