New Hope Dairy partners with Hong Kong's Cross Brand, leveraging a local time-honored brand to jointly expand into the Hong Kong and Macau markets

New Hope Dairy Partners with Hong Kong's Cross Brand, Leveraging Local Heritage to Jointly Expand the Hong Kong and Macau Markets

Against the backdrop of intensifying competition in the dairy market, deep collaboration between brands is becoming a new path to break through. On April 2nd, New Hope Dairy Co., Ltd. (hereinafter referred to as "New Dairy") and the renowned Hong Kong dairy company, The Abbey Milk Company Limited (hereinafter referred to as "Cross Brand"), officially signed a strategic cooperation memorandum. The two parties plan to launch the "Project New Hope+" initiative, aiming to jointly explore the Hong Kong and Macau markets through resource sharing and brand co-branding.

New Hope Dairy is a leading enterprise in the mainland's low-temperature dairy segment. It boasts star brands such as "24-Hour Fresh Milk," "Huo Run," and "Chu Xin." Relying on 12 self-owned farms and 17 dairy processing plants nationwide, it has built an efficient cold chain closed loop from "farm to factory to market." Adhering to the "Fresh Cube" strategy, it has constructed a solid technological moat through continuous product innovation, its own strain library, and full-chain digital intelligence. Cross Brand, as a well-known local Hong Kong dairy brand with over 70 years of roots in Hong Kong, has accumulated deep market trust and brand loyalty with its "locally produced, daily delivered" fresh milk. It holds extremely high penetration and a solid supermarket channel presence in the Hong Kong fresh milk market.

According to the cooperation memorandum, the two parties will adopt a co-branding model. They will first introduce New Dairy's innovative product categories into Hong Kong, with plans to launch a co-branded functional yogurt series this summer. Targeting specific lifestyle scenarios, it will cover consumption needs such as "weight management with light burden," "meal replacement for energy," and "fitness supplement." By the fourth quarter of this year, the parties will jointly launch a series of specialty flavored milk beverages, entering core supermarkets and convenience store channels across Hong Kong to further expand market coverage.

New Dairy possesses strong supply chain synergy capabilities and a gene for differentiated product innovation. Cross Brand, on the other hand, has the trust barrier built from over 70 years of deep cultivation in the Hong Kong market, local factories and supermarket channels, and an urgent need for transformation towards younger demographics and functionality. This collaboration is not merely a simple addition of capabilities and channels, but a deep co-creation of value centered around product iteration and precision marketing.

The achievement of this strategic cooperation not only provides New Dairy with an efficient local foothold for its layout in the Hong Kong and Macau markets but also injects new momentum for product innovation and supply chain upgrades into Cross Brand. In the future, the cooperation will continue to deepen synergistic exploration in fresh milk and functional dairy products, focusing on consumer demand to jointly create a new benchmark for dairy industry collaboration.