Mengniu revitalises organic milk using Tetra Pak solutions

Tetra Prisma® Aseptic Edge cartons

Chinese dairy manufacturer Mengniu has upgraded its premium line of organic milk in collaboration with Tetra Pak, making it one of the first white milks to use Tetra Prisma Aseptic 250 Edge with DreamCap.

The new product line is said to have a higher protein content, better taste and more visual appeal on shelves thanks to a refreshed look.

Tina Zheng, operational marketing director at Tetra Pak China, says, “We took a collaborative approach with Mengniu, starting with understanding their needs and assessing market opportunities. Our studies show that millennials are increasingly buying small portions and drinking on-the-go. With an octagonal shape that fits comfortably in the hands, a large resealable opening and the metallic effect, the Tetra Prisma Aseptic Edge 250ml package came out as the best choice.

“However, it’s not just about the package: we tapped into our expertise in all aspects of product development, introducing micro filtration to boost the protein content and direct heating technologies to improve the product taste. The result is a product that gives the consumer a complete premium product experience, from the milk inside to the package outside.”

James Song, head of brand management at Mengniu, says, “Our Milk Deluxe brand was launched in 2005 as the first premium milk in China. After many years of success, we felt we needed to revitalise our brand to be ahead of market trends and stay relevant with the new generation of consumers who expect greater convenience and a better drinking experience.

“With support from Tetra Pak throughout the whole process of product development, the new organic milk hit the market in June 2018 and was immediately popular. We expect monthly sales to reach over 100 million RMB (€12.5m) in August, and we will add three more production lines quickly.”

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