好时承诺降低产品热量

好时（Hershey）承诺将生产更健康的零食。

该糖果制造商在上周五做出了一个重要的承诺：到2022年之前，确保50%的标准尺寸和超大号糖果零食的热量不超过200卡路里。目前，仅有31%该尺寸的好时产品热量低于这一标准。

目前，大型食品公司的高管均承认，消费者的喜好向更纯净、更健康的食品转变，这并非一时的风尚，而是一种可持续的运动，目前并没有速度放缓或趋势逆转的任何迹象。好时正是在这种背景下做出了上述承诺。好时旗下包括好时巧克力、锐滋（Reese's）巧克力和Krave零食等品牌。虽然当前的趋势意味着好时在竞争中不占优势，但事实上，该巧克力制造商的表现一直不错，因为其冰激凌、糖果和咸味薄饼等零食的销售依旧强劲。事实上好时预测，随着好时Cookie Layer Crunch巧克力棒等新产品的推出，2017年的销售额将增长2%至3%。而许多食品业巨头的销售额依旧低迷甚至出现下滑。

但这并不意味着好时可以忽视消费者向更健康饮食转变的趋势。除了降低卡路里外，好时还承诺将在今年年底之前，在公司糖果产品的包装正面添加卡路里标签。这将便于消费者了解零食所含的热量——好时称，这是首次有糖果和零食公司做出这样的承诺。

为了降低热量，实现2022年的目标，好时宣布将调整原有零食产品的配方，进行新产品创新，调整某些产品的尺寸等。

该策略直接借鉴了碳酸饮料业巨头百事可乐（PepsiCo）和可口可乐（Coca-Cola）的做法。这两家公司通过宣传和销售更小包装的饮料，并且不再强调传统的2升瓶装饮料，而是推广更小的罐装饮料等策略，既能保持消费者对百事可乐或可口可乐的忠诚度，又不会令他们在消费时产生罪恶感。

此外，百事可乐还推出了一系列新型碳酸饮料和其他类型的饮料，这些饮料的热量更低，可以帮助公司实现其所承诺的到2025年的目标：公司在全球至少三分之二的饮料产品，每12盎司中添加的糖分所含热量不超过100卡路里。可口可乐自2014年以来，推出了100多种低热量或无热量饮料。这些向“健康化”转变的努力，帮助两家公司在北美市场取得了出色的业绩。（财富中文网）

译者：刘进龙/汪皓

Hershey is vowing to get a little healthier.

The candy maker on Friday unveiled a big commitment: by 2022, it wants to ensure that 50% of the company's standard- and king-sized confection snacks will contain 200 calories or less. Currently, only 31% of Hershey's (hsy, -1.29%) products in those sizes are under that threshold.

The commitment comes as Big Food maker executives admit that a consumer shift toward cleaner, healthier foods isn't just a fad—it is a sustainable movement that shows no signs of slowing or reversing. While that trend implies that Hershey, which makes the namesake chocolate, Reese's, and Krave snacks would be at a disadvantage competitively, the chocolate maker is actually performing well because indulgent snacks like ice cream, candy and salty stacks are actually continuing to post strong sales. In fact, Hershey has predicted sales will increase by 2% to 3% in 2017, due to the rollout of new treats like Hershey's Cookie Layer Crunch bars. Many Big Food rivals are posting either flat or declining sales.

But that doesn't mean that Hershey can completely ignore the tilt toward healthier foods and drinks. Along with the commitment to cut back on calories, Hershey also vowed to add front-of-pack calories labels on the company's confection treats by the end of the year. That will make it easier for consumers to know what's in their snacks—a commitment Hershey says is a first for the confectionery and snacking company.

To cut back on calories, Hershey says it will aim to hit the 2022 target through a combination of reformulating existing snacks, innovating new products, and adjusting the size of certain items in the portfolio.

That strategy is straight from the playbooks of soda giants PepsiCo (pep, -0.14%) and Coca-Cola (ko, -0.21%), which have each relied on marketing and selling smaller soda packs and de-emphasizing the traditional 2-liter bottles in favor of smaller, slimmer cans so consumers can indulge on a Pepsi or Coke but not feel too guilty about it.

PepsiCo also unveiled a slew of new sodas and other beverages that contain fewer calories so it can hit the target it vowed for 2025: at least two-thirds of that company's global beverage portfolio will contain 100 calories or less from added sugars per 12-ounce serving. Coke has launched more than 100 new low- or no-calorie drinks since 2014. Those efforts to get healthier have helped both perform well financially in North America.