One week after launch, it became the sales champion! Daily Fresh launches Dawn and Twilight Milk closely follows the Low Temperature Milk Race

Under the epidemic, improving immunity and maintaining physical and mental health have become topics of continuous attention, and the nutritional benefits of dairy products have also been better recognized. Recently, Daily Fresh launched a low-temperature milk with a focus on extra concentration and high protein, which has been loved by users of its platform. Since its launch a week ago, sales have increased by more than 80% over the past few days, making it the top dairy sales product.

“The boom in sales of morning and evening milk stems from the company's precise control of demand in the low-temperature milk market.” The person in charge of Daily Fresh Dairy said that along with the wave of consumption upgrades, consumption of dairy products is also showing a high-end trend. More and more consumers prefer to buy more expensive and more functional dairy products, and the launch of Dawn Milk has met the quality needs of a large number of high-value users on the Daily Fresh Platform.

As a high-quality low-temperature milk with a total number of raw milk colonies superior to EU standards, every 100ml of morning milk is rich in 4.0 g of protein and 130 mg of native high calcium. The protein content is 25% higher than conventional content. The extra concentrated properties and mellow taste make it widely acclaimed.

“What is behind high calcium and protein is a good breed of cows and a good source of milk.” The person in charge mentioned above said. Asagurashi milk is produced from Holstein cows, a black and white flower cow with excellent production performance. It feeds on alfalfa grass, the “king of pasture,” and produces the highest amount of milk among all dairy breeds. In order to ensure the quality of the milk source, the farm naturally nourishes it around the clock. The average daily food cost for a cow is 63 yuan.

DeLaval rotary milking machine

In addition, limiting the farm's unique water source conditions and scientific farming and processing also ensure the high quality of morning and evening milk, improving important indicators such as protein content and milk fat content, and providing consumers with a higher level of nutritional supplementation. “The ingredients for morning and evening milk are very clean. 100% raw milk, and the whole process uses an ultra-clean filling line to better preserve the nutrients of raw milk.” The person in charge said.

According to reports, Dusk Milk mainly revolves around two drinking scenes: breakfast and before bedtime. As the most frequent scene of consumption of dairy products, “a glass of milk in the morning and evening” has been deeply engraved in domestic consumers' awareness of drinking milk. “Room-warm milk is common for breakfast in China. Low-temperature milk not only retains most of the nutrients in raw milk, but also contains 4.0g of protein per 100ml. It can inject enough high-quality protein into the day's life. It is a good partner for breakfast, and a cup before bedtime is more conducive to sleep.” The person in charge mentioned above said.

In addition to direct drinking, in scenes such as Western food baking and making new-style tea drinks, Morning and Twilight Milk is also praised by many consumers for its rich flavor and ability to make thick milk froths.

“The launch of Asagurashi Milk is another example of the company fully exploiting the needs of platform users and carrying out reverse customization.” The person in charge mentioned above explained that previously, in order to meet the needs of people taking calcium supplements on a daily basis, Daily Fresh created the “An Honest Cow”, a high-calcium fresh milk brand rich in 125 mg of calcium per 100ml by finding the right milk source — a farm with an excellent grade. The brand won the Golden Star Award in China's own brand selection at the end of 2020.

As an important part of Daily Fresh's continuous optimization of the dairy product structure in the mall and continuing to increase the number of high-quality dairy products on the shelves, the launch of Morning Glory Milk is another major event in the Daily Fresh closely following the low-temperature milk segment.

“With the rapid development of cold chain transportation, high-quality low-temperature milk has become a new trend in the development of dairy products.” An industry insider said. According to data from the 2019 Fresh Life White Paper, sales of low-temperature fresh milk increased by 19.5% in 2019, and the market penetration rate reached 33.6%. The market share of low-temperature fresh milk in countries such as Europe and America exceeded 90%, and the domestic low-temperature milk market has broad prospects.

However, the low-temperature milk currently on the market is still dominated by short-term warranty products, which limits the development of its sinking market. “Due to the use of INF technology, Asagure Milk can achieve 4S instant sterilization, so its shelf life can reach 21 days. While extending shelf life and helping consumers avoid waste, it also expands the sales radius.” The person in charge mentioned above said.

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