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

Most of the tea powder products on the market have precipitation problems.The research and development department upgraded and optimized the production processes. First, the raw materials undergo ultrafiltration treatment and then filtered before pasteurization, and the mesh size was increased to 12,500 mesh. This greatly resolved the precipitation problem of tea powder products. The product added probiotics and dietary fiber to the formula to further improve intestinal health. In response to the risks and controversies of the current sweeteners,all sweetness in the products comes from white granulated sugar and fruit juice. Additionally, a unique cool flavour ingredient was incorporated, providing a constant cooling sensation even at room temperature.We are committed to creating a more delicious and healthier quality drink.

Product Images

Please briefly describe how your product communicates with consumers

Based on the preliminary market research，consumers show a preference for fruit tea drinks that are refreshing taste and thirst-quenching, especially lemon tea. There is a lot of similar products on the market. Therefore, our research and development team will focus on creating different flavours of lemon tea that accurately positioning consumer demand. We will also add an unique cooling and refreshing factor to the product, test different levels of dosage and flavour, and enhance the overall drinking experience to make it more refreshing and appealing to contemporary young consumers.

Product Images

Ingredients List Photograph

Launch Date

2024-6

Target Consumer

The product is targeted towards young consumers, who are the main consumers of drinks. Nowadays, young people enjoy eating heavy, oily, and spicy food. This product is suitable for various drinking occasions and aligns with the eating habits of young people for everyday leisure and catering drinking. Compared to single fruit-flavored drinks, young people now prefer the mixing and collocation of fruit and tea, which offers a richer taste. Additionally, the health attributes of tea contribute to the overall concept of health associated with the product.

Weight/Volume per Pack

350g

Price per Item

5元/瓶

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Nationalwide

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

Market Performance

Since the launch three months ago, the market feedback is good, and the sales volume is close to RMB 100 million.