创意月饼 中秋传情
撰文／张泽坤 Written by Alan
明月寄相思，中秋夜团圆，仲秋夕月，阖家团聚，月桂流光，美饼佳谊。月饼，带着圆满的象征，承载着人与人之间的美好心意，成为自古以来中秋佳节中不可或缺的佳肴。近年，随着口味观念的变化，月饼界也适时创新，新颖月饼在市场上帮派林立。
颜值派
故宫月饼
月白色的神圣高贵，似人们抛去一切权利世俗欲望后的返璞心愿：中秋之夜，团圆就好。故宫淘宝宣布与北京稻香村合作出售2017年中秋糕点礼盒“掬水月在手”。外观包装以月白色为主调，缀以暖金。在月饼外形设计上，产品打破月饼传统“方圆”造型，内含莲蓉蛋黄月亮，以及三只奶黄馅、山楂馅兔子与两朵祥云、八朵桂花及两枚当年由雍正帝刻画的印章造型月饼。
三星堆面具月饼
在传统观念中，博物馆带有古板，不接地气的形象，而近年考古界“网红”三星堆博物馆一直在加大文创产品开发力度，改变大家的印象，让博物馆更接地气，三星堆面具月饼就是其创意的又一新作。这款月饼是将三星堆的青铜面具与传统的月饼形状结合推出的，共有三种颜色及莲蓉蛋黄、豆沙、提拉米苏、水果四款口味，由于形状是特殊的图形，这批月饼都是采用半手工制作。往往有“一口一个出土文物的感觉。”
内涵派
鲜花入主月饼内馅
告别甜腻时代，开创风尚之新意，以花入味，凭味相随，每一口都希望令唇齿留香；简品100旗下独创的香楠玫瑰花茶食月饼精选优质莲蓉及玫瑰花、白云豆，富含钾、镁、钠等人体所需微量元素，坚持月饼惯有的香酥清甜，再配以经典茶原料，融入茶叶独有的爽润醇美，经特殊工艺精心烘培而制。
怡晚霞聊自怡，初晴弥可喜。香楠玫瑰花茶食月饼，以玫瑰味形象，使得外形浪漫雅致，口感上多了一些玫瑰花的清香，莲蓉细腻、绵滑可口、甜而不腻。最能激发人们的食欲,清新的花香味扑鼻而来,口感也十分细腻,皮薄馅料足,甜度恰到好处,清新的味道最适合搭配一杯清茶食用。既符合时节，又与众不同的浪漫中秋礼物。
老字号热销“网红”月饼
小龙虾月饼被喻为“网红月饼”，而对王宝和酒店来说，传统与创新的组合。作为一家经营两百多年的老字号来说，创新与传承同等重要，十三香小龙虾月饼是由王宝和蟹宴第二代传人王浩及厨师团队共同创新研发。每一个月饼里都至少包含四只剥好的小龙虾。
和鲜肉月饼相比，十三香小龙虾月饼的制作过程要复杂得多。人手剥壳小龙虾，只留虾尾，保证将虾线剔除干净，在制作上，十三香佐料伴着完整虾仁充分拌炒，保留了小龙虾的鲜味，小龙虾与杏鲍菇、蒜苔形成完美融合的三重奏，令每天出炉的月饼金黄酥皮在表面微微浮起，稍微触碰就会有碎屑掉落，显得十分松脆。为保证食材新鲜，王宝和每只小龙虾通过手工现剥两小时，结合饥饿营销的方式，以先买券后领饼的手法，每天供应100盒，当地客人络绎不绝。
跨界派
奥利奥月饼
中国消费者对奥利奥的记忆始于1996年。第一支“扭一扭、舔一舔、泡一泡”电视广告让奥利奥风靡全国，成为90年代的记忆。
此次奥利奥推出全球首款月饼，就是专门为中国消费者量身定制，并为京东超市定制了封面包装。目前共有醇黑巧克力味、可可牛奶夹心味、奶油软心凤梨味和粉红软心草莓味。作为一款节日礼品，奥利奥月饼包装采用特殊材质的礼盒，动手即可实现“弦月”到“满月”的变换，仿佛将月亮拿在手中一般，而到了夜里，“月亮”还会发光。创意满载的奥利奥月饼联手京东，除了能为品牌方提供销售渠道，更能在大数据、营销层面带来新玩法。
迪士尼快乐梦幻月饼礼盒
迪士尼月饼()与迪士尼品牌一脉相承，被赋予了传达快乐与幸福的使命，以西方经典快乐灵魂融合东方古韵传承文化。虽然穿着中国传统节庆食品的衣服，但它其实是一个中西混血。
迪士尼月饼梦幻般的设计满足了各年龄段的公举梦。这款会让小朋友开心尖叫的迪士尼快乐梦幻月饼礼盒（6粒装），有芝麻椒盐、蔓越莓干酪、香草、榴莲、奶黄、蓝莓6种口味。所有的材料与形象均通过迪士尼层层审核，出品达到迪士尼高标准的严格认证，保证在入口时为每一位顾客的口腔打上深刻的迪士尼印记。
CELEBRATE MID-AUTUMN FESTIVAL WITH CREATIVE MOONCAKES
A full moon symbolizes happy family reunion, triggering homesick nostalgia of those who is away from family and hometown. Mooncakes represent the fullness, resembling the full moon. People tend to eat mooncakes to convey the goodness and gradually mooncakes become an indispensable part of this festival. More and more novelty mooncakes spring up with innovation in recent years. Let us have a look at them.
Imperial mooncakes
The Forbidden City has announced to work with Beijing Daoxiangcun Foodstuff to launch a new mooncake whose name was really poetic. Its package takes white as a main hue, sprinkling with shining gold, brings on a very attractive outlook. In terms of appearance, the new mooncakes break out of the stereotyped shapes – rectangle and rotundity. A set of mooncakes comprise of a yellow moon, three rabbits, two clouds, eight osmanthus and two carving stamps.
Sanxingdui mask-shaped mooncakes
Museums are usually regarded as old-fashioned and starchy, but recently Sanxingdui Museum has been break out of the cocoon, trying something new to attract people. For example, it launches this series of mooncakes related to its archaeological theme. Its distinctive outlook imitates the Sanxingdui masks with green or yellow color, respectively symbolizing bronze. It comes into four flavors, lotus seed paste with yolk, sweetened bean paste, tiramisu and fruit flavors.
Flower-stuffed mooncakes
Flower petals have been an edible ingredient and become a novelty stuffing of mooncakes, which render the cakes fresh and healthy than ever. Blending petals and tea leaves, the scented mooncakes render the mid-autumn more romantic and special.
Crayfish-stuffed mooncakes
As a popular mooncake online, crayfish-stuffed mooncake is a combination of tradition and innovation. Every mooncakes will be wrapped into at least four peeled crayfishes. Compared to meat-stuffed peers, this upstart is a lot more complicated in the making process. The peeled crayfishes need to be well-fried with seasonings. The crispy exterior and the tasty stuffing make a hot mooncake for youngsters.
Oreo mooncake
World famous cookie brand OREO sell a special black-and-white mooncake to satisfy customer’s sweet tooth for China’s Mid-Autumn Festival. Flavors include black chocolate, cocoa milk, cream and pineapple, and fudgy strawberry. While somebody thinks that the marriage of Oreo and mooncake – both icons in their respective cultures – is an ill-fated one. Let’s have a look.
Disney Moon Cake
Each limited edition dessert package consists of eight individually boxed cakes that are paired with two ornate utensils. Featuring graphics of familiar Disney characters like Mickey and Minnie Mouse, each box is colorfully adorned, in contrast to its larger and suitcase-like vessel. Additionally, the Disney mooncake packages contain playful promotional materials that are showcased in bright colors while maintaining their level of subtle sophistication.
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