Introduction:Recently, a branch of Mixue Ice Cream & Tea in Guilin, Guangxi was caught by local market regulators using expired roasted coffee powder and was fined 2,000 yuan, drawing public attention to the quality control of supply chains for affordable coffee. How can low-cost coffee strike a balance between cost and food safety? This article uses this incident to break down the shelf life of roasted coffee powder, common risks of expiration, and analyzes the quality control challenges faced by new-style tea beverage brands amid rapid expansion.

For many office workers, coffee and tea have long been essential daily pick-me-ups, especially after extended holidays when focus is harder to maintain. Known for its high-density store network and affordable prices, Mixue Ice Cream & Tea has become a top choice for many consumers, yet food safety issues have surfaced from time to time.

Recently, a Mixue outlet in Gongcheng County, Guilin, Guangxi was caught storing "roasted coffee powder" past its expiration date by the local market supervision administration. Authorities found a total of 26.5 bags of expired coffee powder on-site, each weighing 380 grams net. The store was ultimately fined 2,000 yuan and all expired ingredients were confiscated.

According to official investigation data, the production date of this batch of coffee powder was August 8, 2021, with a labeled shelf life of six months—meaning it expired on February 8, 2022. However, when inspectors visited on April 8, 2024, half a bag was still found on the shelf, and 26 more bags were piled up in the warehouse, clearly having gone unnoticed or unaddressed for a long time.

This incident is not an isolated case. In recent years, new-style tea beverage brands have frequently been involved in food safety scandals, including poor hygiene in back-end operations and moldy fruit ingredients, further reinforcing consumers’ perception that “affordable equals low quality.” While Mixue has successfully captured market share with its low-price strategy and built some brand image through donations and customer-friendly initiatives, such lapses in ingredient management still deal a blow to consumer confidence.

Many customers reacted strongly to Mixue’s fine. Some netizens expressed shock, stating that they find it hard to trust a brand that can’t even manage basic ingredient storage properly. Others voiced outright disappointment and said they would consider not patronizing the brand in the future. For those accustomed to enjoying coffee at low prices, food safety concerns have become a major worry.

With summer arriving and demand for cold drinks surging, food safety and hygiene management become even more critical. In fact, once roasted coffee powder exceeds its shelf life, not only does its flavor degrade significantly, but improper storage conditions may also lead to oil oxidation and microbial growth, compromising both the safety and taste of the beverage. It is generally recommended that unopened roasted coffee powder be consumed within an optimal flavor window of about 1 to 3 months when stored at room temperature, away from light and in a dry environment. Once opened, it should be used up as soon as possible and stored sealed tightly.

Notably, Mixue positions itself in the lower-tier market, offering a variety of beverages—including instant and freshly brewed coffee—at low prices. However, while pursuing low costs and high efficiency, ensuring that the ingredient supply chain and in-store operational procedures meet food safety standards remains a challenge the brand must face. As more tea beverage brands enter the mid-to-low price market, quality control and trust will become key factors in consumer choice.

During this year’s Consumer Rights Day, media also pointed out shortcomings in Mixue’s food safety management. For a brand that is about to undergo listing review, every quality incident could become a focal point for regulatory scrutiny. Striking a balance between expansion and quality will be a crucial issue for Mixue’s future development.

The above content is compiled by CoffeeHunters, a coffee news website.