The Olympic partnership is intended to reinforce Mengniu’s positioning around nutrition, product quality and functional health on a global stage.
Mengniu has been a Worldwide Olympic Partner since 2019, becoming the first dairy company to join the International Olympic Committee’s TOP sponsorship programme.
“Looking ahead, Mengniu will continue to promote the Olympic spirit under the belief that both milk and sports can bring health and happiness to people,” said Mengniu Group CEO Gao Fei.
The firm said its dairy products will also reach international Olympic audiences, extending its nutrition-focused positioning beyond athletes.
This aligns with Mengniu’s broader strategy to strengthen its health- and nutrition-led product portfolio across mass, premium and functional dairy segments.
Gao emphasised that the firm will stay committed to putting consumers first, ensuring that they can “Drink More, Drink Good, and Drink Right”.
Mengniu’s “Drink More”, “Drink Good”, “Drink Right” campaign
Facing intensifying competition, Mengniu focused on product innovation across its dairy portfolio.
In 2025, the firm In 2025, the firm launched more than 100 new products, spanning ambient dairy, chilled yoghurt, cheese, ice cream, functional milk and infant formula.
The “Drink More” pillar focuses on expanding access to basic nutrition, particularly through shelf-stable dairy products aimed at mass consumers. Within this segment, Mengniu’s room-temperature dairy business launched 72 new products in a single year, targeting affordability, convenience and nutrient density. These launches are positioned as part of the company’s efforts to strengthen baseline nutrition, particularly in markets where access to refrigeration and fresh milk remains limited.
Under the “Drink Good” pillar, Mengniu has emphasised product quality, sourcing and premiumisation. The company’s flagship Milk Deluxe brand has expanded into higher-end dairy offerings, including A2 β-casein milk, while also highlighting production systems that integrate grass cultivation, animal husbandry and processing. This approach underpins products such as Shajin Tohoi Desert Organic Pure Milk, which is positioned around organic certification and production in desert environments, supporting a differentiated premium positioning in a crowded dairy market.
The “Drink Right” pillar reflects Mengniu’s push into targeted and functional nutrition, responding to more specific consumer health needs. In the fresh milk category, premium brand Shiny Meadow has introduced children’s nutrition milk formulated with proprietary HMO technology, alongside lactose-free and dual-protein products designed for lactose-intolerant consumers. These products aim to move beyond general nutrition towards more tailored formulations.
Functional innovation also extends beyond milk.
Under its champion brand, Mengniu launched what it describes as China’s only Jianzihao small blue bottle probiotic yoghurt, while Yoyi C has developed functional beverages such as probiotic lemon tea. In the infant nutrition space, formula brand Reeborne introduced “Reeborne Affinity”, using maternal MLCT technology to improve fat metabolism and nutrient absorption, with the firm citing a 48% increase in DHA content and doubled absorption rates.
Alongside health and nutrition, Mengniu said sustainability will form a core part of its Olympic participation. Through its “GREEN” strategy, the company is aligning its dairy operations with the UN Sustainable Development Goals, focusing on areas such as sustainable sourcing, carbon reduction and inclusive nutrition as part of its long-term growth strategy.
