Previously, Phung focused on the nutrition facts, vitamins, and added nutrients. She explained that for her daughter, who drinks pasteurized fresh milk, she prioritized her daughter's needs for immunity, brain development, height, and digestive support. Now, however, she not only pays attention to the nutrients in the milk but also prioritizes its safety, ensuring it's free from artificial flavorings, preservatives, and antibiotics.

Thanh Truc, 40, from Hanoi, said she wants her child to drink milk to supplement calcium and vitamin D3. However, with so many milk brands available, she finds it difficult to choose.

"I've read the nutrition facts but I'm still not entirely sure if those ingredients are suitable and safe for my child, so I haven't been able to decide," Truc said.

Parents choose milk for their children at a store, checking their phones for nutritional information. Photo: Vecteezy

Parents choose milk for their children at a store, checking their phones for nutritional information. Photo: Vecteezy

Phung and Truc are among many parents who are very cautious when buying milk for their children, especially given recent reports of counterfeit and low-quality milk brands exposed by authorities.

A late-2024 report by Innova Market Insights indicated that about 75% of global consumers are willing to change their purchasing decisions if ingredient information is not transparent. This trend is particularly evident with food for young children, with over 70% of new products launched in the past year featuring simple, easy-to-understand ingredient lists and minimizing unnecessary additives. A 2025 Nielsen survey also showed that 75% of global consumers are willing to pay more for products that are free of synthetic additives.

Mothers say that in addition to paying attention to the ingredients present in the products, they also focus on what's excluded – the ingredients that "should not be" in milk. This helps them understand what nutrients their children might be lacking and how to supplement them from other sources.

Doctor Le Tien Huy, Deputy Director of the Institute of Medical Science and Technology, emphasizes the importance of parents choosing safe food for their children, as it plays a crucial role in their development.

"Residual substances like antibiotics or growth hormones, if accumulated over time in the body, can affect the immune system, metabolism, or endocrine system in children," Dr. Huy said.

According to Dr. Huy, parents should carefully research the product's origin and the information listed on the label when choosing milk. Considering the absence of certain ingredients also provides a more solid basis for building a safe diet for their children.

Moozi is a fresh milk product with "10 nos," free of substances that could be harmful to children. Photo: VitaDairy

Moozi is a fresh milk product with "10 nos," free of substances that could be harmful to children. Photo: VitaDairy

In response to the consumer trend prioritizing safety and transparency, VitaDairy has launched Moozi, a fresh milk imported directly from Tasmania, Australia. The product avoids 10 ingredients not beneficial for children's health, including growth hormones, genetically modified foods, growth promoters, antibiotic residues, and pesticide residues.

From milking to pasteurization and packaging, the entire process is closed-loop with strict quality control. The milk is guaranteed free from preservatives, artificial colors, artificial sweeteners, and reconstituted milk powder, meeting the highest safety standards for children's food.

Van Ha

Moozi's commitment to safety is built on sustainable farming practices and the unique natural conditions of Tasmania. This island, located off the south coast of Australia, is entirely GMO-free. Moozi's cows graze freely on pastures, with a density of only two cows per hectare. They feed on fresh grass year-round, without the use of growth hormones or growth promoters.

Thanks to these ideal living conditions for the cows and modern milk production processes, Moozi fresh milk contains no antibiotic or pesticide residues.