Future Star consecutively won two world prizes, Mengniu led the industry to set the children milk standard

As the first domestic children milk brand, Mengniu Future Star milk has always been providing high quality children milk on the very strict standard, and this kind standard is being taken now as the industrial standard by authoritative institutes and the industrial players. Although children milk is a new area domestically, however, Mengniu Future Star milk takes the lead to explore and set the standard for the whole industry. Domestic children milk standardization should be soon to put on the agenda.
Recently Chinese Institute of Food Science and Technology initiated the first ever children milk verification committee which was held in Beijing. Experts from a dozen of authoritative institutes were invited to make verification for Mengniu Future Star milk. Meanwhile, SIAL France and SIAL Belgium happened to coincide with each other to set Mengniu s Future Star milk as the benchmark of children milk development.
Ten authoritative institutes experts jointly verified Mengniu s professional technology

To provide nutritious and high quality product for various groups of people has been becoming a trend for dairy industry. And children milk recently was neglected for constrain of technology. In order to set the benchmark for exploration on domestic children milk market, Chinese Institute of Food Science and Technology organized the first children milk verification committee together with experts from 11 authoritative institution committees such as Chinese Nutrition Society, Peking University Health Science Center, Capital Institute of Pediatrics and National Juvenile Food Inspection Center to appraise Future Star milk on formula and taste.

This highly authoritative report pointed out: Future Star milk is made from milk carefully selected from dairy farms and adds DHA and Taurine to strengthen vitamin A and D so as to promote children s mental and physical development and digestion. This is the first ever domestic children ambient milk particularly developed for kids.

The reporter was informed that Future Star milk was specially developed for children above 3 years old and also the first domestic children milk that had ever put into market whose targets pointing to the supplementary of children s mental and physical nutrition. From March of 2008, Future Star had been gaining wide favors from mothers and their kids, and from 2008 to 2009, it continuously was the NO.1 in domestic market.

In May of this year, Future Star systematically upgraded adding algae oil DHA, and three sub-categories wisdom-type, vitality-type and protection-type benefited children s health in brain, bone and intestine respectively, which realized formula and technology upgrading. Till now, upgraded Future Star milk became the most professional children milk providing most abundant categories.

Future Star milk has two advantages, one is innovation for adding algae oil DHA and taurine to assure children s brain development; another advantage is convenient and pragmatic packaging which is easy for children to take and drink. On SIAL originated from France, chairman Xavier Terlet also praised Future Star and awarded the innovation product award to Mengniu s Future Star milk.

Upgrading the formula of technology to lead the trend of kids food

Early in last century, British and Japanese scholars found DHA s brain-benefiting mechanism. As unsaturated fatty acid, DHA is the irreplaceable nutrition for kids neural and eyesight growth, but this kind of nutrition can hardly be synthesized by human body itself. Traditional DHA we usually use is from fish oil in deep oceans, however, with severe environmental pollution, fish oil DHA is more likely to be polluted by certain organic pollution such as heavy metal, and deep fish oil DHA has cholesterol. Compared with fish oil DHA, the algae oil DHA used in Mengniu Future Star milk is labor cultivated and extracted from micro algae without any food chain transmission, which is the cleanest while safest source of DHA with better purification and stability, and of course higher cost.

If package design attributes to Mengniu s considerate innovation, then algae oil DHA is the demonstration of Mengniu s R&D and capital strength. Enlightened by DHA s usage in premium infant formula, some foreign brand milk also adds algae DHA. However, Mengniu is the only domestic fluid milk with DHA. Nutrition experts point out that the cost and technology are the reasons why most enterprises giving up adding DHA.

Relying on Mengniu strength on R&D technology and sparing no pain of purchasing highly purified algae oil DHA, Mengniu tackled difficulties of adding algae oil DHA into liquid milk and realized the perfect combination of children milk and DHA. Just because of the highly purified technology and the appropriate needs of children, it was honored as the Nobel Prize for World Food Area. Monde Selection granted this year s award to Mengniu Future Star milk from China.
It is known that this institute is an independent international organization set up in Brussels of Belgium in 1961, and it also has the longest history and highest authority in food assessment circle. In this round of selection, judges highly appreciated Mengniu Future Star milk and said, Future Star milk is made from good raw milk and in professional formula in accordance with strict international standard by which it provides children with high quality nutrition to satisfy their growth demand and physical development. Its natural flavor is good for children to
drink. Industrial observer points out that the promotion and standardization of formula technology is the sign of the maturation of children milk market, so from this perspective, Mengniu Future Star milk undertakes the double roles of both the explorer and leader of children milk market.