《柳叶刀》报告掀起全球食品行业风暴，食品巨头如何应对？

农食网11-27

食品行业并不常见地登上了全球新闻的头条，而《柳叶刀》（The Lancet）最新发布的关于超加工食品（Ultra Processed Foods，以下简称UPFs）的三篇系列报告，正在引发一场席卷全球的公关危机。这份报告直指UPFs是导致消费者肥胖和健康恶化的主要原因，并呼吁采取强制性监管、限制营销、差异化税收政策以及减少公共机构中UPFs供应等措施，以遏制其全球消费。面对这份措辞严厉的报告，...

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How do food giants respond?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"KHC":0.9},"content_text":"食品行业并不常见地登上了全球新闻的头条，而《柳叶刀》（The Lancet）最新发布的关于超加工食品（Ultra Processed Foods，以下简称UPFs）的三篇系列报告，正在引发一场席卷全球的公关危机。这份报告直指UPFs是导致消费者肥胖和健康恶化的主要原因，并呼吁采取强制性监管、限制营销、差异化税收政策以及减少公共机构中UPFs供应等措施，以遏制其全球消费。面对这份措辞严厉的报告，食品行业的反应却显得异常低调。报告中点名的八大食品巨头——Nestlé、PepsiCo、Unilever、Coca-Cola、Danone、Fomento Económico Mexicano、Mondelez和Kraft Heinz——大多选择保持沉默，而是让行业组织出面为整个行业辩护，同时内部评估风险。在食品巨头集体沉默的同时，行业组织如FoodDrinkEurope迅速站出来回应，并通过四种常见的论点试图为UPFs辩护：“不是所有UPFs都是有害的”：行业代表多次引用面包、豆类和强化谷物等例子，强调这些食品虽然技术上被归类为UPFs，但它们价格低廉、富有营养且方便食用。“Nova分类系统存在缺陷”：FoodDrinkEurope的Sara Lamonaca指出，如果仅因为某些配料就将肉酱或蔬菜罐头列为UPF，那么这一系统显然“失去了理性”。“行业已经在改革配方”：英国食品与饮料联合会（Food and Drink Federation）的首席科学官Kate Halliwell提到，自2015年以来，超市货架上的盐、糖含量已减少三分之一，卡路里含量也减少了四分之一。“过于简单化会误导消费者”：行业组织坚持认为，政策应该以营养成分为基础，而非加工程度，并警告说对UPFs的“一刀切”信息可能会削弱消费者对许多日常食品的信心。这些策略为消费品巨头（CPGs）争取了时间。然而，这种防御策略背后也隐藏着微妙的平衡。全面为UPFs辩护可能会削弱这些公司的健康产品线的信誉，而公开质疑《柳叶刀》的研究则可能被视为承认其问题的存在。消费者的不信任情绪正在加剧尽管行业试图通过沉默或间接回应来缓解压力，但消费者的不信任情绪却在持续升温。根据独家行业研究，39%的消费者已经在主动避免UPFs，而这一比例可能会随着《柳叶刀》报道的传播进一步上升。无法回避的证据《柳叶刀》报告的权威性让行业难以轻易忽视。报告回顾了104项前瞻性研究，其中92项发现UPFs的消费与慢性疾病之间存在关联。加之《柳叶刀》作为全球顶级医学期刊的声誉和报告作者的专业背景，这一报告对行业的冲击力更为显著。多年来，食品行业一直通过“清洁标签”改革和功能性强化来应对健康问题。然而，《柳叶刀》的报告呼吁从游说、税收到标签的全面改革，这表明仅靠少量“更健康”的产品线（better-for-you SKUs）可能不足以应对更广泛的审视。巨头的两难抉择食品巨头目前面临的挑战是显而易见的。一方面，沉默可能会加剧消费者的不信任，尤其是在社交媒体反UPF情绪高涨的情况下；另一方面，公开辩护则可能进一步暴露其健康产品线与UPFs之间的矛盾。与此同时，行业组织的辩护也并非毫无风险。过于强调UPFs的“无害性”可能会被消费者视为逃避责任，而过度批评《柳叶刀》的研究则可能激化与公共卫生领域的冲突。未来，食品行业需要的不仅是公关策略，更是对产品结构和商业模式的深刻反思。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"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":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.35.9","shortVersion":"4.35.9","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2586406213","isCrawlerRequest":true}