果倍爽

果倍爽（英語：Capri-Sun），中文舊稱可沛利，是德國維爾德公司（英语：Wild (company)）的濃縮果汁品牌。魯道夫·維爾德（英语：Rudolf Wild）在1969年發明果倍爽、並於西德以「Capri-Sonne」為名銷售。該名字最終於2017為配合英文名字而棄用。全球有超過一百多個國家銷售果倍爽，部份地區則以品牌授權形式銷售：在美國品牌授權給卡夫食品、歐洲授權給Coca-Cola Europacific Partners（英语：Coca-Cola Europacific Partners）、韓國則授權給農心。果倍爽是全世界最受歡迎的飲料品牌之一：截至2023年的每年全球銷售量約60億包。 果倍爽自推出以來就使用「Doy-N-Pack（英语：Doy-N-Pack）」層壓式真空箔片袋包裝，並成為該品牌的主要形象。在美國，這種包裝早於利乐砖出現，當時果汁通常裝在大容器中出售。包裝設計基本上沒什麼變化，但會按照市場不同，而有諸如透明底部設計、或紙吸管等細微差異。部份產品則有引入其他類型的包裝。果倍爽針對不同地區的偏好，在當地可選擇相對應的口味。最有名的口味是柳橙口味。 果倍爽的果汁糖份偏高，但比競爭者低；其營造「純天然」製品的形象，在部份國家也與消費者者團體起衝突：消費者者團體攻擊果倍爽的果汁糖份過多、但純果汁過少；而果倍爽通常回應其成份確實能用「純天然」形容。糖份含量與「純天然」爭議在美國引發兩起訴訟、在英國Tesco也曾經因此下架過。 在法國，果倍爽在嘻哈界（英语：French rap）佔一席之地、部份地區則視其為貧窮區域的飲品。在大多數地區，果倍爽的銷售目標為兒童（英语：Food marketing toward children），歐洲消費者者團體Foodwatch（英语：Foodwatch）因而給果倍爽頒發負面獎項；在美國代理果倍爽的卡夫食品與前母公司菲利普莫里斯国际（今奧馳亞），也以菸草集團對兒童賣煙的銷售策略，對兒童行銷果倍爽。美國家長經常誤以為果倍爽是健康的品牌、其亦為美國Z世代（英语：Generation Z in the United States）最受歡迎的品牌之一。 1931年，魯道夫·維爾德（英语：Rudolf Wild）在德國海德堡成立Rudolf Wild & Co.，並以今天的維爾德公司為人熟知。二戰後，維爾德開設Libella（英语：Libella）。據維爾德兒子漢斯·彼得·維爾德（英语：Hans-Peter Wild）所說，Libella是德國首個基於果汁的飲料品牌。 Libella 成功後，維爾德也開始投資包括Capri-Sonne在內的幾間公司。其中，Capri-Sonne於1960年代取得進展。當時西德嚴格限制顏色添加劑，軟飲料視覺吸引力因此不佳、無形中也鼓勵業者使用不透明材料來包裝飲料。Rudolf Wild & Co.接著找上法國縫紉機公司Thimonnier（英语：Barthélemy Thimonnier），以獲得其專利包的設計、和其製造機的使用權。 據Rudolf Wild & Co.的漢斯·彼得指出，他們沒有買下Thimonnier公司的專利專有權，但購買了他們所有的機器以製作飲料包。在解決起初的損壞和污漬問題後，該產品終於在1969年於西德首次亮相。Capri-Sonne 的名字源於義大利的卡普里島，在1960年代是德國的平價旅遊勝地。「卡普里」一詞在當時也成為其他產品的靈感，比如福特Capri、卡普里褲、Langnese Capri 冰淇淋。這些品牌名吸引著當時資產階級，也成為當時資產階級享樂和品味的代表。 拳王阿里在漢斯·彼得·維爾德的引介下開始代言果倍爽。販售果倍爽的Wild子公司SiSi-Werke宣稱按照交易，阿里要每週代言一份產品，並持續四年。阿里在代言中宣稱果倍爽就像他一樣，是「有史以來最偉大的存在」（the greatest of all time），令銷量大幅增長。 1982年，果倍爽賣到23個國家。其中有19個國家是最受歡迎的果汁品牌。 1991年，這個數字提昇至52個。 SiSi-Werke在2018年改名為Capri Sun GmbH，總部位於德國、為瑞士商Capri Sun AG、Capri Sun Group Holding AG與德國維爾德公司的子企業。Rudolf Wild & Co.在2009年首次公开募股後，漢斯·彼得·維爾德為掌握Capri Sun AG，決定把其從Rudolf Wild & Co.分出去。Wild也在部份國家將「果倍爽」品牌授權給當地公司。截至2009年，有18個國家的當地公司以生產並銷售果倍爽。Wild子公司INDAG負責裝瓶廠。Wild另一間曾為果倍爽製作包裝的子公司Pouch Partners在2023年賣給CCL Industries（英语：CCL Industries）、並改名為CCL Specialty Pouches。 2009年，果倍爽全球銷量為11.06億公升、成為僅次於純果樂和美粒果的全球第三大果汁品牌。與此同時，美國與德國的人均消費每年約6包、而果倍爽主要出口地留尼汪，當地果汁單價與水差不多、其人均消費每年則約9.6包，為全球人均消費量最高的地區。 截至2023年 (2023-Missing required parameter 1=month!)[update]果倍爽目標在全球賣出60億包。 截至2024年 (2024-Missing required parameter 1=month!)[update]，《富比士》報告全球有超過100個國家在有賣果倍爽、每年淨利約五億美元。 1980年，果倍爽在奈及利亞設立工廠。 截至2019年 (2019-Missing required parameter 1=month!)[update] 品牌授權給可口可樂公司子企業Chi Limited。第二間非洲工廠則於2013年設在安哥拉的維亞納。 2012年，印度SDU Beverages以在印度生產果倍爽為條件，換取獲得孟加拉、馬爾地夫、尼泊爾、斯里蘭卡的代理權。SDU代工的製造地為2014年落成的海德拉巴工廠。2004年，Grand Sud Productions在留尼汪的莱唐萨莱開設工廠，並代理馬達加斯加、模里西斯、馬約特、大溪地飲料業務至今。2016年，留尼汪包裝工廠的產量超越印度與安哥拉工廠。 早在2005年，果倍爽就開始進軍中國。但其銷售僅僅止於北京；直到2015年，果倍爽開始和华彬集团合作後，才將製品推向全國。中國位於雁栖开发区、每年可年生產6.5億包。根據《中國日報》，果倍爽在2015年於中國銷售八千萬包。 Agthia Group在2009年於阿拉伯聯合大公國製造果倍爽、並賣到沙烏地阿拉伯以外的海湾阿拉伯国家合作委员会國家。 2020年，Agthia停賣果倍爽。 在菲利普莫里斯與卡夫食品對兒童銷售果倍爽時，美國兒童肥胖率開始上升。部分原因是含糖飲料的消費量增加。研究指出，美國兒童的不良飲食習慣與影響，與包含向兒童推銷含糖飲料的食品業廣告有關。2013年，歐洲消費者者團體Foodwatch發起網路投票；最終果倍爽以對兒童發表欺騙性廣告，被票選為誇誇其談金獎（Golden Windbag）得主。果倍爽則否認廣告在針對兒童的指控。 受訪家長往往高估果倍爽的健康價值、低估其添加劑之害。2021年，一篇發表於《幼兒肥胖（英语：Pediatric Obesity）》的論文發現，大多數父母都正確猜到果倍爽的Fruit Punch與Roarin' Waters口味有加糖，但沒猜到Roarin' Waters口味還含有非營養性甜味劑。針對只看到Roarin' Waters正面包裝的受訪者中，只有3.1%受訪者有猜到該製品並沒有果汁；針對有看到飲料營養成份資訊的人，數字會成長到微弱多數。Niklas Maak批評果倍爽在西德剛推出時的流行趨勢，宣稱這是將劣質產品用華而不實的方法賣出去、同時特別批評果倍爽的包裝難以處理、使用。 2015年，Josephine Lébard指出果倍爽和SunnyD在巴黎附近的克利希苏布瓦地區很受歡迎：意味著在法國的貧困地區，果倍爽廣受歡迎。法國可口可樂代表隊《Slate.fr》說2018年，有87%的15歲以下兒童的家庭知道果倍爽。Rudd Center for Food Policy and Health（英语：Rudd Center for Food Policy and Health）2021的報告發現，2018年美國6到11歲的黑人兒童，平​​均看到果倍爽廣告21次；同年齡層的白人兒童則看到11次。 2022年，Morning Consult（英语：Morning Consult）針對美國Z世代成年人做過調查，發現在四千多個最喜愛品牌中，果倍爽排名17、獲得77%正面評價果倍爽也是 Z世代與其年長同齡人差異最大的品牌之一；Z世代對該品牌的好感度，比排名排到19的美國人平均高出16%。其數值也比排名排到16的Y世代受訪者高7%。 Capri Sun GmbH、Capri Sun AG、Capri Sun Group Holding AG是維爾德公司的子公司。Capri Sun Inc.是美國卡夫食品的子公司。儘管維爾德公司的子公司在的有時會借代性地稱為「Capri-Sun」，他們的正式名稱並不包含連字符。Capri Sun GmbH在美國擁有「Capri Sun」商標，而非Capri Sun Inc擁有。 在本條目沒有提及法人實體的情況下描述「果倍爽」、「Capri-Sun」時，通常是指維爾德公司的子公司。 2024年3月，Capri Sun Group 逐步將 Coca-Cola Europacific Partners 的授權全部收回。收回日期依各國而異。 Arthur 2023. Nguyen et al. 2019。參見Jacobs 2019a ("tobacco executives, barred from targeting children for cigarette sales, focused their marketing prowess on young people to sell sugary beverages in ways that had not been done before")與Dyson 2019 ("'[T]he Kool-Aid kid program was modeled after a tobacco marketing strategy designed to build allegiance with smokers'[, said Nguyen] ... The tobacco company also purchased Capri Sun and Tang and used similar child-centric marketing strategies to push sales"). Taylor 1998. Wild 2022，第96頁. 德語："das Getränk »Libella« ... war das erste deutsche Markengetränk auf natürlicher Fruchtsaftbasis!" Taylor 1998. "With Libella's success, Wild moved on to bigger enterprises: ... [H]e created Capri-Sun（原文如此）". Regarding name, see Spiegel 2017. Spiegel 2017. Gump 1979. Doll 2009; Wild 2022，第97–98頁. Wild 2022，第97–98頁. Doll 2009. Boyer 1998. Capri-Sonne n.d.; Burfeind 2017. Maak 2001，第53, 56–57頁. Camilli 1978; Maeder 1978; Salewski 2016; Shapiro 2016. Lazarus 1982a. Marinucci 1991，第B-1頁. Capri Sun GmbH 2022a; Capri Sun GmbH 2022b，第107–108頁; Capri Sun Group & n.d. b. Capri Sun GmbH 2022a; Capri Sun GmbH 2022b，第107–108頁. LZ 2009 "Putting Wild on the stock exchange with Capri-Sonne as part of it makes no sense. Then, it could happen that Capri-Sonne would be bought out of the stock exchange package. I don't want that." 德語："Wild mit Capri-Sonne als Teil an die Börse zu bringen macht keinen Sinn. Dann könnte es passieren, dass Capri-Sonne aus dem Börsenpaket herausgekauft würde. Das will ich nicht." Capri Sun Group & n.d. a; Weinbren 2020. Rosengren 2023. LZ 2009純果樂為19.5億加侖（73.82億公升）、美粒果則為14.5億加侖（54.89億公升）。 Forbes 2024. Canadean 2015，第9頁. Canadean 2016; Arthur 2019. Capri-Sun 2013. Kesireddy 2014. Ronin 2016. Arthur 2015a; Zhu 2016. Zhu 2016. BMI 2010，第23頁; BMI 2015a，第70頁. Caterer 2021. Jacobs 2019a. Lewin, Lindstrom & Nestle 2006，第328–329頁; Nguyen et al. 2019. Local 2013. Harris & Pomeranz 2021，第5頁. Maak 2001，第56頁. Lebard 2015. Laemmel 2018. 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