China making breaks foreign monopoly, Mengniu breakfast milk awarded world prize

Recently Mengniu s breakfast milk for the first time awarded the world big prize of Monde Selection 2010. This made the breakthrough from zero for Chinese product to gain prize in global dairy industry. This round of selection gathered world s top food makers, and Mengniu s breakfast milk relied on its balanced nutrition diet and advanced technology for nutrition absorbing to win the competition. This was the first time for Chinese dairy enterprise to get the award in among the world s authorized food selection circle. It is known that the Monde Selection is an independent international organization jointly set up by former European Communities and Ministry of Foreign Trade and Economic Cooperation of Belgium in Brussels in 1961 with the goal of promoting world wide food quality. It was the longest as well as the most authorized quality assessment organization and was also honored as the Food Olympic by industrial persons.

Breaks the monopoly and reaches world level quality

As a comprehensive food competition, Monde Selection has 50 years of experience in food quality assessment and it calls up 70 famous experts from around the world to assess 2200 kinds of food products. Through flavor test, raw material selection, hygienic inspection and packaging etc. to strictly assess in accordance with relevant system and regulations, by which this award becomes the most authoritative international quality prize. Responsible persons of Mengniu breakfast milk said: It is the recognition for Monde Selection to grant this award to Mengniu s breakfast milk, and this not only proves our strict and high self-requirement and higher level of service philosophy, but also promotes our competitiveness and brand image in international market.

In retrospect, we find that European, Japanese and Korean food makers have been taking the overwhelmingly advantageous position in the world level food assessment for several dozen of years. However, Mengniu Dairy Group ranked 19 among world s top 20 dairy companies in 2009, and after that won this award for the first time to fill in the gap of this field. And this will definitely make a key step forward towards the world level production. A senior dairy expert pointed out, It proves that Chinese made dairy food has already gained world competitiveness and it brings us more confidence.
Compared to international dairy giants such as Nestle and Meiji, Mengniu s technology of breakfast milk is never cast into shade by relying on its strong and advanced dairy research and development technology. In addition, Mengniu put wheat malt flour, egg yolk powder, cornmeal and walnut powder to make nutrition balanced and drinking convenient. Meanwhile, it increasingly promotes the nutrition intake which helps busy modern people to get high quality, nutritious and healthier breakfast.

With responsibility, Mengniu start a brand new era of breakfast

A study made by a doctor at George Washington University showed that if you eat breakfast with very high content of protein, then the nutrition in it will help you get more insight ability and increase the whole day s efficiency of study and work. Therefore, milk is quiet important for breakfast. According to statistics from Chinese cuisine association that from 2008 there was 14% of developmental room for breakfast market in China and meanwhile, more and more breakfast concepts will be set into Chinese people s minds.
Breakfast is the issue that relates largely to our health, and Chinese government has long been initiating safe breakfast project to promote nationwide benefits. In order to call up the whole society to pay attention to breakfast quality and the life quality, the Ministry of Commerce joint Chinese Cuisine Association as well as CCTV to sponsor the program of Mengniu Breakfast Milk,100% Health, which paves the way to undertake common social responsibility by government, association, media and enterprises together.

Professor, director and consultant Ji Linong from Department of endocrinology of Peking University Hospitaland American Kangbaolai nutrition institute thinks that scientific breakfast should be low energy, balanced nutrition with carbohydrate, fat, protein, vitamin, mineral materials and water especially edible food fiber. It is known that Mengniu breakfast milk scientifically and proportionally mixes the proportion of 6 nutritional elements and 7 flavors such as wheat, walnut, and purple sweet potato so that breakfast milk has more delicious flavors.

Dairy experts say that from the birthday of Mengniu breakfast milk, Mengniu has been paying attention to Chinese people s breakfast status quo. It continuously carries out technology improvement and cultivates popularity of healthy breakfast habit to make high quality breakfast become an important part of Chinese people s life. Mengniu has been making unceasing efforts towards promoting Chinese people s breakfast industry and setting a pioneering example for the society, enterprises and organizations.