The more than half-century ice-cream maker Häagen-dazs shocked its Chinese consumers who had thought having the luxury ice-cream fashionable and romantic.

On June 16 in Shenzhen Häagen-dazs told the inspector with the local administration of quality supervision that the "food plant" with a big garbage bin next to a toilet thought to be an "illegal works for fake goods" was making "real Häagen-dazs" for 5 Häagen-dazs outlets in the city.

As no sanitation certificate was shown as required, the inspectors ordered closedown of the plant.

Investigation is still under way by the State Administration of Quality Supervision, Inspection and Quarantine.

The general manager for Häagen-dazs' Greater China operation apologized for this on the local media. In its letter to the media, the Häagen-dazs Shanghai head office stressed that the Shenzhen incident was an "individual phenomenon".

In Beijing, Hagen-dazs outlets still enjoy good business. But a survey by People's Daily Online has found more than 90 percent consumers believe the Shenzhen case will affect their choice.

Häagen-dazs is one of the name brands which have sparkled concern, doubts and anger of consumers. Nestlé's milk powder for children has been found to contain iodine higher than permitted. And Shanghai-based dairy giant Bright confessed in its statement on June 20 its Zhengzhou company had put its products back to production line to re-process for sale.

The People's Daily commented on its Page 5 today that a time of "brand consumption" was based on the synergy of a market under perfect supervision, enterprises' commitment, and mature, smart consumers.

The spokesman for the Shanghai municipal government expressed deep concern about the Bright's case and promised strict enforcement of the law. Nestlé has to face market failure and dissatisfaction from consumers after it finally agreed to refund products involved in the scandal.

The People's Daily article reminded brands like Häargen-dazs of the fact that as a product, whatever legend and culture it has created, it has to be put under close watch of all the parties involved, respond to the questioning from the market, and be subject to consumers' decision.

By People's Daily Online