Recently, Wyeth Nutrition's Qifu HMO Water Milk has achieved remarkable results both domestically and internationally. During this year's 618 promotion, Qifu HMO Water Milk ranked among the best-selling products of Tmall infant liquid milk, and won the Tmall 2024 Parent-Child Award for Trending New Product of the Year, fully demonstrating its popularity in the domestic market. At the 17th Global Dairy Congress held in London, UK from June 25 to 26, Qifu HMO Water Milk was nominated for the Best Health Innovation Award at the 2024 World Dairy Innovation Awards, known as the "Global Dairy Innovation Vane", for its innovative concept and excellent quality.
Qifu HMO Water Milk won the Tmall 2024 Parent-Child Awards Annual Trend Cutting-edge Product Award
01 HMO baby products are at the forefront of the trend
Qifu HMO products are competing strongly
With the approval of two human milk oligosaccharides (HMOs), 2'-fucosyllactose (2'-FL) and lactose-N-neotetraose (LNnT) as new food nutrition enhancers by the National Health Commission in October 2023, China has officially entered the first year of HMO infant formulation. This milestone approval marks a new competitive landscape in the domestic infant market, with major brands launching products with HMOs in anticipation of a first-mover advantage in this new track.
HMOs, as the third most abundant solid ingredient in human milk, have been widely recognized worldwide for their nutritional necessity and safety, and the United States and the European Union have approved the application of a variety of HMOs monomers and blends. In the international market, Wyeth and Nestlé have launched a number of mature HMO products covering more than 70 countries, which are trusted by consumers around the world. Among them, after three rounds of iterations, Qifu Future, which was launched in 2017, has added as many as 6 types of HMOs, which is currently the infant formula with the largest variety and the highest content of HMOs in the world.
Since the approval of two HMOs in China last year, Wyeth has responded quickly with practical actions and successively brought products with HMOs to Chinese consumers. In November 2023, Wyeth was the first foreign brand to launch Qifu Children's Growth Milk Powder with 2 HMOs. In March this year, Wyeth released the first infant formula product on the market with 2 HMOs added to it, Qifu HMO Water Milk. Since the launch of this product, with its excellent quality and innovative formulation, it has rapidly improved the data performance of Qifu and Wyeth brands in the HMO track. According to Kantar data, the brand awareness of Qifu has increased to 93%, and the brand image of "close to breast milk" and "immunity" is particularly prominent. In the latest survey, Qifu ranked first among HMOs, especially in the early stage of the population. During this year's 618 period, Qifu was selected as Tmall's "618 Most Popular Infant Milk Powder Brand". At the same time, data from the Jingdong platform shows that Wyeth occupied the first place in HMO keyword search traffic in May this year, which fully proves that consumers recognize the brand.
Enlightened HMO water milk
02 The quality of Qifu comes from the global breast milk research
Wyeth Kaifu has achieved a leading position in the field of HMO, thanks to its long-term research accumulation, original research advantages and rich clinical evidence. With its century-old pharmaceutical background and the strong scientific research strength of its parent company, Nestlé Group, Wyeth began to explore and research human milk oligosaccharide HMOs as early as 30 years ago, covering multiple markets around the world, obtaining more than 100 HMO-related scientific invention patents, and is the owner of 70% of HMO clinical evidence, many of which are the first in the industry. This series of achievements provides solid scientific support for the innovation of Qifu HMO products.
Adhering to the concept of "Respecting Breast Milk, Learning Breast Milk, and Researching Breast Milk", Wyeth Qifu Series has always used breast milk as the gold standard to promote the upgrading of infant formula formulas, including the addition of OPO, which mimics the lipid molecular structure of breast milk, and OPN, a key immunoactive protein of colostrum. Through in-depth research on the innovative application of HMO, the first active ingredient in breast milk, Wyeth is committed to providing formulas that are closer to breast milk and more suitable for the growth needs of babies, leading the iteration and transformation of ultra-high-end milk powder.
Enlightened HMO water milk
03 Leverage global resources to benefit Chinese babies
As the world's leading maternal and infant nutrition brand, Wyeth and Nestlé combine global scientific research strength with China's maternal and infant needs, and work with China's multi-party scientific research forces to carry out a number of basic and practical nutritional research in China. Under the "LIFE" global breast milk professional research project established by Nestlé, the "Ming Research" initiated by Nestlé China is the first large-scale research on the nutritional status and breast milk composition of mothers and infants in China in China, covering 8 cities in China, and comprehensively and in-depth analysis of more than 120 breast milk components, providing a large number of scientific basis for the R&D and optimization of product formulas in China.
In order to further verify the effectiveness of HMOs in Chinese infants, Wyeth launched the first HMO clinical research project in Chinese infants in March this year. The project was initiated by Wyeth Nutrition and Nestlé R&D (China) Co., Ltd., led by Xinhua Hospital affiliated to Shanghai Jiao Tong University School of Medicine, and jointly participated by a number of clinical centers of top tertiary hospitals in China, aiming to verify the effectiveness of the two approved HMOs for Chinese infants, so that more Chinese babies can obtain the health benefits brought by HMOs in a timely and continuous manner early in life.
Ms. Qiu Ye, President of Wyeth Nutrition Greater China, said, "We are pleased with the positive feedback from the Chinese market. Wyeth has always practiced the strategy of 'In China, For China', continuously integrated global scientific research resources, accelerated local innovation, and continuously launched early life nutrition solutions suitable for Chinese babies. In the future, we will bring more HMO products to the Chinese market, further enrich consumers' choices of high-quality HMO infant formula, and continue to care for the healthy growth of Chinese babies through scientific and comprehensive nutritional support." ”