Get “fresh” from the whole point! Feihe Jingdong debuted and inspired two major new milk powder products, leading the way in fresh nutrition innovation

On December 10, Feihe and JD joined hands again at a strategic level to launch a major global launch ceremony that inspired two epoch-making new products. The launch of these two new products is not only that Feihe is deeply involved in the nutritional needs of Chinese babies, and has implemented industry-level innovations on the fresh nutrition circuit, but also brought new answers to “a new generation more suitable for the physique of Chinese babies” to Chinese families, leading the industry into the 6.0 era of “breastfeeding formula+fresh extract activity process”.

(JD's full-link traffic empowerment, accurate user access and ecological operation support to protect Feihe's new products)

Feihe's fresh nutrition innovation, original baby formula process, self-production is traceable

Feihe Traces and inspires two major new products to directly target the core needs of consumers with “fresh nutritional innovation”. According to the “2024 White Paper on Maternal and Child Consumption in China”, 78% of Kochi mothers listed “active nutrition” and “good absorption” as the primary criteria for choosing milk powder. What is behind this is that everyone's perception of milk powder has been upgraded from “nutritious” to “nutrition can work efficiently.”

Industry experts also said, “The pursuit of fresh nutrition in infant formula is essentially a core feeding logic that is infinitely close to the mother's source — it must not only contain the full range of nutrients needed for the baby's growth and development, but more importantly, these nutrients exist in a highly active state.”

However, traditional infant formula ingredients are generally imported, making it difficult to avoid problems such as long transportation times, difficult storage at low temperatures, and decreased nutritional activity. Feihe's “fresh nutritional innovation” is the first time in the infant formula industry that “fresh raw materials” are included in the freshness standard for milk powder, and for the first time, a closed loop from fresh source to fresh ingredients is achieved.

(Feihe has achieved self-production capacity for various key ingredients of milk powder)

In this live broadcast of the official new product launch of the Jingdong supermarket, Feihe revealed to consumers the world-leading “fresh extract active process” of the two new products. From its own high-quality fresh milk source at 47° north latitude, core nutrients were extracted at a one-time low temperature to achieve the self-production capacity of 11 key ingredients, increasing freshness by at least 23 times, with zero burden, and empirical evidence 6.4 times better absorption.

At the same time, both new Feihe products use fresh ingredients produced in-house within 30 days, shortening the “freshness” of the raw materials from year to day. Among them, Feihe's self-produced cutting-edge whey protein is extracted from fresh milk at a low temperature once, achieving 23 times the freshness of traditional raw materials; self-produced CPP is 47 times fresher than traditional raw materials, achieving extreme freshness at the source. Finally, it was proven that the absorption effect was 6.4 times better.

(The new generation of Feihe is more suitable for new products)

In addition, Feihe will also achieve the industry's first “raw material-level traceability” — consumers can scan the QR code on the bottom of the can to trace the specific production date of each key ingredient with one click, so that peace of mind and freshness can be truly seen, and drive the entire milk powder supply chain to a more transparent, efficient, and autonomous system upgrade.

“More suitable” after 63 years of intensive cultivation, the ultimate restoration comes from protective strength

Breast milk is the gold standard for infant formula. According to reports, Feihe began to establish one of China's largest breast milk databases since participating in the “National 863 Plan”. In 2022, it also unveiled the national “14th Five-Year Plan” project and took the lead in forming a “national breast milk research team”. In order to develop a new generation of infant formula in China, Feihe has accumulated a large amount of breast milk research results.

At present, Feihe has established the largest maternal and child health cohort in China, and applied a large amount of research results on breast milk components to products. According to certification by authorities, Feihe won the top three “first” brands of breast milk research results in China, the number one patent number for infant formula in China, and the number one brand for maternal formula nutrition in China.

(Feikaku's top three “first” certifications)

The formula inspired by Feihe's new product collection does not simply emphasize the amount of single nutrient added, but rather focuses on the synergy of nutrients and emphasizes scientific nutritional ratios. It has truly achieved comprehensive restoration of breast milk in terms of function, activity, and type, and accurately replicates breast milk ecology.

Among them, Trace upgraded the “Dual Source Protection System” to achieve “Extraordinary Maternal Self-Care”. Through “BB536 Infant Native Probiotics+CPP” and “BB536+ sialic acid” and “OPN+3'SL”, etc., it activates beneficial bacteria in the baby's gut to help the baby establish an “endogenous defense system”; in addition, it combines 8 scientific ratios with HMOs and 500mg of active lactoferrin to provide immune support closer to the mother's source, enhance the baby's external aid protection, and complete the “component stacking” to “nutritional system” An industry-level breakthrough in “construction”.

According to reports, sIgA is an important indicator for monitoring babies' immune barrier, maturity, and defense, and flying crane extract has been shown to effectively increase the baby's autoimmune globulin slgA by 10.6%, accelerate the construction of native self-protection, and help babies get through the “low immune period” smoothly.

A one-year-old mom from Beijing shared, “I've been giving my baby a drink for almost a week after getting the extract test pack. The most intuitive feeling is that it absorbs well and has a stable gut. The baby burps significantly less often. They have very regular bowel movements every day, and they are all golden stools.”

(The new generation of Feihe is more suitable for new product discovery)

Another new product, Feihe, focuses on brain development. For the first time, the nutritional structure of maternal brain development was used as a formula benchmark, replicating the synergistic model of brain nutrition in breast milk. The formula is closer to breast milk's top content of “Sn-2 DHA”, 5 cerebral phospholipids, and 8 levels of hMOS to stimulate neuronal growth; using a precise brain link, lnNT+cpP, a nutritional combination patented in China, to optimize neuronal links, empirically help improve babies' sleep disorder, reduce nighttime wakefulness by 62%, and increase sleep rhythm by 3.6 times. At the same time, the Feihe Qicui formula empirically helped speed up smart aging by 1.2 times and achieve an effective three-dimensional improvement of “nerve growth+neural link+neural optimization”.

“Clinically first, then marketed”, leading the nine major clinical performance strengths of new products

Large-scale clinical evidence is the core standard for defining the gold content of milk powder. In the context of the widespread “listing first, verification later” in the industry, Feihe, as one of the earliest dairy companies in China, implements the “clinical trial first, then listing” guideline. Authoritative scientific research institutions within the United Nations strictly refer to pharmaceutical-grade clinical trial specifications, and complete scientific verification of the actual feeding effects of Trace and Inspiration before marketing.

According to the Feihe R&D team, the new product tests all used the highest level of evidence chain RCT randomized controlled trial design, which took 3 years, took 3 years, had a longer cycle and a wider range of dimensions. Finally, they passed the world's highest level of FDA compliance certification to ensure that every conclusion withstood the strictest review, and the empirical evidence was more reliable and closer to the mother's feeding quality.

(The 9-dimensional key self-protection index of flying crane traces fully fits the parent ecology)

Due to the weak immune response ability of infants and young children, they are more susceptible to bacterial and viral infections, and influenza has become one of the most common diseases in infants and young children. Feihe's latest clinical empirical results show that in the nine key immune index tests, all of them are superior to ordinary milk powder and are close to the effects of breastfeeding. Babies fed traces showed a 38% reduction in “success rate”, 40% increase in recovery rate, fewer colds, and faster recovery. At the same time, Yecui is leading the way in many key indicators of intellectual and physical development, such as personality and psychological development, physical development, and brain development, and the feeding effect is close to that of family feeding.

Industry experts said, “In the past, infant formula talked about self-protection, mostly selling point advertisements with a single ingredient content, and there were few clinical claims that demonstrated self-protection. Flying Crane Extract was at the forefront of the industry with 'dual source system closed loop+full link empirical support', setting a new industry benchmark where self-protection formulations must be implemented to feeding results.”

Feikaku Qicui also performed excellently. Clinically, the nine key brain nutritional development indicators of the babies fed were close to their parents, and showed excellent performance on key brain development indicators such as cognitive learning ability, language communication ability, gross motor and fine movement, attention, and execution ability.

Feihe Traces and Inspires the two new products are not simple formula upgrades. They are yet another innovative practice by Feihe that is more suitable for Chinese babies. They are also a new value benchmark that Feihe has once again set for the Chinese infant formula industry. In the future, Feihe will continue to benefit more families with a new generation of more suitable products and services, so that every baby can develop their unlimited potential under the protection of scientific nutrition, and lay a solid foundation for the future of the nation.