否认使用福岛原料，农夫山泉营销再“翻车

36氪2021-06-28

农夫山泉操作被评“自相矛盾”。近日，农夫山泉一款 " 福岛白桃味苏打气泡水 " 引起热议，该产品宣传物料中打着上了" 原产日本福岛县 " 的旗号。有媒体报道称，这一描述，让消费者认为其产品原料取材于日本福岛。值得注意的是，2011年日本福岛曾发生严重核泄漏，周边水土被大量污染，今年4月，日本政府宣布将核废水排入大海的决定引发了全球抵制。鉴于核泄漏事故对食品、农产品质量安全的影响，早在...

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SalemLee
2021-06-28
SalemLee
可以吗
SalemLee
2021-06-28
SalemLee
有可能吗
CandyChen
2021-06-28
CandyChen
什么情况😳

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个都县进口食品、食用农产品及饲料。\n有网友就此事咨询该品牌网店客服，得到的回应称，客服称产品原材料并非来源于日本福岛，只是配方调配出了福岛特产拂晓白桃的风味。\n对此，6月27日，农夫山泉在其官方微博回应表示，农夫山泉拂晓白桃味苏打气泡水的配料中没有从日本福岛进口的成分。当晚，浙江建德市场监管局也通报，农夫山泉饮品原料没有从日本福岛采购的情况。\n此外，农夫山泉方面表示：“拂晓白桃原产于福岛，风味独特，上世纪在我国已有引种。我们研发人员依据拂晓桃的独特风味，创制了类似拂晓桃风味的产品，与拂晓桃产地没有关联。”\n尽管撇开了安全问题，农夫山泉还是因此事被钉上了虚假宣传的耻辱柱，有业内人士认为，作为头部消费品企业，农夫山泉此次营销翻车的回应被质疑是在跟消费者玩文字游戏，这在一定程度上会影响消费者对其品牌的信任度。\n在中国食品行业分析师朱丹蓬看来，农夫山泉的这番操作有些“自相矛盾”。最初想利用日本原料宣传，一旦消费者有异议就立马“甩锅”，显然农夫山泉缺乏头部品牌应有的担当和责任。\n值得一提的是，早在2013年，有媒体就曾报道过农夫山泉虚假宣传的问题。\n报道中指出，农夫山泉商品标签中，源地中有3个是地表水，却没有规范标注其产品名称，也就是说，其通过不规范标注计量单位的方式，将标注的矿物特征指标成分巧妙地“放大”了100倍，这会让消费者误以为含有较多的营养成分。\n成立于1996年，农夫山泉于2020年在港交所上市，总市值一度超4400亿港元。自年初创下67.6港元/股的最高点后，农夫山泉股价陷入波动状态。\n截至6月25日收盘，农夫山泉股价收于41.05港元/股，较高点跌去近40%，总市值4617亿港元，已蒸发超2800亿港元。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[{"id":127463428,"gmtCreate":1624864249464,"gmtModify":1633947792414,"author":{"id":"4087294106069490","authorId":"4087294106069490","name":"SalemLee","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":1,"crmLevelSwitch":0,"authorIdStr":"4087294106069490","idStr":"4087294106069490"},"htmlText":"可以吗","listText":"可以吗","text":"可以吗","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/127463428","repostId":1155773208,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":127469288,"gmtCreate":1624864148744,"gmtModify":1633947793025,"author":{"id":"4087294106069490","authorId":"4087294106069490","name":"SalemLee","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":1,"crmLevelSwitch":0,"authorIdStr":"4087294106069490","idStr":"4087294106069490"},"htmlText":"有可能吗","listText":"有可能吗","text":"有可能吗","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/127469288","repostId":1155773208,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":127481614,"gmtCreate":1624863467038,"gmtModify":1633947798617,"author":{"id":"3577419615418802","authorId":"3577419615418802","name":"CandyChen","avatar":"https://static.tigerbbs.com/4e12d6d6c8ca165a8237938903255979","vip":1,"crmLevel":6,"crmLevelSwitch":0,"authorIdStr":"3577419615418802","idStr":"3577419615418802"},"htmlText":"什么情况😳","listText":"什么情况😳","text":"什么情况😳","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/127481614","repostId":1155773208,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":11,"commentSize":3,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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