MIXUE GROUP (02097) surged more than 3% intraday, with gains narrowing to 2.81% by press time at HK$42.46, recording a turnover of HK$96.69 million. Market attention followed reports of the company testing breakfast offerings in select cities. Social media users shared a customer survey about breakfast options, sparking speculation about MIXUE's expansion into morning meals. Some users posted screenshots of trial products, all priced at 5 yuan.

Sources close to the company confirmed limited pilot testing in cities like Dalian, Xi’an, Nanning, and Hangzhou, featuring four dairy-based breakfast items. However, no large-scale rollout is planned yet.

Western Securities highlighted MIXUE’s supply chain efficiency as key to its value-for-money positioning, noting potential synergies from category expansion. CCB International cited better-than-expected H1 results, attributing resilient performance despite normalized delivery subsidies. The bank projects 25.4% revenue growth and 17% net profit growth for MIXUE in H2 2025.