On May 5, some netizens posted a complaint that the new product advertisement released by Blueglass, a freshly made yogurt brand, was vulgar, and a lot of Chinese medicinal materials were added to the new yogurt product it launched, and some netizens called the new product an "aphrodisiac laxative" and questioned its safety and compliance.
On May 6, a number of Blueglass store staff told the reporter of Nandu Bay Finance Society that the new product was officially launched on May 7, and said that the added tonic ingredients must be safe, but whether women can drink it, each store has no opinion. On the same day, Blueglass customer service responded to a reporter from Nandu Bay Finance Society that the advertisement was not a side advertisement, and it was recommended that users buy it on demand.
A doctor told a reporter from Nandu Bay Finance Society that Blueglass's new products claim that most of the ingredients such as maca and cistanche are traditional Chinese medicine that tonifies the kidney, and the main effect is to tonify the kidney and aphrodisiac, replenish sperm and blood, and supplement nutrients, and it is not recommended that consumers mix traditional Chinese medicine and yogurt together. A lawyer said that the Blueglass poster advertisement was suspected of implying functions and rubbing the edges of vulgarity.
The new product has ginseng, deer whip and other ingredients priced at 49 yuan
claimed that "the boyfriend pulled back a game" and other accusations of vulgarity
On May 5, a netizen with an IP in Beijing posted a complaint about Blueglass's new product advertisement on social platforms. According to the pictures released by it, Blueglass has launched two new products, mint black honeydew melon (sauce flavor type) and mint honeydew melon (light fragrance type), and marked "special use: maca, cistanche, yellow essence, ginseng, deer whip, oyster peptide, cordyceps militaris, taurine, small orange bag".
Blueglass clearly marked the symbol of "18 forbidden" in the advertisement, and wrote "boyfriend force to win back a game", "under 18 years old, I don't sell; spoof boyfriend, I don't sell; it is recommended to drink one drink a day, I don't sell more; over 60 years old, I dare not sell", in addition, the advertisement also wrote "Hahahahaha, don't say you don't understand".
Screenshot of social platform
Some netizens pointed out that Blueglass claimed that the above ingredients added were tonics, and some were still drug-grade, questioning whether the merchant had passed the audit. In addition, because many netizens posted on social platforms that they had diarrhea after drinking Blueglass, some netizens called the new product "aphrodisiac laxative" and worried: "There are so many of these long lists, cold and heat are mixed, and it is easy to have problems with eating, do merchants really dare to do this?"
Some netizens also said that the ad "doesn't seem to be very respectful to both men and women" and "feels that (the above advertisement) harasses everyone, from children to women, from women to men, no one is spared".
Screenshot of social platform
On the evening of May 6th, the reporter of Nandu Bay Finance Society noticed that the Blueglass applet has launched a series of products of "Boyfriend Power to Get Back a Game", and the product page is marked with "Spoof boyfriend I don't sell" "I don't sell under the age of 18 Hahahahaha, don't say you don't understand", etc., among them, the new product "Mint Black Honeydew Melon" has "maca, Cistanche, Polygonatum vulgaris, ginseng, deer whip, oyster peptide, Cordyceps militaris, taurine, black sesame, oat popping beads 300 billion active probiotic yogurt per cup", and "mint melon" product introduction" Peppermint, fresh honeydew melon, maca, cistanche, yellow essence, ginseng, deer whip, oyster peptides, cordyceps militaris, taurine, black sesame seeds, oat popping beads 300 billion active probiotic yogurt per cup". The above two products are priced at 49 yuan.
Screenshot of the Blueglass applet
A number of stores confirmed that the new product will add "men's tonic"
But whether women can drink it or not varies from store to store
On May 6, a reporter from Nandu Bay Finance Society called a number of Blueglass stores in Guangzhou and Beijing, and the store staff said that mint black melon (sauce flavor type) and mint melon (light fragrance type) are new products and will be listed on May 7, which is only a preview at present.
A store staff told the reporter of Nandu Bay Finance Society that the standard version and high-end version of the two new products are priced at 45 yuan and 49 yuan respectively, and the capacity of the standard version and the high-end version are 600mL, and the taste is similar, "The difference is that the content of active probiotics is different, and if there are more active probiotics, it will be more smooth to the stomach." The staff member confirmed to reporters that both new products have added male tonics.
Can women drink drinks with the above ingredients? A store clerk said that both men and women can drink it, but it is not explicitly stated that girls cannot drink it, "People with sensitive stomachs may drink it, it may cause diarrhea, but this is a normal phenomenon." However, the clerk of other stores said that it is not recommended for women to drink, "these ingredients are definitely safe, the content added in the new product is not particularly much, (all the ingredients add up) is only a few grams, we do not recommend girls to drink, because (the two new products) are to supplement your male hormones, there may be problems such as growing beards."
In response to the advertising slogan complained by netizens, the store clerk said that the meaning of the advertisement was "the store recommends men over the age of 18 to drink".
A Blueglass store in Guangdong.
Blueglass客服:
It's not a side-by-side advertisement
Users are advised to purchase on demand
Blueglass Yogurt is a well-known freshly made yogurt brand, and its official WeChat public account shows that the brand was founded in 2012 and belongs to Beijing Yuehuo Catering Management Co., Ltd. Blueglass is currently not open to the public, according to the narrow door restaurant, as of May 5 this year, it has a total of 175 stores, per capita 41.64 yuan.
Tianyancha shows that Blueglass has completed two rounds of financing in 2020 and 2021, with a Series B financing amount of more than 200 million yuan, co-led by Eight Roads Capital and Youshan Capital.
On May 6, Blueglass customer service responded to the reporter of Nandu Bay Finance Society on the complaint of netizens, saying that the advertisement involved was a new product advertisement, not a rubbing advertisement, "The new product will be on the shelves tomorrow (May 7), and these ingredients are added to it, and it is recommended that users buy it on demand."
The reporter of Nandu Bay Finance Society called the Blueglass brand many times according to the official website channel, but the phone could not be connected, and the reporter also tried to add Blueglass insiders, but as of press time, there was no response.
Doctor:
The above ingredients can tonify the kidneys and strengthen yang, replenish sperm and blood, and supplement nutrition
Consumers should consider whether Chinese medicine is mixed with yogurt
Zhu Xiaofeng, a professor of traditional Chinese medicine at the First Affiliated Hospital of Jinan University, told the reporter of Nandu Bay Finance Agency that maca, cistanche, yellow essence, ginseng, deer whip, oyster peptide, cordyceps militaris and taurine are all common pharmaceutical ingredients, and they are also relatively expensive medicinal materials in traditional Chinese medicine.
Pan Yong, director of the nutrition department of Foshan Hospital of Traditional Chinese Medicine and chief physician of traditional Chinese medicine, told the reporter of Nandu Bay Finance Agency that most of the above ingredients are traditional Chinese medicine that tonifies the kidney, "from the perspective of common sense, the processing methods of traditional Chinese medicine include wine (soaking wine), pills, decoction (soup), granules, etc., these processing methods have enough historical experience to prove that they can effectively play the medical and health care role of traditional Chinese medicine ingredients." But I've never heard of Chinese medicine being mixed with fermented foods like yogurt."
Pan Yong said that although medicine and food are of the same origin, the mixing of these traditional Chinese medicine ingredients with yogurt "does not guarantee food safety because it may have unpredictable effects". As for the statement that women may grow beards due to the increase in male hormones after drinking, Pan Yong denied it, "Female patients often take these drugs in the process of tonifying their kidneys, and I have not heard that female patients will grow beards after drinking."
However, Pan Yong stressed that it is not recommended for consumers to mix Chinese medicine and yogurt together, "Consumers should consider whether the drink is in line with common sense." If you want to drink yogurt, drink yogurt, and if you want to supplement traditional Chinese medicine, you should supplement traditional Chinese medicine according to the conventional way."
Lawyer:
Ads are paired with a lot of instructive descriptions
Blueglass posters or allegedly implied that the feature was a rubbing violation
Dong Yongyi, a lawyer and deputy director of Guangdong Sanhuan Huihua Law Firm, told a reporter from Nandu Bay Finance Society that the two yogurt drink advertisements of "mint black melon" and "mint melon" released by the BLUEGLASS YOGURT brand, the brand only displayed the picture and name of the drink in a small position at the bottom left of the poster, and the advertisement highlighted the image photo of the tennis player and marked the symbol of "🔞" (18 prohibitions) in the upper right corner with this background, and specially reminded the drink in the upper left corner of the poster and other obvious aphrodisiac ingredients, and at the same time used a large number of guiding descriptions, such as "superboy", "boyfriend force to win back a game", "I don't sell under 18 years old", "I dare not sell over 60 years old", "hahahahaha, don't say you don't understand", etc., the promotional poster obviously has a tendency to guide topics that are not suitable for minors, which may have a negative impact on society and is suspected of violating the rules.
Dong Yongyi said that at the same time, the poster focused on the use of obvious aphrodisiac ingredients such as "ginseng and deer whip" in the product without clearly disclosing the ingredients and formula of the product, which may also constitute false propaganda and easily mislead consumers.
Lawyer Kong Yunfei, executive director of Shanghai Landing (Guangzhou) Law Firm, told a reporter from Nandu Bay Finance Agency that on the issue of whether the advertisement involved involves suggestive functions and vulgarity, it should be judged in combination with social cognition and the perception of ordinary people.
Dong Yamin, a lawyer at Guangdong Zhixin Zhongzhong Law Firm, told a reporter from Nandu Bay Finance Society that edge advertising usually refers to the use of ambiguous and ambiguous expressions or images in advertisements to attract consumers' attention, but may cause controversy or mislead consumers. Judging from the content of Blueglass's advertisement, such as the "age restriction logo" and the emphasis on "boyfriend power" in the text, implying that the product contains the ingredients listed in the advertising poster, such as "maca meat puree, yellow essence, ginseng, magic whip, oyster skin, Cordyceps militaris taurine", etc., these may be regarded as implying that the product has some so-called "aphrodisiac" effect. Obviously, it's easy to mistakenly think that it has a corresponding functional effect, beyond what is supposed to be covered by everyday beverages. These expressions may be considered "suspicious" to be too vague or exaggerated, and may be considered marginal advertising.
Kong Yunfei said, "The addition of cistanche, yellow essence, ginseng and other medicinal materials that have been included in the list of traditional Chinese medicines that are both food and drugs by the National Health Commission should be used in accordance with relevant regulations. In addition, if you use items that have been identified by the National Health Commission as not ordinary food (such as cordyceps), you may be suspected of violating relevant laws and regulations. ”
A Blueglass store in Beijing.
Correlation:
Pricing is mid-to-high-end
White-collar women are the main audience
Blueglass is a yogurt brand focusing on the mid-to-high-end market. In January this year, the topic "Will you buy a cup of yogurt for 45 yuan" appeared on the hot search list on Weibo, and the high price of freshly made yogurt, including Blueglass, once again caused widespread discussion.
According to the Blueglass applet, the price of its drinks is 25~59 yuan. According to public information, Blueglass is an audience of 25~35 years old, working in first-tier cities, with a high income and education level, and white-collar women who like travel and sports.
Source: blueglass official public account
In the current ready-made yogurt track, in addition to Blueglass, there are also brands such as Jasmine Yogurt and a Yogurt Cow, which have received the attention of capital, such as in November 2023, Junlebao strategically invested in the company holding the Mo Yogurt brand, accounting for 30% of the shares, and on the evening of the 28th of the same month, New Dairy announced that it intends to hold 45% of Chongqing Xinniu Hanhong Industrial Co., Ltd. at a price of 148 million yuan The equity was transferred to Grassroots Zhiben Group Co., Ltd., and Hanhong Industrial Co., Ltd. was the operator of a yogurt cow.
Written by: Nandu Bay Finance Society reporter Feng Jiaju Zhan Danqing intern Chen Yingyan