Singapore Volume 12

7 8 | S U P E R B R A N D S V O L U M E X I I MARKET Today it is widely recognised that maintaining good digestive health is an integral part of managing a healthy lifestyle. Healthy digestion can help protect people from a variety of illnesses, as most of our body’s immunity system is found in our digestive system. YoyiC, a brand from Mengniu Dairy, produces dairy products that aids in maintaining a healthy digestive system. Mengniu was the first Chinese dairy company to enter the global market and has since experienced rapid development. Mengniu’s brand YoyiC consists of three syllables, each with their own meaning: “Yo” (always a surprise with an instant hit of great taste), “Yi “(products that are so Yi (easy to enjoy), and “C” (rich in live C-probiotics from Denmark). YoyiC is one of Mengniu’s yoghurt and probiotic brands that is included as one of the top brands in the yoghurt and probiotic beverage industries in China’s Brand Power Index (C-BPI) published by China’s Ministry of Industry and Information Technology. YoyiC is known and trusted as a brand with premium- quality dairy products and is consumed by millions of consumers in Asia. Today, YoyiC has become a significant player in the Southeast Asian dairy market and has become one of the largest and favourite yoghurt brands in three major cities: Singapore, Hong Kong, and Macau. After the success of the brand in these markets, YoyiC opened a new manufacturing plant in Indonesia in November 2018 where it aims to be the number one brand by volume within three years. ACHIEVEMENTS Besides being favoured by consumers in mainland China, Hong Kong and Singapore, YoyiC is the second-largest probiotic brand in Hong Kong, while in Singapore, YoyiC is now distributed through all major supermarkets and has become the largest selling probiotic brand at 7-Eleven Singapore. In 2018, YoyiC won the 7-Eleven Leading Brands Award for the cultured yoghurt category and in the same year achieved Superbrands Status which it has also maintained in 2019, after being recognised by the Superbrands organisation as one of Singapore’s favourite brands. These achievements are testimony that YoyiC is a quality brand that is very popular with consumers. HISTORY Mengniu was first established in 1999. Three years later, in 2002, the international investment bank Morgan Stanley started their investment in Mengniu. In 2003, Mengniu quickly became an official dairy product in the Chinese space program, bringing Mengniu dairy products into space with the Shenzhou 5 spacecraft. In 2004, Mengniu was listed on Hong Kong’s Hang Seng Index as the first leading dairy stock, making Mengniu one of the fastest-growing dairy company’s in the world and the first Chinese dairy company to enter the global market. In 2006, Mengniu collaborated with Disneyland, followed by a collaboration with KFC in 2007, becoming a milk supplier for the restaurant chain. Two years later in 2009, COFCO (China’s largest import and export company for grains, oil, and food and China’s strongest food producers) became Mengniu’s largest shareholder, followed by Danone, who bought initial shares in 2013, and Arla Foods in 2012. In addition to the various strategic partnership undertaken by Mengniu in its efforts to become a global market player, Mengniu has also been an NBA partner for more than