CNBC AI News – In a move that underscores the increasing scrutiny of consumer marketing, instant noodle maker Bai Xiang is phasing out its “More Than Half” and “More Than Half Again” product lines following consumer backlash. The controversy centers around the perceived disparity between the product’s “more” claim and the actual increase in noodle weight.
Initially, the “More Than Half” branding caught the attention of observant consumers. While the packaging touted a significant increase in portion size, the actual additional weight of the noodles was only about 25 grams more than the standard serving, approximately a quarter of the regular package.
Bai Xiang quickly issued an apology, clarifying that the “More Than Half” branding was a registered trademark intended to differentiate larger-portion products from their standard counterparts and simplify the consumer’s selection process.
The “More Than Half” products were based on 70-gram noodle cakes, expanded to 110-120 grams, while the “More Than Half Again” offerings were based on 60-gram noodle cakes now weighing 100 grams.
“More Than Half” trademarks were registered in an attempt to differentiate the product and ensure an easier buying experience.
Today’s official announcement reflects the company’s responsiveness to consumer feedback, indicating that their attention was heavily invested in social media discussion relating to this product branding.
In response, Bai Xiang is taking decisive action. The company will rebrand its “More Than Half” products as “120-gram Noodle Cakes” and its “More Than Half Again” products as “110-gram Noodle Cakes.” Production of the previous packaging is being discontinued this month, marking the end of the “More Than Half” and “More Than Half Again” branding.
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