Nestle Professional Catering reaches further strategic cooperation with Cha Yan Yue Se, one of the leading brands of new Chinese tea drinks; announcement comes amid increasing consumer demand for healthy tea products in China

Sample article from our Consumer Wellness

July 8, 2024 (press release) –

Key Highlights:

* Nestlé and Tea Yue signed a strategic cooperation agreement on June 20 .

* Consumer demand for healthy tea products is increasing in China .

* Nestlé is a 158-year-old dairy nutrition expert.

Original Press Release:

July 8 -- Nestlé issued the following news release:

On June 20 , Nestlé Professional Catering reached further strategic cooperation with Cha Yan Yue Se , one of the leading brands of new Chinese tea drinks, and held a signing ceremony. With customized service capabilities and innovative products, the cooperation will enable Cha Yan Yue Se to upgrade its quality, jointly create high-quality products and unique consumer experiences that are both delicious and healthy, and jointly enter a new healthy era in the tea beverage industry, making "good milk with good tea" a new trend in the milk tea industry.

A new direction for the tea beverage industry: brands start to play the "health card"
In the context of health upgrades, consumers' health awareness is increasing, and they have higher expectations for the health attributes of beverages and the quality of raw materials. The tea and dairy industry is undergoing a revolution centered on purity and health. According to a survey by iiMedia Research on the reasons for the decrease in the consumption of new tea drinks by Chinese consumers, 49.4% of consumers believe that it is unhealthy for the body, and 42.2% of consumers believe that it will make them fat. It can be seen that health has become the main demand of consumers for purchasing new tea drinks.

According to the survey data of China Consumer News , more than 70% of the respondents are very concerned about the quality of milk ingredients in milk tea products and hope to buy nutritious milk tea products. Consumers' demand for nutrition and health is driving the transformation of the tea industry and giving birth to new growth opportunities and core competitiveness. The further in-depth cooperation between Nestlé Professional Catering and Cha Yan Yue Se is not only due to the common understanding and insight of both parties on the development trend of the industry, but also actively promotes the integration of health and delicious quality, setting an industry model of health and nutrition for the milk tea market.

Ten years of innovation, creating product upgrades together

Since the birth of the first Cha Yan Yue Se store in 2013, Nestlé Professional Catering has provided the first generation of formula milk base and has established a deep and long-term cooperative relationship with Cha Yan Yue Se . Over the past ten years, the relationship has continued to this day. Cha Yan Yue Se focuses on quality and taste, and always insists on using fresh milk and freshly brewed tea leaves. Nestlé is a dairy nutrition expert with a 158-year history. It is well aware of consumers' pursuit of health and quality, and continues to provide innovative products and customized solutions. Cha Yan Yue Se's insistence on quality and Nestlé's professionalism have led to the sincere cooperation between the two parties, and together they continue to bring consumers a constantly iterative new tea drinking experience.

Over the past decade, this connection has continued to deepen, and it has also witnessed the unremitting pursuit of professionalism and quality by both parties. Facing the new wave of industry change, Nestlé and Cha Yan Yue Se have joined hands to open a new chapter. With its deep accumulation of milk-based structure technology and decades of experience in dairy product research and development, Nestlé uses the "whole milk fat" process to select and match high-quality milk proteins and milk fat molecules. Through more than a hundred times of formula adjustment and testing, it uses micron-level homogenization to rebuild the milk-based structure and polish out the optimal ratio. It has tailored a new product "Safe Whole Fat Milk " for Cha Yan Yue Se , and built a stable system for milk foaming, making the soul of Cha Yan Yue Se , "milk foam", more delicate and soft, more dense and silky, with a longer residence time and more stable milk foam quality, helping Cha Yan Yue Se milk tea achieve a comprehensive upgrade in taste and health attributes.

Healthy upgrade without price increase, better highlight the flavor of tea

The new product "Rest assured whole milk" was launched after more than 10 samples were sent and more than 100 formula adjustments and tests. The core highlight of "Rest assured whole milk" is "healthy upgrade without price increase, better highlighting the tea flavor". It not only does not add hydrogenated vegetable oil, but also does not add vegetable oil, edible flavors and pigments, raising the balance between health and taste to a new stage. Consumers do not need to compare or pay more, so they can drink milk tea with confidence.

As a ten-year friend of Cha Yan Yue Se , Nestlé is well aware of its demand for dairy products and understands that Cha Yan Yue Se has been committed to exploring the infinite possibilities of every tea leaf. Therefore, Nestlé carefully selects milk that matches it to ensure that every cup of milk tea can perfectly show the harmonious blend of tea and milk. The original milk-based structure created through the "full milk fat" process has polished the excellent ratio of high-quality milk protein and milk fat molecules to achieve a refreshing taste, no suppression of tea fragrance, delicate and smooth milk foam, and stable quality. In the soft and delicate milk foam, consumers can feel the tea fragrance coming to their faces and explore the best flavor and taste of the clever fusion of tea and milk. At the same time, Nestlé's "Rest assured full-fat milk" can also be paired with various tea bases of Cha Yan Yue Se . It is light and soft without snatching the tea fragrance, allowing the tea fragrance and milk fragrance to gently interweave, greatly improving the fusion of tea and milk flavors.

Trace the source of excellent quality and feel 100% assured

The birth of a cup of high-quality milk tea is inseparable from the strict control of raw material selection and production process. In order to further enhance consumer trust, in this launch event, Nestlé and Cha Yan joined hands with a group of old friends to go deep into the Nestlé Dairy Farming Training Center (DFI) in Shuangcheng, Harbin to explore the secrets behind high-quality dairy products.

Regarding this "Old Friends Tracing Journey", Lou Zhen , the brand image manager of Cha Yan Yue Se , who came to the Nestlé Dairy Farming Training Center for the first time, said, "This cooperation is not only an upgrade of Cha Yan Yue Se products, but also an innovative exploration and positive response of both parties to the general trend of healthy tea drinks, marking a new starting point for strategic cooperation with Nestlé in the next ten years." In order to continue to promote the healthy development of tea drinks, Cha Yan Yue Se will also launch cups, postcards and other peripheral products co-branded with Nestlé in stores to bring consumers a fresh visual experience. In addition, an offline tea party will be held to invite consumers to learn more about the story of healthy milk tea and experience the healthy lifestyle and positive attitude towards life brought by the two old friends Nestlé and Cha Yan Yue Se .

Nestlé milk comes from the milk source belt at 35°-45° north latitude, and the unique natural conditions breed high-quality milk. At the same time, Nestlé has also formulated scientific and sophisticated feeding standards for dairy cows to create a healthy, comfortable and sustainable living environment, and conducts strict quality inspections at every stage from milking, transportation to milk collection to ensure the purity and safety of every drop of milk, so as to ensure 100% peace of mind. Adhering to the brand concept of "high-quality food, better life", Nestlé Professional Catering continues to bring innovative products and solutions to customers and consumers, allowing consumers to feel healthier and more secure while enjoying delicious food.

Sun Siqin, director of food business at Nestlé Professional Catering , also said at the event that as a long-term strategic development partner of Cha Yan Yue Se , Nestlé is committed to continuing to deepen the friendly cooperation between the two parties and jointly explore better dairy solutions with continuously improving R&D capabilities. Nestlé Professional Catering has always been committed to providing customers and consumers with a high-quality, healthy and diversified product matrix. Under the guidance of the concept of "high-end, large categories, health and fast speed", through new formulas and production technologies, it meets the ever-increasing health needs of

[Category: Beverage & Tobacco, Paper/Forest Products, Soft Drinks, Specialty Retail, Partnerships and Alliances]

Source: Nestlé

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