Adopt a Cow: Ice Cream Innovation Reshapes Dairy

Annual Case Study | Fresh Milk Innovation in Action: Adopt a Cow’s Ice Cream Revolution Reshaping Dairy Industry Dynamics

Client Objectives

Against the backdrop of a slowing macroeconomic environment, the dairy industry has increasingly prioritized ice cream business to boost profits due to the low entry barriers in the ice cream market. In terms of market share, dairy giants Yili and Mengniu, along with international brands like Unilever’s Wall’s and Nestlé, still dominate China’s offline ice cream market. However, emerging domestic brands have accelerated their breakthroughs in this foreign and dairy conglomerate-dominated market by leveraging new retail models, becoming new leaders in the ice cream sector. Having entered the ice cream field in March 2024, Adopt a Cow aims to establish differentiated positioning through taste optimization, expanding ice cream consumption scenarios, and emphasizing health-focused attributes to drive product innovation and iteration.

Overview of Pica Solution

• 01｜Focus on crafting a high-quality dairy ice cream brand image;
• 02｜Hierarchical expression: clearly distinguish product value from brand to series to single product
• 03｜Shift market perceptions of “dairy cross-over entrants” and communicate a product image that is both healthy and delicious.

Conclusion

The renewed collaboration between Adopt a Cow and Pica Strategy not only affirms the fruitful results of our past cooperation but also further solidifies our partnership. The innovative solutions we have introduced have not only driven growth for Adopt a Cow’s premium plain milk line in the past but also showcased the vibrant power of Chinese innovation in the dairy market. The ice cream product line is the second strategic curve for Adopt a Cow in the coming years. After months of refinement, I firmly believe that this collaboration will also drive a transformation in the experience of the snack food market and enhance the influence of Chinese ice cream on the global stage.

Shuwei, Qi, head of Pica