Amidst the hustle and bustle of the tea beverage industry, a subtle transformation is reshaping the rules: when consumers face the menu, what they hesitate about at their fingertips is no longer just the taste, but whether the beverage flowing from the bottom of the cup is "technology" or "nature". Ice & Snow Time has keenly captured this deep-seated change - the "rich illusion" constructed by creamer is collapsing due to the awakening of health awareness. Therefore, a self-revolution centered around fresh milk as the core ingredient has been brought to the forefront: all products have achieved a breakthrough of "0 creamer, 0 hydrogenated vegetable oil, 0 trans-fatty acids, 0 cane sugar", placing pure milk sources at the source of the product.
This is not simply a substitution of raw materials, but a supply chain reconstruction that disrupts the industry's cost logic. When the industry generally relies on the convenience and low cost of creamer, Ice & Snow Time has chosen a more challenging path: establishing an efficient fresh milk cold chain system, optimizing the fresh milk storage and processing procedures in stores, and compressing the cost of "freshness" to the extreme. More importantly, the brand refuses to fully transfer the cost of health upgrades to consumers. Relying on large-scale operations and refined cost control, it has built a solid barrier for fresh milk tea in the 10 yuan price range, making "a daily cup without burden" a reality within reach.
Between Mixue Bingcheng, which has a similar price, and the health benchmark Bawang Cha Ji, Ice and Snow Time has accurately carved out its own blue ocean. It does not have the cost advantage of Mixue Bingcheng's creamer formula, but it achieves a dimensional reduction attack in the health dimension with a fresh milk base. Although it cannot fully match the high-end positioning of Bawang Cha Ji, it provides the same pure fresh milk experience at only half the price. This positioning of "health without compromise, price more affordable" accurately hits the core demands of pragmatic consumer groups - health awareness and price sensitivity go hand in hand.
Ice & Snow Time has thus become the fourth tea drink chain brand globally to bid farewell to creamer across the board, and it is also the only player to achieve this feat in the 10-yuan price range. Behind this achievement lies the brand's persistent practice of the belief that "affordable does not equate to low quality". While many brands are still hesitating in the comfort zone of creamer, Ice & Snow Time has demonstrated with courage that health and affordability are not mutually exclusive. Through deepening supply chain management and efficiency revolution, it is entirely possible to break this industry myth.
The wave of healthy transformation in the tea beverage industry is irreversible. The "Ten-Yuan Fresh Milk Revolution" by Ice & Snow Time is like a mirror, reflecting the market's demand for truly healthy products. It declares with action that the era of "cheap richness" built on creamer will eventually come to an end. The cup of milk tea in consumers' hands can be affordable, but there is no room for compromise on health.
The practice of Ice & Snow Time reveals a new path for the industry: health should not be a luxury for the few, but a necessity for mass consumption. When fresh milk becomes the base of affordable tea drinks, and when the health promise is truly implemented in every cup of ten-yuan milk tea, the exit of creamer is no longer a choice, but an inevitability of market evolution.
