今年夏天，“雪糕刺客”深深刺中了大家的錢包?；蛟S是迫于壓力，“雪糕刺客”鐘薛高近日被爆在多個(gè)線下渠道降價(jià)，最低甚至降到6.5元/個(gè)，從貴族到平民華麗轉(zhuǎn)身。

然而“刺傷錢包”大業(yè)卻似乎沒(méi)有式微。在便利店冰柜這方領(lǐng)土，“刺傷錢包”大旗已經(jīng)交給了五顏六色，包裝精美的各式酸奶，價(jià)格從你記憶中的4到6塊，飆升到十幾塊。

相比起雪糕刺客對(duì)價(jià)格的遮遮掩掩，最后傷人于無(wú)形，酸奶卻是大大方方，明碼標(biāo)價(jià)，童叟無(wú)欺，被網(wǎng)友笑稱是“土匪”。

After China has seen a price hike in ice creams over recent years, which are playfully nicknamed "ice cream assassins" by Chinese netizens, here comes fancy yogurt that may also "stab" your wallet. Wrapped in delicate and colorful packaging, yogurt in China has also skyrocketed in price, from 4 to 6 yuan, to around 10 to 20.

You would end up being "stabbed unawares" by "ice cream assassins" by their prices because they seemingly look and taste the same despite the higher costs. But these "superior" yogurts justify their costs and never hide their prices. Netizens hence mocked these new yogurts as "bandits".

短短幾年，便利店、精品商超的酸奶貨架除蒙牛、伊利、三元、光明等傳統(tǒng)品牌的酸奶外，卡士、簡(jiǎn)愛(ài)、樂(lè)純、北海牧場(chǎng)、吾島等酸奶新勢(shì)力也漸漸嶄露頭角。這些酸奶有多紅呢？在小紅書(shū)上搜索酸奶，有超過(guò)332萬(wàn)筆記，以測(cè)評(píng)各種新式酸奶居多，緊跟其后的是用戶分享酸奶碗的各種做法。

但到底是什么原因令酸奶身份逆襲，成為市場(chǎng)“新貴”呢？

首先，高端的酸奶往往只需最簡(jiǎn)單的配料。

近年來(lái)，“零糖零脂”、“低糖低脂”、“高蛋白”、“低碳水”這些順應(yīng)消費(fèi)者追求健康需求的元素成為酸奶包裝上最常見(jiàn)的介紹，也成為加價(jià)砝碼：如100克和潤(rùn)0脂0糖高蛋白希臘酸奶售價(jià)13.3元，110克的新希望致輕0蔗糖酸奶19.6元。另外，如益生菌、咖啡因和透明質(zhì)酸鈉等成分，也紛紛“入駐”酸奶。功能做了加法，價(jià)格也做了加法。

Elements like "sugar free", "low fat", "high protein" and "low carb" are often seen on the packages of yogurt sold in China market. These elements contribute to a price rise. A yogurt under the brand He Run, which claims to be “zero fat, zero sugar and high protein”, costs 13.3 yuan for 100g.

Meanwhile, ingredients like probiotics, caffeine and sodium hyaluronate are added to yogurt to answer customers’ demands in health and beauty. These are also factors that have impacts on pricing.

層出不窮的新口味、酸奶額外搭配配料包等操作也刺激著酸奶價(jià)格的上漲。北海牧場(chǎng)140克白葡萄流心茉莉味酸奶售價(jià)12.5元，今時(shí)代零食酸奶牛油果燕麥果粒售價(jià)14.2元。

In addition, various new flavors and additional snacks, like dried fruit and crunchy oat flakes that are sold with yogurt, bring up the price as well.

但對(duì)于現(xiàn)制酸奶這種王者來(lái)說(shuō)，上述這些酸奶都只是“青銅”而已。被譽(yù)為“酸奶中的愛(ài)馬仕”的Blueglass品牌，一杯酸奶售價(jià)在25-45元不等。

在北上廣深這些一線城市里，大量相對(duì)小型的現(xiàn)制酸奶品牌也正出現(xiàn)在街頭巷尾。它們用制作茶飲的方式去賣酸奶，商家會(huì)添加紫米、燕麥、水果顆粒等小料，定價(jià)多在15-30元區(qū)間。

Yogurt that sold in Blueglass, a brand dubbed the "Hermes of yogurt", is priced at 25 to 45 yuan. A rising number of similar brands emerged in Beijing, Shanghai, Guangzhou and Shenzhen — all first-tier cities in China. They sell yogurt in a way more or less like selling milk tea – with toppings like oat flakes, assorted fruits and jelly. Prices range from 15 to 30 yuan.

你覺(jué)得酸奶是土匪嗎？

編輯：吳瑋瑩

來(lái)源：新浪新聞 界面新聞 燃次元 Just Food