--- title: "Meiji Launches Strategic New Product 'Meiji Zhen Hao He Niu Rui' in Response to Call to Boost Fresh Milk Consumption" description: "On May 19, 2025, century-old food brand Meiji appeared at SIAL Shanghai, a global food and beverage industry event. From May 19 to 21, the 2025 SIAL International Food Exhibition was held at the Shanghai New International Expo Centre, attracting over 5,000 exhibitors from 75 countries and regions. Meiji, which has always practiced the concept of 'Creating and Sharing New Health Concepts,' brought its new product 'Meiji Zhen Hao He Niu Rui' to this international event. As one of Meiji China's strategic products for 2025, the launch of 'Meiji Zhen Hao He Niu Rui' not only enriches Meiji's product matrix in China's dairy market but also provides Chinese consumers with a high-value product through a new drinking experience that is 'free from milky odor and with a clean aftertaste.'" author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2025-05-19" categories: "Brand Marketing, Management & Methods" language: "en" canonical: "https://xinjignxiao.com/en/articles/meiji-launches-strategic-new-product-meiji-zhen-hao-he-niu-rui-in-respon-a2852900/" markdown: "https://xinjignxiao.com/en/articles/meiji-launches-strategic-new-product-meiji-zhen-hao-he-niu-rui-in-respon-a2852900.md" original_source: "https://mp.weixin.qq.com/s/URWxgLqiIm9xd393K_W-GQ" translation: "https://xinjignxiao.com/zh/articles/%E6%98%8E%E6%B2%BB%E6%8E%A8%E5%87%BA%E6%88%98%E7%95%A5%E6%96%B0%E5%93%81-%E6%98%8E%E6%B2%BB%E8%87%BB%E5%A5%BD%E5%96%9D%E7%89%9B%E4%B9%B3-%E7%A7%AF%E6%9E%81%E5%93%8D%E5%BA%94%E4%BF%83%E8%BF%9B%E9%B2%9C%E5%A5%B6%E6%B6%88%E8%B4%B9%E5%8F%B7%E5%8F%AC-a2852900.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/meiji-launches-strategic-new-product-meiji-zhen-hao-he-niu-rui-in-respon-a2852900/" citation: "New Distribution. “Meiji Launches Strategic New Product 'Meiji Zhen Hao He Niu Rui' in Response to Call to Boost Fresh Milk Consumption.” New Distribution, 2025-05-19. https://xinjignxiao.com/en/articles/meiji-launches-strategic-new-product-meiji-zhen-hao-he-niu-rui-in-respon-a2852900/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Meiji Launches Strategic New Product 'Meiji Zhen Hao He Niu Rui' in Response to Call to Boost Fresh Milk Consumption > On May 19, 2025, century-old food brand Meiji appeared at SIAL Shanghai, a global food and beverage industry event. From May 19 to 21, the 2025 SIAL International Food Exhibition was held at the Shanghai New International Expo Centre, attracting over 5,000 exhibitors from 75 countries and regions. Meiji, which has always practiced the concept of 'Creating and Sharing New Health Concepts,' brought its new product 'Meiji Zhen Hao He Niu Rui' to this international event. As one of Meiji China's strategic products for 2025, the launch of 'Meiji Zhen Hao He Niu Rui' not only enriches Meiji's product matrix in China's dairy market but also provides Chinese consumers with a high-value product through a new drinking experience that is 'free from milky odor and with a clean aftertaste.' On May 19, 2025, century-old food brand Meiji appeared at SIAL Shanghai, a global food and beverage industry event. From May 19 to 21, the 2025 SIAL International Food Exhibition was held at the Shanghai New International Expo Centre, attracting over 5,000 exhibitors from 75 countries and regions. Meiji, which has always practiced the concept of 'Creating and Sharing New Health Concepts,' brought its new product 'Meiji Zhen Hao He Niu Rui' to this international event. As one of Meiji China's strategic products for 2025, the launch of 'Meiji Zhen Hao He Niu Rui' not only enriches Meiji's product matrix in China's dairy market but also provides Chinese consumers with a high-value product through a new drinking experience that is 'free from milky odor and with a clean aftertaste.' Meiji appears at 2025 SIAL Shanghai and launches annual strategic new product 'Meiji Zhen Hao He Niu Rui' 'Meiji Zhen Hao He Niu Rui' brings Chinese consumers a new drinking experience of 'no milky odor, clean aftertaste' Meiji uses proprietary technology to solve the milky odor problem and fill a gap in China's dairy market In the No. 1 Central Document of 2024 [2], it was explicitly proposed to 'promote fresh milk consumption.' Meiji actively responds to the policy call, committed to cultivating Chinese consumers' habit of consuming low-temperature milk, so that more people can enjoy high-quality milk with higher nutritional value. Through in-depth research on Chinese consumers' drinking habits and taste preferences, Meiji found that consumers consider milk a delicious and nutritious beverage, but they now have higher requirements for taste. Among the factors closely related to whether milk tastes good are rich milky aroma, no milky odor, smooth texture, and refreshing aftertaste [3]. However, there is currently no product on the market that meets the public demand for 'no milky odor and refreshing aftertaste,' and the white milk market still has room to meet this specific need. To address this market gap, Meiji introduced and applied its 'NT Oxygen-Control Freshness Preservation Technology,' developed and patented in Japan [4], and launched 'Meiji Zhen Hao He Niu Rui' for the Chinese market. This product uses 'NT Oxygen-Control Freshness Preservation Technology,' which reduces the oxygen content in raw milk, effectively reducing off-flavors generated by oxidation during high-temperature sterilization. Laboratory data show that after treatment, the protein oxidation index of milk significantly decreases by 23% [5], and undesirable flavors are markedly reduced, highlighting the natural sweetness and refreshing aftertaste of the milk, leaving a pleasant lingering finish. Meiji applies its 'NT Oxygen-Control Freshness Preservation Technology,' developed and patented in Japan, to launch 'Meiji Zhen Hao He Niu Rui' for the Chinese market 'Meiji Zhen Hao He Niu Rui' uses 'NT Oxygen-Control Freshness Preservation Technology' to reduce off-flavors and lock in natural deliciousness With this technology, 'Meiji Zhen Hao He Niu Rui' not only successfully solves the milky odor problem that troubles consumers but also precisely fills the gap in China's white milk market for this specific need, bringing consumers a new drinking experience of 'no milky odor [1] and clean aftertaste.' Meiji proposes a new benchmark for milk deliciousness to satisfy the taste buds of the whole family According to the 'Dietary Guidelines for Chinese Residents on Milk and Dairy Product Consumption' [6], adults should consume 300g of liquid milk or other dairy products equivalent to the protein content of 300g of liquid milk per day. After years of nutrition education and market cultivation, Chinese consumers' awareness and intake of dairy products have improved, but there is still significant room for growth. According to the '2024 China Dairy Intake Index Report,' as of 2024, 64.4% of the population, about 900 million people, still do not meet the recommended dairy intake [7]. So, with the consensus that 'drinking milk is beneficial' gradually established, what prevents Chinese consumers from making milk a daily habit? Further analysis reveals that taste is an important factor affecting dairy intake. According to the '2018 China Dairy Intake Index Report,' among those who never drink milk, 66.2% said they 'do not like the taste and flavor of milk' [8]. Milky odor, as one of the main factors affecting milk taste, is considered by 41% of consumers as an important consideration when trying new dairy products [9]. Based on deep insight into this consumer pain point, Meiji launched 'Meiji Zhen Hao He Niu Rui' to meet the tastes of most family members in China. This product uses Meiji's proprietary 'NT Oxygen-Control Freshness Preservation Technology,' selecting high-quality 100% raw milk. Upon entry, it offers a 'fresh milky aroma' without milky odor, and when savored, it delivers a perfectly rich and silky texture. It is truly a product that children love without getting tired of it, adults are satisfied with, and the elderly can enjoy without burden. Let the whole family fall in love with drinking milk! 'Meiji Zhen Hao He Niu Rui' achieves natural deliciousness and a refreshing aftertaste, allowing Chinese consumers to enjoy new health and deliciousness every day Adhering to the philosophy of 'starting with meeting consumer needs,' Meiji leverages over a century of dairy R&D experience and technical accumulation, with a rich foundation for localized innovation. The same brand product in Japan, 'Meiji Oishii Gyunyu,' has ranked first in sales in the Japanese market for 8 consecutive years [10], fully validating the product's market recognition. After localized innovation for the Chinese market, 'Meiji Zhen Hao He Niu Rui' demonstrates Meiji's leading advantages in dairy technology with its breakthrough taste performance, and it will also become an important practical achievement in Meiji's localization strategy in China. Managing Director of Meiji (China) Investment Co., Ltd. Katsushi Nagamori General Manager of Global Dairy Business Division, Meiji Co., Ltd. Yasuo Higuchi Meiji practices the concept of 'Creating and Sharing New Health Concepts' to help achieve 'Healthy China' With the deepening implementation of the 'Healthy China 2030' Planning Outline, Chinese consumers' health awareness has significantly improved, and the demand for high-quality healthy food continues to grow. As a brand deeply rooted in the Chinese market for over 30 years, Meiji has always focused on innovative R&D, committed to meeting the increasingly diverse health needs of Chinese consumers. The launch of 'Meiji Zhen Hao He Niu Rui' achieves a breakthrough 'no milky odor, refreshing aftertaste' taste experience through innovative technology, enabling Chinese consumers to adopt a new dietary approach of 'drinking milk every day, enjoying both nutrition and deliciousness.' After localized innovation, 'Meiji Zhen Hao He Niu Rui' will become an important practical achievement in Meiji's localization strategy in China 'Meiji Zhen Hao He Niu Rui' made its debut at this SIAL Shanghai exhibition, with a special tasting session during the event, inviting industry partners and media to taste it in advance and fully experience the product's advantages. The product will be officially launched in the Chinese market on July 29, 2025. As the latest achievement of Meiji's localization strategy and innovation practice, the launch of this product marks a new stage in Meiji's innovative development in the Chinese market. Relying on the technological accumulation of a century-old dairy company, Meiji will continue to bring more high-quality dairy choices that meet local needs to Chinese consumers. References: [1] Sensory evaluation comes from Meiji's internal 28 professional flavor assessors, compared with ordinary Meiji high-temperature sterilized milk in blind tests. 'Meiji Zhen Hao He Niu Rui' performed excellently in controlling undesirable flavors (milky odor, oxidation off-flavors) and optimizing taste. [2] 'Opinions of the Central Committee of the Communist Party of China and the State Council on Learning and Applying the Experience of the 'Thousand Villages Demonstration, Ten Thousand Villages Improvement' Project to Effectively Promote Comprehensive Rural Revitalization' https://www.gov.cn/zhengce/202402/content_6929934.htm [3] Data source: FGI survey (N=36, results of 10 product tasting evaluations by 36 refrigerated white milk drinkers in Shanghai) [4] 'NT Oxygen-Control Freshness Preservation Technology' is called 'Natural Taste Manufacturing Method' in Japan, and has been patented with patent numbers 特許第5008081号 and 特許第5259850号. Patent type: invention patent (patent). [5] Data from Meiji China's relevant analysis and testing data. [6] 'Dietary Guidelines for Chinese Residents on Milk and Dairy Product Consumption' jointly issued by the National Health Industry Enterprise Management Association, Chinese Nutrition Society, China Dairy Association, and China Dairy Products Industry Association https://www.dac.org.cn/read/newgndt-20022610362632810758.jhtm [7] According to the '2024 China Dairy Intake Index Report,' the proportion of the public consuming dairy products per person per day meeting the 'Dietary Guidelines for Chinese Residents (2022)' standard is only 35.6% (standard: the 'Dietary Guidelines for Chinese Residents (2022)' recommends 300-500 grams of dairy products per person per day). By this conversion, 64.4% of the public still do not meet the average daily dairy intake. The report data comes from research conducted by Zero Point Data, with quantitative surveys completed in April 2024, collecting 4,097 valid samples covering 20 cities nationwide, with respondents aged 15 to 65. [8] According to the '2018 China Dairy Intake Index Report,' among those who never drink milk, 66.2% cited 'not used to drinking, dislike the taste and flavor of milk.' [9] Mintel data - Milk and Milk Beverages - China - 2022 survey shows that 41% of consumers would try a new dairy brand product because it has 'no milky odor/goaty smell.' Based on 3,000 internet users aged 18-59, Mintel commissioned a licensed professional consumer survey agency in China, Kurun Data, to conduct exclusive sampling for the China series report. Online consumer surveys were conducted in 10 cities, with a sample size of 300 per city, totaling 3,000 samples. [10] Based on a survey by Japanese research company INTAGE Inc. 'SRI+ from January 1, 2017 to December 31, 2024, cumulative sales survey by brand category in the Japanese milk market. Survey channels include supermarket retail stores, drugstores, convenience stores, and large home living retail supermarkets. Online sales channels are not included. --- ## Citation metadata - Publisher: New Distribution - Author: New Distribution - Published: 2025-05-19 - Canonical: https://xinjignxiao.com/en/articles/meiji-launches-strategic-new-product-meiji-zhen-hao-he-niu-rui-in-respon-a2852900/ - Original source: https://mp.weixin.qq.com/s/URWxgLqiIm9xd393K_W-GQ ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671