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 Calves 30 Minutes Before Bed" A2 β-casein milk drink is specifically designed to address consumers' sleep difficulties. The formula has been scientifically developed to solve these consumer pain points. The number of functional dairy products in the Chinese market has grown significantly, and consumers are paying increasing attention to A2 β-casein. According to a World Health Organization survey, 27% of people have experienced sleep quality problems.
This product is based on A2 β-casein and incorporates innovative Chinese ingredients such as γ-aminobutyric acid and tea theanine, along with traditional Chinese ingredients like jujube kernel powder and Poria powder, to meet consumer needs. Its efficacy has been verified through animal studies, making it the first A2 β-casein functional dairy product in China with a sleep-assistance function.
Its special production process reduces the unpleasant flavors often associated with medicinal and food-based raw materials. Through careful flavor balancing, the product delivers a rich and appealing milk taste to consumers.

Product Images

Please briefly describe how your product communicates with consumers

This product has set a new record in China, specifically targeting young and middle-aged individuals who experience high stress, insomnia, or seek to improve their sleep quality. It is an ideal choice for consumption before bed, helping consumers sleep through the night and improving their efficiency in studying and working the next day. Most consumers have reported that this product helps address sleep problems.
The formula, scientifically designed with ingredients such as γ-aminobutyric acid, tea theanine, jujube kernel powder, and Poria powder, has been validated through animal experiments to have sleep-assistance effects.
Using stabilizer suspension technology, the functional ingredients are effectively incorporated, while flavor adjustments ensure a rich and appealing milk taste. Packaged with the premium Tetra Pak DreamCap, the product exudes a high-end feel. Based on A2 β-casein milk, it offers gentle nutrition and is more suitable for consumer consumption.
The product has sponsored the 2022 Qatar World Cup and the 2024 Paris Olympics, serving as the official flavored milk partner for Paris 2024.

Product Images

Ingredients List Photograph

Launch Date

2023-5

Target Consumer

Young and middle-aged and elderly people with high stress, insomnia and seeking to improve their sleep quality

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