Shiny Meadow launches fresh milk with higher protein and calcium content to fulfil consumer demand in Hong Kong
In a survey conducted by Shiny Meadow, owned by Inner Mongolia Mengniu Dairy (Group) Company Limited, it was found that the main concerns for Hong Kong consumers when purchasing fresh milk products are namely calcium and protein content, nutritional balance, and easy absorption of nutrients.
The fast-paced lifestyle of today’s consumers is said to have driven an “upgrading” of dairy products. People are not only looking for tasty products, but also paying more attention to nutrition labels, with higher protein content being a key factor.
“They are keen on natural, additive-free fresh milk, and seek to understand the nutritional content such as protein, calcium, vitamins and minerals that are more easily absorbed by the body, and that aid bone growth and maintain physical fitness.
“Fresh milk itself is good for natural calcium supplementation. Shiny Meadow Classic contains 120mg of calcium and 3.6g of protein per 100ml of milk. For our latest product Shiny Meadow 4.0, the calcium and protein content are 130mg and 4g per 100ml respectively. The high calcium content is helpful for supporting bone health,” the company’s Marketing Director, Tina Gao, told FoodNavigator-Asia.
The Shiny Meadow Classic, in 720ml and 250ml sizes, was launched in the Hong Kong market in March this year.
According to Gao, the response has been “very good”, with local consumers giving positive comments on the refreshing taste of the milk.
“They have taken their own initiative to post on social media and recommend our product. There was an interesting incident where a consumer personally called the distributor to thank us for making such a good product. He said that his whole family likes the milk and will keep buying it.”
The successful launch led the brand to release Shiny Meadow 4.0, an elevated version with higher nutritional value, in late June.
Its protein content claims to be higher than other fresh milk brands in the market, while comprising active substances including α-Lactalbumin, β-Lactoglobulin, whey protein, lactoferrin, and immunoglobulin.
“These nutrients are very important for bone health and immunity enhancement. The milk has a rich and smooth texture, and a slightly sweet flavour, delivering an enjoyable sensory experience. It is great for drinking both at breakfast and during the day.”
Shiny Meadow products are available at over 1,000 retail stores in Hong Kong, such as supermarket chains Wellcome, ParknShop, AEON, and CR Vanguard, as well as 7-Eleven and Circle K convenience stores.
The brand has also recently entered Macau and Singapore. The products are sold in ParknShop, Xinmiao and Tai Fung supermarkets and 7-Eleven in Macau, and Sheng Siong supermarkets in Singapore.
Balancing act
Since its conception, Shiny Meadow has been heavily involved in the whole production process of its fresh milk.
The brand works with selected GAP-certified Grade 1 ranches that provide milk sources exceeding EU standards for microbes and somatic cells.
Employing an advanced “1nm micro-membrane locking technology”, the milk’s original state is preserved as it gets transported from farm to factory, ensuring that the fresh flavour and natural nutrients are locked in.
No additives are added during production of the finished product.
In response to the burgeoning popularity of plant-based milk around the world, Shiny Meadow has introduced a milk product with “double protein” in China.
Instead of a solely plant-based milk, the double-protein milk combines dairy protein and plant protein, as the brand seeks to pursue the concept of balanced diet and multiple protein intake.
“Each glass (350ml) of this milk contains protein from six pieces of premium almonds from California. The product has zero lactose, making it easier to be absorbed [by the body] and is suitable for people with lactose intolerance and those drinking on an empty stomach,” Gao explained.
