As domestic consumer demand for cheese products increases day by day, more and more companies are entering the cheese market. Today, the cheese stick market has exceeded 10 billion, becoming an unavoidable category when brands enter the cheese market. For now, cheese sticks on the market are mainly divided into three categories. One is products with higher cheese content, highlighting nutritional value; the other is products containing additives, flavors and other ingredients to enrich the taste and texture of the product. There is also a category of products that are made into different shapes to show distinction. Common products include cheese in bags and cups. Looking at common cheese products, we can see that there is not much difference overall. This requires brands to take the lead in producing differentiated products.
Take Mioclando, a leading company in my country's cheese industry, as an example. In 2023, Mioclando launched a new organic cheese stick product with an organic cheese content of 66%, 9.0g of high-quality dairy protein, and native high calcium for easy absorption. This Mioclando cheese stick uses organic milk from the source. The pasture has been naturally purified for 3 years. It rejects genetic modification and does not use chemically synthesized fertilizers, pesticides, hormones, etc. The entire cheese stick production process is strictly in accordance with organic food processing. standards to ensure quality, and no preservatives, flavors, and colorings are added during the processing of this organic cheese stick. This Coconut cheese stick is also truly made from organic milk source and certified organic product.
At the same time, Mioclando launched for the first time a new cup cheese product, the Mousse Cheese Cup, which contains more than 68% cheese, 2.4 times milk protein and 2.6 times milk calcium. It enriches the form of low-temperature cheese products and achieves "scenario breaking" and "The crowd breaks the circle." In addition, Magicalando room-temperature cheese products launched new Magicalando cheese stick products such as Caduoduo seasonal limited edition and sparkling series. Later, it also launched a co-branded cheese ice cream with a century-old ice cream brand.
In addition to the differentiated innovation of Magic Lando cheese sticks, major brands in the market are also constantly creating differentiated selling points for their products from different aspects. When the homogeneity phenomenon in the cheese stick market becomes increasingly serious, brands can capture more innovation points and make differentiated products to seize the market first.