Fonterra has announced the launch of a new range of premium Anchor milk products in China.
The new Upline range features two new UHT milk products: LiveUp is a high-protein milk with 50% more protein than standard UHT milk, at 5.7g of protein per 100ml, while NaturalUp is made from certified fresh, organic New Zealand milk that meets organic standards in both China and New Zealand.
It falls in line with continuing demand for safe, high-quality dairy products within the Chinese market.
The country’s dairy industry has failed to full restore consumer confidence following the tainted milk scandal in 2008, and Australian and New Zealand-made infant formula and dairy products are seen as being of significantly superior quality.
Fonterra Greater China president Christina Zhu said the new products build on the strength of the Anchor brand and will help meet changing consumer needs in China.
“These products highlight the best of what New Zealand offers: a trusted, pure source of milk with high nutritional value,” Zhu said. “They are a response to changing consumption patterns, where Chinese consumers are increasingly seeking out more premium and healthy options.”
According to research from the Boston Consulting Group, 73% are willing to pay a premium price for items with proven health products. At 12% higher than the global average, this makes the Chinese the world’s most health-conscious consumers, the researchers said.
“Pushing more into this high-growth premium space is a natural progression for the Anchor brand, which has been performing well since it launched in China in late 2013,” Zhu continued.
Both products are now available online, while LiveUp is being rolled out to stores in China in the coming months. Each is being manufactured and packaged in New Zealand, with LiveUp produced at Fonterra’s Takanini site and NaturalUp made at the Waitoa UHT site, where Fonterra recently announced plans to bring forward a planned expansion.
The existing range of Anchor UHT products in China has also had a facelift, with fresh packaging in place across the full range of products. It is part of a wider re-design of the Anchor visual identity across global markets, with China the first to roll out a new look.
Fonterra chief operating officer of global consumer and foodservice, Jacqueline Chow, said that this is part of Fonterra’s strategy to grow its portfolio of consumer brands and optimise New Zealand milk.
“The new range is an example of our Co-op converting more of our farmers’ milk into high value products,” she said. “This aligns our branding in China more closely with what we are doing globally and leverages the strength of the 130-year-old Anchor brand.”
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