20, " Unilever recognizes the double standard of Menglong for Chinese and foreign materials" became a hot search on Weibo .
CCTV Finance reported that in response to the previous Magnum double-labeling incident, Unilever Global Vice President Zeng Xiwen admitted in an interview that Magnum used concentrated milk in Europe and milk powder in China.
The above response triggered heated discussions among netizens. Some netizens called Menglong an "internationally famous double standard", while others suggested "double standard prices together."
Weibo screenshot
jwview
Dream Dragon caught in the "double standard" controversy
html At the end of July, some netizens questioned Unilever Company Dream Dragon ice cream uses different ingredients at home and abroad. The domestic version of the ice cream in the chocolate layer is made of a large proportion of vegetable oil. It contains only a small amount of milk powder, while the ice cream products sold in the European market are made with milk as raw materials. A picture of a domestic Mongolian ice cream states that "the first ingredient in the ingredient list is water, and vegetable oil is listed before milk powder." , less than 4% of milk powder.”According to media reports, in response to the above doubts, Menglong responded on its official Weibo on August 1, saying that its product is a combination of non-dairy fat ice cream, and said that the "non-dairy fat" in the ingredient list refers to " plant "Grease " is not non-dairy fat . The "non-dairy fat" here refers to the "vegetable fat" used in the ice cream, not the use of non-dairy fat in the ice cream. However, it did not explain why Menglong had "two formulas" and deleted the response the next day.
According to China’s national ice cream standard (GB/T31114-2014) implemented in 2014, ice cream is divided into three types: full milk fat, half milk fat and non-dairy fat, each of which can be divided into clear type and combination type. "Full milk fat ice cream" refers to ice cream with a milk fat mass fraction of more than 8% in the main part (excluding non-dairy fat). If the butterfat content is ≥2.2% and <8%,>
Among them, combined non-dairy fat ice cream refers to ice cream with non-dairy fat ice cream as the main body and combined with chocolate and other foods, in which the mass fraction of non-dairy fat ice cream is greater than 50%.
It is worth mentioning that on August 5, Zeng Xiwen suspected of responding to the double-standard incident on his Weibo, calling it an "unexpected disaster" and saying, "Nearly thirty years have passed. With the development of China, the Menglong brand has evolved from ice cream to Luxury goods have become people's daily consumer goods. China has become the first market for the global "Menglong" brand. In order to ensure the high-end quality of Manglong, we use the best Belgian chocolate and the best ice cream to produce it. According to consumer taste, Menglong products in the Chinese market use 11% more chocolate than European Menglong products. We don’t feel bad about putting so much more chocolate, so why would we think about other accessories?”
Weibo screenshot
However, this Once, in an interview with CCTV Finance, he admitted the fact of "double standards" and said, "China uses reconstituted milk, which is milk powder plus water; Europe uses water plus concentrated milk. It is difficult to transport European fresh milk to China." , There is a supply problem for products made in China.”
jwview
Annual sales exceed 1 billion
Public information shows that Menglong is a sub-brand of the international fast-moving consumer goods giant Unilever and Luxue, and is the company’s largest ice cream brand. The brand Menglong, which was born in 1989, has been positioned in the mid-to-high-end market since its birth. The target consumer group is adults who are willing to pay higher prices for high-quality products. In 1993, Heluxue (China) Co., Ltd., a subsidiary of Unilever, was established, and Maglon entered China in 1996 as one of its products.
Menglong’s official WeChat account introduced in the “Menglong Brand Story” released in February 2019, “Menglong is one of the first brands to bring the pop-up store concept to China, with a maximum customer flow of 6,000 people per day.” Magnum originated in Europe and sells well all over the world, with sales of more than 1 billion ice creams every year."
It is reported that as of 2020, the two major brands of and Luxue , , cute, and Menglong, have annual sales of nearly 1 billion yuan in the Chinese market.
Song Liang, leader of the economic expert group of the China Farm Reclamation Dairy Alliance, told Sino-Singapore Jingwei (WeChat ID: jwview) that if the protein content of milk reconstituted with milk powder is consistent with that of concentrated milk, the cost of reconstituted milk is about 8,000. -10,000 yuan/ton, the cost of concentrated milk is about 13,000-14,000 yuan/ton, the difference is about 3,000-4,000 yuan/ton.
Song Liang said that the relevant standards of the domestic ice cream industry are relatively broad, providing foreign brands with opportunities to "take advantage of loopholes." "After the market matures, the core issue for companies is to reduce costs. As long as it meets the standards, take advantage of any loopholes you can."
According to data from the China Business Industry Research Institute, in 2014, the size of China's ice cream market was only 70.8 billion yuan. In 2019, it rapidly increased to 138 billion yuan. China's ice cream market ranks first in the world and is expected to exceed 160 billion yuan in 2021. From the perspective of product structure, foreign brands such as Heluxue, Nestle , Baxi, Haagen-Dazs and other foreign brands occupy most of the domestic high-end market and part of the mid-range market.
This article comes from Sino-Singapore Jingwei
