---
title: "Selecting the Finest from 7% Purebred A2 Cows, 'Adopt a Cow' Targets the A2 Children's Pure Milk Market!"
description: "On May 13, emerging dairy brand Adopt a Cow officially entered the children's A2 pure milk market with the launch of its professional children's brand 'Moo Star'. The release of three series—A2 children's pure milk, A2 organic children's pure milk, and A2 Jersey children's pure milk—highlights the company's complete A2 industry chain. With a consistent 'child-friendly' approach, the brand demonstrates its product philosophy."
author: "方宇航"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2025-05-14"
categories: "Brand Marketing"
language: "en"
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citation: "方宇航. “Selecting the Finest from 7% Purebred A2 Cows, 'Adopt a Cow' Targets the A2 Children's Pure Milk Market!.” New Distribution, 2025-05-14. https://xinjignxiao.com/en/articles/selecting-the-finest-from-7-purebred-a2-cows-adopt-a-cow-targets-the-a2-30963991/"
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# Selecting the Finest from 7% Purebred A2 Cows, 'Adopt a Cow' Targets the A2 Children's Pure Milk Market!

> On May 13, emerging dairy brand Adopt a Cow officially entered the children's A2 pure milk market with the launch of its professional children's brand 'Moo Star'. The release of three series—A2 children's pure milk, A2 organic children's pure milk, and A2 Jersey children's pure milk—highlights the company's complete A2 industry chain. With a consistent 'child-friendly' approach, the brand demonstrates its product philosophy.

**Proofreader** | Zhang Yuwei **Layout** | Ge Chang
The unchanging product principle in the dairy market is the targeted solution to consumer needs and dedication to the product.
On May 13, emerging dairy brand Adopt a Cow officially entered the children's A2 pure milk market with the launch of its professional children's brand 'Moo Star'. The release of three series—A2 children's pure milk, A2 organic children's pure milk, and A2 Jersey children's pure milk—has drawn attention to the young dairy company's complete A2 industry chain. The consistent 'child-friendly' approach also interprets the product attitude of this emerging dairy company.
**Adopt a Cow**
**Establishes Professional Children's Brand 'Moo Star'**
On May 13, in Hangzhou, Adopt a Cow held the 'Moo Star' children's new brand launch event, announcing the official birth of its professional children's brand 'Moo Star'. Jiang Yujun, Vice President of Northeast Agricultural University, Director of the National Dairy Engineering Technology Research Center, and Director of the Key Laboratory of Dairy Science (Ministry of Education); pediatric expert Dr. Ye Sheng; Wang Kai, founder of Kaishu Story; Li Danyang, well-known maternal and child parenting blogger 'Nian Gao Mama'; and Song Liang, independent dairy industry analyst, attended the event. Guests discussed topics such as the children's milk market phenomenon, standards for selecting children's milk, and the value of A2 milk.
Pediatric expert Dr. Ye Sheng suggested on-site: "When choosing milk, look at the ingredient list. Children should choose pure milk, not complex formulated milk drinks. It should be 0 sucrose, free of flavors and additives. The ingredient list should have only one thing: raw milk."
**Using Children's Standards**
**To Make A2 Children's Pure Milk**
In fact, in the rapidly growing children's milk market, consumers' refined needs have not been truly met. Data shows that in 2023, the scale of China's children's milk market was 37.2 billion yuan, and it is expected to continue growing at a compound annual growth rate of 5.6%, reaching 46.96 billion yuan by 2027.
However, the current rapidly growing children's milk market is flooded with products that are 'too high in sugar'. Some consumers also believe that companies have not segmented the children's milk category precisely enough, failing to fully consider different age groups and targeted nutritional needs.
The needs of a new generation of parents with scientific parenting concepts remain unmet. Industry insiders believe that the future development of the children's milk market will shift towards health, functionality, and reasonable pricing.
Officially entering the children's milk segment, Adopt a Cow's launch of 'Moo Star' is a targeted response to market demand and a rational application of its own resource advantages.
The 'Moo Star' brand launched this time focuses on being a professional children's brand.
From a product perspective, 'Moo Star' released new products in the A2 children's pure milk series at once, including three series: A2 children's pure milk, A2 organic children's pure milk, and A2 Jersey children's pure milk, suitable for children aged 1-12.
It is worth noting that the new 'Moo Star' products were released on May 13, priced at 2-3 yuan per 100ml of milk. Song Liang analyzed that based on current market retail prices, the price of 'Moo Star' is relatively reasonable, helping consumers form good milk-drinking habits.
At the same time, the milk source for the 'Moo Star' products is 'selecting the finest from the finest' within Adopt a Cow's own industry chain. In creating the new products, Adopt a Cow selected 7% purebred A2 cows, of which 1% are raised according to organic standards, and an additional 0.5% are Jersey A2 cows.
It is understood that the A2 organic children's pure milk from Adopt a Cow's own pastures has passed the China-EU organic dual certification. The A2 Jersey children's pure milk has a milk protein content of 4.0g/100ml, and the lysine in the milk can promote mineral absorption.
In addition, in terms of channels, 'Moo Star' adopts a market strategy of dual development in online and offline channels, entering platforms such as Tmall, JD.com, Douyin, as well as offline channels like mainstream supermarkets.
From market data, Adopt a Cow also has absolute 'say' in the A2 pure milk category. According to 2024 Frost & Sullivan market data research, Adopt a Cow's A2 β-casein pure milk products ranked first in total sales across all channels in mainland China for three consecutive years from 2021 to 2023.
**Product Confidence Comes from 'Professionalism'**
In fact, it is a recognized fact in the industry that A2 milk has more product advantages. Public information shows that the main difference between A2 pure milk and A1 pure milk lies in the type of β-casein they contain.
Studies show that the protein type in the milk of most mammals, including humans, is A2. During digestion, A2 protein is more easily broken down by human digestive enzymes, potentially making it more suitable for children with immature digestive systems, the elderly, and those with weaker digestive functions, helping to reduce discomfort caused by milk digestion issues.
In this context, 'Moo Star' is leveraging Adopt a Cow's complete self-owned A2 industry chain to show consumers its 'professional' product confidence.
With its self-built A2 industry chain, Adopt a Cow launched its first A2 β-casein pure milk in 2020. Now, Adopt a Cow's A2 dairy products cover four categories: ambient milk, low-temperature milk, milk powder, and ice cream, making it a true veteran in A2 dairy products.
**With the Mindset of Parents**
**Firmly 'Child-Friendly'**
Behind the release of 'Moo Star', the story of this emerging dairy company's journey has also attracted attention.
In 2012, Xu Xiaobo, founder of Adopt a Cow, decided to enter China's dairy industry due to his experience buying milk powder for his child. In the following two years, he visited more than 100 pastures worldwide and built the first pasture of Adopt a Cow in 2014. In 2016, the Adopt a Cow brand was officially born.
From the first pasture to the founding of the Adopt a Cow brand, and to the release of the professional children's brand 'Moo Star', attention to children has been integrated into the corporate genes of Adopt a Cow.
Industry insiders believe that the 'young' Adopt a Cow is making products with the mindset of young parents. Behind the creation of 'Moo Star' is Adopt a Cow's adherence to its original corporate purpose.
Based on user feedback, 'Moo Star' has implemented the strategy of 'one concept and two focuses', that is, adhering to the child-friendly concept, focusing on A2 protein children's pure milk, and focusing on providing products and experiences more suitable for children.
Adopt a Cow's friendly attitude towards children is hidden in product details. For example, to improve the problem of milk spillage when children drink, the three 'Moo Star' products carefully extended the length below the straw by 5mm.
At the same time, to precisely match growth needs at different stages, all three 'Moo Star' products are available in 200ml growth bottles and 125ml mini packs to meet consumers' more refined needs.
It is worth noting that in places invisible to consumers, this young company has accumulated various important measures for 'child-friendliness'.
For example, in industry-university-research cooperation, Adopt a Cow has promoted the development of the industry in terms of quantification, detection methods, and industry standards for A2 protein.
In 2021, Adopt a Cow's A2 products obtained SGS independent Huijian certification, with A2 β-casein content ≥0.9g/100mL. In standardization, in 2023, Adopt a Cow, together with the Beijing Physical and Chemical Analysis Testing Technology Society, developed a detection method, filling the gap in standard determination methods for A2 β-casein.
In the same year, Adopt a Cow, together with Northeast Agricultural University and relying on the China Nutrition and Health Food Association platform, formulated the first public group standard for 'A2 β-casein milk' in China, specifying definitions, indicator requirements, detection methods, and product grading for A2 β-casein milk.
In child-friendly research and public welfare practices, Adopt a Cow established the Zhejiang Calf Public Welfare Foundation in 2023 to help and care for children in need; its Kanghong pasture has been listed as a child-friendly pasture construction unit, and in 2024 it launched child-friendly research activities...
"In the current dairy consumption market, to encourage children to drink more milk, on the one hand, it is necessary to achieve milk functionality, and on the other hand, to better reflect the health and easy absorption advantages of children's milk products. On this basis, reasonable prices should also be set for products," Song Liang said. The future development of the children's milk market will shift towards health, functionality, and reasonable pricing.


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## Citation metadata

- Publisher: New Distribution
- Author: 方宇航
- Published: 2025-05-14
- Canonical: https://xinjignxiao.com/en/articles/selecting-the-finest-from-7-purebred-a2-cows-adopt-a-cow-targets-the-a2-30963991/
- Original source: https://mp.weixin.qq.com/s/hkl3z_ZNwZIW55z-CyDfHg

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