Jay Chou will be the face of the campaign to promote Baoquzhu yogurt drinks.
Inner Mongolia Yili Industrial Group has launched two new UHT yogurt drinks with alginate balls filled with juice, which burst in the mouth when chewed.
The two Baoquzhu-branded beverages are available in apple and strawberry flavours and packed in Combibloc Small 250ml cartons from packaging manufacturer SIG Combibloc. Produced using the Drinksplus technology from SIG Combibloc, they have taken Yili to a new level in the field of beverages with perceptible added value, SIG said.
The innovative products were developed specially for teenagers, who place a particularly high value on fun and new experiences, even when it comes to food and beverages.
Eric Ding, head of marketing Asia-Pacific North for SIG Combibloc, said: “UHT yogurt drinks with filled alginate balls are an innovation in the beverage and dairy products sector. The local market is invigorated by new product developments that offer added value for consumers – for example, with new taste experiences. That’s why we believe the combination of yogurt and fruit in the form of small balls fits ideally with the joy of experimentation and curiosity typical of teenagers.
“It took less than two years to progress from product idea to market launch. That’s fast, considering that there were no empirical values to draw on, in terms of either manufacturing the filled alginate balls or the technology to process them.”
The Drinksplus solution makes it possible to fill products containing up to 10% solid pieces using standard beverage filling machines. The standard filling machines are fitted with an easy-to-install upgrade kit for this purpose, consisting of valves, valve stems and filling nozzles, which are tailor-made for ensuring the best possible product flow when filling beverages with particulates. Wide straws with a diameter of 6mm are provided to make sure that these products can be easily drunk from the packs.
The market launch will be accompanied by a comprehensive marketing campaign involving TV, magazines, and online social media channels. Yili has drawn on the services of actor and singer Jay Chou for its campaign – Chou is known in Asia mainly for his R&B and rap songs. Including him in the advertising campaign will appeal to the buying instincts of younger consumers in particular, according to the company.
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