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.Product Concept:
We adhere to the core principle of“Make milk more suitable for children” and are committed to providing the highest quality milk products for Chinese children. Through in-depth research and innovation, we have combined Mengniu Dairy's raw material advantages with technical expertise to create this exclusive formula milk product designed for children aged 3 and above. We pay attention to every detail, from raw material selection to formula design, striving for science, health, and safety to safeguard children's growth.
2.Product Highlights:
Scientific Ratio, Comprehensive Nutrition: 15 types of nutrients , including HMO (2'-Fucosyllactose), 6 vitamins, 5 minerals, and dual prebiotics, with the special addition of nationally approved local HMOs raw material, forming a scientific ratio of 1:3:3 with GOS and FOS, providing comprehensive and balanced nutritional support for children.
Health Benefits, Enhanced Self-Protection: The patented combination of HMO + dual prebiotics has been professionally verified to help boost children's immunity and empirically enhance self-protection. We reject conceptual additions, making health benefits more tangible and reliable.
Safe and Pure, No Burden: The product is free from added sugar and artificial flavors, ensuring that children can enjoy deliciousness without consuming excessive additives, allowing for healthier and burden-free growth.
3.Added Value:
Rich and Aromatic Taste, Loved by Children: Using pure raw milk as the main ingredient, with a content of up to 98%, paired with native high calcium and native protein, it creates a rich and aromatic taste that children love.

Product Images

Please briefly describe how your product communicates with consumers

1 Consumer Insights:
1.1Nutritional insights: Children 3-6-year-old are in a phase of rapid growth and development, coinciding with they entry into kindergarten. They are prone to illness when exposed to a more complex new environment. They have dual nutritional needs: basic nutrition and immunity strengthening.
1.2Emotional insight:
After children enter kindergarten, mothers feel uneasy about potential nutritional deficiencies but also recognize the need to let go in a timely manner, hoping that their children can learn to grow up independently. Mothers also desire to be liberated from the busy parenting life of the past and refocus on their own lives.
User pain points: Children in this age group mainly drink 4 stages of milk powder, but brewing milk powder can be troublesome and doesn’t fully meet user needs.
2 Product R&D and design:
1.1Professional formula
Self-protection: HMO+double prebiotic ( HMO:GOS:FOS=1:3:3 ratio).
Nutrition: 15 types of nutrients to meet the multi-dimensional needs of children
Growth: Each 100mL contains 120mg of native high calcium and 3.6g of native protein
1.2Product quality:
Through formula and process adjustment, the product remains stable within the 6-month shelf life at room temperature
1.3Product taste:
No sucrose and flavors are added. The natural sweetness of the product is enhanced through HMO and prebiotics, and the milk flavor is mellow,aligning with children's taste preferences.
3 Packaging Design or Marketing Campaign:
3.1 Portable design: Considering the usage scenario of children, the 200ml dream lid packaging is designed for easy portability, allowing convenient drinking anytime and anywhere.
3.2 Color and pattern: Cartoon image are used to attract children's attention and enhance the product’s affinity and appeal.
3.3 Marketing activities: The product is available through Mengniu Nutrition Life Home, as well as online sales platforms such as Douyin and JD.com.

Product Images

Ingredients List Photograph

Launch Date

2025-1

Target Consumer

Children over 3 years old

Weight/Volume per Pack

200mL

Price per Item

8.8元/包

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

nationwide

Distribution Channels

电商 E-commerce