Tina Zheng, operational marketing director at Tetra Pak China said, “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.”
Zheng said the company also looked into other aspects of product development, introducing micro filtration to boost the protein content and direct heating technologies to improve the product taste.
James Song, head of brand management at Mengniu said, “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 revitalize 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 100m RMB ($14.5m) in August, and we will add three more production lines quickly.”