<p>Kool-Aid Hydration 將推出三種口味：葡萄、熱帶果汁和藍莓檸檬水。</p>
<p>來源：Kool-Aid</p>
<p>Kool-Aid 正在推出不含人工染料的電解質包裝，旨在吸引希望補充水分但不想支付 Gatorade 或 Liquid I.V. 價格的消費者。</p>
<p>這一新產品是母公司卡夫亨氏更廣泛計劃的一部分，旨在現代化其產品組合並扭轉近十年來的銷售下滑。其頂級品牌，包括 Capri Sun、Oscar Mayer 和 Kraft Mac &amp; Cheese，因消費者尋求更新鮮、更營養的選擇來餵養和補充水分而面臨困境。</p>
<p>距離成立 100 週年還有一年，Kool-Aid 在卡夫亨氏的產品組合中仍算年輕。但其相對年輕和標誌性吉祥物並未使該品牌免受許多與公司老品牌（如 Maxwell House 和 Philadelphia）相同的問題的困擾。</p>
<p>今年早些時候，卡夫亨氏表示暫停之前宣佈的將公司分拆為兩部分的計劃。首席執行官 Steve Cahillane 表示，公司面臨的許多問題是 “可修復的”，並承諾投資 6 億美元以推動其美國業務的轉型。</p>
<p>Kool-Aid 是該計劃的一部分。根據卡夫亨氏的説法，今年對該品牌的投資預計將比 2025 年增加 70%。</p>
<p>其中一部分資金用於 Kool-Aid Hydration 的開發和推出。該系列將在 5 月底在零售商處推出，包含三種口味：水果衝擊、葡萄和藍莓檸檬水。</p>
<p>“我們認為這是現代化品牌的正確步驟，確保產品供應與品牌價值和文化貨幣保持相關性，” 卡夫亨氏水分、甜點和餐食部門總裁 Caroline Boulos 説。</p>
<h2>電解質的火花</h2>
<p>近年來，美國的粉末濃縮飲料市場迅速增長。根據 Euromonitor International 的數據，這一類別涵蓋了從 Kool-Aid 到雀巢 Nuun 的所有可溶性粉末混合物和藥片，在過去五年中銷售額增長了三倍，超過 46 億美元。</p>
<p>這一增長主要來自單份電解質棒的興起，這一概念由 Liquid I.V. 推廣，目前已被聯合利華收購。百事可樂也在其 Gatorade 和 Propel 品牌下推出了單份包裝和藥片。此外，還有一些較小的新興品牌，如 LMNT 和來自播客主持人 Alex Cooper 的 Unwell Hydration。</p>
<p>但卡夫亨氏看到 Kool-Aid 在電解質粉末類別中佔有一席之地的機會。根據 Boulos 的説法，目前可供消費者選擇的許多選項 “非常注重性能” 和 “非常強烈”。</p>
<p>“消費者發現許多這些產品過於鹹或苦，而且這是一個非常高端的子類別，因此對更大範圍的消費者來説並不可及，” 她告訴 CNBC。</p>
<p>Kool-Aid Hydration 的平均價格為每包 6 根棒 $4.99。這個價格比 Gatorade 和 Liquid I.V. 同樣包裝的單份包裝的典型價格低幾美元。</p>
<p>與為運動員設計的電解質飲料相比，Kool-Aid Hydration 的目標是希望滿足日常補水目標的年輕人。因此，口味更加 “親切”，Boulos 説。</p>
<p>她形容這種口味為 “非常具有識別度”，儘管鈉、鉀、鈣和鎂也很明顯。</p>
<p>“你確實能感受到電解質帶來的些許鹹味，但並不壓倒或令人不適，” Boulos 説。</p>
<h2>Kool-Aid 的改造</h2>
<p>Kool-Aid 並不單靠電解質來銷售 Hydration 系列。該品牌還試圖通過強調包裝中不含的成分來贏得消費者的青睞。</p>
<p>Kool-Aid Hydration 不使用人工染料，這是卡夫亨氏更廣泛承諾的一部分，計劃在 2027 年底之前逐步淘汰合成色素。在衞生與公共服務部長 Robert F. Kennedy Jr. 及其 “讓美國再次健康” 的平台影響下，特朗普政府對大型食品公司施加壓力，要求其淘汰石油基合成染料，儘管食品藥品監督管理局尚未撤銷對任何染料的授權。</p>
<p>除了不含人工色素外，Kool-Aid Hydration 還不含糖。</p>
<p>“這是一個人們喜愛的品牌，但從產品角度來看，我們退後一步，與消費者討論他們為何停止購買該品牌的原因，我們聽到的反饋是，他們轉向了更適合他們需求的其他替代品，” Boulos 説。“這可能是他們在尋求特定的好處，或者隨着時間的推移，消費者在減少糖分攝入或減少某些成分方面遇到的障礙。”</p>
<p>卡夫亨氏在其產品組合中採取了這種方法。</p>
<p>在 4 月，它推出了 Capri Sun Hydrate，含有電解質和維生素 E。其包裝還宣傳每袋含有 5 克總糖——不到經典 Capri Sun 糖分的一半。</p>
<p>在 3 月，該公司展示了 Kraft PowerMac，含有 17 克蛋白質和 6 克纖維。</p>
<p>“我們所有的創新確實根植於以消費者為主導的洞察，消費者告訴我們，他們希望他們的食物和飲料能為他們做更多的事情，” Boulos 説。“我們確實看到傳統品牌在這裏發揮作用的機會，反響非常積極。</p>
<p>選擇 CNBC 作為您在 Google 上的首選來源，永遠不會錯過商業新聞中最值得信賴的名字的任何時刻。</p>

卡夫亨氏

納斯達克食品飲料 ETF - First Trust

食品飲料 ETF - PowerShares

<p>卡夫亨氏正在推出不含人工染料的 Kool-Aid Hydration 電解質包裝，以現代化其品牌並應對銷售下滑。新產品提供葡萄、熱帶衝擊和藍莓檸檬水口味，目標消費者是尋求實惠補水選擇的人羣。每六根售價為 4.99 美元的 Kool-Aid 旨在吸引年輕成年人，其口味相比於高端競爭對手更為親民。此舉是卡夫亨氏更廣泛戰略的一部分，旨在振興其產品組合，其中包括 6 億美元的投資，以應對各品牌的銷售挑戰</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 將推出三種口味：葡萄、熱帶果汁和藍莓檸檬水。</p>
</div><p>Source: Kool-Aid</p>
<div class="lb-trans"><p>來源：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電解質包裝，旨在吸引希望補充水分但不想支付 Gatorade 或 Liquid I.V. 價格的消費者。</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>這一新產品是母公司卡夫亨氏更廣泛計劃的一部分，旨在現代化其產品組合並扭轉近十年來的銷售下滑。其頂級品牌，包括 Capri Sun、Oscar Mayer 和 Kraft Mac &amp; Cheese，因消費者尋求更新鮮、更營養的選擇來餵養和補充水分而面臨困境。</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>距離成立 100 週年還有一年，Kool-Aid 在卡夫亨氏的產品組合中仍算年輕。但其相對年輕和標誌性吉祥物並未使該品牌免受許多與公司老品牌（如 Maxwell House 和 Philadelphia）相同的問題的困擾。</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>今年早些時候，卡夫亨氏表示暫停之前宣佈的將公司分拆為兩部分的計劃。首席執行官 Steve Cahillane 表示，公司面臨的許多問題是 “可修復的”，並承諾投資 6 億美元以推動其美國業務的轉型。</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 是該計劃的一部分。根據卡夫亨氏的説法，今年對該品牌的投資預計將比 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>其中一部分資金用於 Kool-Aid Hydration 的開發和推出。該系列將在 5 月底在零售商處推出，包含三種口味：水果衝擊、葡萄和藍莓檸檬水。</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>“我們認為這是現代化品牌的正確步驟，確保產品供應與品牌價值和文化貨幣保持相關性，” 卡夫亨氏水分、甜點和餐食部門總裁 Caroline Boulos 説。</p>
</div><h2>An electrolyte spark</h2>
<div class="lb-trans"><h2>電解質的火花</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>近年來，美國的粉末濃縮飲料市場迅速增長。根據 Euromonitor International 的數據，這一類別涵蓋了從 Kool-Aid 到雀巢 Nuun 的所有可溶性粉末混合物和藥片，在過去五年中銷售額增長了三倍，超過 46 億美元。</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>這一增長主要來自單份電解質棒的興起，這一概念由 Liquid I.V. 推廣，目前已被聯合利華收購。百事可樂也在其 Gatorade 和 Propel 品牌下推出了單份包裝和藥片。此外，還有一些較小的新興品牌，如 LMNT 和來自播客主持人 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 在電解質粉末類別中佔有一席之地的機會。根據 Boulos 的説法，目前可供消費者選擇的許多選項 “非常注重性能” 和 “非常強烈”。</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>“消費者發現許多這些產品過於鹹或苦，而且這是一個非常高端的子類別，因此對更大範圍的消費者來説並不可及，” 她告訴 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 的平均價格為每包 6 根棒 $4.99。這個價格比 Gatorade 和 Liquid I.V. 同樣包裝的單份包裝的典型價格低幾美元。</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>與為運動員設計的電解質飲料相比，Kool-Aid Hydration 的目標是希望滿足日常補水目標的年輕人。因此，口味更加 “親切”，Boulos 説。</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>她形容這種口味為 “非常具有識別度”，儘管鈉、鉀、鈣和鎂也很明顯。</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>“你確實能感受到電解質帶來的些許鹹味，但並不壓倒或令人不適，” Boulos 説。</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 並不單靠電解質來銷售 Hydration 系列。該品牌還試圖通過強調包裝中不含的成分來贏得消費者的青睞。</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，這是卡夫亨氏更廣泛承諾的一部分，計劃在 2027 年底之前逐步淘汰合成色素。在衞生與公共服務部長 Robert F. Kennedy Jr. 及其 “讓美國再次健康” 的平台影響下，特朗普政府對大型食品公司施加壓力，要求其淘汰石油基合成染料，儘管食品藥品監督管理局尚未撤銷對任何染料的授權。</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 還不含糖。</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>“這是一個人們喜愛的品牌，但從產品角度來看，我們退後一步，與消費者討論他們為何停止購買該品牌的原因，我們聽到的反饋是，他們轉向了更適合他們需求的其他替代品，” Boulos 説。“這可能是他們在尋求特定的好處，或者隨着時間的推移，消費者在減少糖分攝入或減少某些成分方面遇到的障礙。”</p>
</div><p>Kraft Heinz is taking that approach elsewhere in its portfolio.</p>
<div class="lb-trans"><p>卡夫亨氏在其產品組合中採取了這種方法。</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，含有電解質和維生素 E。其包裝還宣傳每袋含有 5 克總糖——不到經典 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，該公司展示了 Kraft PowerMac，含有 17 克蛋白質和 6 克纖維。</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>“我們所有的創新確實根植於以消費者為主導的洞察，消費者告訴我們，他們希望他們的食物和飲料能為他們做更多的事情，” Boulos 説。“我們確實看到傳統品牌在這裏發揮作用的機會，反響非常積極。</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>選擇 CNBC 作為您在 Google 上的首選來源，永遠不會錯過商業新聞中最值得信賴的名字的任何時刻。</p>
</div>

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

Kool-Aid 將推出不含人工染料的電解質包裝，作為卡夫亨氏品牌重塑的一部分