可口可樂要推廣健康飲料，卻遇到了麻煩

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Coca-Cola to FDA: Update your policies to allow firms to fortify healthy carbonated beverages

可口可樂喊話食品及藥物管理局：政策改改吧，好讓公司能推廣健康的碳酸飲料

Coca-Cola Co's quarterly revenue and profit has topped Wall Street expectations as investments to cater to changing consumer tastes paid off with higher sales of its sugar-free sodas and vitamin waters.

可口可樂公司的季度收入與利潤均超過華爾街預期，該公司爲了迎合消費者日益變化的口味所做的投資得到了回報，無糖蘇打水和維他命水銷量均有所提高。

The world's biggest beverage maker, like rival PepsiCo Inc , has been building a portfolio of non-carbonated drinks and doubling down on its investments in enhanced waters such as electrolyte-filled smartwater.

這家世界最大飲料製造商像對手百事可樂一樣一直在投資非碳酸飲料，而且對強化水的投資也加倍了，如充滿電解質的smartwater。

Coke also paid $5.1 billion for the world's second-largest coffee chain Costa earlier this year and took a stake in Kobe Bryant-backed sports drink BodyArmor in a bid to court a younger demographic that prefers sipping lattes over gulping big sodas.

今年早些時候可口可樂也以51億美元的價格收購了全球第二大咖啡連鎖品牌 Costa，在一次投標中拿到了科比投資的運動飲料BodyArmor的股份，目的是要吸引喜歡小口喝拿鐵而不願意大口喝蘇打水的年輕羣體。

But Coke has encountered some trouble in this struggle to become healthy. 

但可口可樂在努力推出健康飲料時遇到了一些障礙。

Under the so-called ‘jelly bean rule,’ firms are discouraged from adding vitamins to foods of minimal nutritional value so that marketers cannot present junk foods as healthy options. But the policy should be updated when it comes to carbonated beverages, says Coca-Cola.

所謂的“軟糖條例”規定公司不能在營養價值極低的食物中添加維生素，以防止營銷人員把垃圾食品宣傳爲健康之選。但可口可樂表示，對於碳酸飲料而言，這個政策應該改改。

In comments to the FDA on its nutrition innovation strategy, the soft drinks giant urged the FDA to “update the fortification policy, which was codified in 1980, to reflect changes in consumers’ dietary patterns and innovation in the marketplace.”

這家軟飲料巨頭公司向食品及藥物管理局強調了它的營養創新戰略，催促食品及藥物管理局“修改1980年開始執行的這條預防政策，以適應消費者飲食模式以及市場創新的變化” 。

The FDA “does not encourage indiscriminate addition of nutrients to foods, nor does it consider it appropriate to fortify fresh produce; meat, poultry, or fish products; sugars; or snack foods such as candies and carbonated beverages.”

食品及藥物管理局“不鼓勵在食品中隨意添加營養物質，也不贊同人爲強化各種食物；這些食物包括肉、家禽或魚製品、蔗糖、糖果和碳酸飲料一類的零食” 。

While this is all eminently reasonable, argues Coca-Cola, it “damages our ability to innovate with new carbonated water, tea and juice beverages…"

可口可樂辯稱，雖然這些顯然很合理，但它“限制了我們在新蘇打水、茶和果汁飲料上的創新能力”。

This isn’t about fortifying sugary sodas…

我們並不是要單純強化含糖汽水裏的營養……

“To be clear," added Coca-Cola, "We do not intend for our comments to imply we are seeking the opportunity to fortify traditional sodas. Our request is for allowing the fortification of some sparkling beverages, not the random fortification of snack foods, or foods and beverages with significant amounts of added sugar…” 

可口可樂補充說道：“說得明白點，我們並不希望大家說我們是在趁機兜售傳統汽水，我們是請求對部分發泡飲料放寬政策，而不是隨便什麼零食或大量添加糖的食品和飲料。”

One way to make products more enjoyable is to “simply add carbonation to a water, to a juice or tea,” said the company.

我們提升飲料口味的方法是“僅僅在水、果汁或茶裏添加碳酸化合物” 。

These types of beverages can be beneficial options in a person’s diet, so it is recommended that FDA recognize that the simple addition of carbonation should not prohibit the sale of a product under the fortification guidelines.”

這些類型的飲料可以是人們飲食的健康選擇，所以我們建議食品及藥物管理局認清一個點：你們的食品營養強化指導意見不應該僅僅因爲一種食品添加了碳酸就禁止這種食品的銷售。

The FDA should also consider expanding the use of antioxidant claims [which are currently only permitted on substances such as vitamins C and E for which there is an established daily value] to compounds with“substantiated antioxidant activity that do not have an established recommended DV,” added Coca-Cola.

可口可樂補充說道，食品及藥物管理局也應考慮放寬對抗氧化劑的使用要求（目前只允許維生素C和維生素E等物質的使用，因爲它們是每日營養所需）；應該允許使用“被確認有抗氧化活性但卻不是每日營養所需的”化合物。

“As nutrition science evolves, it is important to allow flexibility to a broader variety of claims which would promote consumption of beneficial compounds.”

“隨着營養學的發展，靈活拓寬需求種類是很重要的，這樣能促進有益化合物的消費。”

翻譯：菲菲