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Simplicity for Sale 吃得简单最健康

详细资料: 创建于 2010年4月09日; 最后更新于 2024年5月25日; 发布于 2012年4月03日; 作者：Mike Lee; 点击数：216

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繁體中文譯本

This year’s marketing trend steers consumers toward the bare essentials 今年的营销趋势使消费者对原汁原味趋之若骛（译注：steer toward指驶向、引导…使朝向；bare essential指基本要素，引申为原汁原味，即食物的原味，不添加其他成份）

“Simple is better.” 「简单就是好」

This could be 2010’s most powerful marketing mantra. If 2009’s hottest sales pitch was all about buying stuff on the cheap, 2010 marketing will increasingly stress less as more, as in fewer parts, additives or ingredients.

上面这句话可能会是二０一０年最强效的营销魔咒。如果说，二００九年最火红的销售口号全都绕着买便宜货打转的话，那么二０一０年的营销将会愈来愈强调少即是多，亦即所含的添加物或成份等部份愈少愈好。

This may be more marketing magic than reality. How can a product made by Kraft, Campbell’s or Dreyer’s be made to sound as simple healthy as something made fresh in your kitchen?

只不过，这可能比较像是营销所施展的魔法，而非事实真相。卡夫、康宝或醉尔思（译注：均为著名食品品牌）的产品怎么会（被广告手法操作成）听起来就像是自家厨房里做出来的新鲜食物那么健康呢！

What’s Not in your food? 你的食物里「没有」什么料？

“One way to spin this is talk about how few ingredients your product contains,” said Tom Vierhile, researcher at Datamonitor.

「其中一种操弄的方式，就是大谈产品里所含的成份非常少，」信息监控公司研究人员汤姆．维希尔表示。

Companies that offer products with the fewest number of ingredients compared with rivals stand to win big in 2010, says Lynn Dornblaser, trends guru at Mintel.

明特尔公司的趋势大师琳恩．多恩布雷瑟指出，推出的产品所含成份和对手公司相比属最少的企业，可望成为二０一０年的大赢家。

Consumers these days not only want to know what’s in the stuff they eat and drink – they want to know what’s not. In a nation bedeviled by food scares and mounting worries about the healthiness of a plethora of things commonly used in processed foods, folks increasingly are demanding cleaner food labels: no artificial food colorings, no chemical additives (such as MSG) and no chemical preservatives (such as BHA).

近来，消费者不只是想知道他们所吃喝的东西里究竟含有哪些成份──他们还想知道里面没含哪些东西。在这个备受食品恐慌所折磨的国度里（译注：此指美国），各界对于加工食品常使用的过量添加物究竟健康与否的忧心愈发增高，民众愈来愈要求食品标示含有害物质（译注：此clean指不含有害物质或污染物）：像是不含人工食用色素、不含化学添加物（如味精），也无化学防腐剂（如丁基羟基甲氧苯）等等。

‘Simple’ sells 「简单」就大卖

The new marketing code word being used to boast about fewer ingredients: simple. From 2005 to 2008, there’s been a 64.7 percent increase in new products using the words “simple” or “simply” in the product or brand name, reports Datamonitor.

被用来吹嘘产品所含成份较少的新营销密语就是：简单。据信息监控公司指出，从二００五年到二００八年间，在产品或品牌名称中使用如「简单」或「简单地」等字眼的新产品，就增加了百分之六十四点七。

“The food business has always been ingenious at turning any criticism into a new way to sell food to us,” says Michael Pollan, author of In Defense of Food: An Eater’s Manifesto. The book popularized the notion of buying only foods with five or fewer ingredients. “As soon as you stress fewer ingredients, you’re implying that the food is healthy.”

「对于把任何批评转化成销售食品的新手法，食品业向来都很高明，」《为食物辩护：食客的宣言》一书作者麦可．波兰如此表示。本书所宣扬的理念是，只购买那些所含成份为五种以下的食物，「你一强调成份较少，就意味着那种食物是有益健康的。」

单词发音

More Information

pitch [pɪtʃ] n.【口】叫卖，推销

additive [ˋædətɪv] n. 添加剂；添加物 an artificial substance added to food to give it taste or color

spin [spɪn] v. 编造，虚构（故事等）

stand to 可能获得 to be likely to

win big 赢很大 to experience serendipity

guru [ˋgʊru] n.【口】宗师；权威；大师

coloring [ˋkʌlərɪŋ] n. 着色剂；色素

MSG (monosodium glutamate) 味精(又称麸胺酸钠) a chemical which is sometimes added to food to improve the taste

BHA (butylated hydroxyanisole) 丁基羟基茴香醚(一种抗氧化剂) a waxy solid used to preserve fats and oils, especially in foods

code word（有委婉作用的）代称；代名词

manifesto [͵mænəˋfɛsto] n. 宣言；告示

popularize [ˋpɑpjələ͵raɪz] v. 宣传

imply [ɪmˋplaɪ] v. 暗指；暗示；意味着[+（that）]

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Healthy eating or marketing ploy? 健康饮食或是营销伎俩？

New York University nutrition professor Marion Nestle has long advised folks to eat mostly minimally processed food: items with ingredients as close to raw – and in their natural state – as is safe. Typically, that also means fewer ingredients. “Any trend towards less processing is good,” she says.

纽约大学营养学教授马瑞安．奈瑟长久以来一直建议民众，要多吃那些尽量少加工处理过的食物：也就是成份接近未烹煮加工──而且是天然状态的那些产品──因为这才符合食品安全。通常来说，这也意味着这些食物所含的成份较少。「任何诉求减少加工处理的趋势都是好的，」她如此说道。

But fewer ingredients in high-sugar, high-salt or high-fat items such as ice cream, cookies or chips isn’t what she had in mind. When it comes to healthy eating, she is talking about five ingredients in a loaf of bread – not a box of cookies. Simplifying such snack foods “is savvy marketing that consumers are buying right into,” Nestle says.

不过，她所指的较少成份的食品，并非指高糖、高盐或高脂肪的产品，如冰淇淋、饼干或洋芋片。提到健康饮食时，她所指的是只含五种成份的一条面包──而非一盒饼干。把这些点心食品更简化，「是消费者相当买账的精明营销方式，」奈瑟表示。

Haagen-Dazs takes the lead 哈根达斯引领潮流

Perhaps that’s why Häagen-Dazs launched an ice cream line marketed as simply “Five,” for its five ingredients – milk, cream, sugar, eggs, and one natural flavor, such as mint.

或许这就是为什么哈根达斯会推出冰淇淋新系列的原因了，该系列以简单的「五」名称营销，因为其中只含五种成份──包括牛奶、乳脂、糖、蛋，和如薄荷等一种天然调味料。

Early in 2008, Ching-Yee Hu, a brand manager at the company, observed a consumer focus group meeting. A panelist mentioned that when he shopped recently, he found himself comparing a bag of potato chips that had 20 ingredients with a bag that had three. He said the bag with the short list was the obvious choice.

哈根达斯品牌经理胡青宜（音译）在二００八年初曾参与一场消费者焦点团体的会议（译注：此observe指在某活动中参与或观察，但并非积极活跃的参与者）。一位座谈会成员提到，他最近去购物时，发现自己在比较两包洋芋片，其中一包含有二十种成份，而另一包只含了三种，他表示，成份较少的那包当然雀屏中选。

“’As he told this story, I could see all the other consumers in the room nodding their heads in agreement. And I wondered: Why can’t we bring ice cream down to the bare minimum?” Hu recalls.

「他在诉说这个故事时，我可以看到室内所有其他消费者纷纷点头同意，于是我不禁心想：我们何不也把冰淇淋成份简化到最低呢？」胡经理回忆说。

The line rolled out in March with seven flavors. Häagen-Dazs also opted to list the ingredients on the front of the package. Although executives won’t detail sales, the line already accounts for 10 percent of the brand’s business, says Gulbin Hoeberechts, brand director.

该系列在三月间推出问世，共有七种口味。哈根达斯还选择在包装正面列出成份。虽然公司高阶主管不愿透露销售细节，但据品牌主任古宾．何伯瑞兹表示，该系列的业绩已占了品牌总业绩的百分之十。

That suits Joel Vancil, a big fan of Five. “If you’re going to eat ice cream, it might as well not contain all the junk that’s usually in ice cream,” he says.

这个做法正合了乔．文西尔的意，他是「五」系列冰淇淋的超级粉丝。「如果你要吃冰淇淋的话，还是不含那些冰淇淋中常见的垃圾成份会比较好，」他表示。

−by H. Darr Beiser