Recently, Hema 9.0 yuan a piece of Otande Fermented Awakening series sliced European buns sparked heated discussions on social platforms, and some netizens posted that they were "bread assassins".

On 1/0, Hema customer service responded that the products are reasonably priced, and personal tastes do not represent everyone's tastes.

Recently, on social platforms, a netizen posted that he bought a piece of Hema Outandre Fermentation Series Sliced European Bun out of curiosity, and the price was 9.0 yuan. He said, "The taste is okay, and the bread body is relatively soft." ”

The reporter noticed that this bread has 48 flavors of blueberry apricot and rum grape walnut, with a price of 0.0 yuan/bag and 0.0 yuan/bag respectively, a bag and a piece weighing 0 grams. Unlike ordinary bread, the bread is labeled as "sourdough", and the bag is printed with "sourdough imported from Belgium, 0 hours slow fermentation".

The official online shopping platform of Hema has explained the label "sourdough", which is the fermentation of grain raw materials, water and microorganisms for a long time to form fermented fermentation and its derivatives, which can give bread a unique taste and nutritional value. Hema also pointed out that sourdough bread is a "clean label" representative, with a natural sour taste, low glycemic index, high digestibility and absorption rate, and natural preservative properties, making it easy to digest.

Some netizens think that the use of sourdough is the reason why this bread is expensive, but some netizens who have bought the bread question that it is an "IQ tax", saying that sourdough sounds like it is very tall, but it tastes no different from ordinary bread, sorry for the price of 9.0 yuan a piece.

On 1/0, Ms. Fu from Wuhan bought the above two flavors of European bread out of curiosity, Ms. Fu told reporters that she usually makes handmade bread at home and has a certain understanding of sourdough bread, but after tasting it, she feels that the sourdough bread of Hema is not worth the price.

其稱，“酸麵包應該有天然酵母發酵產生的酸性口感，盒馬這款酸麵包卻和普通麵包的口感大差不差，只有正常的堅果味和穀物味，沒有酸種的複合味道。”

According to the ingredient list, the bread ingredients include durum wheat sourdough (inactive), yeast used in food processing. Based on this, Ms. Fu believes that the natural yeast of "sourdough" has lost its activity, and the bread relies on the fermentation function of yeast for food processing, so it does not taste acidic.

Ms. Tao, who bought the Hema Otande Fermentation Series European Bun twice, told reporters, "The first time I bought it was purely out of curiosity, I wanted to taste what the taste of a piece of bread of 9.0 yuan was, and the second time I bought it because I felt that buying an expensive bread could provide emotional value for myself, but I felt that the taste was really average after eating it twice, and I would not buy it a third time." Ms. Tao said that the bread in the bakery is expensive because of marketing and packaging, but the bread of Hema not only tastes average, but the packaging is only a small plastic bag.

On the same day, the reporter contacted two official customer service of Hema as a customer, and a customer service responded to the dispute over the price and taste of bread, saying that the goods are reasonably priced, and the expensive sale may be the reason for the raw materials. Another customer service said that the products are all unified configuration and unified taste, and personal taste does not represent everyone's taste, if you feel that it is not delicious, you can not buy it next time, but the pricing of the goods is reasonable.

去年12月，盒馬與比利時百年品牌焙樂道在上海簽訂合作協定，稱雙方將圍繞健康系列新品展開深度合作，用後者的“酸麵團”為主原料，打造一系列更健康的麵包新品。本次引起爭議的盒馬歐坦得酵醒系列歐包，就是雙方的研發產品之一。