Alibaba’s online-to-offline grocery store, Hema, has apologized for a recent "tag scandal."

Employees of a Shanghai store changed the expiration date tags on vegetables to make them appear a few days fresher.

Hou Yi, CEO of Hema, said Wednesday on his Weibo that the general manager of Hema's Shanghai operations was fired, and that Hema is investigating all stores now.

Introduced in 2015, Hema was part of Alibaba's new retail strategy to revive traditional supermarkets with a mix of online and offline shopping experiences. It now runs 90 stores in 16 Chinese cities, according to the official website.