中国品牌新闻网：吉百利、雀巢等各大品牌入局低糖品牌营销

时间：2019-08-06 13:52来源：中国品牌新闻网责编：贾刻德

中国品牌新闻网www.brandnewsw.com：吉百利、雀巢等各大品牌入局低糖品牌营销

近日，吉百利公司发布了新版本的Dairy Milk系列巧克力棒。和常规的产品不同，这款巧克力棒的含糖量减少了30%。
Cadbury recently released a new version of the Daily Milk series of chocolate bars. Unlike regular products, the sugar content of this chocolate bar has been reduced by 30%.

新的低糖巧克力棒用纤维素取代了原产品中的一部分糖分，保留了巧克力的质地。生产吉百利的美国糖果公司Mondelez International承诺新款巧克力棒的口感将和原产品基本相似。
The new low-sugar chocolate bar replaces some of the sugar in the original product with cellulose, retaining the texture of the chocolate. Mondelez International, an American confectionery company that makes Cadbury, promises that the taste of the new chocolate bar will be similar to that of the original product.

为了实现“低糖主义”的目标，20位科学家、营养师与巧克力生产者组成专业团队，进行了3年的研发与制作。最终诞生的巧克力产品没有添加任何的人造甜味剂、色素与防腐剂。
In order to achieve the goal of "hypoglycemism", 20 scientists, dietitians and chocolate producers formed a professional team and carried out three years of research and development and production. The final chocolate product did not contain any artificial sweeteners, pigments or preservatives.

Mondelez International公司表示，新的低糖巧克力棒是吉百利品牌历史上最重要的创新。在商店的货架上，这款新产品将被放置在原产品的旁边，来给予消费者更多选择的权利。
Mondelez International says the new low-sugar chocolate bar is the most important innovation in Cadbury's brand history. On store shelves, the new product will be placed next to the original product to give consumers more choices.

今年秋天，Dairy Milk低糖巧克力棒将率先登陆日本KitKat Chocolatery商店，以开拓亚洲市场。

而在吉百利的创新之前，雀巢同样推出了自己的低糖巧克力产品。

Cadbury, Nestle and other major brands have joined the anti-sugar campaign to enter the low-sugar food market.

This autumn, Dairy Milk's low-sugar chocolate bar will be the first to enter the Kit Kat Chocolatery store in Japan to open up the Asian market.

Before Cadbury's innovation, Nestle also launched its own low-sugar chocolate products.

有所不同的是，雀巢“抗糖”的方法是利用天然甜味剂白色果肉取代传统的可可豆。这些果肉被包裹在果壳之中，质地柔软并带着一缕甘甜。但在传统的工艺流程里，一些白色果肉被随意丢弃，剩下的部分被用于可可豆的发酵，丧失了其中的重要成分。

“糖是一种廉价的材料，与之相对，白果肉能使巧克力更加优质。”雀巢指出，新款黑巧克力棒比同类含糖巧克力棒减少了40%的糖分。

In contrast, Nestle's "sugar-resistant" approach is to replace traditional cocoa beans with white pulp, a natural sweetener. The pulp is wrapped in the shell, soft and sweet. But in the traditional process, some white pulp is discarded at will, and the rest is used for the fermentation of cocoa beans, losing its important ingredients.

"Sugar is a cheap material. In contrast, white pulp can make chocolate better." Nestle points out that the new dark chocolate bar has 40% less sugar than the same kind of sugary chocolate bar.

In addition to the two major chocolate producers, other brands have joined the "sugar war".

除了两大巧克力生产巨头，其他品牌也纷纷加入了“抗糖大作战”。

糖果生产商Maynards Bassetts在7月初推出了减少30%糖含量的葡萄酒口香糖。

7月22日，美国牛奶品牌Organic Valley在全国推出了第一款有机超滤牛奶Ultra。比起常规牛奶，这款产品没有添加乳糖，减少了50%的糖分并增加了50%的蛋白质。Cavin's也推出了无糖即饮奶昔Milkshake Lite，比其他同类奶昔减少了23%的热量。

Candy maker Maynards Bassetts introduced wine chewing gum in early July that reduced sugar content by 30%.

On July 22, Organic Valley, an American milk brand, launched the first organic ultrafiltration milk Ultra throughout the country. Compared with regular milk, this product does not add lactose, reduces sugar by 50% and increases protein by 50%. Cavin's Milkshake Lite, a sugar-free ready-to-drink milkshake, has 23% fewer calories than other milkshakes of its kind.

Behind the "big battle against sugar", there is an increasingly serious problem of obesity.

而在“抗糖大作战”的背后，蛰伏着日益严峻的“肥胖难题”。

据英国国家医疗服务体系统计，英国大约四分之一的儿童受到肥胖问题的困扰，欧洲每13例死亡中至少有一例与肥胖相关。

与此同时，更多的消费者正在意识到“抗糖”的重要性。Mondelēz International公司指出，在2018年，低糖糖果消费市场价值同比增长56%，达到870万英镑。超过三分之一的消费者正在积极减少糖量的摄入。

“我们意识到如今人们越来越想要控制饮食中的糖分。利用这一消费趋势，我们努力制作了减少30%糖分的吉百利Dairy Milk巧克力棒。”吉百利品牌经理Katrina Davison说道。

Cadbury, Nestle and other major brands have joined the anti-sugar campaign to enter the low-sugar food market.

According to the NHS, about a quarter of children in the UK suffer from obesity, and at least one in 13 deaths in Europe is related to obesity.

At the same time, more consumers are realizing the importance of "anti-sugar". Mondelz International points out that in 2018, the market value of low-sugar candies rose 56% year-on-year to 8.7 million pounds. More than a third of consumers are actively reducing their sugar intake.

公司还发布未来两年的新计划，包括推出减少32%糖含量的吉百利Boost+ Protein系列巧克力棒、减少30%糖分的Maynards Bassetts葡萄酒口香糖和Jelly Babies糖果、减少40%糖含量的BelVita早餐饼干系列。

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