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

Modern Farming’s Three Calf High Calcium Soft Milk boasts 0% lactose and a calcium content reaching 200mg/L. Through a milk softening process, lactose is broken down into galactose, achieving zero lactose and making the milk’s nutriton more refined and esasily absorbable, so it can be consumed on an empty stomach. Our target population is the new generation of household users throughout their entire lifecycle, especially for the 600 million individuals in China who are lactose intolerant or suspected to be, as well as over 900 million people suffering from calcium deficiency., This ensures that more people with lactose intolerance can enjoy sufficient high-quality milk calcium.
We utilize both the original calcium naturally present in milk and exogenously added milk mineral salts as our calcium source. By adopting innovative suspension technology, we have made the calcium content in our milk 200% higher than that of ordinary milk, achieving a record-high calcium content of Chinese milk stored at room temperature. Through advanced technology, our products effectively alleviate problems such as fat floatation and Maillard reaction. Significantly improve the overall consumer experience.
The product taste mellow with a natural sweet, making it highly popular among consumers and resulting in strong sales.

Product Images

Please briefly describe how your product communicates with consumers

With nearly half of China's consumers suffering from lactose intolerance, functional milk has huge growth potential. The zero lactose feature will bring another 100 billion yuan (RMB) in incremental market growth. The product is a premium offering tailored for a new generation of home users and simultaneously addresses the two major consumer concerns: lactose intolerance and low calcium intake. More importantly, what sets this product apart from its market competitiors is its calcium content of 200mg/100ml, which is about double that of regular milk, so that more lactose intolerant people can eat sufficient high-quality milk calcium.
Through scientific formula design, consuming just two packs of this product can fully meet the daily calcium requirement of Chinese adults (refer to the "Dietary Guidelines for Chinese Residents (2022)"), effectively solving the two major pain points of lactose intolerance and insufficient calcium supplementation for consumers.
By holding some marketing activities, Olympic champion Chen Meng was invited to serve as the chief recommendation officer for drinking milk, and a traceability event for the high-calcium soft milk products was held. Promotions such as “buy milk to win tickets to Beijing Universal Studios” were launched. As a strategic partner of China's space industry, it holds activities such as "sending children's paintings to space". High calcium soft milk has won the Gold Award of World Dairy Innovation and the Gold Award of World Food Quality Tasting Conference. It integrates innovation drive and market influence, and has higher product force.

Product Images

Ingredients List Photograph

Launch Date

2023-12

Target Consumer

A new generation of full life cycle home users. (This also includes those who are lactose intolerant and those who need calcium supplementation.)

Weight/Volume per Pack

250mL

Price per Item

6.9元/包

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

North China, Northeast China, Henan, Jiangsu, Shandong, Sichuan and Chongqing, Central China, Fujian and Jiangxi, Northwest China, Yuehai, Yunnan-Guizhou and Guangzhou-Zhejiang and Shanghai, Anhui

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; 餐饮&酒店 Restaurants & Hotel

Market Performance

Monthly sales data: 9 million per month on average.