Talk to the leader of Mengniu Beverage BU ! A 100-strong team focusing on the plant-based beverage

作者:foodinc

In an exclusive interview with Foodinc, Li Zhijian, general manager of Mengniu Beverage BU, said that Mengniu officially established the Beverage Business Unit about 2-3 years ago, which is now mainly dedicated to innovative dairy and plant-based drinks, with a team of several hundred people.


Talking about Mengniu’s beverage strategy, he said that the company only makes beverages related to dairy products. Moreover, although remotely related to Mengniu’s main business, the plant-based beverage is also a category Mengniu used to work on for years with dedication.
Making a comeback to the plant-based products, Mengniu chose to focus on the C-end outlets, vying with OATLY and Danone that seized the B-end. Mengniu has strengths in C- end, including its dealer network, consumer group awareness, and control over stores. According to Li, “Oatist”, an oatmeal drink launched at the beginning of this year, has covered outlets from e-commerce, convenience stores to community stores and universities. In the future, Mengniu will work on launching more categories of plant-based beverages.

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