百事可樂(lè)將咖啡飲料中的咖啡因含量提高了一倍

百事可樂(lè)將咖啡飲料中的咖啡因含量提高了一倍

It’s Pepsi — with double the pep.

百事可樂(lè)，雙倍的勁頭。

PepsiCo is launching a new coffee-infused soda, which boasts twice the caffeine content as its standard soda’s 38 milligrams — but still well below the amount found in the same volume of coffee.

百事可樂(lè)公司將推出一款新的咖啡汽水，其咖啡因含量是標(biāo)準(zhǔn)汽水的兩倍，即38毫克，但仍遠(yuǎn)低于同容量咖啡的咖啡因含量。

“Cola has been a pretty stagnant category over the last 20 to 30 years,” says Todd Kaplan, vice president of marketing for Pepsi. “As consumer preferences continue to evolve, we at Pepsi need to evolve as well to better meet those needs.”

百事可樂(lè)營(yíng)銷(xiāo)副總裁托德?卡普蘭(Todd Kaplan)表示:“在過(guò)去20至30年里，可樂(lè)一直是一個(gè)相當(dāng)不景氣的品類(lèi)。”“隨著消費(fèi)者偏好的不斷變化，我們百事也需要不斷變化，以更好地滿足這些需求。”

Pepsi Cafe, which is available in coffee and vanilla flavors, comes months after rival Coca-Cola launched its own sugar-free, coffee-based drink.

在競(jìng)爭(zhēng)對(duì)手可口可樂(lè)推出自己的無(wú)糖咖啡飲料幾個(gè)月后，推出了咖啡和香草口味的百事可樂(lè)(Pepsi Cafe)。

Cola brands are suffering amid growing public concern over health and sugar consumption. More and more consumers are looking for beverages that serve a purpose — for energy or nutritional benefits. Moreover, drinkers are opening up to more hybrid bevs, such as spiked seltzers, which blend spirits or malt liquor with fizzy, flavored waters and attract healthy types who are looking to avoid added sugars, carbs or dyes. The emerging drink category is projected to reach sales of $1.5 billion by the end of this year.

由于公眾對(duì)健康和糖的消費(fèi)日益擔(dān)憂，可樂(lè)品牌受到了影響。越來(lái)越多的消費(fèi)者在尋找能提供能量或營(yíng)養(yǎng)價(jià)值的飲料。此外，飲酒者也開(kāi)始接受更多的混合飲料，比如烈性酒或麥芽酒與起泡的調(diào)味水混合，吸引那些希望避免添加糖、碳水化合物或染料的健康客戶。到今年年底，這一新興飲料類(lèi)別的銷(xiāo)售額預(yù)計(jì)將達(dá)到15億美元。

This isn’t PepsiCo’s first foray into coffee, either. In 1996, the company did a yearlong test run of a breakfast drink called Pepsi Kona. Ten years later, the Harrison, New York-based corporation debuted Pepsi Max Cino, yet another coffee-flavored soda sans sugar.

這也不是百事公司第一次涉足咖啡市場(chǎng)。1996年，該公司對(duì)一款名為百事可樂(lè)(Pepsi Kona)的早餐飲料進(jìn)行了為期一年的試運(yùn)行。十年后，總部位于紐約哈里森的百事可樂(lè)公司推出了另一款咖啡味無(wú)糖可樂(lè)——百事Max Cino。

They are apparently “quite surprised about the synergy between cola and coffee,” says Danielle Barbaro, director of research and development at PepsiCo. “Once they tasted it, they saw that the flavors really blended.” She describes Pepsi Cafe as “cola forward” with notes of coffee, while the vanilla version imparts a creamier taste akin to a latte.

百事可樂(lè)公司研發(fā)總監(jiān)丹妮爾?巴巴羅表示，他們顯然“對(duì)可樂(lè)和咖啡之間的協(xié)同作用感到相當(dāng)驚訝”。“他們嘗過(guò)之后，發(fā)現(xiàn)味道真的很混合。她將百事咖啡描述為帶有咖啡味的“可樂(lè)前鋒”，而香草味則更像拿鐵。

Coke Coffee has sold well internationally, CNN Business reports, though it hasn’t made its way to US markets at this point. Pepsi thinks it could take some time “for people to initially wrap their head around” the concept.

據(jù)CNN商業(yè)報(bào)道，可口可樂(lè)咖啡在國(guó)際上賣(mài)得很好，盡管目前還沒(méi)有進(jìn)入美國(guó)市場(chǎng)。百事認(rèn)為，“人們可能需要一段時(shí)間才能初步理解”這一概念。