从国民早餐到糖尿病套餐：营养快线崩塌的十五年｜The Rise and Fall of a 20-Billion Empire: Why China Abandoned “Nutri-Express”

曾经，它是年销200亿的现金奶牛，是超越可口可乐的中国饮料之王。如今，它却沦为货架底层的“老古董”，被00后视为“科技与狠活”。这不仅是一个产品的败局，更是一个信息不对称时代的终结。
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2013年，营养快线卖出了4亿箱，那时的它是娃哈哈帝国的皇冠明珠。然而仅仅十年，销量暴跌60%。在冷链物流崛起、成分党觉醒以及新消费品牌的围剿下，这瓶由糖水和添加剂勾兑的“国民早餐”，终于在信息的透明化面前现出了原形。
#娃哈哈 #营养快线 #供应链 #食品安全 #中国市场 #品牌老化
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Once, it was a cash cow generating 20 billion in annual sales, the undisputed king of Chinese beverages that even surpassed Coca-Cola. Today, it has been relegated to the bottom shelf, dismissed by Gen Z as nothing more than “tech and additives.” This is not just the failure of a product, but the end of an era built on information asymmetry.
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In 2013, Nutri-Express sold 400 million cases, serving as the crown jewel of the Wahaha empire. Yet, in just a decade, sales have plummeted by 60%. Under the siege of rising cold chain logistics, ingredient-conscious consumers, and new lifestyle brands, this “national breakfast” concocted from sugar water and additives has finally revealed its true colors in the face of information transparency.
#BusinessCaseStudy #Wahaha #NutriExpress #ConsumerPsychology #FoodSafety #ChinaMarket #BrandAging