On January 18, the "Trace the Source, Fresh Ceremony" event, co-created by Feihe and Harper's Bazaar, was grandly held in Beijing. At the event, the new brand ambassador and "Fresh Traceability Officer" Zhu Zhu, Feihe brand ambassador Xi Mengyao, celebrity mother Miao Miao, Chinese jewelry designer Sun Hefang, and numerous mothers from the "Star Moms Club" shared their recognition and insights regarding Feihe's two new "New Generation, More Suitable" products, Ji Cui and Qi Cui, and the new "Fresh Nutrition" concept they represent.
At the event, the world's first fresh ingredient traceability system for infant formula became a hot topic, with Feihe announcing it has taken the lead in achieving self-production and traceability of fresh ingredients. From this point, "ingredient freshness" has officially become a core evaluation dimension for infant formula freshness. Feihe has not only propelled the third fresh revolution in infant formula but has also redefined the industry's "fresh and alive" standard.
What's so special about a small QR code? At this Fresh Ceremony, users only needed to scan a QR code with their mobile phones to not only check the product's production date but also trace production information for core ingredients like whey protein and lactoferrin. This is the world's first fresh ingredient traceability system for infant formula launched by Feihe.
This system, for the first time, transforms infant formula product quality into transparent, perceptible data, making "safety and freshness" clearly visible. It provides a new, exclusive pathway for consumers to achieve genuine "peace-of-mind purchasing." The launch of this system signifies another upgrade in the fresh standards of China's infant formula industry and marks the beginning of the industry's third "fresh revolution."
"The core composition logic of infant formula is essentially the scientific ratio of 'raw milk' and 'key nutritional ingredients.' However, for a long time, core nutritional ingredients for domestic infant formula have largely relied on imports. The lengthy international transportation and storage pose potential risks of ingredient moisture absorption and contamination, and can lead to the loss of nutritional components," shared Zhang Xuguang, Vice President of Feihe and Dean of the Feihe Research Institute, discussing Feihe's focus on safety and quality layout. By establishing its own production lines, Feihe has achieved self-production and control over core fresh ingredients, leading the industry through three fresh revolutions.
In 2006, Feihe took the lead in building its own pastures, creating a fully self-controlled industrial chain model, addressing the source of "freshness" from the milk source end and setting a pioneering example for subsequent domestic infant formula companies to build their own pastures and implement full industrial chain layouts. In 2018, Feihe collaborated with the China National Institute of Standardization to establish an infant formula production standard centered on the "fresh raw milk, one-step processing" technology, promoting it to become the standard for domestic infant formula and helping the industry achieve a second upgrade in fresh quality standards.
Now, supported by self-controlled core raw material supply chains, Feihe has launched the industry's first fresh ingredient traceability system for infant formula. This makes "ingredient freshness" a core evaluation dimension for formula freshness, once again reconstructing the industry's "fresh and alive" standard and pushing the industry's supply chain towards greater transparency and higher standards. Zhang Xuguang explained that Feihe, relying on the world's first exclusive processing technology for core infant formula ingredients utilizing low-temperature, single-step extraction throughout, has achieved a leap in the freshness and nutrition of ingredients. Taking whey protein powder, the most critical ingredient in formula, as an example, Feihe has颠覆ed traditional processes, achieving "fresh extraction from native raw milk." The entire cycle, from the extraction of its self-produced membrane-separated whey protein from raw milk to its application in formula, does not exceed 30 days, resulting in freshness 23 times greater than traditional imported ingredients. Concurrently, research shows it has a superior composition of essential amino acids, closer to breast milk, with a more complete protein structure and higher purity.
As the first new products to fully utilize Feihe's fresh ingredient traceability system, Ji Cui and Qi Cui became the focus of attention at the ceremony. Feihe Product Manager Guo Yang shared the excellent performance of Ji Cui and Qi Cui in terms of product positioning and clinical evidence. Guo Yang introduced that Ji Cui and Qi Cui are the first to adopt Feihe's self-produced fresh ingredients, achieving an increase in freshness of at least 23 times. Among them, Ji Cui adds top-grade active lactoferrin, 8 types of HMOs, and a China-patented maternal-source self-protection nutrient group, focusing on "extraordinary maternal-source self-protection." Qi Cui, focusing on brain development, adds a top-grade content of next-generation Sn-2 DHA, with a structure closer to the maternal source, and is clinically proven through a China-patented brain nutrition组合 to improve babies' sleep quality. Ji Cui and Qi Cui adhere to Feihe's product principle of "clinical trials first, then market launch," employing RCTs (Randomized Controlled Trials), the highest level of evidence chain, before launch to ensure every conclusion withstands the strictest scrutiny, providing more reliable evidence and a feeding quality closer to breast milk.
The two new products, Ji Cui and Qi Cui, achieve full-link self-control encompassing Chinese milk sources, Chinese ingredients, Chinese technology, and Chinese formulations. Zhang Xuguang stated, "The Chinese infant formula industry already possesses globally leading capabilities, enabling it to firmly safeguard Chinese babies' 'feeding bottles' and allow Chinese babies to drink safer, fresher, and more suitable formula."
A major highlight of the ceremony was the first appearance of Feihe's new brand ambassador and "Fresh Traceability Officer," Zhu Zhu. Zhu Zhu shared under the theme "Under the Spotlight, We All Choose Full Visibility," using her personal experience to share her insights on authenticity and freshness. She expressed that even though children are small, they constantly perceive everything about their mothers in their own way, so "authenticity" is no longer just a word for her, but a mother's responsibility. Zhu Zhu stated that she chose Feihe because Feihe lays every step open, making every bit of freshness traceable. Authenticity that can withstand scrutiny is what gives mothers greater peace of mind. Her cooperation with Feihe is also driven by the hope that every baby can be born with extraordinary confidence, and that every mother can better be herself.
At the event, Feihe brand ambassador Ms. Xi Mengyao also shared her personal feelings about choosing Feihe and accompanying its continuous evolution: "What moved me wasn't simply the phrase 'number one in sales,' but seeing Feihe's substantial long-term investment in research, milk sources, ingredients, and safety." Xi Mengyao mentioned that in her two years of cooperation with Feihe, she has witnessed Feihe's journey from sustained leadership to pioneering innovation. Regarding Feihe's pioneering "Fresh Ingredient Traceability System," Xi Mengyao expressed her approval: "Transparency makes the ingredients genuinely visible, giving me more peace of mind as a mother; freshness makes the nutrition more natural, closer to a mother's innate love."
During the "Star Moms Talk" segment, Xi Mengyao, Zhu Zhu, Miao Miao, and dozens of mothers from the Star Moms Club gathered together, discussing the "freshness code" of baby nutrition from diverse perspectives. The real experiences and feeding feedback from the original users of Feihe's dual "Cui" products served as practical proof of the concept and effectiveness of Feihe's "Fresh Nutrition" philosophy, garnering widespread recognition from the attendees.
Breast milk is the freshest nutrition for infants. The pursuit of fresh nutrition in infant formula is essentially about infinitely approaching the maternal source. Feihe has been deeply engaged in Chinese breast milk research for sixty-four years, successively undertaking national-level research projects such as the "863 Program," "Twelfth Five-Year Plan," and "Fourteenth Five-Year Plan," deeply exploring the scientific mysteries of bioactive nutrients in breast milk. Currently, Feihe has collaborated with over 20 top-tier research institutions and universities across 7 countries to establish China's largest breast milk database, covering 10 different dietary culture regions including Northeast, North, East, and South China, and collecting data from over 2,500 mother-infant cohorts and more than 20,000 breast milk samples. Certification from authoritative institutions shows that Feihe holds the top honors in three categories: number one in Chinese breast milk research achievements, number one in patents for Chinese infant formula, and the leading brand in maternal-source formulation nutrition.
Ji Cui and Qi Cui, the two new products incorporating the latest achievements of Feihe's "breast milk-mimicking formulation and fresh-extraction active technology," do not merely emphasize the addition of single nutrients but focus on the synergistic effects of nutrients and value scientific nutritional ratios. They truly achieve comprehensive replication of breast milk in terms of function, activity, and variety, precisely replicating the breast milk ecosystem. The highest-level evidence, a three-year RCT, shows that on key indicators such as growth, self-protection, and brain development, babies fed Ji Cui and Qi Cui achieve results infinitely close to those of breastfed babies.
As heavyweight new products carrying Feihe's "New Generation, More Suitable" strategy, Ji Cui and Qi Cui utilize a complete closed loop of "Chinese breast milk research + fresh-extraction active technology + clinical feeding verification." This elevates industry competition from the superficial "formula involution" to the deeper levels of "fresh ingredient systems" and "product efficacy verification," also charting a clear path for the future upgrade of China's infant formula industry. By率先 applying the fresh ingredient traceability system, Ji Cui and Qi Cui will also influence users through a demonstration effect, providing a new standard for parents when choosing infant formula in the future – it's not just about fresh raw milk, but also about fresh nutritional ingredients.
The "Trace the Source, Fresh Ceremony" was not only a cross-border gathering of brand, fashion, users, and technology but also a scientific feeding lecture面向 the future. With solid research strength, control over the entire industrial chain, and continuously innovative product capabilities, Feihe is leading China's infant formula industry into a new era where "fresh nutrition" is the core competitiveness.
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