22 °C Taipei, TW
2020-11-24
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低碳蔬食正夯!一起為地球盡一份心
7-ELEVEN鮮食自有品牌「天素地蔬」新亮相、建構蔬食友好專門店

台灣素食一年商機高達600億元,加上疫情與健康環保意識抬頭,強調選擇在地、當季及對於環境友善的食材,以降低對環境衝擊的「低碳蔬食」正夯。7-ELEVEN去年起積極佈局蔬食版圖,即日起進一步推出全新鮮食自有品牌—「天素地蔬」,強調從「食」的改變做起,提出四大友善環境的健康飲食提案:「天素地蔬300店首賣 青菜隨時吃」、「聯名蔬食品牌 新增植物肉素材」、「素/蔬食包裝設計 選擇超便利」及「蔬食專用產線 購買更安心」,架構蔬食友好專門店,為地球盡一份心。

2020科學界聯合報告,溫室氣體濃度已經達到300萬年來的最高水準,2016至2020年將是有史以來最熱的5年。聯合國也指出,要想延緩全球氣候變暖,最好能改變飲食習慣,改吃以植物為主的飲食。7-ELEVEN與環境共好,以「天素地蔬」品牌做起,呼應聯合國永續發展目標SDGs12「確保永續消費和生產模式」,實現永續採購及供應鏈管理,「天素地蔬」系列預估一年將吸引逾十萬人次購買,一年總計可減少700多萬公斤的碳排放量。

7-ELEVEN針對「素食」及「蔬食」兩大族群,我們提出以下四大友善環境健康飲食提案:

提案1. 天素地蔬300店首賣、青菜隨時吃:
7-ELEVEN鮮食自有品牌「天素地蔬」以活力蔬食、安心選擇為品牌理念,透過嚴格食材、製程把關及清晰的分類標示,讓消費者在7-ELEVEN能便利又安心地購買到素/蔬食商品,運用原食材及多元料理方式,打造葷食者也愛的健康美味素/蔬食餐點。
「天素地蔬」第一波於11月2日起導入300間門市。店舖融合商圈經濟概念,鎖定鄰近宗教據點及既有素食結構熱銷的門市導入,遍及雙北、基隆、桃園、新竹、台中、南投、台南、嘉義及高雄,透過區域試賣觀察不同素/蔬食客群對新品的喜好,未來將持續擴點,服務更多消費者。

提案2. 聯名蔬食品牌、新增植物肉素材:
7-ELEVEN今年初推出增加蔬菜比重的鮮食料理,成功帶動蔬食相關業績倍數成長。看準商機,7-ELEVEN攜手「漢來美食」與旗下曾榮獲網路媒體蔬食評比調查冠軍的「漢來蔬食」,以及北市第一家蔬食港式飲茶「養心茶樓」、知名水餃業者「華師父」四大品牌合作推出6道綠色菜單:漢來蔬食的招牌菜「藜麥八寶飯」、「漢來美食蔬食拌麵」、「漢來美食鮮蔬炒炊粉」、「養心茶樓麻辣臭豆腐」及「華師父新植物肉餃子」,還有7-ELEVEN開發的「黑松露野菇燉飯」,提供多樣化的餐點選擇。
開發過程中,蔬食能用的調味料限制多,加上素/蔬食商品風味容易過於單調,如何運用天然食材讓商品更美味是一大挑戰。7-ELEVEN蔬食團隊進行多次市調,尋找各式素食食材、調味料,也向廚師學習素食料理做法,學習如何運用多樣新鮮蔬菜、辛香料提升風味層次。

提案3. 素/蔬食包裝設計、選擇超便利:
「天素地蔬」以滿足素/蔬食者一日三餐飲食需求為出發點,菜單設計涵蓋飯糰、三明治、主食、小吃及配菜,提供近10種鮮食選擇,並在冷藏櫃成立品牌專區,挪出兩層貨架空間陳列,透過鮮明的綠、黃色燈箱招牌,讓視覺更明顯;商品包裝部分,繼年初推出業界首創的「素食及蔬食辨識LOGO」獲得素食族群的好評後,7-ELEVEN觀察到商品在貨架上最容易辨識的是包裝側面的視覺,為讓消費者遊逛時能更快速辨識目標商品,進一步在「天素地蔬」商品做貼心設計,選用清新充滿朝氣的草木綠當封膜包裝,搭配活力的「檸檬黃」做底盒主視覺,讓商品在貨架上更搶眼,營造另類貨架經濟。

提案4. 蔬食專用產線 購買更安心:
7-ELEVEN開發的蔬食商品,尋找有ISO22000食品認證,且具有素食專用產線的專業工廠合作,做到設備、器具與葷食獨立分開,甚至是素食專業的工廠合作;而7-ELEVEN自有品牌「天素地蔬」商品,專門在中壢鮮食廠廠區內獨立隔出「蔬食專線」,將設備、產線、器具,甚至是空氣氣流均與葷食分開,力求讓素食者安心購買。

 天素地蔬門市查詢網址:https://www.7-11.com.tw/special/article_new.aspx?itme=Food_G033

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