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World premier: first products conquer the Chinese market With its world-first new UHT yoghurt drinks containing pieces of real fruit in Strawberry, Peach, Coconut and Aloe Vera varieties, Chinese dairy manufacturer Mengniu Dairy has created a completely new product category, and opened up new worlds of taste experiences for Chinese consumers. SIG Combibloc played a key role in the realisation of Mengniu Dairy's innovative product concept, and in creating the differentiation necessary in the highly competitive Chinese market. Not only did SIG Combibloc support its partner to become the first in the world to fill UHT milk drink with pieces of real fruit, they also provided Mengniu Dairy with the perfect, tailor-made packaging outfit. SIG Combibloc's recommendation that the new fruity UHT yoghurt drinks be launched in the combiblocMini 250 ml carton packs with drinking straw ensured that when it appeared on China's supermarket shelves, Mengniu's new product and marketing concept had the eye-catching appearance and image it needed to appeal to its main target group: young women who care about their physical well-being and want a modern lifestyle and natural tasting food. In initial consumer tests, retailers and customers rated the striking packaging and unique taste experience of the new product very highly. The first sales figures for the UHT yoghurt drink with fruit pieces have far exceeded even the optimistic expectations of Mengniu. For Mengniu Dairy and SIG Combibloc, it has been a performance with results you can see. |
