In the wake of a major scandal involving the dismantling of a production line for nearly 600 types of fake milk, the HIUP brand has found itself in a precarious position. The incident, which occurred on April 12, 2025, raised significant concerns among consumers, particularly those with vulnerable populations such as patients, pregnant women, and children. The alarm over counterfeit milk products has prompted various brands, including HIUP, to distance themselves from the fallout.
HIUP, produced by ALAMA Company, faced scrutiny after being fined in March 2024 for advertising violations. Following the recent scandal, ALAMA issued an official apology to its customers, acknowledging the anxiety and confusion that arose from media reports linking HIUP to the fake milk controversy. In a statement on their official fan page, the company expressed, "ALAMA takes the matter seriously, recognizing that any lack of clarity in communication can lead to misunderstandings, causing panic and affecting consumer trust."
According to ALAMA, HIUP is produced in compliance with international standards, specifically ISO 22000:2018, which pertains to food safety management systems. The product has also been certified by the Vinh Phuc Department of Health and independently tested by the AVATEK Center for Scientific and Technological Testing and Consulting, ensuring its quality and safety.
In response to the advertising violations that led to the previous fine, ALAMA has taken corrective measures. The company ceased using any media content that had not been standardized according to legal regulations and removed all content that violated advertising laws. Furthermore, ALAMA has terminated collaborations with influencers and social media platforms that promoted inappropriate content related to HIUP.
ALAMA firmly asserts that any claims linking HIUP to the discovery of fake milk products are false. The company stated that it is taking legal action to address misinformation, including gathering evidence of violations and preparing documentation for relevant authorities. "The HIUP product and the company have no connections whatsoever with organizations involved in the production or sale of counterfeit milk powder that have been reported in the media," the company clarified.
On April 15, 2025, the official HIUP Vietnam post was shared by MC Vân Hugo, a prominent figure who had previously advertised for the brand. Her endorsement has drawn significant attention, particularly given the ongoing controversy. The response from ALAMA has sparked a variety of opinions across social media, highlighting the public's concern regarding product safety and corporate transparency.
In a related development, the Phuong Linh Company, which has been the exclusive distributor of Hikid milk products in Vietnam for over a decade, also faced scrutiny. On the same day, April 15, 2025, the company responded to allegations regarding misleading advertising practices for their Hikid brand. The controversy arose from a report that criticized the company's advertisement for comparing 2mg of Colostrum Basic Protein (CBP) in 100g of Hikid milk powder to an equivalent of 20 liters of fresh milk.
Phuong Linh Company clarified that Hikid products are manufactured by ILDONG FOODIS, a well-established South Korean company known for its expertise in developing nutritional products for children. The company emphasized that all Hikid products are imported from South Korea and comply with local regulations, having received approval from the Ministry of Health.
While acknowledging the accuracy of the CBP content, Phuong Linh admitted that the comparison to fresh milk was misleading and could have caused confusion among consumers. "We do not shy away from our shortcomings and are committed to addressing any issues in our communication and customer service," the company stated in their response.
The Ministry of Health has also weighed in on the issue, emphasizing the importance of accurate advertising practices to protect consumer interests. They have proposed measures to ensure that companies adhere strictly to advertising regulations and maintain transparency with their customers.
The ongoing scandals surrounding both HIUP and Hikid illustrate the critical need for vigilance in the food industry, particularly concerning products aimed at vulnerable populations. As consumers become increasingly aware of the risks associated with counterfeit products, companies are under pressure to maintain high standards of quality and integrity.
As the story unfolds, both ALAMA and Phuong Linh are taking steps to reassure their customers and restore public trust in their brands. The commitment to quality and safety is paramount for these companies as they navigate the fallout from these significant challenges.
In conclusion, the incidents surrounding HIUP and Hikid serve as a reminder of the delicate balance between consumer trust and corporate responsibility. As the market continues to evolve, companies must prioritize transparency and adherence to regulations to ensure the safety and well-being of their customers.
