Recently, the 1^st piece of natural cheese branded Distinguish has been put into production officially at Mengniu Group. As soon as it was launched into the market, it has caused great attention from the industry. “Distinguish pursues not only the rich nutrition contained in cheese itself, but also a kind of life style. Mengniu has entered the field with its position of liquid milk champion; this will not only bring a great change of the dairy structure, but also a change of life for Chinese people in certain degree. ” commented by the industrial experts.

　　In line with the trend of global dairy industry, it is the key procedure to enlarge the dairy market by deepening the product structure and providing more choices for consumers.

　　During its development of 9 years, Mengniu Group has maintained a speed of launching one new product everyday and kept on creating quality life for the consumers by rich and qualified products. As the global champion of UHT milk and the leading exporter of Chinese dairy industry in terms of volume and areas, Mengniu has exported its products to dozens of countries and regions such as Canada, Russia, Singapore and Malaysia etc. and has covered over 50% of the market share at HK and Macao for consecutive several years. Its products have been divided into high, middle and low ends in different categories including liquid milk, yogurt, ice cream and cheese etc. OMP Milk Deluxe launched by Mengniu is the 1^st product in the world to help the absorption and preserving of calcium and has been highly recommended by China Public Nutrition and Development Center.   

　　Currently, with the multiple names of champion in the fields of liquid milk, yogurt and ice cream, Mengniu Group has started to explore the cheese market with high potentiality. It is known that Cheese Distinguish has been taking the 1^st lead in the sales volume of casual food on Taobao website, which seems to indicate that cheese consumption is expected to be the hot new choice for modern quality life.  

　　It’s predictable that on the base of speeding up the adjustment of industrial structure, Mengniu Group is opening another door for its consumers towards nutritious diet and quality life. 

　　Cheese production has always been regarded as the top of the pyramid of dairy industry in terms of its high standard of raw milk and technology. The raw milk of Mengniu comes from the core area of the Dairy Capital of China which situates at 40°north latitude and 1,100 meters altitude, and has been recognized world widely as the golden belt of milk source. In addition to nearly 3,000 hours of yearly sunlight, the fine forage and supreme breed of cows elaborately selected from 12 countries in Europe, America, Australia and Asia at Austasia International Farm guarantees the international standard for Cheese Distinguish.

　　In addition to this, reporter has also been informed that Mengniu also guarantees its outstanding quality of products by importing the most advanced technology in the world. In 2006, designed and assisted by B. W. Murdoch Ltd from New Zealand, the major country for cheese production and exportation, the plant of Cheese Distinguish was started to be built and put into production in April of 2008 with the key equipments all imported from New Zealand. While in its high-tech dairy R&D Center, the Group has set up the Cheese Appliance Lab; and the quality of each piece of cheese has been strictly supervised and examined by the cheese experts from New Zealand, America and China etc.

 　　“To provide more diversified and individualized dairy products is the trend of global dairy market. Mengniu has been advocating and preparing for quality life for many years, and now it has the right capability to provide its consumers with the best qualified raw milk and technology for cheese production.” said a relevant person from the Group responding to the inquiry of the aggressive access to the cheese market.

　　During these 10 years, Chinese dairy consumption market has entered an age of “hundreds of flowers contending to blossom” with rapid development by efforts made by dairy enterprises such as Mengniu Dairy. The abundance of products has provided the consumers with more choices; meanwhile it has greatly promoted the health index of Chinese people. As the vigorous advocator of Strengthening the Chinese Nation, Mengniu has been making consistent pursuance on superior quality witnessed by all.

　　In 2007 when Mengniu continues to retain the global champion of liquid milk, the sales revenue of RMB 21.38 billion makes it the only Chinese dairy brand that has ranked among the leading dairy industry in the world. This time, Mengniu has made an ambitious approach with an annual production capacity of 3,000 tons into the cheese market, which only has an annual capacity of 10,000 tons. As the words say, the Group has come just for the 1^st chair. With quality raw milk, advanced production technology as well as high-tech R&D, Mengniu has brought its consistent operation mode of leading in each production procedure into the manufacture of cheese, which will not only bring the great change of the whole industry, but also lead Chinese dairy industry into the high-end market of cheese products and bring quality life for Chinese people.