A2 milk for whole family: Nestlé China’s expands demographic reach after previous launches for mother-and-baby

By Tingmin Koe

- Last updated on GMT

Nestlé China has launched a A2 milk powder that is catered for the entire family's needs. ©Nestlé China
Nestlé China has launched a A2 milk powder that is catered for the entire family's needs. ©Nestlé China

Related tags A2 milk Nestlé China

Nestlé China has expanded the target audience for its A2 milk powder products with a new launch catered for the entire family.

Launched under the firm’s whole-family nutrition milk powder brand Nestlé YiYun, the new product is named as ShuChun.

This follows the firm’s previously launched NAN A2 milk powder for infants and pregnant mothers, as well as the Illuma Two Stage 3 infant formula​. The firm also launched a A2 Milk for the elderly, known as YiYang YiChang. 

The launch was attended by Henry He, Marketing Director of Nestlé China Dairy BU and Zhang Jian, Professor of National Institute for Nutrition and Health Chinese Center for Disease Control and Prevention.

He said a higher standard of living meant that Chinese consumers were seeking better quality goods, making products such as intestine-friendly A2-β-casein “highly sought after.”

The product catered for the entire family is added with Switzerland imported BB-12 live bacteria.

It is also fortified with micronutrients such as calcium, iron, and vitamin D as a “one-stop scientific nutritional supplement”.

He also said that the powder, being individually packed, provided an ease of convenience, since it could be carried and consumed easily.

The first batch of ShuChun will be available in Nestlé’s flagship stores on JD.com, Tmall, and supermarkets such as Walmart, Carrefour, and RT-Mart.

Milk sourced from China

The milk powder is sourced from A2 cows bred in Shuangcheng, Heilongjiang, north of China.

A2 cows were selected and raised in separated herds following gene testing to ensure the pureness of milk source, timely delivery and processing, He said.

Nestlé China has been cooperating with dairy farmers in the Shuangcheng district since 1980s.

The firm also established the Dairy Farming Institute (DFI) in the region in 2014, helping to drive large scale, modernised and standardised dairy farming.

Future plans

He told NutraIngredients-Asia​ that the firm’s future plans for its A2 milk powder range would be based on the market performance of the new product, as well as the consumers’ perceptions towards A2 milk powder.

A2 milk has been gaining traction in China recently.

In September, we reported that Australia-based a2 Milk Company and JD Worldwide have expanded their partnership​ to bring more products to the Chinese markets. These include a2’s infant formula, children’s formula, and adult milk powder.

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