Chinese mothers who want to buy world-class quality A2 Infant & Toddler formula for their babies had to go through all the troubles of cross-border e-commerce. However, this situation has changed since Junlebao launched Perfeito A2 Infant & Toddler Formula, which was produced by cattle milk from the company-owned farms. The launch event of A2 Infant & Toddler formula from the world’s first integrated industrial chain was held in Shijiazhuang on December 10. By selecting around 30% of A2 homozygouscattle with strict standards and, for the first time in the world, innovating production model with own farms and factories equipped with integrated industrial chains, Junlebao upgraded its Perfeito A2 milk powder, breaking the monopoly of foreign brands in A2 protein milk powder category and providing Chinese moms with a better choice.
Gao Hongbin,honorary president of the Dairy Association of China, Ren Fazheng, academician of the Chinese Academy of Engineering, Li Shengli, chief scientist of the National Dairy Industry and Technology System, Gu Chuanxue, deputy inspector the Department of Agriculture and Rural Affairs of Hebei Province, and Wei Lihua, chairman and president of Junlebao Dairy Group attended theevent and jointly launched Junlebao Perfeito A2 Infant & Toddler to the market.
Breaking Foreign Monopoly, Better Serving Chinese Consumers
In recent years, A2-β casein protein in milk have attracted extensive attention of researchers. There are many kinds of β casein proteins in milk, but A2-β casein protein is the one relatively more friendly to human body due to its unique molecular structure. Several international brands have launched A2 milk powder products, while domestic dairy companies have yet set foot on this field. Chinese consumers have to resort to cross-border e-commerce or other channels to purchase A2 milk power, for which they had to pay a higher price.
To deal with this consumptionpain pointand meet consumers’ personalized demands, Junlebao as a representative of domestic milk powder brand, prepared for more than one year and took the lead to launch the world’s first A2 Infant & Toddler formula produced by cattle milk from the company-owned farms and factories equipped with integrated industrial chains. Liu Senmiao, vice president and General Manager of Milk Powder Business Department, pointed out that “the original aspiration of Junlebao is to ensure our people never again have to travel thousands of miles for a tin of milk powder.”
“The world’s first A2 Infant & Toddler formula produced by integrated industrial chains has once again proved to the world the excellent quality of Chinese infant and toddler formula and the vigorous innovation capacities and competitiveness of Chinese dairy companies,” said Gao Hongbin,honorary president of the Dairy Association of China.
Focusing on an Integrated Industrial Chain, Junlebao Brings the Quality of Domestic Milk Powder to a Higher Level
“Breast milk is rich in A2-β casein protein which plays an essential role in helping babies grow healthily,” said Wang Zhixu, director of the Maternal and Child Nutrition Chapter of the Chinese Nutrition Society at the launch event. He addressed this high-qualified, cost-effective A2 Infant & Toddler Formula has very positive significance in contributing to maternal and infant health, meeting the diverse demands of consumers.
Unlike existing A2 milk powders in the market, Junlebao Perfeito A2 Formula is made from fresh milk from strictly selected A2 homozygous cattle, and more importantly, produced by taking advantage of local resources. By fully adopting Junlebao’s “integrated industrial chain” and “world-class advantages in four aspects” model, Perfeito A2 is the world’s first A2 infant & toddler formula produced by cattle milk from the company-owned farms and factories equipped with integrated industrial chain.
ll the A2 cattle in Junlebao’s farm are selected with strict standards by world renowned animal genotyping laboratories (designated by US laboratory certification committee and the International Committee for Animal Recording (ICAR) according to ISO17025) with MassARRAY®system. Only around 30% pure-blood A2 homozygous cattle areselected and thensystematically labeled, independently fed withfeeds of proper humidity andfull nutrition, all for the purpose of producing cow milk rich in human body-friendly A2-β casein protein. The first batch of 3,700 pure-blood A2 homozygous cows were selected from 10,000 cattle. The company plans to expand the base to 20,000 cattle in the next round of selection.
In addition, Perfeito A2 Infant & Toddler formula innovatively adopted an OPO + CPP formulation. OPO is more friendly to human body and easier to be absorbed while CPP enhances the absorption of calcium, iron and zinc, which combined benefits infants’ bone growth. Professor Jiang Peiru,parenting expert and director of the Obstetrics & Gynecology Hospital of Fudan University, praised Junlebao’sresponsible efforts in producing milk powder. Itis easier to be absorbed by babies and help babies grow healthily.
Taking the Lead to Pass EU BRC/IFS Certifications and Topping the Domestic Market in Sales Volume
To provide consumers with good milk powder of world-class quality, Junlebao took the lead to pass two EU certifications in 2015, namely BRC A+ (Global Food Safety Standard) and International Food Standard (IFS).
BRC is a globally recognized food standard that is widely accepted in US, the UK and EU. Getting a BRC certification indicates that the quality of milk power reaches the standards required for accessing EU market. BRC A+ is the top-grade certification in this system and represents the best food quality in the world.
Junlebao took the lead to pass both BRC and IFS certifications and is the first dairy company in the world to pass BRC A+ top grade certification. As the only dairy brand in China to achieve such, Junlebao has successfully entered Hong Kong and Macao markets. Junlebao Banner Infant & Toddler Formula won the “Monde Selection- Gold Quality Award” and awarded the international high-quality trophy. It also won the “Nomination Award for China Quality Awards”, which was the first time for a Chinese dairy enterprise to win this highest honor of quality assessment in China.
According to Liu Senmiao, thanks to the product’s high quality, Junlebao has been doubling the sales volume of its milk powder since the products launched on market and has become a leading dairy brand in the domestic market within five years. He expected that sales volume in 2019 would reach 75,000 tons for than 100 million tins and rank in China.
“When Junlebao began to produce infant and toddler formula in Hebei Province five years ago, many people suspected that we would finally fail. However, Junlebao has become a leading producer and seller in just a few years relying on is the consistent pursuit of quality and the protection of consumers’ safety. Today, we launch the world’s first A2 Infant & Toddler Formula integrated industrial chain, breaking the monopoly of foreign brands in the domestic market successfully this time,” said Wei Lihua, chairman and president of Junlebao. He added that, through joint efforts of Junlebao and other domestic dairy brands, domestic milk powder will soon take a dominate share of the market and fulfill the task specified by President Xi Jinping: let our next generations enjoy the milk powder of high quality.