Even facing the outbreak of the COVID-19 pandemic, Junlebao has never stopped production but chosen tooperate at full capacityto ensure sufficient supply and secure nutrition demands of consumers withitsmilk powder supply increasing by more than 50% over the same period last year. At such devastated situation, Junlebao never forget to actively undertake social responsibilities by donating more than 100 million yuan to support the combat against the virus.
Dubbed as the “stirrer” and “breaker” of the dairy industry, Junlebao has “subvert” the organic milk powder markets this time. On March 11, Junlebao launched the ULTREE organic milk power, the first organic milk powder produced from the integrated industrial chain. Produced by fresh milk sourced from self-owned farms, it contains moderately hydrolyzed protein and two types of probiotics.
Formular Adopting Moderately Hydrolyzed Protein and Two Types of Probiotics, Chinese Mothers Embrace a Better Choice.
Recent years have seen the demands for organic food growing rapidly. In the dairy market, however, existing organic milk power products mostly adopt basic formulations but are sold at high prices, leaving consumers with few choices. Junlebao ULTREE organic milk powder adopts an innovative high-end formulation that provides moderately hydrolyzedwheyprotein and two types of active probiotics, helping babies improve digestion and immunity. In addition, all fresh milk is sourced from the company-owned organic farms and processed by an integrated industrial chain, which ensures full traceability in every stage as well.
According to Liu Senmiao, vice president and general manager of Milk Powder Business Department of Junlebao, the two types of probiotics, namely Bb-12 and HN019 in ULTREE organic milk powder, are provided byChr. Hansen (Denmark) and DuPont Danisco (USA), two world-leading probiotics brands both with a history of over one hundred years. As demonstrated by a large number of scientific research, these two types of probiotics can help babies decreasegastrointestinal discomfort and boost immunity. The product registered more than 120-million-yuan worth of sales in its first month since launching, proving the broad recognition by consumers.
Yuan Qing in charge of Grit-Cert Co., Ltd said that Junlebao has established self-owned stable and controllable organic farms equipped with organic grass farming bases, where cattle are raised and milked in strict compliance withstandards oforganic certification. Also, Junlebao factories have world-classproductionequipment to ensure full traceability across all processes, which is completely compliant with the organic standards of a self-owned integrated industrial chain.
Junlebao Has Topped the Market in Sales Volume and Is Leading the Rapid Rise of Domestic Milk Powderno less than Six Years.
Junlebao milk powder was lunchedon market in April 2014. The company innovated the integrated industrial chain and “world-class advantages in four aspects” model, breaking the monopoly of foreign brands in China’s domestic market and being dubbed as the “stirrer” of the dairy industry. It is the first dairy company in China thathas obtained European BRC and IFS certifications and is the first in the world that has gained the top grade BRC A+ certification.
In 2019, the sales volume of Junlebao milk powder achieved 75,000 tons, registering a compound annual growth rate of 84.5% since 2014, ten times faster than the industry’s average growth rate in the same period of 8.1%. In less than six years, Junlebao has become the world’s fastest growing dairy company and the leader in term of sales volume in China. Encouraged by the “breaker” Junlebao, domestic milk powder began to catch up with foreign brands with their collective market share growing from 30%-odd in 2013 to more than 60% in 2019.
Wang Zhixu, director of the Maternal and Child Nutrition Chapter of the Chinese Nutrition Society, said that Junlebao ULTREE organic milk powder is an innovative breakthrough against traditional formulations of organic milk powder and has demonstrated the world-class quality of a domestic brand and innovative competitiveness.
Liu Meiju, vice chairman and secretary general of the China Dairy Industry Association, said that “the organic milk powder market sees a growth rate of 20% with large potential remaining to be tapped. The launch of ULTREE organic milk powder has again demonstrated Junlebao’s vitality in scientific research and innovation.”
Liu Yaqing, vice president and secretary general of theDairy Association of China praised Junlebao for being committed to revitalize China’s dairy industry and making prolonged efforts to achieve breakthroughs and winning consumer’s trust and recognition. She pointed out that the newly launched ULTREE organic milk powder would have profound significance and impact on promoting quality-focused consumption and implementing the Healthy China Initiative.
“It took Junlebao six years to disrupt the market category of ordinary formula milk powder and topped domestic market in terms of sales volume. Now the company endeavors to subvert the organic milk powder category in the next two years and lead the market in sales volume once again,” said Liu Senmiao. He believes that Junlebao would continue this momentum in the milk powder market by adhering to high quality development and innovating new categories of milk products. Junlebao will contribute to the continuous expanding market share of domestic brands and let our next generations enjoy the milk powder of high quality.
For the first time in the dairy industry, the launch ceremony was held online while being streamlined in mainstream internet platforms including Tencent, Toutiao, TikTok, Kuaishou, Sina, NetEase, Yidianzixun,iFeng and Sohu. Distinguished attendees of the event included industry leaders, CCTV hostess Zhu Xun, Olympic diving champion Tian Liang, famous host Meng Fei, boxing champion Zou Shiming and his wife Ran Yingying.