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

Faced with the harsh reality of cold chain disruptions and poor yogurt storage conditions in central and western regions, the Mengniu R&D team took up the challenge with determination, embarking on a three-year arduous exploration journey. On one front, they focused on the core element of starter cultures. Through meticulous selection of patented starter cultures, precise control of available carbon sources and their dosages, and in-depth investigation into the microscopic mechanisms of yogurt fermentation and post-ripening processes, they analyzed the intrinsic causes of acidity changes to effetively control acidity levels at their source. On the other front, the team understood the critical importance of texture and taste for consumer experience. They innovatively constructed a sweetness system that went beyond traditional sugar additions. Based on the principles of human taste perception, they rigorously and ingeniously combined various suitable sweet components. This approach allowed them to significantly reduce overall sugar content while ensuring that the perceived sweetness remained rich and full-bodied, without any loss in flavor.
As a result, even under extreme conditions where the cold chain fails, this yogurt can maintain its quality for up to 30 days, consistently delivering a fresh and excellent taste. Meanwhile, the milk used in Mengniu’s 0-additive flavored yogurt comes from an unparalleled high-quality source: 100% of it is sourced from pastures located in Xinjiang, a region within the “Golden Milk Belt.” Xinjiang’s unique natural environment—such as ample sunshine, vast and lush natural grasslands, and suitable climate conditions—provides an ideal habitat for dairy cows, resulting in milk of exceptionally high nutritional value and purity.
Compared to many homogenized products on the market, this 0-additive yogurt stands out with its superior post-acid stability and outstanding taste. It offers consumers a reliable and premium new choice in the complex and ever-changing yogurt market, with the potential to reshape the yogurt consumption landscape not only in central and western regions but also in broader markets.

Product Images

Please briefly describe how your product communicates with consumers

During the production and distribution of yogurt, continuous fermentation by bacterial cultures leads to increased acidity, causing key quality indicators such as texture and flavor to deviate from their ideal states. This, in turn, reduces consumer acceptance and purchasing enthusiasm for the product. Mengniu Dairy has long focused on this critical issue, consistently aiming to address the rapid increase in acidity and the deterioration of taste during the shelf life of the product as a key research and development goal.
At the milk supply stage, Mengniu rigorously selects high-quality milk to establish a solid foundation for subsequent fermentation. In the fermentation process, advanced biotechnology methods are employed to screen patented starter cultures and precisely control fermentation conditions such as temperature and bacterial culture dosage. This approach inhibits acidity growth at its source, ensuring that the yogurt maintains its exceptional quality throughout its entire lifecycle.
Mengniu aims to build a "Globally Adored" brand, dedicated to crafting premium dairy products favored by consumers worldwide. Especially in the yogurt category, we recognize the significant responsibility and mission we bear. From the careful selection of milk sources to the precise control of fermentation processes, we strive to ensure that every cup of yogurt reaches consumers with fresh, original quality and balanced nutrition. This commitment ensures consumers can fully enjoy healthy and delicious yogurt, fulfilling our promise of being "Globally Adored" through concrete actions.

Product Images

Ingredients List Photograph

Launch Date

2024-11

Target Consumer

The age range is broad, covering office workers aged 25-50, fitness enthusiasts, and health conscious groups. Consumers who value health and product quality

Weight/Volume per Pack

180g

Price per Item

4.0元/包

Storage requirements

冷藏（0-4℃）

Marketing Area

Xinjiang, China

Distribution Channels

大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Market Performance

Mengniu's Zero-added flavored yogurt relies on high-quality milk sources from Xinjiang, building a solid foundation with its exceptional quality. Since its official market launch in November 2024, it has quickly demonstrated strong market competitiveness and achieved remarkable sales performance. To date, it has successfully reached sales of RMB 4.4 million, generating an additional profit of RMB 572,000. Sales data show a rapid growth trend, with volumes continuing to rise and a robust growth momentum.
Not only has it steadily established itself in the domestic market, but it has also expanded steadily to wider regions across the country and even ventured into global markets, leveraging its unique advantages. This expansion continues to broaden its market footprint and enhance brand influence.