“晚安牛奶”真的可以助眠吗？

Core Viewpoint - The introduction of "Good Night Milk" by Hema, which contains a low level of melatonin, has sparked discussions regarding its effectiveness and marketing claims related to sleep improvement [1][5][6]. Group 1: Product Details - Hema's "Good Night Milk" is produced by Beijing Sanyuan Foods Co., emphasizing "10 times+ native melatonin," with each 250ml bottle containing 12,500pg of melatonin, equivalent to 0.0000125mg [1][4]. - The product's melatonin content is significantly lower than the recommended dosage of 0.1mg-0.3mg for sleep improvement, raising concerns about its efficacy [4][5]. - Prior to Hema's launch, Sanyuan introduced "Ultimate Good Night Milk" on March 21, 2023, also claiming high melatonin content [6][8]. Group 2: Regulatory and Marketing Concerns - In China, melatonin is classified as a health food ingredient, requiring specific labeling, yet Hema's product states it "cannot replace health products" [5]. - Experts indicate that the evidence supporting melatonin's effectiveness for sleep improvement is insufficient, as it primarily aids those with melatonin deficiency or jet lag [5][6]. - Legal experts suggest that Hema's marketing does not explicitly claim sleep benefits, potentially avoiding false advertising allegations under food safety regulations [5][6]. Group 3: Company Performance and Market Context - Sanyuan has applied for a patent related to increasing melatonin content in milk, which was granted in September 2023, indicating a strategic focus on enhancing product offerings [8][12]. - Sanyuan's revenue has declined from a peak of 8.8 billion yuan in 2021 to an estimated 7 billion yuan in 2024, with a significant drop in its Beijing market revenue by 28.79% year-on-year [19].