Type of applicant company

品牌方

Country

中国

Company Website

中文：https://www.mengniu.com.cn 英文：https://www.mengniu.com.cn/en/index

Images

Brand of the Product

JUST PURE

Designer Name

Packaging R&D Department, Product R&D Center, Ambient Business Unit, Inner Mongolia Mengniu Dairy (group) Co.,Ltd

Position of Designer

无

Target Consumer

The product's target audience is white-collar young women who value health and deliciousness. In work and life scenarios such as office breaks, afternoon tea, and binge-watching, they want a delicious, healthy, and satisfying snack with light burden to reward themselves when feeling a little peckish or hungry.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Positioning

限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition

Design Story

In April 2025, Mengniu Chunzhen Yummy Yogurt underwent a product upgrade and launched a co-branded collaboration with the cute Peach Cat IP. To highlight the product positioning, the packaging features adorable cat ear designs, significantly enhancing its visual appeal and emphasizing the "little greedy cat" product concept. Adhering to a consumer-centric approach and the principle of sustainable design, the overall packaging adopts Mengniu's independently developed non-stick lid film technology, which has obtained multiple technical patents and effectively solves the problem of lid film sticking in room-temperature yogurt. The entire packaging has been certified by TUV Rheinland and awarded the Double Yi Certification, achieving easy recycling and easy regeneration.

Highlights

Mengniu Chun Zhen Yummy yogurt leads a unique product in China market which is composed by yogurt and snack. The package is not only focusing on appearance but also function, which makes product standing out of shelf. From appearance view, the overall package leverages greedy cat element to make alignment with brand claims. The lovely package design definitely attracts the target “TA” well, who is white-collar young women. From function view, each package part has its own characteristics. Transparent cat lid adopts mono-PP modified material to balance transparency and impact-resistance. The high barrier cup which is made by multi-layers co-extrusion thermoforming process, and the main content PP material is still over 85%. The foil film uses a patented non-stick coating which shows amazing performance to improve consumer experience and reduce food waste. It’s fully complied with current filling line and distribution channel after dozens of coating optimized and lab test validated.
Generally, this unique packaging not only has the certified ability to recycled and regenerated, but also reduces food wastes actually which is in line with to the FAO’s propose. This package fully reflects the design concept of the packaging and the social responsibility of the brand.

Market Performance

After the product's launch, the monthly sales have exceeded 8 million RMB.

Material（For concept works, please choose the material you plan to use）

其他 PP材质

Craft

The cup use an 8-layer co-extruded structure, with over 85% PP material. The light-blocking agent and EVOH layer provide excellent light and oxygen barrier properties for the cup, enabling the yogurt to have 6 months shelf life. The lid is injection-molded with high-transparency PP material. Due to the cat ear design, it was prone to brittleness and cracking when dropped. Through selecting the type and proportion of toughening agents combined with mold optimization, perfect drop performance has been achieved. The non-stick technology used in the foil film is an independently developed surface modification technology by Mengniu, which has won the Second Prize for Technological Progress awarded by the China Packaging Federation, and the technology has been identified as internationally advanced level.

Does the design solve the problems that are common across the product category? If so, please explain.

Given the severe milk sticking issue of ambient yogurt (shelf life is over 5 months), a significant amount of yogurt is wasted when consumers drink it. To address this problem, the film of Chunzhen Yogurt starts with the microscopic morphological structure of the material surface and the composition of surface functional materials, reducing the surface tension of the material and minimizing the friction between the yogurt and the inner surface of the packaging. This solves the milk sticking problem on the inner surface of the lid film, greatly enhances consumers' drinking experience, and helps consumers reduce product waste through new packaging technology.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

At present, the whole set of packaging has obtained the “Double Yi certification” by the 3rd party TUV which means easy to recycle and easy to regenerate. The “Double Yi” is an authoritative certification which led by the China Petroleum and Chemical Industry Federation and the China Materials Recycling Association, the Green recycled Plastics Supply Chain Joint Working Group (GRPG), which is composed of international and domestic brands and recycling leaders, has formulated an authoritative standard comparable to the "Plastic recycling Customs Clearance Guide". The products that obtain the certificate can print a specified logo on the product, and consumers can improve the identification of plastic products recycling through the logo, easy to classify and recycle, and promote green consumption.