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July 20, 2018

China’s Mengniu selects Tetra Pak solution for organic milk brand

Chinese dairy manufacturer Mengniu has partnered with Tetra Pak to upgrade its premium line of organic milk using Tetra Prisma Aseptic 250 Edge with DreamCap.

Chinese dairy manufacturer Mengniu has partnered with Tetra Pak to upgrade its premium line of organic milk using Tetra Prisma Aseptic 250 Edge with DreamCap.

The new protein-rich product line stands out on the shelf because of the new packaging.

Tetra Prisma Aseptic comes in a roll-fed, octagonal shaped package and different sizes.

Designed for on-the-go refreshments, Tetra Prisma Aseptic with DreamCap was first released in 2011.

Tetra Pak China operational marketing director Tina Zheng said: “We took a collaborative approach with Mengniu, starting with understanding their needs and assessing market opportunities.

“The result is a product that gives the consumer a complete premium product experience, from the milk inside to the package outside.”

“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.”

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The company leveraged its expertise to introduce microfiltration to enhance the protein content and direct heating technologies for improved product taste.

Zheng added: “The result is a product that gives the consumer a complete premium product experience, from the milk inside to the package outside.”

Mengniu launched the Milk Deluxe premium milk brand in 2005.

The company has revamped the brand to offer greater convenience and a better drinking experience to the new generation of consumers.

Mengniu Brand Management head James Song said: “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.”

The Chinese diary firm expects to achieve monthly sales of more than RMB100m (€12.5m) next month, adding that it will bring three additional production lines.

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