Chinese consumers’ demands are changing. As
part of a growing middle class, milk powder with an A2 based formula is gaining
more popularity in the market in China. Until recently, no domestically
produced A2 milk powder has existed in the Chinese market. Recently, however, Chinese
company Junlebao’s has invented a product known as Zhizhen A2 milk powder,
which is the first milk powder in the world to be produced by an industrial
chain that owns its own farmland and cattle, and therefore foreign A2 milk
powders are losing their monopolistic grip on the Chinese milk powder market.
Chinese caregivers no longer need to acquire milk powder from overseas, as milk
powder is now sold domestically in China first time.
According to the company, Junlebao’s new
milk powder satisfies many diverse needs of consumers and gives buyers a choice
of milk powder that they can trust.
At the conference for the launch of
Junlebao’s new product on December 10, several famous actors and media icons
from China discussed the nutritional value of milk powder and speculated about
the significance of this first industrial chain-produced A2 milk powder for the
worldwide market.
According to a survey, when choosing milk
powder for infants, Chinese consumers have always tended to pay close attention
to how milk powders will meet their personal needs. Only 13.5% of consumers
stated that they do not read the nutrition facts before buying a milk powder.
Junlebao’s
milk powder replaces foreign products in Chinese market
According to the committee leader of the
Chinese Nutritional Society’s Maternal & Child Nutritional Branch, natural
breastmilk contains high quantities of A2 beta casein protein, which is
important for infants’ growth and development. With this in mind, Junlebao
produces A2 milk powder that is of high quality at a reasonable cost, and that
supports infant health and meets the various personal needs of consumers. As A2
milk powder has not previously existed in the Mainland Chinese market, Chinese
consumers wishing to buy A2 milk powder had the choice to either find overseas
sellers willing to ship internationally or to travel outside of China and carry
milk powder back into the country. Both of these methods of acquiring A2 milk
powder are usually expensive and time consuming. Junlebao claims that its new
Zhizhen A2 milk powder is not only of high quality, but it is also a good value
for its price, so Chinese consumers have a viable choice of choosing domestic
milk powder from now on.
Junlebao’s
milk powder produced from self-owned dairy farms
In China, approximately 30% of all dairy
cows are capable of producing milk with A2 beta casein protein. To allow
consumers to drink A2 milk powder, Julebao has established its own resources
for producing milk powder in China, which combine Julebao’s “industrial chain
consolidation” with its so-called “four world-class standards” business model
in order to produce the first milk powder in the world produced by an
industrial chain owning its own farmland and cattle.
The vice-chairman of Julebao, as well as
the general manager of Junlebao’s milk powder division, claim that Junlebao’s
Zhizhen A2 milk powder is different from other A2 milk powder products that are
already on the market. As Zhizhen A2 milk powder is produced entirely from milk
obtained from cattle owned by Junlebao, a high standard can be guaranteed
throughout all steps of the milk powder production process, and the final
product can be of a consistently high quality.
For more information on China’s dairy
market, please check our Dairy
Products China News.