I don't know when it started, bread instead of steamed buns became everyone's breakfast, and among these bread brands, "Tao Li Bread" can be called a giant in the domestic bread industry.
But just yesterday, a piece of news exploded on the Internet, and the "Tao Li Bread" that once had an important position in the domestic baking industry fell into heated discussions among netizens.
Unexpectedly, such a brand that everyone trusts infinitely has serious food safety problems. It was detected that the bacteria exceeded the standard and was even criticized by the central media.
A domestic brand actually has such a bad situation. What exactly is the problem? What will this bread giant deal with this matter?
"Daddy flavor" advertisement, offensive
The story starts from September 3 before the Mid-Autumn Festival. Many people saw new advertisements for Taoli Bread in the elevator in the community. is to promote their new product "Wu Renwei Egg Moon Burning".
The advertisement says: Some people say that Wuren is not delicious. We think: That's because you are still young and have not tasted the beatings of life. Peach and plum eggs are burning every month, waiting for someone with a story to place an order!
Information source: Taoli Bread apologized for the controversy over mooncake advertising: Net profit fell by nearly 30% in the first half of the year
In the afternoon of that day, the social platform was in a turmoil, and netizens said: I have to be educated when I buy mooncakes? What taste does it have to do with age?
At noon on September 5, the company's official Weibo apologized again, saying that it was indeed the leader's decision. He already knew the mistake and said that the publicity and distribution will be handed over to young people in the future. But in the comment section, many people still said that they would not buy it again.
Bacteria exceeds the standard and was criticized by CCTV
If advertising is just a mistake at the brand marketing level, then food safety problems are really hitting the pain of consumers, and no one can easily forgive this.
In July 2025, the State Administration for Market Regulation released a list of foods that failed the sampling inspection, and Taoli Bread was listed.
The problem this time was the mellow sliced bread produced by the Taoli Food Co., Ltd. instructed by Shandong Taoli Co., Ltd., because the total number of colonies exceeded the standard.
Information source: Five random inspections, two failed! Taoli Bread apologizes for exceeding the total colony count
Total colonies are a key indicator for measuring food hygiene. Simply put, if this value exceeds the standard, it means that the bread may be contaminated during production and transportation.
Doctor said that if the elderly, children and pregnant women eat this bread, they are prone to diarrhea and vomiting, and in severe cases, they may have acute gastroenteritis.
Strangely, Taoli Bread did not admit it at first, saying that there was a problem with the inspection method, and appealed to the Shandong Provincial Market Supervision Bureau.
In mid-July, the regulatory authorities rejected the complaint and the evidence was conclusive.
It was not until July 26 that the company issued a "Apology Letter", saying that it would recall the problematic products, strengthen distribution control, and find more third parties to test.
Past dark history
If it is said that the advertisement is screwed up and it is just a marketing mistake, then food safety mistakes will really hurt the hearts of consumers. No one can easily let go of such things.
In July 2025, the name of Taoli Bread was particularly eye-catching in the list of unqualified foods released by the State Administration for Market Regulation.
What happened this time was the mellow sliced bread produced by the peach and plum commissioned by Beijing Taoli Food Co., Ltd., and the problem was that the total number of colonies exceeded the standard.
To put it bluntly, it is a key indicator for measuring whether the food is clean. The value exceeds the standard, and means that bread may be contaminated during production or transportation.
Information source: Taoli Bread apologizes for mooncake advertisements Lawyer: Suspected of misleading values and offending specific groups
Doctor explained that if the elderly, children and pregnant women eat this bread, they can easily have diarrhea, nausea and vomiting, and in severe cases, it may also cause acute gastroenteritis.
Unexpectedly, Taoli Bread did not admit it at all at first, saying that there was a problem with the testing method, and also filed a complaint with the Shandong Provincial Market Supervision Bureau.
In mid-July, the regulator directly rejected their complaint, and the evidence was there, clear.
It was delayed until July 26 that the company slowly sent a "Apology Letter", saying that it would recall the products in question, strengthen distribution management, and find more third-party institutions to test.
But when Ms. Wang, the consumer, was furious when she mentioned this: When they admitted their mistake, my child had already eaten half a bag of bread in question, and it was still worrying when she thought about it.
Sales decline
These negative news have had a direct impact on the business. The annual report of Taoli Bread in 2024 showed that its mooncake business had an annual revenue of 126 million yuan, accounting for only 2.07% of the total revenue, and its production and sales volume declined in double digits compared with the previous year.
The first half financial report released at the end of August 2025 is even more ugly: operating income was 2.611 billion yuan, 13.55% less than the same period last year; Net profit was 204 million yuan, down 29.70%.
The company said on the one hand that the depreciation cost of newly built factory equipment has increased, and on the other hand, the advertising cost has been spent on a lot of advertising. Data shows that Taoli spent 42.96 million yuan on advertising in the first half of 2025.
More than 12 million yuan more than 30.6 million yuan in the same period in 2024, an increase of more than 40%, but the money was not worth it. Especially, the Mid-Autumn Festival advertisements were overturned this time, and many consumers refused to buy products because of their disgusting advertisements.
Other company handling methods
In fact, it is not uncommon for food companies to encounter quality problems. The key is how to deal with it. Look at the practices of other companies. Maybe you can give Taoli some suggestions.
Food companies in Chiping District, Liaocheng, Shandong Province did a good job. In 2018, more than 100 local edible fungi products failed the sampling inspection, mainly because the additives exceeded the standard.
In June 2023, a shared laboratory was built in the local area so that small businesses do not have to build testing equipment themselves. This laboratory has advanced testing instruments that can check food additives, pesticide residues, microorganisms and other indicators.
By August 2025, 62 food companies had signed annual agreements with this laboratory, and the inspection price was very favorable. A regular factory inspection was 100 yuan, and a purchase of RMB could be saved by half of the annual agreement, which helped the company save more than 1.7 million yuan a year.
Once the laboratory found that a company's indicators were almost exceeding the standard, so they immediately reminded them that In the end, it was found that it was a problem with the equipment cleaning agent, which avoided greater trouble.
Food companies in Fujian use one-product one-code system. Since 2021, Fujian has launched a food traceability platform across the province, and now more than 160,000 food companies have joined.
In 2024, a batch of imported cold chain food in Fujian tested positive. The whereabouts of this batch of goods were quickly found through this system, and all 3,591 tons of food were processed in time.
Consumers should look at practical actions
What Taoli Bread needs most now is not more apology, but let everyone see real changes, refer to the experience of other companies, and quickly grasp the quality control.
can cooperate with third-party testing institutions for a long time, just like enterprises in Chiping, Shandong, to increase the frequency of testing. Not only do they need to conduct inspections, but also conduct more random inspections during the production process.
Finally, We must truly respect consumers in marketing. Young people are the main consumer group. Instead of educating them, it is better to listen to their opinions more and establish real consumer communication channels instead of internal co-creation.
A supermarket shopping guide said: There are fewer people asking about Taoli in the past few weeks, and everyone is more willing to try other brands. If domestic companies want to develop for a long time, they must ultimately rely on product quality and treat consumers sincerely. This is the bottom line.
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