Deluxe

特仑苏

Deluxe is a high-end brand under the Yili Group, founded in 2005. Later, through the creation of product lines such as “Deluxe Low-Fat Milk” and “Deluxe Organic Milk,” it pioneered the high-end milk market in China, marking the beginning of high-end milk in the Chinese dairy industry. In 2021, Deluxe’s revenue exceeded 30 billion RMB.

Deluxe boasts high-quality milk sources from exclusive ranches and rigorous selection of raw materials and production processes. “Deluxe” means “gold medal milk” in Mongolian.

The brand slogan is “Not all milk is called Deluxe.”

Deluxe products undergo strict testing and contain rich natural high-quality milk protein, with a protein content of 3.3g per 100g of milk, which is 13.8% higher than the national standard. Its overall nutritional content is higher than regular milk, and it has a richer, creamier, and smoother taste. In terms of pricing, due to its high quality and limited production, Deluxe is priced at approximately twice that of regular pure milk. As a high-quality milk product, Deluxe not only maintains the health and nutrition characteristics of regular milk but also provides higher protein content, which can better support normal metabolism, substance transport in the body, enhance immune function, maintain acid-base balance, and distribute moisture in the body, making it very beneficial for human health.

To continuously improve milk quality, the Yili High-Tech Dairy Research Institute, which combines overseas and domestic resources, serves as the research and development backbone for Deluxe. It not only continuously optimizes technology to ensure the quality of every drop of milk but also conducts in-depth research on international trends in the dairy industry and the development of high-tech technologies.

Brand Culture: Everyone has an optimistic attitude toward the future and their own expectations. They put in more effort in the present to live a better life in the future. Every day, Deluxe nourishes life to grow better with higher-quality nutrition, inspiring consumers to continuously pursue new heights and achieve a better life. Deluxe, with higher-quality nutrition, nourishes life to grow better and inspires consumers to pursue new heights, achieving a better life.

Gold Medal Origin: Deluxe’s exclusive ranch is located in the “Golden Milk Source Latitude” at 40 degrees north latitude.

Gold Medal Grass: Growing in fertile soil and bathed in fresh air, the grass in the 40-degree north latitude region is already delicious. In Deluxe’s exclusive ranch, the grass eaten by the happy cows is carefully selected from high-quality grass from 12 countries including Europe, the Americas, and Australia. Whether it’s the Australian Ryegrass or the Chicory Grass from New Zealand, they are cultivated with great care, drawing on the unique natural aura of the 40-degree north latitude. Among them, the protein content can reach as high as 18-23%, and the Canadian Purple Alfalfa, known as the “King of Grass,” is their favorite.

Quality Upgrade: On January 20, 2016, Deluxe announced its quality upgrade with the theme “Reaching New Nutritional Heights, Achieving a Better Life” at the Beijing Aozhan International Art Summit.

Sun Yiping, President of the Yili Group, renowned performing artist Chen Daoming, China’s most innovative director Wang Chaoge, and LeEco Holdings Vice Chairman and LeEco Pictures CEO Zhang Zhao, among other guests, were invited to attend. They engaged in in-depth and intense debates on the topic of “Reaching New Nutritional Heights, Achieving a Better Life” from various perspectives, including culture, economics, art, and life. This marked the beginning of a new nutritional era with Deluxe, wishing for a better life in 2016.

Best-selling Products from the Deluxe Brand：