As breakfast milk, Mengniu strives to deliver the freshest milk to consumers and provide them with nutrition, freshness, delicacy and convenience. Therefore, it specially introduced four different types of breakfast milk: wheat flavor, egg flavor, walnut flavor and low sucrose wheat flavor. However, although breakfast milk is rich in taste, its price is quite high, and it is difficult to break into the consumer groups of students.
Although Mengniu has some brand ideas, the promotion of breakfast milk is not enough (far less than that of yogurt), so that the sales volume is not optimistic for several months after listing. In the choice of packaging, although considering the fast-paced living habits of urbanites, a variety of different packaging has been designed, which is easy to carry and drink anytime and anywhere, but it lacks aesthetic feeling and affinity.