Hong Kong-based Mengniu, a Chinese dairy manufacturer, upgraded its premium line of organic milk in collaboration with Tetra Pak, Lausanne, Switzerland, making it the first white milk in the world to use Tetra Prisma Aseptic 250 Edge with DreamCap, Tetra Pak said.
“We took a collaborative approach with Mengniu, starting with understanding their needs and assessing market opportunities,” said Tina Zheng, operational marketing director for Tetra Pak China. “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 250-milliliter package came out as the best choice.”
Zheng said the upgrade wasn’t just about the package.
“We tapped into our expertise in all aspects of product development, introducing microfiltration 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,” she said.
James Song, head of brand management at Mengniu noted that the company’s Milk Deluxe brand was the first premium milk in China when it launched in 2005.
“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,” he said.