---
title: "Danone Overhauls Mizone Beverage Line: Can Mizone 'Pulse' Back to Form?"
description: "Mizone has been 'out of state' for years; now it aims to 'pulse back'. On April 15, Danone announced a major overhaul of its vitamin beverage Mizone, upgrading brand positioning, formula, taste, packaging, and marketing. This is seen as Danone's first systematic adjustment to Mizone. Despite being a blockbuster product with annual sales in the billions, Mizone's market size has shrunk from nearly 10 billion yuan in 2015, suggesting it has been 'out of state'."
author: "李振兴"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2020-04-19"
language: "en"
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# Danone Overhauls Mizone Beverage Line: Can Mizone 'Pulse' Back to Form?

> Mizone has been 'out of state' for years; now it aims to 'pulse back'. On April 15, Danone announced a major overhaul of its vitamin beverage Mizone, upgrading brand positioning, formula, taste, packaging, and marketing. This is seen as Danone's first systematic adjustment to Mizone. Despite being a blockbuster product with annual sales in the billions, Mizone's market size has shrunk from nearly 10 billion yuan in 2015, suggesting it has been 'out of state'.

**Always out of state, now can it pulse back?**
**On April 15, Danone announced a major overhaul of its vitamin beverage Mizone, upgrading brand positioning, formula, taste, packaging, and marketing. This is seen by the industry as Danone's first systematic adjustment to Mizone.** In fact, in recent years, Mizone, which became famous in China with the slogan "Out of state? Pulse back anytime!", remains a blockbuster product with annual sales in the billions, but compared to its market size of nearly 10 billion yuan in 2015, Mizone seems somewhat "out of state".
Industry insiders believe that **the repositioning of Mizone is to adapt to the health-conscious and personalized needs of mainstream consumers.** However, due to intensified competition in China's beverage industry, Mizone's growth space is limited. Danone's beverage business needs to maintain Mizone's sales stability while seeking new growth points to reduce dependence on Mizone.
**-01-**
**Comprehensive Upgrade**
**On April 15, Mizone officially announced a comprehensive brand upgrade.** Mizone stated that this will be the brand's biggest innovation in recent years, involving brand positioning, packaging design, product formula, taste combinations, and many other aspects, targeting the new generation of young consumers.
**In terms of formula, the new Mizone tends to be healthier**, adding dietary fiber, with about 0.6 grams of dietary fiber per 100ml, maintaining normal intestinal function, and increasing the content of B vitamins, while still maintaining low sugar and rich vitamin C characteristics.
**In terms of taste, the new Mizone has launched a new snow pomelo and orange flavor.** At the same time, to cater to emerging retail channels such as convenience stores, Mizone has also customized innovative flavors like bamboo green grape and calamondin, fully meeting the innovative tastes and health pursuits of the younger generation.
**In terms of packaging, the new Mizone logo has abandoned the "fish eye" design, adopting a flat font and solid color design, removing all highlights and 3D effects, which better fits the aesthetics of young consumers.**
**In terms of marketing activities, to promote new products and benefit terminal merchants, Mizone has launched "open cap to win red packets" and "open box to scan code" activities, further achieving channel下沉.** In addition, in 2020, the new Mizone also adopted the new brand slogan "Mizone by Me" to continuously build a brand loved by young consumers.
In response, a Danone spokesperson told Beijing Business Today that Mizone hopes to continue bringing consumers higher quality products and healthy choices, so it will innovate every year to meet changing market trends and consumer needs.
It is understood that new Mizone products have gradually gone on sale in various channels including supermarkets, convenience stores, grocery stores, and e-commerce nationwide. Among them, Mizone's Tmall flagship store offers snow pomelo and orange flavor in 1000ml, 600ml, and 400ml mini bottles, priced at approximately 7 yuan, 5 yuan, and 3.6 yuan respectively, consistent with original products.
**-02-**
**Repositioning**
In fact, Danone has been preparing to "operate" on Mizone for some time. **When disclosing its 2019 financial report, Danone stated that in the Chinese market, it plans to reposition Mizone with a younger brand positioning, more fashionable packaging design, upgraded product formula, and optimized product portfolio.**
In the view of Zhu Danpeng, a Chinese food industry analyst, in 2020, the COVID-19 pandemic has had a profound impact on China's beverage market. Health, personalization, youthfulness, and functionality will become mainstream demands. Repositioning Mizone's brand, product, and packaging can meet consumers' core demands and maintain continuous innovation and development.
Some industry insiders also believe that in the past two years, Mizone's sales in China have begun to decline, and it is at a critical stage of development, requiring strong adjustments.
It is understood that Mizone entered the Chinese market in 2003, with sales of 9.8 billion yuan in 2015 and a market share as high as 90%. However, in 2016, Mizone's sales fell by 30%. **In 2019, about one-third of Danone China's revenue came from water and beverage business, approximately 6.5 billion yuan. Among them, high-end water products such as Evian, Volvic, and Badoit accounted for a certain share. Based on this, industry insiders estimate that Mizone's sales in China are about 5 billion yuan, nearly half of what it was in 2015.**
**To reverse the decline, Mizone has been making minor adjustments in the past two years, continuously rejuvenating.** However, the industry generally believes that Danone's adjustments to Mizone have always been "headache treat head, foot pain treat foot", without comprehensive changes.
In 2017, Mizone adjusted its flavors, expanding its product line with two new flavors: cactus green orange and sea salt mango, as well as "Chi Energy" rich in taurine and plant energy. In 2018, Mizone launched canned "Chi Energy" drinks in terms of packaging. In 2019, Mizone introduced new formulas with three products containing taurine, ginseng, and fiber respectively.
**-03-**
**Dilemma**
**"Although Mizone has been sluggish in recent years, it remains the main source of revenue for Danone's beverage and water segment. Danone should reduce its over-reliance on Mizone and explore new growth points," said industry insiders.**
Danone's Chief Financial Officer Cécile Cabanis also said that looking ahead to 2020, Danone's water and beverage business "will be highly dependent on Mizone's performance."
According to Danone China's official website, Danone China Beverages' main product is Mizone vitamin beverage; in the water field, it mainly offers imported mineral water products, with Evian, Volvic, and Badoit already entering the Chinese market.
Zhu Danpeng believes that currently, it is difficult for blockbuster products to emerge in China's beverage market, and the life cycle of new products is very short. Products with annual sales exceeding 1 billion yuan are enough to be considered blockbusters. It is not easy for Mizone to maintain a scale of about 5 billion yuan per year.
"Vitamin beverages, due to being rich in various vitamins needed by the human body, are expected to become a hot subcategory in the beverage market in 2020. But horizontally comparing with brands like Coca-Cola and Nestlé, Danone needs to stabilize Mizone's current performance while developing new products with technology and functionality to expand new business growth points," Zhu said.
However, Xu Xiongjun, a strategic positioning expert and founder of Jiude Positioning Consulting, expressed a different view: **"Danone does not need to expand into new categories. Danone has been laying out youth-oriented strategies in recent years and can keep up with industry development. The decline in performance is mainly due to the overall beverage environment. Expanding into new categories may divert Danone's investment in Mizone and actually drag down Mizone's development."**
Source: Beijing Business Today, Author: Li Zhenxing
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