Bestore's regulatory clearance fails to quell consumer concerns

In late October, one KOC posted a video on social media claiming that the ingredient lists for Bestore products were false, which sparked widespread discussions online.

On November 4, the Dongxihu Market Supervision Department in Wuhan City announced that an investigation had been initiated in response to these claims, following the standard procedures. 

On Sunday night, the Market Supervision Bureau released the findings of the investigation, showing that allegations claiming that the Hot and Sour Flour Noodles and Lotus Root Flour Noodles contained falsely commissioned ingredients were not substantiated.

The brand statement further clarified that they have gathered the necessary evidence and will file a lawsuit against the two KOCs for defamation, which has harmed the business's reputation and the legal standing of its products.

However, many comments from netizens on the Weibo post expressed concern about the brand’s food safety and trustworthiness following the incident. Some even claimed that they will not purchase products from Bestore in the future.

Accoring to data from Carma, since early November, support for the two KOCs increased on Chinese social-media platforms, and consumers are vowing to boycott Bestore's products. Some individuals have pledged to continue following the story until the 'full truth' is revealed, indicating that the social-media buzz shows no signs of dying down.

Chinese premium snack retailer Bestore is renowned for its wide range of snacks across categories such as roasted nuts, dried fruits, and pastries. The KOCs in question, recognised for their advocacy on behalf of consumers, have claimed that certain Bestore products do not match the descriptions on their packaging, and raised questions about the accuracy of the ingredient lists.

Bestore has faced regulatory scrutiny regarding product quality in the past. In 2017, both Bestore and its holding subsidiary were penalised by the food supervision and administration department due to quality issues linked to products from a consignment production manufacturer. Although the company has since established itself as a leading brand in the premium snack market, this recent controversy raises concerns for the brand.