---
title: "Nestlé Launches 'Acti-V' New Product, Targeting China's Ambient Yogurt Market!"
description: "Ambient yogurt, a hot category in recent years, is favored by consumers. In terms of industry landscape, ambient yogurt is a major business for China's top three dairy companies (Bright Dairy, Yili, and Mengniu), and competition is fierce. However, the 'three-way battle' may soon be broken, because Nestlé is here! The development of ambient yogurt: As a nutritious and healthy food, yogurt accounts for over 50% of the liquid milk market in some developed countries and regions. (Data source: China Business Intelligence Network) In recent years, with the enhancement of Chinese residents' health awareness, dairy..."
author: "New Distribution"
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published: "2018-08-30"
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original_source: "https://mp.weixin.qq.com/s/THXZlcSJJ0265RZ2KSR0aQ"
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# Nestlé Launches 'Acti-V' New Product, Targeting China's Ambient Yogurt Market!

> Ambient yogurt, a hot category in recent years, is favored by consumers. In terms of industry landscape, ambient yogurt is a major business for China's top three dairy companies (Bright Dairy, Yili, and Mengniu), and competition is fierce. However, the 'three-way battle' may soon be broken, because Nestlé is here! The development of ambient yogurt: As a nutritious and healthy food, yogurt accounts for over 50% of the liquid milk market in some developed countries and regions. (Data source: China Business Intelligence Network) In recent years, with the enhancement of Chinese residents' health awareness, dairy...

Ambient yogurt, as a hot category in recent years, is favored by consumers. In terms of industry landscape, ambient yogurt is a major business for China's top three dairy companies (Bright Dairy, Yili, and Mengniu), and competition is fierce. **However, the 'three-way battle' may soon be broken, because Nestlé is here!**

The Development of Ambient Yogurt

Yogurt, as a nutritious and healthy food, accounts for over 50% of the liquid milk market in some developed countries and regions. (Data source: China Business Intelligence Network) In recent years, with the enhancement of Chinese residents' health awareness, the status of dairy products in residents' dietary structure has significantly improved. The yogurt market growth rate leads the world, maintaining double-digit high-speed growth annually, and is also the fastest-growing category.

As people accumulate knowledge about dairy products, the concept that drinking yogurt is beneficial to health has become deeply rooted. However, traditional yogurt requires low-temperature storage throughout the entire process, and its shelf life is only about ten days, which makes many yogurt lovers prefer to drink it when it's warmer, while in winter they have to give it up because of the 'cold'.

In this regard, ambient yogurt does not need refrigeration, is easy to carry, and is suitable for drinking in winter, bringing people a high-quality and healthy life enjoyment.

On the other hand, because low-temperature yogurt requires cold chain transportation, and in rural areas and third- and fourth-tier cities, the cold chain is imperfect and logistics are relatively underdeveloped, it is difficult to ensure stable quality of yogurt. Ambient yogurt not only solves the above problems but also reduces the requirements for cold chain in warehousing, transportation, and shelf life.

Nestlé has long been a trusted brand among Chinese consumers, and its products are deeply loved by consumers. As a globally renowned food company, Nestlé has also seen the growth trend and development prospects of ambient yogurt. At the end of last year, Nestlé launched 'Acti-V' (Xian Yue Xiao V) ambient yogurt, which is Nestlé's first ambient yogurt launched in China.

Nestlé 'Acti-V' (Xian Yue Xiao V)

Compared with other ambient yogurt products, what is different about Nestlé 'Acti-V' (Xian Yue Xiao V)?

Nestlé 'Acti-V' (Xian Yue Xiao V) ambient yogurt highlights **rich in dietary fiber** as its product feature. It is available in 200ml/bottle, using PET bottle packaging, which shows the product's high-end attributes and is more convenient to drink and carry. Currently, there are three flavors: original, yellow peach, and mango.

With the improvement of living standards and the trend of refined food, urban residents have begun to recognize the importance of dietary fiber. They consciously increase their intake of foods or supplements containing dietary fiber to improve digestion and balance a healthy diet.

Nestlé 'Acti-V' (Xian Yue Xiao V) ambient yogurt uses pasteurization and heat treatment technology and is specially added with dietary fiber. Dietary fiber can promote gastrointestinal peristalsis and emptying, known as the 'seventh nutrient', and helps maintain normal intestinal function.

'Great taste, always light and easy' – **Nestlé 'Acti-V' (Xian Yue Xiao V) ambient yogurt** is coming with a shock, allowing you to enjoy delicious food happily and improve the quality of life, because:

> **It – is rich in dietary fiber, helping you maintain normal intestinal function;**
>
> **It – is a drinkable ambient yogurt with a delicate and smooth texture, suitable for drinking with meals;**
>
> **It – is fermented with Danish imported lactic acid bacteria, making nutrients easier to absorb!**

Determination Under Strong Promotion, Igniting Guangzhou and Shenzhen

**1. #Find Xiao V Across the City#**

In major business districts of Guangzhou and Shenzhen, find 'Xian Yue Xiao V' and interact with it on site to get a free bottle of Nestlé yogurt. This activity attracted many local residents. On the first day of the event, local Weibo and WeChat official accounts reported the **#Find Xiao V Across the City#** welfare activity, which also attracted widespread attention and discussion among Weibo netizens.

The 'Xian Yue Xiao V' big white bottle humanoid mascot was almost everywhere in major business districts of Guangzhou and Shenzhen. It is understood that in Guangzhou, locations included Gaode Zhidi Plaza, CITIC, Grandview Mall, Zhonghua Plaza, Tianhe City, and Taikoo Hui, while in Shenzhen, 'Xian Yue Xiao V' could be seen in business districts such as Central City, Science and Technology Park, Shopping Park, Happy Coast City, and Golden Guanghua Plaza. This activity set off a wave of 'Find Xiao V Across the City' in Guangzhou and Shenzhen!

**2. #Luxury Yogurt Metro Screen Domination#**

Following the #Find Xiao V Across the City# activity in May, in June, Nestlé 'Xian Yue Xiao V' contracted the Guangzhou and Shenzhen metros, including subway cars and golden location stations... Wall posters at major golden metro stations and subway car posters were everywhere, and the overwhelming subway advertisements directly flooded many people's Moments, forming a **'Metro Screen Domination'** event.

This is one of the subway trains contracted by Nestlé 'Xian Yue Xiao V'. From the design, you can experience a pure and refreshing feeling!

In addition to subway cars, all sizes of advertising spaces inside the Guangzhou and Shenzhen metros were covered with Nestlé 'Xian Yue Xiao V' promotional posters. These series of product copywriting promotions were deeply rooted in people's hearts...

In addition to placing advertising TVCs and posters for Nestlé 'Acti-V' (Xian Yue Xiao V) ambient yogurt at metro stations, **AR interactive zones** were also set up inside the metro, attracting a large number of passengers to stop. Through AR sensing screens, they interacted with target consumers, thereby deepening consumer awareness and influence.

Just walk closer

Stand in front of the AR wall

'Xian Yue Xiao V' helps you make your waist 'slimmer'

And will cheer for you adorably by your side

Whether it's metro light boxes and walls, or train cars, there are promotions for Nestlé 'Xian Yue Xiao V'. Nestlé's 'strong contract' of the metro quickly became a hot topic of public discussion, and also let more people know about the launch of Nestlé's ambient yogurt!

**3. #Citywide Free Tasting Event#**

Nestlé 'Xian Yue Xiao V' through the placement of a large number of metro poster ads, is using the 'eyes' to see the product, while the 'Citywide Free Tasting' event allows more people to truly experience this Nestlé yogurt product!

Through the **'Citywide Free Tasting'** activity, they narrowed the distance with the target audience, and offline interaction promoted communication and dissemination among product consumer groups. In mid-to-late June, Nestlé 'Xian Yue Xiao V' executed 60 events in Shenzhen and Guangzhou, distributing 56,124 bottles, and driving more than 80,000 people to try the new product and participate in brand communication interactions, effectively influencing more than 150,000 consumer groups.

This distribution activity not only allowed people to taste the delicious Nestlé 'Xian Yue Xiao V' yogurt, but also allowed them to interact by scanning QR codes. On site, they could learn more about intestinal health knowledge. Coupled with the patient explanations of the distribution staff, everyone said they benefited a lot from this distribution activity.

Scenes of free distribution of Nestlé 'Acti-V' (Xian Yue Xiao V) ambient yogurt at many golden metro stations in Guangzhou and Shenzhen:

During the event, beautiful women wearing yogurt uniforms could be seen dancing flash mob dances, showing off their slim waists with sexy hot dances, attracting many onlookers!

Flash Mob Dance

Nestlé's investment was so massive and spectacular. The 'Metro Screen Domination' event not only refreshed hot topics on Weibo, but the 'Citywide Free Tasting' activity also led local newspapers in Guangzhou and Shenzhen to report on Nestlé 'Xian Yue Xiao V' ambient yogurt... The brand's new product communication effect continued to ferment.

**4. #Office Building Positive Energy Delicious Storm#**

In July this year, Nestlé began its first round of office building promotion activities, conducting ground promotion in multiple high-end office buildings in Guangzhou and Shenzhen urban areas, free distribution of yogurt and promotional leaflets to people working in and around the office buildings. This round of activities also clearly indicated the main target consumer group of 'Acti-V' (Xian Yue Xiao V) yogurt.

Delivering delicious and healthy Nestlé 'Xian Yue Xiao V' yogurt to office white-collar workers, many white-collar workers in Guangzhou and Shenzhen office buildings participated in the activity, lining up to receive this welfare!

The fast-paced life in first-tier cities has led to changes in exercise, eating habits, and daily routines. Especially urban white-collar workers are very concerned about a healthy diet and lifestyle.

Offline activity staff, through a series of offline activities, narrowed the relationship with target consumers, making it easier for them to accept 'new things' and experience Nestlé products. In the process, they also actively promoted and popularized health knowledge such as 'dietary fiber'. In terms of consumer awareness, it is believed that Nestlé's activities this time were effective.

'Xian Yue Xiao V' Looking to the Future

Among the 50 most profitable companies in the 2017 Fortune Global 500, the only food company on the list was Nestlé, ranking 43rd. After more than 150 years of development, Nestlé's total revenue exceeds 90 billion USD, ranking first in the global food industry.

Nestlé was not the first food giant to enter China, but Nestlé China has indeed achieved successful localization. In the 30 years since entering the Chinese market, from coffee, milk powder, to seasonings, drinking water, beverages, candy snacks, and ice cream, Nestlé products can be said to have accompanied every Chinese consumer.

The promotion activities of Nestlé 'Acti-V' (Xian Yue Xiao V) yogurt, in terms of intensity and duration, demonstrate Nestlé's emphasis on the new product 'Acti-V' (Xian Yue Xiao V) ambient yogurt. Through this strong promotion and continuous fermentation, Nestlé is expected to break the current situation of mixed brands in the ambient yogurt market and become a dark horse in ambient yogurt, breaking out of the encirclement.

As for the future, whether this century-old beverage company Nestlé can continue to make efforts and occupy a place in the yogurt industry, let us wait and see!

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