可口可乐采取新措施应对肥胖担忧

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可口可乐采取新措施应对肥胖担忧

天之聪教育 2013-05-09 天之聪教育 444次

可口可乐采取新措施应对肥胖担忧

Coke to display calories amid obesity fears

Coca-Cola has moved to head off rising concerns that sugary drinks are contributing to an obesity epidemic by releasing a four part plan highlighting calorie count labelling, greater promotion of diet drinks and a renewed pledge not to market to children under 12.

人们现在越来越担心含糖饮料导致肥胖症流行，可口可乐(Coca-Cola)已采取措施来应对这种担忧。该公司公布了一项包含四部分内容的计划，强调卡路里含量标注，加大对减肥饮料的促销，并再度承诺不面向12岁以下儿童展开营销。

The world’s largest beverage company added it would encourage consumers to adopt more active lifestyles and apply all the measures in the 200 countries where it operates.

这家全球最大的饮料公司补充称，将鼓励消费者采取更积极的生活方式，并将在其拥有业务的200个国家落实所有上述措施。

The new policy, announced on Wednesday, comes as Coke and its competitors are drawing fire from health experts and lawmakers, in the US and elsewhere, over the high calorie content of their flagship products.

可口可乐是在周三宣布这项新政策的。目前，可口可乐及其竞争对手正成为美国和其他国家健康专家和立法者批评的焦点，这些人批评它们的旗舰产品含有较高的卡路里。

“They need to take this head on given all the pressure they’re facing, certainly from a regulatory perspective and without a doubt from the consumer perspective,” said Ali Dibadj, analyst at Bernstein, an investment group. He added that soda sales overall had fallen in the US as consumers worried about health issues “self-regulated”.

投资集团伯恩斯坦(Bernstein)的分析师阿里•迪巴杰(Ali Dibadj)表示：“鉴于它们面临的各种压力，它们有必要正面应对，从监管的角度来说这是必然的，从消费者的角度来说这是毫无疑问的。”他补充称，美国碳酸饮料整体销量有所下滑，因为对健康问题感到担忧的消费者进行了“自我调控”。

As a result, beverage companies are expanding in emerging markets including India to win new business.

因此，饮料企业正在包括印度在内的新兴市场扩张，以赢得新业务。

Analysts said Coke and rivals are concerned about a crack down around the world. “They’re trying to get ahead of it,” Mr Dibadj said.

分析师表示，可口可乐及其竞争对手对全球范围内的打压感到担忧。迪巴杰表示：“它们正努力抢先一步作出反应。”

“If they get painted with this bad guy brush, I’m not convinced they have the support of the local communities and the local governments that they really need for all the local distribution, manufacturing and buy-in to grow the business,” he added.

他补充称：“如果它们被描述成坏人，我不相信它们会赢得当地社区和当地政府的支持，而它们真的需要得到这些对当地分销、制造和购买的支持，来扩大业务。”

The soft drink industry this year won a skirmish when a judge struck down New York City’s attempt to ban “super sized” sweetened drinks., while efforts in other parts of the US to tax fizzy drinks – similar to a 2011 levy passed in France – have failed.

今年，软饮料行业打赢了一场官司。当时，一名法官否决了纽约市企图禁售“超大瓶装”含糖饮料的计划。美国其他地区对碳酸饮料征税（与2011年法国通过的对碳酸饮料征税的立法类似）的努力也宣告失败。

Coke has tried to take a lead in the war on obesity, running ads that encourage consumers to burn more calories and highlighting its low-calorie and no-calorie drinks.

可口可乐一直努力在对抗肥胖症的战争中起到带头作用，该公司推出的广告鼓励消费者消耗更多卡路里并强调其低卡路里和零卡路里饮料。

“There is a place for all of our beverages in a healthy lifestyle,” said Muhtar Kent, chief executive, adding Coke was not shifting away from its flagship brand or reducing overall sales of its carbonated drinks.

可口可乐首席执行官穆泰康(Muhtar Kent)表示：“我们所有的饮料在健康生活方式中都有自己的位置。”他补充称，可口可乐不会从其旗舰品牌撤离，也不会削减碳酸饮料的整体销量。

The company did not give a timeline or an estimated cost of the initiatives.

该公司没有就前述措施给出时间表或成本估值。

Rival PepsiCo made its own move to focus on healthier offerings, such as Quaker oatmeal and Tropicana juices, but abandoned that strategy amid investor pressure in 2011. It has since renewed investment in its core snack and beverage brands.

可口可乐的竞争对手百事可乐(PepsiCo)曾采取措施，关注更为健康的产品，例如桂格(Quaker)燕麦片和纯果乐(Tropicana)果汁。但是2011年，在投资者的压力之下，百事可乐放弃了这一战略。该公司此后便重新投资于其核心的零食和饮料品牌。

Coke said nearly a quarter of its 3,500 beverages, including juices and water, have few or zero calories, but that those options were not consistently widely available in all markets.

可口可乐表示，在其3500种饮料中，近四分之一（包括果汁和水）为低卡路里或零卡路里，但这些产品并非在所有市场都无一例外的普遍销售。

Mr Kent said sales of Diet Coke in China accounted for a “single-digit” percentage of Coke brand sales, compared with 41 per cent in the US. Coke first promised to stop marketing to children in 2007.

穆泰康表示，健怡可乐(Diet Coke)在华销量在可口可乐品牌产品销量中所占比例不到10%，而美国为41%。该公司首次承诺停止面向儿童展开营销是在2007年。