好時（Hershey）承諾將生產(chǎn)更健康的零食。

該糖果制造商在上周五做出了一個重要的承諾：到2022年之前，確保50%的標(biāo)準(zhǔn)尺寸和超大號糖果零食的熱量不超過200卡路里。目前，僅有31%該尺寸的好時產(chǎn)品熱量低于這一標(biāo)準(zhǔn)。

目前，大型食品公司的高管均承認(rèn)，消費者的喜好向更純凈、更健康的食品轉(zhuǎn)變，這并非一時的風(fēng)尚，而是一種可持續(xù)的運動，目前并沒有速度放緩或趨勢逆轉(zhuǎn)的任何跡象。好時正是在這種背景下做出了上述承諾。好時旗下包括好時巧克力、銳滋（Reese's）巧克力和Krave零食等品牌。雖然當(dāng)前的趨勢意味著好時在競爭中不占優(yōu)勢，但事實上，該巧克力制造商的表現(xiàn)一直不錯，因為其冰激凌、糖果和咸味薄餅等零食的銷售依舊強勁。事實上好時預(yù)測，隨著好時Cookie Layer Crunch巧克力棒等新產(chǎn)品的推出，2017年的銷售額將增長2%至3%。而許多食品業(yè)巨頭的銷售額依舊低迷甚至出現(xiàn)下滑。

但這并不意味著好時可以忽視消費者向更健康飲食轉(zhuǎn)變的趨勢。除了降低卡路里外，好時還承諾將在今年年底之前，在公司糖果產(chǎn)品的包裝正面添加卡路里標(biāo)簽。這將便于消費者了解零食所含的熱量——好時稱，這是首次有糖果和零食公司做出這樣的承諾。

為了降低熱量，實現(xiàn)2022年的目標(biāo)，好時宣布將調(diào)整原有零食產(chǎn)品的配方，進行新產(chǎn)品創(chuàng)新，調(diào)整某些產(chǎn)品的尺寸等。

該策略直接借鑒了碳酸飲料業(yè)巨頭百事可樂（PepsiCo）和可口可樂（Coca-Cola）的做法。這兩家公司通過宣傳和銷售更小包裝的飲料，并且不再強調(diào)傳統(tǒng)的2升瓶裝飲料，而是推廣更小的罐裝飲料等策略，既能保持消費者對百事可樂或可口可樂的忠誠度，又不會令他們在消費時產(chǎn)生罪惡感。

此外，百事可樂還推出了一系列新型碳酸飲料和其他類型的飲料，這些飲料的熱量更低，可以幫助公司實現(xiàn)其所承諾的到2025年的目標(biāo)：公司在全球至少三分之二的飲料產(chǎn)品，每12盎司中添加的糖分所含熱量不超過100卡路里。可口可樂自2014年以來，推出了100多種低熱量或無熱量飲料。這些向“健康化”轉(zhuǎn)變的努力，幫助兩家公司在北美市場取得了出色的業(yè)績。（財富中文網(wǎng)）

譯者：劉進龍/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.