MILK FIT_Shiny Meadow_Wow Food_FBIF Wow Food Awards, Food and Beverage Innovation Competition-Product、Packaging、Marketing

MILK FIT

Dairy | Milk Drink

Shiny Meadow

Company Website

https://www.mengniu.com.cn/product/brand/detail/18.html

Company Introduction

Shiny Meadow is a premium fresh milk brand under the Mengniu Group. Since its launch, it has continuously set new benchmarks for high-end fresh milk. It has sustained efforts in various aspects such as high brand positioning, product differentiation, and the construction of a complete industrial chain, leading the upgrade of fresh milk industry and providing better value for consumers.
Leading a better society, making every individual and every family's life better with Shiny Meadow.

Product concept, highlights and added value

 Product Innovation
Since joining the fresh milk industry in 2018, Shiny Meadow has been committed to providing higher quality fresh milk for Chinese people. With the acceleration of the penetration of fresh milk in the young generation, Shiny Meadow accurately captures the new needs of young generation in fresh milk consumption: good to drink, nutritious, and healthy with low burden, providing them with a relaxed experience that is both physical and mental.Based on this insight, Shiny Meadow launched a new sub brand - MILK FIT in August 2022, and innovatively positioned it as "light fresh milk". With two core benefits of 4.0g protein per 100mL and a 30% calorie reduction, MILK FIT provides young generation with a "fresh" choice of fresh milk.
 Package Design
Packaging is a creative expression of brand philosophy. MILK FIT has innovatively created a green cat image on the packaging, which stems from the brand’s insight into young generation: In a social environment of involution, it is common to see that young people are fatigued by the pressures of work and life. They long for a temporary escape from the cumbersomeness, so “petting cats” has been a way for many young people to heal themselves. MILK FIT took inspiration from it and created the image of a green cat, which has a smooth body shape paired with bright and lively eyes. When it displayed on the shelf, it forms a clear distinction from other fresh milk products, creating unique memory point for the brand.

Product Images

Please briefly describe how your product communicates with consumers

Since its launch, MILK FIT has been focusing on the needs of young people and continuously exploring ways to “play” with them.
The creation of the MILK FIT brand IP image originates from the brand's in-depth analysis of the emotions of young people: In a social environment of involution, it is common to see that young people are fatigued by the pressures of work and life. They long for a temporary escape from the cumbersomeness. Starting from the aspect of young people laying emphasis on the companionship of cute cats, MILK FIT takes the relaxed green cat as the iconic element, bringing warmth and healing to young people. Except the innovation of packaging design, MILK FIT also expresses the public welfare attribute of the brand with this. Through public welfare activities of caring for stray cats, it drives young people to turn their kindness and friendliness into philanthropic acts, creating a better world with youngsters.
Focusing on young people’s characteristics of loving sports and music, MILK FIT links the brand with trendy social scenes of young people like music festivals and sports, deeply getting into the young circle: In May 2023, MILK FIT collaborated with top domestic music festival The IP Strawberry Music Festival, cleverly integrated the "light burden" experience into relaxing active atmosphere of the music festival by releasing the title song, arranging Livehouse pop-up booths, and providing "light" fresh milk, etc., enabling more young consumers to enjoy the music festival while supplementing their nutrition; in August 2023, MILK FIT linked up with the trendy sports lifestyle brand Super Monkey to spread the fitness of Light Fresh Milk with sports people.
As a newcomer in the fresh milk industry, MILK FIT has been widely accepted by young people with its innovative product positioning, unique packaging design, continuous focus on young people’s trendy lifestyles and attitude expressions, constant pursuit of innovative communication methods. We look forward to more surprises from MILK FIT to the industry and consumers.

Product Images