Carving out a distinct niche in the functional milk market through exotic flavor palettes and vibrant story-led packaging.
Breaking through a generic immunity category dominated by established national players.
Originally created by Mildberry for Food Union in the European market and later adapted for China, the Lakto brand was brought to CIS retail by the alliance of Nesvizh Baby Food Plant (NZDP) and X5 Retail Group. The fortified fermented milk segment was dominated by established national brands operating within predictable, clinical "immunity benefit" positioning.
To stand out as an exclusive brand for X5's supermarket chains, Immuno Lakto needed to move beyond basic health claims and low prices. Mildberry was tasked with creating a strong value proposition and visual pull to persuade consumers to switch from familiar market staples.
Developing a global flavor platform, distinct target-driven positioning, and shelf-ready packaging design.
Mildberry crafted a comprehensive brand narrative and visual identity that reframed immunity from a functional chore into an invigorating lifestyle experience.
We built a positioning concept around global discovery, connecting immune health with vitality, sports, and travel. Grounded in the insight of active women seeking a dynamic lifestyle, we shifted the brand narrative from routine health maintenance to a celebrated daily ritual.
To reflect the "vital energy" concept, we created a colorful packaging architecture that showcased unique global fruit and berry pairings like dragon fruit-mango and blackberry-strawberry. The design established a strong visual anchor on retail shelves, driving impulse buys and immediate category contrast.
We aligned the visual and verbal identity across both physical store displays and digital touchpoints within the retailer's network. This unified presence established Immuno Lakto as a premium, exclusive offering across major supermarket chains, enhancing customer engagement and brand loyalty.
A standout exclusive brand launch delivering steady sales growth and retail network value.
Mildberry successfully launched Immuno Lakto across major supermarket networks, generating immediate consumer interest and sustained sales growth. The vibrant brand platform gave the retail partner a high-value, exclusive product line that strengthened customer loyalty and redefined how functional dairy connects with modern consumers.