Quick Comment 丨 Net Red Milk "collapse", and the product qualification is the prerequisite for the brand's bigger

Qualification and compliance of the product, without quality and safety issues, are actually the most basic prerequisite for the brand's bigger

On the morning of June 30th, the entry of "Maiquer Pure Milk is not qualified" once rushed to Weibo to search for the first, which stemmed from a recent publicity. The fourth phase of the 2022 Food Smooth inspection and inspection by the Qingyuan County Market Supervision Bureau of Zhejiang Province stated that the two batches of pure milk produced by McWell Group Co., Ltd. were unqualified and unqualified projects were propylene glycol.

After the product testing was not qualified, McWell quickly encountered a daily limit, and many netizens expressed worry that there was any problem with drinking unqualified milk. In response, McWell issued an announcement on the evening of June 30 that the two batches of products involved had been removed and sealed, and actively accepted consumer demands and cooperated with the random inspection work.

Pigbolly is a low -toxic additive, which can be legally added in some foods. Some popular science authors said that reference to the "toxic -dose" relationship of propylene glycol. The propylene glycol in these two batches of milk will not cause harm.

Having said that, there is nothing to do with food safety. In the food industry, propylene glycol is approved by national standards as a humid noodle product and pastry food additive, but it is not allowed to be used in pure milk. What is announced now is only two batches of products that are raised. Why does adding additives in milk? Why does it appear in milk again?

After the incident was exposed, Meloel had previously responded to the media that the company did not add propylene glycol to the product, and the batch of products involved in the factory was qualified. However, the statement could not stand. According to reports, the publicity bureau of Zhejiang Qingyuan County is reported by the food spot inspection. Before the results of the re -inspection were released, Meloel had to confirm his innocence. It is not the correct posture of consumers.

After Maiqu was involved in the storm, netizens used "collapse houses" to describe, including many consumers and channel vendors, and they expressed surprise.

This first reaction from the outside world is also a microcosm of the reputation of the Macques brand. It is reported that in recent years, McWell has invested a lot of resources in marketing, allowing himself to have an Internet celebrity temperament, plus its own positioning high -end, and for many years of brand accumulation. Logically, it is not incomprehensible.

However, it should be reminded that it is a two -code thing to locate the high -end and food safety, and some high -end brand rollover cases are endless.

It is worth noting that McWell also had a "unqualified" history before. In October last year, the Beijing Market Supervision and Administration Bureau's spot inspection showed that a product produced by Macquett (Beijing) Food Co., Ltd. has the problem that the colonic flora does not meet the national standard of food safety.

At present, major e -commerce platforms have removed the related products of McWell. Based on consumer responsibility, it is necessary to find out whether there are problems with illegal additions and which batch problems. If it does exist, it must be removed in time, and the recall must be recalled in time.

This turmoil is undoubtedly a lesson for McWell. In order to capture consumers' hearts, brands in some industries now spend a lot of effort in marketing and promotion, trying to create an Internet celebrity explosion. As everyone knows, the product qualification and compliance, without quality and safety issues, are actually the most basic prerequisite for the brand.

From another perspective, promoting marketing has given products more powerful, but if it is lost in food safety, whether it is based on profit -based motivation, safety production management is negligible, the higher the popularity, and the more important the brand reputation will be hit Essence Therefore, at any time, the bottom line of food safety should not be left behind.

Editor Zhao Yu

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