配送到府的營養與健康：臺灣養樂多與養樂多媽媽

Nutrition and Health Delivered to Your Home:Yakult and Yakult Ladies in Taiwan

養樂多在1962年引進臺灣，此亦是日本養樂多公司的首次海外拓展。1966年透過養樂多媽媽銷售制度的推廣，以代田菌為主要菌種的養樂多發酵乳成為一深入臺灣家庭的乳酸菌飲料。以葫蘆形狀塑膠瓶所盛裝的酸甜滋味對於臺灣民眾有一種獨特吸引力、並深植臺灣人的集體記憶之中。本文旨在探尋橫跨乳製品、兒童飲品、健康保健食品與休閒飲品之間的養樂多，在引進臺灣後是如何創造出諸種意象，以滿足不同消費族群之想像？藉由田野調查訪談、新聞報刊資料庫爬梳及廣告文本分析，本文亦就臺灣「養樂多媽媽」如何協助養樂多產品進入臺灣社會，並提供何種獨特營養想像而成為臺灣人的日常飲品。最後，儘管養樂多媽媽的角色逐漸弱化，本研究亦試圖在當今臺灣的都會區裡，深入鄰里的養樂多媽媽的銷售制度如何轉型。

The lactic beverage Yakult was introduced to Taiwan in 1962 and promoted by its unique sales system of “Yakult ladies” from 1966 onwards. This drink and its female salespersons became well-known and gradually created distinct collective memories for the Taiwanese people. Owing to its promotion over the long term as well as the Yakult ladies system, over the decades Yakult not only has secured its dominant market share but also has echoed diverse popular ideas about milk products, children's drinks, health drinks, and recreation drinks. This article explores how Yakult has been savoured by the Taiwanese for diverse reasons associated with Taiwan's changing concepts of nutrition and health, and how its drink promotions can also serve as a means to trace how Taiwanese concepts of body and health have changed. By analyzing ethnographic and textual data, this paper portrays the key role Yakult ladies have played in different regions and generations played in their promotions of Yakult.