Nestle launches new high-end milk powder products for adults in China

The increasing demand for family nutrition and slower growth in the infant and baby milk formula market are part of the reasons behind the push by food and nutrition manufacturers to burnish the appeal of milk powder products for adult consumers in China.

Global food and nutrition giant Nestle recently rolled out high-end milk powder products for Chinese family consumers. The milk powder product, named Shu Chun, part of Nestle's Joyful Vitality series which targets family nutrition, is designed to improve digestion and the absorption of proteins for middle-and-high income families.

The milk powder products are made from milk collected directly from cows at dairies in the city of Shuangcheng in Heilongjiang province in Northeast China, Nestle said.