Another member of the double protein milk track!
Recently, "Daily Fresh Words" launched a new double protein milk product. According to the official introduction, this "double protein milk" contains raw milk protein, and almond nut vegetable protein imported from California, USA, with a double protein content of ≥ 3.7g/100mL, and six almonds are added to a cup of 350mL milk.
Image source: Daily Fresh Talk
Milk is one of the important sources of protein, and after meeting the basic needs of consumers such as calcium supplementation and protein supplementation, dairy companies are creating new products around "high-content protein" and "high-quality protein". Some companies have successively launched new "double protein" products, animal protein + plant protein, plant protein + plant protein, animal protein + animal protein, and different double protein combinations are providing consumers with more nutritional choices.
On May 16, the 70-day countdown to the Olympic Games, as the official flavored milk partner of the Olympic Games, Daily Xianyu Double Protein Milk made its debut at the Paris Olympic Qualification Series Shanghai Station.
With the launch of this new product, FBIF interviewed the Daily Xianyu team, what are the highlights of this new product? What are the considerations behind the development of new products? When the consumer portrait is more accurate and focused, how to create new categories that are more in line with different consumer needs? What are the practical challenges in terms of market insight, new product development, and cross-category management capabilities?
1. The growth potential of "0 lactose" and "double protein".
With the continuous development of the dairy industry, "drinking milk" is no longer a problem, but the per capita milk consumption in mainland China in recent years is far behind that of Europe, America, Japan and other regions. In 2020, China's per capita milk consumption was only about 30 kilograms, while Japan, the Netherlands and other countries have reached 300-400 kilograms.
The per capita milk intake is not up to standard, and the lack of functionality is a major obstacle.
Mintel data shows that among the new products launched in the global ready-to-drink white milk from 2018 to 2022, products with "functional subtraction", "functional addition" and functional claims accounted for 54% of the total number of new products. In addition to getting enough protein and calcium from milk, consumers are also expecting more precise functional nutrients from milk. Improves sleep, improves mental health, body management, boosts immunity......
The Dietary Guidelines for Chinese Residents (2022) recommends that residents "drink 300-500g of milk per day", but according to the 2022 Scientific Milk Drinking Trend Report released by Dr. Ding Xiang, 63% of respondents did not meet this standard. 44% of the respondents have unmet functional needs when drinking milk, such as lactose intolerance, easy to gain weight, and single taste of dairy products, and 31% of consumers feel that milk contains less relevant nutrients.
More than 4 percent of the respondents have unmet functional needs in milk drinking; Image source: Dr. Lilac "2022 Scientific Milk Drinking Trend Report"
In China, the number of lactose intolerant people should not be underestimated. According to the International Dairy Federation, lactose intolerance is on the rise in Asia and around the world, with a particularly prevalent problem in China. Of the 1.4 billion people, only 360 million drink milk, and an estimated 660 million of them suffer from lactose intolerance.
Especially in the pursuit of protein supplementation, the digestibility and amino acid composition of animal and plant proteins are different, and the combination of vegetable protein and milk protein provides a high-quality protein source.
On the policy side, in the "National Nutrition Plan 2017-2030" issued by the General Office of the State Council, it is specifically proposed to set up a "double protein project with Chinese characteristics". Advocate the "double protein" intake of animal protein + plant protein to make nutritional supplementation more comprehensive. The 2022 edition of the Dietary Guidelines for Chinese Residents also clarifies that "food variety is the basic principle of a balanced diet."
Based on the above-mentioned insight into consumer demand and the opportunity of the recent Olympic Qualification Series held in Shanghai, the new product of "Double Protein Milk" was officially unveiled, which is also a microcosm of Daily Xianyu's active expansion and targeting of functional demands and prediction of consumer trends.
Image source: Daily Fresh Talk
2. Explore the R&D logic behind "double protein milk".
After the debut of Daily Xianyu Double Protein Milk at the Olympic preliminaries, it attracted many consumers to experience and taste.
According to the official introduction of Daily Xianyu, this new product focuses on "milk protein + almond protein" dual-source protein ingredients, milk protein + vegetable protein content ≥ 3.7g/100mL, raw milk addition in the product composition structure ≥ 95%, 0 lactose, 0 granulated sugar, added California almonds, the formula is simple.
Image source: Daily Fresh Talk
It is understood that in the early stage of product design research, Daily Xianyu found that many consumers recognize the nutrition of milk, but will still choose plant-based milk substitute products, mainly because of lactose intolerance, and think that plant milk substitute products have rich flavor choices. In addition, the survey also found that many consumers have a physical or psychological burden on white sugar.
Based on the above insights, Daily Xianyu combined with the "National Double Protein Project" policy, through the combination of plant protein and animal protein, while ensuring the provision of basic nutrition and delicious taste, through enzymatic digestion of lactose, to solve the needs of lactose intolerant people. The absence of white sugar eliminates consumers' concerns about the burden of white sugar, and ultimately hopes to provide users with new nutritional choices.
To this end, Daily Xianyu has innovated products in multiple dimensions such as taste experience, raw material selection, milk source, and technology.
Image source: Daily Fresh Talk
In terms of taste, the R&D personnel of double protein milk products described that the natural aroma of nuts in this new product is integrated into the mellow milk, and the taste is rich and mellow, with a slight sweetness, which comes from the natural sweetness of milk after lactose decomposition. Using the enzymatic lactose hydrolysis process, and without adding white sugar, the product R&D team organically combines the methods of Pannel expert testing, consumer sensory testing and PEN3 electronic nose testing through scientific design of product formulation process to achieve a double balance of nutrition and taste.
In the selection of raw materials, after determining the route of "milk protein + vegetable protein" dual source protein, Daily Xianyu encountered the problem of which plant protein to choose. At present, the vast majority of double protein milk on the market is mainly milk protein + soy protein. Daily Fresh needs to consider how to differentiate its products and deliver a more comprehensive and balanced nutritional value to consumers.
According to Innova's 2022 Global New Product Report, more than 12,000 new almond products were launched in 2021, accounting for 40% of the total number of nut products.
In addition, according to the official website of the California Almond Association, each handful of healthy California almonds (about 23 California almonds) contains 6 grams of plant protein, 4 grams of fiber, "beneficial" unsaturated fats, magnesium, the antioxidant vitamin E and other nutrients. [1] With the blessing of various attributes such as health, diversity, and sustainability, almonds have become a leader in the vegetable protein subcategory. After research and verification, product R&D personnel found that everyone's taste preference for the fusion of almonds and milk is indeed higher.
It is understood that the new bottle is also marked with the words "six almonds in a glass of 350mL milk", and the description of the specific plant-based protein content is the information that consumers who focus on the need for double protein intake will pay attention to.
In addition, the dual nutrition of double protein milk is also inseparable from the advantages of milk source.
The dairy cows of Daily Xianyu are raised from GAP first-class certified pastures, and there is no industrial area within 100 kilometers of the milk source, so the cows have a favorable growth environment. In the midstream, from milking to shelf, the whole process is monitored by 360 management standards, and the microbial and somatic indicators are better than the EU standard raw milk. Downstream, the brand adopts a cold chain lock of 2°C-6°C throughout the whole process and uses the original fresh-locking process to shorten the cold chain radius.
In addition to the selection of raw materials, Daily Xianyu focuses on the processing technology of new products.
As a complex emulsion, double protein milk is prone to demulsification, demulsification, flocculation, merging, rupture and other demulsification, and food additives such as stabilizers are usually added to maintain good product stability.
In contrast, based on consumer research, Daily Xianyu found that consumers do not like colloidal food additives very much, so they want to focus on creating a high-end product that does not add such substances to present to consumers.
The ideal is very full, but in reality it has encountered many difficulties. For example, stratification, the product R&D team has carried out a large number of independent and overall tests from the raw material end, formula end, process end, etc., and then solved most of the problems, but it is inevitable that the solid precipitation of almonds will still occur, so a warm reminder is also marked on the package, hoping that everyone will shake it well and drink.
In addition, high-temperature sterilization is an essential process for the production of double protein milk. If the sterilization is not complete, microorganisms will multiply and cause the product to spoil; If the sterilization temperature is too high, it will cause protein denaturation if the time is too long. How to optimize the sterilization process is also a difficult point in production.
It is understood that Daily Xianyu optimizes the sterilization process in two aspects: pretreatment and precise control of parameters.
In terms of pretreatment, before sterilization, under the premise of not destroying the nutrients of raw milk, the raw milk is sterilized and pretreated by low-temperature physical separation of microorganisms, so as to reduce the impact on the nutrients and taste during the sterilization process.
In terms of precise control parameters, parameters such as sterilization temperature, time and homogenization pressure are precisely controlled to ensure that the quality, flavor and nutritional content of the product are maintained to the maximum extent while sterilizing.
It is not difficult to see from the development logic of the daily Xianyu double protein milk that only three-dimensional collaborative innovation in taste, raw materials, technology and other aspects can help the product stand out in the market competition.
3. Double protein milk, debuting in the Olympic Qualifying Series!
On May 16, the Olympic Qualification Series Shanghai Station kicked off on the banks of the Huangpu River. Double protein milk shines on the Olympic stage, helping athletes to challenge their limits.
Image source: Daily Fresh Talk
Top athletes in the four sports of BMX, freestyle, skateboarding, break dancing and rock climbing gathered in Shanghai to compete fiercely for the Olympic qualification.
This time, as the official flavored milk partner of the Olympic Games, Double Protein Milk made its debut at the event site, becoming the best energy supply station for athletes, helping athletes to go on the field in a better state and meet the challenge! With its own advantages, it helps athletes balance nutrition and adjust their status.
Image source: Daily Fresh Talk
At the Olympic preliminaries, the audience can not only witness the wonderful event, but also check in and take photos with the oversized bottle device, cheer for their favorite athletes, leave unforgettable check-in moments, and feel the passion and charm of the Olympics!
What's more worth mentioning is that the packaging design of Daily Xianyu Double Protein Milk is also eye-catching, and the five-color ribbons inspired by the Olympic rings are interwoven into a "movement" of victory, lighting up the highlight moments of athletes!
Image source: Daily Fresh Talk
The appearance of Daily Xianyu Double Protein Milk in the Olympic Preliminaries reflects the recognition of new products in the Olympic Preliminaries, as well as the support for the product nutrition and concept behind Daily Xianyu Double Protein Milk. This is also the fit of the two sides in this cooperation.
As an official partner, Daily Fresh Double Protein Milk will continue to support sporting events, providing athletes with high-quality nutritional support to help them achieve better results in future competitions.
IV. Conclusion
Today, when the concept of health is deeply rooted in the hearts of the people, double protein milk reflects consumers' pursuit of more flexible and diversified forms of protein supplementation. Through the innovation of scientific and reasonable nutritional ratio, the brand deeply penetrates into the daily diet structure of the people with a more perfect and reasonable protein combination, and the product can finally be transformed into a natural choice close to life.
Bibliography:
[1] California Almond Association: Health and Nutrition
This article is the original of FBIF Food and Beverage Innovation, author: April, editor: Bobo, please contact for authorization for reprinting.