Tetra Prisma Aseptic 250 Edge revitalizes Mengniu organic dairy drink for on-the-go

20 Jul 2018 --- Chinese dairy manufacturer Mengniu has launched the first organic milk product to be packaged in the Tetra Prisma Aseptic 250 Edge with DreamCap. The new product line has a higher protein content, improved taste and stands out on the shelf due to a refreshed look. With on-the-go milk drinks gaining increasing popularity in the Asian market in particular, Mengniu says it expects sales of this product to generate US$14.5 million in August alone.

“Milk has a very different connotation in China, compared to in Europe. Traditionally, milk was not a breakfast drink in China, however it has become increasingly popular over the past twenty years,” Tina Zheng, Operational Marketing Director at Tetra Pak China, tells NutritionInsight.

“People now drink milk as a nutritional option both while at home and on-the-go; commuting, at work, or at the gym. This is particularly true in China but also in the rest of Asia,” she says.

In light of increased consumer demand for on-the-go packaging options, the industry has witnessed growth in resealable and reclosable packaging. Between 2013 and 2017, an average annual growth rate of +103.1 percent has been observed for new food and beverage launches tracked with “resealable/reclosable” packaging (Global, CAGR 2013-2017), according to Innova Market Insights.

The retail price of Mengniu’s new organic milk is more than 10 percent higher than other organic milk products, with a higher protein content and better taste, according to Tetra Pak.

In recent years, there is a trend of “trading-up” among Chinese consumers, and this is a premium product that meets consumers’ demand for products with higher nutritional value.

“We took a collaborative approach with Mengniu, starting with understanding their needs and assessing market opportunities,” Zheng continues. “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 ml package came out as the best choice.”

“The DreamCap has a large opening of 26mm which makes it easy to pour from and gives the product a good flow to enhance the drinking experience. Furthermore, it is a one-step, releasable screwcap which is designed for on-the-go consumption, and it is available in several colors,” she says.

“However, it’s not 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,” Zheng explains to NutritionInsight.

The fact that the Tetra Prisma is not designed to keep products chilled on-the-go is not a problem. Milk is not necessarily consumed chilled in Asian markets, with many consumers preferring to drink milk at room temperature.

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 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 US$14.5 million in August, and we will add three more production lines quickly.”

Tetra Prisma Aseptic 250 Edge is mainly used to package value added drinks and liquid dairy products, as well as juice and nectars. For example, fruit smoothies and flavored milk are popular for this package.

By Joshua Poole