In recent news from Epoch Times on November 16, 2025, the consumption in mainland China continues to downgrade, with the high-priced yogurt brand Blueglass recently becoming the center of public opinion. The selling price of the “internet celebrity yogurt”, which has been priced above 40 yuan per capita for a long time, has dropped significantly by 60%. Not only being questioned for “poor sales”, but also due to a large number of netizens providing feedback such as “having to go to the toilet after drinking” and “experiencing diarrhea and fever”, it has become a hot topic of discussion.
Blueglass is known for its high-end positioning, with its stores mainly located in core business districts of first and second-tier cities, being dubbed as the “Hermès of the yogurt world”. However, as reported by Economic Daily on November 16, the media found that products originally priced at 49 yuan are now being sold for as low as 19.9 yuan on delivery platforms, marking a significant 60% price drop.
Many netizens reported experiencing discomfort in their digestive system after consuming the yogurt. According to the Economic Daily, on the afternoon of November 5, a reporter from the media consumed a cup of Blueglass’s “Little Waist Series” (eight kinds of probiotics and prebiotics, plum enzyme ice cream flavor), and within an hour of consumption, experienced symptoms like intestinal peristalsis and rumbling, followed by four episodes of diarrhea within 24 hours.
Li Zhi News cited a doctor saying that the probiotic content of this yogurt is far beyond the daily recommended dosage, exceeding 5 to 10 times, and the dietary fiber content also exceeds the daily limit of 20 to 40 grams, leading to disruption of the intestinal flora, causing discomfort such as bloating and diarrhea. However, diarrhea is not a way to detoxify, cannot reduce fat, and is not suitable for individuals with weakened immune systems or weak gastrointestinal function (such as children, elderly, pregnant women).
Also, it is criticized for being high in sugar and calories – a popular 550ml product contains 42g of sugar, approaching or exceeding the recommended daily intake for adults; with over 500 kilocalories, equivalent to a staple meal.
Food industry analyst Zhu Danpeng analyzed for Economic Daily, that Blueglass has set its pricing too high, leaning towards an “intelligence tax”, and consumers are becoming more aware, no longer being “harvested by stories”.
In recent years, the internet celebrity yogurt sector, after a brief boom, is facing a significant reshuffle, with once glorified high-end yogurt brands now experiencing a rapid decline.
Tianyancha data shows that Blueglass was founded in 2012, belonging to Beijing Yuehuo Catering Management Co., Ltd., with the founder Gu Yong also serving as the company’s legal representative.
Although Blueglass had received billion-yuan financing and had plans to “open 1000 stores in 3 years”, it currently has only about 200 stores; brands like Mo Yogurt, One Yogurt Cow, Blue Bear Fresh Milk have also seen price cuts, contraction, and closures, indicating the industry is undergoing a deep reshuffle.