<p>Kool-Aid Hydration 将推出三种口味：葡萄、热带果汁和蓝莓柠檬水。</p>
<p>来源：Kool-Aid</p>
<p>Kool-Aid 正在推出不含人工染料的电解质包装，旨在吸引希望补充水分但不想支付 Gatorade 或 Liquid I.V. 价格的消费者。</p>
<p>这一新产品是母公司卡夫亨氏更广泛计划的一部分，旨在现代化其产品组合并扭转近十年来的销售下滑。其顶级品牌，包括 Capri Sun、Oscar Mayer 和 Kraft Mac &amp; Cheese，因消费者寻求更新鲜、更营养的选择来喂养和补充水分而面临困境。</p>
<p>距离成立 100 周年还有一年，Kool-Aid 在卡夫亨氏的产品组合中仍算年轻。但其相对年轻和标志性吉祥物并未使该品牌免受许多与公司老品牌（如 Maxwell House 和 Philadelphia）相同的问题的困扰。</p>
<p>今年早些时候，卡夫亨氏表示暂停之前宣布的将公司分拆为两部分的计划。首席执行官 Steve Cahillane 表示，公司面临的许多问题是 “可修复的”，并承诺投资 6 亿美元以推动其美国业务的转型。</p>
<p>Kool-Aid 是该计划的一部分。根据卡夫亨氏的说法，今年对该品牌的投资预计将比 2025 年增加 70%。</p>
<p>其中一部分资金用于 Kool-Aid Hydration 的开发和推出。该系列将在 5 月底在零售商处推出，包含三种口味：水果冲击、葡萄和蓝莓柠檬水。</p>
<p>“我们认为这是现代化品牌的正确步骤，确保产品供应与品牌价值和文化货币保持相关性，” 卡夫亨氏水分、甜点和餐食部门总裁 Caroline Boulos 说。</p>
<h2>电解质的火花</h2>
<p>近年来，美国的粉末浓缩饮料市场迅速增长。根据 Euromonitor International 的数据，这一类别涵盖了从 Kool-Aid 到雀巢 Nuun 的所有可溶性粉末混合物和药片，在过去五年中销售额增长了三倍，超过 46 亿美元。</p>
<p>这一增长主要来自单份电解质棒的兴起，这一概念由 Liquid I.V. 推广，目前已被联合利华收购。百事可乐也在其 Gatorade 和 Propel 品牌下推出了单份包装和药片。此外，还有一些较小的新兴品牌，如 LMNT 和来自播客主持人 Alex Cooper 的 Unwell Hydration。</p>
<p>但卡夫亨氏看到 Kool-Aid 在电解质粉末类别中占有一席之地的机会。根据 Boulos 的说法，目前可供消费者选择的许多选项 “非常注重性能” 和 “非常强烈”。</p>
<p>“消费者发现许多这些产品过于咸或苦，而且这是一个非常高端的子类别，因此对更大范围的消费者来说并不可及，” 她告诉 CNBC。</p>
<p>Kool-Aid Hydration 的平均价格为每包 6 根棒 $4.99。这个价格比 Gatorade 和 Liquid I.V. 同样包装的单份包装的典型价格低几美元。</p>
<p>与为运动员设计的电解质饮料相比，Kool-Aid Hydration 的目标是希望满足日常补水目标的年轻人。因此，口味更加 “亲切”，Boulos 说。</p>
<p>她形容这种口味为 “非常具有识别度”，尽管钠、钾、钙和镁也很明显。</p>
<p>“你确实能感受到电解质带来的些许咸味，但并不压倒或令人不适，” Boulos 说。</p>
<h2>Kool-Aid 的改造</h2>
<p>Kool-Aid 并不单靠电解质来销售 Hydration 系列。该品牌还试图通过强调包装中不含的成分来赢得消费者的青睐。</p>
<p>Kool-Aid Hydration 不使用人工染料，这是卡夫亨氏更广泛承诺的一部分，计划在 2027 年底之前逐步淘汰合成色素。在卫生与公共服务部长 Robert F. Kennedy Jr. 及其 “让美国再次健康” 的平台影响下，特朗普政府对大型食品公司施加压力，要求其淘汰石油基合成染料，尽管食品药品监督管理局尚未撤销对任何染料的授权。</p>
<p>除了不含人工色素外，Kool-Aid Hydration 还不含糖。</p>
<p>“这是一个人们喜爱的品牌，但从产品角度来看，我们退后一步，与消费者讨论他们为何停止购买该品牌的原因，我们听到的反馈是，他们转向了更适合他们需求的其他替代品，” Boulos 说。“这可能是他们在寻求特定的好处，或者随着时间的推移，消费者在减少糖分摄入或减少某些成分方面遇到的障碍。”</p>
<p>卡夫亨氏在其产品组合中采取了这种方法。</p>
<p>在 4 月，它推出了 Capri Sun Hydrate，含有电解质和维生素 E。其包装还宣传每袋含有 5 克总糖——不到经典 Capri Sun 糖分的一半。</p>
<p>在 3 月，该公司展示了 Kraft PowerMac，含有 17 克蛋白质和 6 克纤维。</p>
<p>“我们所有的创新确实根植于以消费者为主导的洞察，消费者告诉我们，他们希望他们的食物和饮料能为他们做更多的事情，” Boulos 说。“我们确实看到传统品牌在这里发挥作用的机会，反响非常积极。</p>
<p>选择 CNBC 作为您在 Google 上的首选来源，永远不会错过商业新闻中最值得信赖的名字的任何时刻。</p>

卡夫亨氏

纳斯达克食品饮料 ETF - First Trust

食品饮料 ETF - PowerShares

<p>卡夫亨氏正在推出不含人工染料的 Kool-Aid Hydration 电解质包装，以现代化其品牌并应对销售下滑。新产品提供葡萄、热带冲击和蓝莓柠檬水口味，目标消费者是寻求实惠补水选择的人群。每六根售价为 4.99 美元的 Kool-Aid 旨在吸引年轻成年人，其口味相比于高端竞争对手更为亲民。此举是卡夫亨氏更广泛战略的一部分，旨在振兴其产品组合，其中包括 6 亿美元的投资，以应对各品牌的销售挑战</p>

<p>Kool-Aid Hydration is launching with three flavors: grape, tropical punch and blue raspberry lemonade.</p>
<div class="lb-trans"><p>Kool-Aid Hydration 将推出三种口味：葡萄、热带果汁和蓝莓柠檬水。</p>
</div><p>Source: Kool-Aid</p>
<div class="lb-trans"><p>来源：Kool-Aid</p>
</div><p>Kool-Aid is launching electrolyte packets made without artificial dyes, aimed at reaching consumers who want to hydrate, but not for Gatorade or Liquid I.V. prices.</p>
<div class="lb-trans"><p>Kool-Aid 正在推出不含人工染料的电解质包装，旨在吸引希望补充水分但不想支付 Gatorade 或 Liquid I.V. 价格的消费者。</p>
</div><p>The new product is part of parent company Kraft Heinz's broader plan to modernize its portfolio and reverse a sales slump that has lasted nearly a decade. Its top brands, including Capri Sun, Oscar Mayer and Kraft Mac &amp; Cheese, have struggled as consumers have sought fresher and more nutritious options to feed and hydrate their families.</p>
<div class="lb-trans"><p>这一新产品是母公司卡夫亨氏更广泛计划的一部分，旨在现代化其产品组合并扭转近十年来的销售下滑。其顶级品牌，包括 Capri Sun、Oscar Mayer 和 Kraft Mac &amp; Cheese，因消费者寻求更新鲜、更营养的选择来喂养和补充水分而面临困境。</p>
</div><p>One year shy of its 100th birthday, Kool-Aid is — somehow — on the younger end of Kraft Heinz's portfolio. But its relative youth and iconic mascot have not shielded the brand from many of the same issues dogging the company's older brands, such as Maxwell House and Philadelphia.</p>
<div class="lb-trans"><p>距离成立 100 周年还有一年，Kool-Aid 在卡夫亨氏的产品组合中仍算年轻。但其相对年轻和标志性吉祥物并未使该品牌免受许多与公司老品牌（如 Maxwell House 和 Philadelphia）相同的问题的困扰。</p>
</div><p>Earlier this year, Kraft Heinz said it was pausing its previously announced plans to split the company in two. CEO Steve Cahillane said that many of the company's issues were &#34;fixable&#34; and committed to investing $600 million to fuel a turnaround of its U.S. business.</p>
<div class="lb-trans"><p>今年早些时候，卡夫亨氏表示暂停之前宣布的将公司分拆为两部分的计划。首席执行官 Steve Cahillane 表示，公司面临的许多问题是 “可修复的”，并承诺投资 6 亿美元以推动其美国业务的转型。</p>
</div><p>Kool-Aid is part of that plan. Investment in the brand is slated to increase 70% this year compared with 2025, according to Kraft Heinz.</p>
<div class="lb-trans"><p>Kool-Aid 是该计划的一部分。根据卡夫亨氏的说法，今年对该品牌的投资预计将比 2025 年增加 70%。</p>
</div><p>Some of that money went into the development and launch of Kool-Aid Hydration. The line rolls out in retailers later in May with three flavors: fruit punch, grape and blue raspberry lemonade.</p>
<div class="lb-trans"><p>其中一部分资金用于 Kool-Aid Hydration 的开发和推出。该系列将在 5 月底在零售商处推出，包含三种口味：水果冲击、葡萄和蓝莓柠檬水。</p>
</div><p>&#34;We think it's the right step to take to contemporize brand and make sure the product offerings remain as relevant as the brand equity and cultural currency,&#34; said Caroline Boulos, president of hydration, desserts and meals at Kraft Heinz.</p>
<div class="lb-trans"><p>“我们认为这是现代化品牌的正确步骤，确保产品供应与品牌价值和文化货币保持相关性，” 卡夫亨氏水分、甜点和餐食部门总裁 Caroline Boulos 说。</p>
</div><h2>An electrolyte spark</h2>
<div class="lb-trans"><h2>电解质的火花</h2>
</div><p>The U.S. market for powder concentrates has exploded in recent years. The category, which spans all dissolvable powder mixes and tablets from Kool-Aid to Nestle's Nuun, has more than tripled over the past five years to more than $4.6 billion in sales, according to Euromonitor International data.</p>
<div class="lb-trans"><p>近年来，美国的粉末浓缩饮料市场迅速增长。根据 Euromonitor International 的数据，这一类别涵盖了从 Kool-Aid 到雀巢 Nuun 的所有可溶性粉末混合物和药片，在过去五年中销售额增长了三倍，超过 46 亿美元。</p>
</div><p>Much of that growth comes from the rise of single-serve electrolyte sticks, which were popularized by Liquid I.V., now owned by Unilever. PepsiCo has also introduced single-serve packets and tablets under its Gatorade and Propel brands. And then there's a number of smaller upstarts such as LMNT and Unwell Hydration from podcaster Alex Cooper.</p>
<div class="lb-trans"><p>这一增长主要来自单份电解质棒的兴起，这一概念由 Liquid I.V. 推广，目前已被联合利华收购。百事可乐也在其 Gatorade 和 Propel 品牌下推出了单份包装和药片。此外，还有一些较小的新兴品牌，如 LMNT 和来自播客主持人 Alex Cooper 的 Unwell Hydration。</p>
</div><p>But Kraft Heinz sees an opportunity for Kool-Aid to make its mark on the electrolyte powder category. Many of the current options available to consumers are &#34;very performance driven&#34; and &#34;very intense,&#34; according to Boulos.</p>
<div class="lb-trans"><p>但卡夫亨氏看到 Kool-Aid 在电解质粉末类别中占有一席之地的机会。根据 Boulos 的说法，目前可供消费者选择的许多选项 “非常注重性能” 和 “非常强烈”。</p>
</div><p>&#34;Consumers find a lot of those offerings to be too salty or bitter, and also, it's a very premium subset of the category, so it's not attainable to a larger swath of consumers,&#34; she told CNBC.</p>
<div class="lb-trans"><p>“消费者发现许多这些产品过于咸或苦，而且这是一个非常高端的子类别，因此对更大范围的消费者来说并不可及，” 她告诉 CNBC。</p>
</div><p>Kool-Aid Hydration is launching at an average price point of $4.99 for a pack with six sticks. That price is several dollars below the typical cost of the same pack size of single-serve packets from Gatorade and Liquid I.V.</p>
<div class="lb-trans"><p>Kool-Aid Hydration 的平均价格为每包 6 根棒 $4.99。这个价格比 Gatorade 和 Liquid I.V. 同样包装的单份包装的典型价格低几美元。</p>
</div><p>And in contrast to the electrolyte drinks created with athletes in mind, Kool-Aid Hydration is targeting young adults looking to meet their everyday hydration goals. As a result, the taste is more &#34;approachable,&#34; according to Boulos.</p>
<div class="lb-trans"><p>与为运动员设计的电解质饮料相比，Kool-Aid Hydration 的目标是希望满足日常补水目标的年轻人。因此，口味更加 “亲切”，Boulos 说。</p>
</div><p>She described the flavor as &#34;very recognizable&#34; as Kool-Aid, although the sodium, potassium, calcium and magnesium are also noticeable.</p>
<div class="lb-trans"><p>她形容这种口味为 “非常具有识别度”，尽管钠、钾、钙和镁也很明显。</p>
</div><p>&#34;You do get a little of that salinity that you do from the presence of electrolytes, but it's not overpowering or overwhelming,&#34; Boulos said.</p>
<div class="lb-trans"><p>“你确实能感受到电解质带来的些许咸味，但并不压倒或令人不适，” Boulos 说。</p>
</div><h2>A Kool-Aid revamp</h2>
<div class="lb-trans"><h2>Kool-Aid 的改造</h2>
</div><p>Kool-Aid isn't selling the Hydration line on the electrolytes alone. The brand is also trying to win over shoppers by trumpeting what isn't in the packets.</p>
<div class="lb-trans"><p>Kool-Aid 并不单靠电解质来销售 Hydration 系列。该品牌还试图通过强调包装中不含的成分来赢得消费者的青睐。</p>
</div><p>Kool-Aid Hydration does not use artificial dyes, as part of Kraft Heinz's broader pledge to phase out synthetic colors by the end of 2027. Under the influence of Health and Human Services Secretary Robert F. Kennedy Jr. and his &#34;Make America Healthy Again&#34; platform, the Trump administration has put pressure on Big Food to cut out petroleum-based synthetic dyes, although the Food and Drug Administration has not yet revoked authorization for any of them.</p>
<div class="lb-trans"><p>Kool-Aid Hydration 不使用人工染料，这是卡夫亨氏更广泛承诺的一部分，计划在 2027 年底之前逐步淘汰合成色素。在卫生与公共服务部长 Robert F. Kennedy Jr. 及其 “让美国再次健康” 的平台影响下，特朗普政府对大型食品公司施加压力，要求其淘汰石油基合成染料，尽管食品药品监督管理局尚未撤销对任何染料的授权。</p>
</div><p>In addition to lacking artificial colors, Kool-Aid Hydration also does not contain sugar.</p>
<div class="lb-trans"><p>除了不含人工色素外，Kool-Aid Hydration 还不含糖。</p>
</div><p>&#34;This is a brand that people love, but from a product side, we took a step back and talked to consumers about why they had stopped buying the brand, and what we heard is they were turning to other alternatives that are better suited to their needs,&#34; Boulos said. &#34;That could be they were seeking out specific benefits or maybe there were barriers over time of [consumers] trying to reduce sugar consumption or reduce certain ingredients.&#34;</p>
<div class="lb-trans"><p>“这是一个人们喜爱的品牌，但从产品角度来看，我们退后一步，与消费者讨论他们为何停止购买该品牌的原因，我们听到的反馈是，他们转向了更适合他们需求的其他替代品，” Boulos 说。“这可能是他们在寻求特定的好处，或者随着时间的推移，消费者在减少糖分摄入或减少某些成分方面遇到的障碍。”</p>
</div><p>Kraft Heinz is taking that approach elsewhere in its portfolio.</p>
<div class="lb-trans"><p>卡夫亨氏在其产品组合中采取了这种方法。</p>
</div><p>In April, it unveiled Capri Sun Hydrate, with electrolytes and vitamin E. Its packaging also touts five grams of total sugar per pouch — less than half of the sugar found in a classic Capri Sun.</p>
<div class="lb-trans"><p>在 4 月，它推出了 Capri Sun Hydrate，含有电解质和维生素 E。其包装还宣传每袋含有 5 克总糖——不到经典 Capri Sun 糖分的一半。</p>
</div><p>And in March, the company showed off Kraft PowerMac, with 17 grams of protein and six grams of fiber.</p>
<div class="lb-trans"><p>在 3 月，该公司展示了 Kraft PowerMac，含有 17 克蛋白质和 6 克纤维。</p>
</div><p>&#34;All of our innovation really remains rooted in consumer-led insight, and consumers are telling us that they're looking for their food and their drinks to do more for them,&#34; Boulos said. &#34;We really see an opportunity for legacy brands to play a role there, and the response has been overwhelmingly positive.</p>
<div class="lb-trans"><p>“我们所有的创新确实根植于以消费者为主导的洞察，消费者告诉我们，他们希望他们的食物和饮料能为他们做更多的事情，” Boulos 说。“我们确实看到传统品牌在这里发挥作用的机会，反响非常积极。</p>
</div><p>Choose CNBC as your preferred source on Google and never miss a moment from the most trusted name in business news.</p>
<div class="lb-trans"><p>选择 CNBC 作为您在 Google 上的首选来源，永远不会错过商业新闻中最值得信赖的名字的任何时刻。</p>
</div>

Kool-Aid to launch electrolyte packets with no artificial dyes as part of Kraft Heinz makeover

Kool-Aid 将推出不含人工染料的电解质包装，作为卡夫亨氏品牌重塑的一部分