近期，大陸一家標榜「高端現做冰淇淋」的連鎖品牌——野人先生，被媒體與消費者質疑其「現做」的真實性。爭議的焦點在於該品牌所使用的冰淇淋原料，其實是由冷凍奶漿原料包製成，而這些原料包的保質期長達六個月，與消費者心中對「新鮮現做」的期待出現明顯落差。

據爆料者提供的資料，野人先生的多家門店在製作冰淇淋時，並非使用現場新鮮調配的牛奶或鮮奶油，而是直接將工廠生產好的冷凍奶漿原料包進行解凍，然後倒入冰淇淋機進行製作。這樣的工序雖然在技術上仍屬於「現場製作」，但從原料角度來看，卻已經偏離了消費者所理解的「手工現打」、「新鮮原料」的概念。

此消息一出，立刻在網路上引起熱議。許多消費者表示自己願意支付高價，就是因為相信該品牌宣稱的「新鮮」與「手工」，沒想到實際上卻依賴長保質期的半成品。有網友直言，這與速食店或便利商店的冰淇淋本質差異不大，卻因為品牌包裝和價格營造出「高端」的錯覺。

另一方面，也有支持者認為，使用冷凍奶漿並不代表產品一定不健康或不安全，畢竟冷鏈保存與標準化原料，能確保口味穩定和食品衛生。而且目前食品行業普遍存在預製化趨勢，不少咖啡店、奶茶店乃至餐廳的核心原料，也多半依賴工廠生產的半成品。

然而，爭議的癥結點仍在於「信息透明」。批評者認為，如果品牌打著「新鮮現做」、「手工冰淇淋」的旗號，卻沒有明確告知使用的是預製奶漿，就涉嫌誤導消費者。對於一個定位高端的品牌而言，這種不對等的資訊差，極易導致信任危機。

目前，野人先生方面尚未就「冷凍奶漿原料包」爭議給出明確回應。不過，這起事件再次引發了公眾對「高端食品」真實性的關注，也讓人反思在消費升級的浪潮下，品牌如何在維持標準化生產的同時，真正做到名副其實的「新鮮」。

Recently, a mainland Chinese ice cream chain brand, “Mr. Wild Man,” which markets itself as offering “high-end freshly made ice cream,” has faced scrutiny from media outlets and consumers over the authenticity of its claims. The controversy centers on the ingredients used by the brand, specifically frozen milk base packs that have a shelf life of up to six months, which contrasts sharply with consumers’ expectations of “freshly made” products.

According to whistleblowers, many Mr. Wild Man stores do not prepare ice cream using fresh milk or cream on site. Instead, they simply thaw pre-made frozen milk base packs produced in factories and pour them into ice cream machines for production. While this process technically counts as “made on site,” from the perspective of ingredients, it diverges from the concept of “handcrafted with fresh ingredients” that consumers expect.

The news immediately sparked heated discussions online. Many consumers expressed frustration, noting that they were willing to pay premium prices because they believed in the brand’s promise of freshness and craftsmanship, only to find out that long-shelf-life semi-prepared products were being used. Some even compared it to ice cream from fast-food chains or convenience stores, arguing that the perceived “high-end” image was largely due to branding and pricing rather than actual product quality.

On the other hand, some supporters argue that using frozen milk bases does not necessarily mean the product is unhealthy or unsafe. Proper cold-chain storage and standardized ingredients can ensure consistent flavor and food safety. Furthermore, the trend of using semi-prepared ingredients is widespread across the food industry, with many coffee shops, bubble tea stores, and restaurants relying on factory-produced bases for key ingredients.

Nevertheless, the core issue remains “transparency of information.” Critics contend that if a brand advertises “freshly made” and “handcrafted ice cream” without clearly disclosing the use of pre-made milk bases, it risks misleading consumers. For a brand positioned as high-end, this information asymmetry can easily erode trust.

So far, Mr. Wild Man has not issued a clear response regarding the frozen milk base controversy. However, the incident has reignited public attention on the authenticity of “premium foods” and sparked reflection on how brands can genuinely deliver freshness while maintaining standardized production processes in the age of consumer upgrades.