The Value of Non-Homogenized Milk Lies in the Cream: Transforming the Value of Manufacturing Technology Unaccepted by Consumers

Taste is not determined solely by the flavor itself. Consumers do not objectively analyze or evaluate the flavor or nutrients of food; they judge it comprehensively. Consequently, many products with excellent objective manufacturing quality are not accepted by consumers, which remains a significant challenge for many companies and farmers.

This study focuses on milk manufactured using the non-homogenization process. Generally, commercially available milk is homogenized to improve physical stability. In contrast, non-homogenized milk is closer to its natural raw state because its milk fat is not homogenized. However, it has not been accepted by consumers to date due to the impression of its name and the abstract nature of its appeal.

Therefore, in this study, we examined the value transformation of this technology using insights from ingredient branding. One of the characteristics of non-homogenized milk is that a 'cream line' is formed on the surface. We inferred that cream in beverages is a significant need for consumers. Accordingly, to emphasize the cream visually, we introduced non-homogenized milk as an ingredient for cafe latte, named the product 'Cafe Latte with Floating Cream,' and demonstrated that using realistic photos that convey the 'sizzle' of cream in package design is effective.

This research was conducted jointly by Takanashi Milk Products Co., Ltd. and Associate Professor Takumi Kato of the School of Commerce at Meiji University. It has been accepted for the International Conference on Knowledge-Based and Intelligent Information & Engineering Systems 2026 and will be published by Procedia Computer Science (Elsevier).