Renyang Yitouniu Launches Children's Sub - brand "Moo Star People", Targeting the A2 Pure Milk Market | The Frontline
36Kr learned that "Adopt a Cow" recently launched a professional children's sub - brand "Moo Star". The first - launched new products include three series: A2 - type children's pure milk, A2 - type organic children's pure milk, and A2 - type Jersey children's pure milk, which are suitable for children aged 1 to 12. Among them, the A2 - type organic children's pure milk has passed both Chinese and European organic certifications, and the milk protein content of the A2 - type Jersey children's pure milk is 4.0g/100ml.
The Chinese children's milk market is in a stage of rapid growth. According to the "Research on the Development Trend and Future Prospect Forecast Report of the Chinese Children's Milk Industry (2024 - 2031)", 37% of children drink milk twice a day, and 34% of children drink milk more than twice a day. Many new - generation parents tend to choose "products exclusive for children" for their children. Reflecting on the industry scale, the market scale of the Chinese children's milk market was 37.2 billion yuan in 2023, and it is expected to continue to grow at an annual compound growth rate of 5.6% in the future. By 2027, the market scale will reach 46.96 billion yuan.
What is the key to making good children's milk? "In the current dairy consumption market, in order to encourage children to drink more milk, on the one hand, it is necessary to functionalize milk, and on the other hand, it is necessary to better reflect the advantages of children's milk products in terms of health and good absorption. On this basis, a reasonable price should be set for the products." Song Liang, an independent dairy analyst, believes that the future development of the children's milk market will shift towards health, functionality, and reasonable pricing.
In terms of product strategy, "Moo Star" continues the basic advantages of "Adopt a Cow" in the A2 - type pure milk category. Public information shows that the main difference between A2 - type pure milk and A1 - type pure milk lies in the different types of β - casein they contain. During the digestion process, A2 - type protein is more easily decomposed by human digestive enzymes and is more suitable for children, the elderly, and other people with weak digestive functions whose digestive systems are not fully developed.
Three new products of "Moo Star"
The market data research by Sullivan in 2024 shows that the A2β - casein pure milk products of "Adopt a Cow" ranked first in the total sales volume of all channels in the Chinese mainland for three consecutive years from 2021 to 2023. Relying on its own A2 - type industrial line, "Adopt a Cow" launched its first A2β - casein pure milk in 2020. Currently, its A2 - type dairy products cover four major categories: ambient milk, chilled milk, milk powder, and ice cream.
According to the official introduction, before the launch of the "Moo Star" products, the product team of "Adopt a Cow" polished more than 200 versions of the product formula, conducted more than 20,000 user questionnaires, and carried out more than 100 user interviews. In addition to the core milk category, the product details also take the concept of child - friendliness into account. For example, the length of the lower part of the straw is extended by 5mm to improve the problem of milk overflow that often occurs when children drink milk.
According to 36Kr, the sales channels of "Moo Star" cover online platforms such as Tmall, JD.com, and Douyin, as well as offline channels such as mainstream supermarkets. In terms of specifications, the three products currently launched are available in two specifications: 200ml growth bottles and 125ml mini packs, with a price of 2 - 3 yuan per 100ml.