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

The Daily Fiber Oat Milk has disrupted the traditional market pattern of animal-derived dairy products and established itself in the plant-based beverage sector. It not only meets the demand of lactose-intolerant people for lactose-free dairy substitutes but also caters to current lifestyle trends, such as the pursuit of health, environmental protection, and vegetarianism. As a result, it has become a popular choice among a broad range of consumer groups.
This product mainly uses Wulanchabu oats as its raw material. The high content of β-glucan in these oats helps to lower cholesterol and regulate blood sugar, providing health benefits to consumers and offering unique nutritional advantages compared to animal-derived dairy products. Through innovative grinding, enzymatic hydrolysis, and separation technologies, the product extracts key nutrients from oats and converts them into a stable liquid beverage, solving the common challenges of the solubility and stability of oat protein. The product has a delicate and smooth taste, free from the starchy astringent typically found in traditional grain beverages. It presents a natural light yellow color, which is soft and pure. At the same time, it exudes a faint fragrance of oats, which gives it a fresh and natural appeal. The aftertaste is long-lasting, with a subtle sweetness of oats, making it enjoyable to drink reapeatedly. It maintains its high quality and taste throughout its shelf life.
The product packaging features simple and clear labels, enabling consumers to quickly understand the content of oat and nutritional components of the product. The exterior design adopts a fresh and natural style, using oat-inspired colors such as white and light yellow, complemented by green accents. This design aligns with the product’s characteristics and conveys a healthy and pure brand image. The packaging emphasizes practical features, such as easy opening and sealability, making it convenient for consumers to drink and store in daily life. All in all, it creates a healthy beverage rich in dietary fiber, low in fat, and cholesterol-free, bringing consumers a brand-new and pleasant experience.

Product Images

Please briefly describe how your product communicates with consumers

In terms of consumer demand: At the early stage of product research and development, a professional market research team was formed. Through online questionnaires and offline interviews, a wide range of consumer opinions about oat milk were collected. The research revealed that consumers are particularly concerned about the dietary fiber content in oat milk. Therefore, during the research and development process, efforts were focused on maximizing the retention of β-glucan in oats, a key dietary fiber found in oats.
In terms of taste: A professional sensory team, along with ordinary consumers, participated in blind taste tests. Starting with the selection of oat varieties and continuing through adjustment to processing techniques, the taste was continuously optimized. For example, by refining the grinding process and optimizing the time and temperature of enzymatic hydrolysis, the common starchy and astringent taste often found in traditional grain beverages was successfully eliminated. A unique flavor was created, characterized by a delicate and smooth mouthfeel and a long-lasting oat aftertaste that lingers after swallowing This successfully met consumers' dual demands for both deliciousness and health.
In terms of marketing activities: The powerful communication capabilities and precise targeting features of social media platforms were fully utilized. Collaborations were established with well-known bloggers and content creators to produce a series of videos showcasing how oat milk can enhance everyday diet. This approach helped build a strong connection with consumers, while continuously enhance the brand's popularity and loyalty.

Product Images

Ingredients List Photograph

Launch Date

2025-2

Target Consumer

The target audience includes individuals with lactose intolerance, those allergic to milk protein, vegetarians, individuals concerned about environmental protection and sustainability, and people pursuing healthy eating habits.

Weight/Volume per Pack

250g

Price per Item

10元/瓶

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

China

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