Revitalising a premium organic milk

Mengniu’s Milk Deluxe brand was the first premium milk in China, launching in 2005. The company has just collaborated with Tetra Pak to upgrade its premium product. The first step was to understand who their consumers were and what they like, and then to look at market opportunities.

It turned out that millennials were increasingly buying small portions and drinking on the go. The octagonally shaped Tetra Prisma Aseptic Edge 250 mL package, which fits comfortably in the hand and has a large resealable opening, meets the needs of these consumers admirably. The packaging can also have a metallic effect to give it extra shelf presence.

The revitalised organic milk was immediately popular when it hit the market in June 2018. It was the first white milk in the world to use Tetra Prisma Aseptic 250 Edge with DreamCap​​.

Tetra Pak’s collaboration wasn’t limited to the packaging but involved in all aspects of product development, introducing micro filtration to boost the protein content and direct heating technologies to improve the product taste.

Mengniu expects monthly sales to reach about $20 million by August, and intends to add another three production lines soon.