一只免费的冰淇淋雪糕，还有三种口味和多种配料可供选择，夏日的美梦成真就是这种感觉吧。
And that’s exactly what the ice cream brand Magnum is offering visitors to its newly opened pop-up store in Beijing. The bad news? You need to queue for up to two hours to get into the store.
冰淇淋品牌梦龙在北京新开的期间限定店让你美梦成真。而坏消息则是，进店之前你需要排两小时的队。
This isn’t the first time Magnum has launched a pop-up store with customizable ice cream. According to Event magazine, Magnum started the campaign in 2014 to celebrate its 25th birthday. The store in Beijing was modeled after similar ones in major *metropolises including London, New York and Paris.
这并不是梦龙首次开设可定制冰淇淋的限定店。据《Event》杂志报道，2014年为庆祝梦龙成立25周年，梦龙发起了这项活动。开设北京这家限定店前，梦龙参照了伦敦、纽约、巴黎等大都市的同类店铺。
The campaign is obviously a *crafty promotion to get people to buy more ice cream, but it also shows brands like Magnum trying to adapt to shifting consumer trends. Nowadays, people expect ice cream to fit into a health-conscious lifestyle, so brands alter their ingredients and services to satisfy this demand.
很显然，这是一次精明的推广，让人们购买更多的冰淇淋；但这也体现了梦龙等冰淇淋品牌在努力适应不断变化的顾客需求。鉴于如今人们希望冰淇淋能符合健康的生活方式，冰淇淋品牌便改良自身的原料和服务，以满足这项需求。
According to Reuters, the British household company Unilever, for example, is increasing its production of low-fat and dairy-free ice cream, made of *almond, coconut or rice milk. The US ice cream brand Ben & Jerry’s announced last June it would launch a non-dairy line.
据路透社报道，以英国日用品公司联合利华为例，该司正在增加低脂及不含乳制品冰淇淋的产量，用杏仁乳、椰奶或是米浆来制作冰淇淋。美国冰淇淋品牌班杰利则于去年6月宣布，将会开设一条非乳制生产线。
Nestle, meanwhile, launched “Simply Yoghurt” bars, which it says have only 90 calories each. These bars are aimed at competing against other low-calorie brands like Skinny Cow and Dreyer’s Slow Churned.
雀巢同时也出品了“纯酸奶”雪糕，称每个只有90卡路里，希望能和其他低卡品牌如“Skinny Cow”和醉尔斯的“Slow Churned”相抗衡。
With consumers cutting back on processed foods high in fat and sugar, ice cream makers are increasingly promoting their products as small treats, offering new, more *exotic flavor experiences.
随着顾客们对高脂高糖加工食品的消费需求的日益降低，冰淇淋生产商们逐渐将他们的产品作为小零嘴推广，提供全新、更独特的味觉体验。
The Magnum pop-up store in Beijing, for instance, offers *bizarre toppings such as rose *petals, chili pepper and sea salt. British brand Sheridan & Co released an ice cream capsule last April that it says contains Omega 3, more commonly known as a brain booster.
比如，位于北京的梦龙限定店提供了一些奇特的配料如玫瑰花瓣、红辣椒以及海盐等。英国品牌Sheridan & Co 于去年4月推出了一款冰淇淋胶囊，声称该产品含有被广泛认为有助于脑力发育的欧米茄3。
“People either want unprocessed ice cream with *latent, functional health benefits, or people are of the mindset: If I’m gonna have some ice cream, it’s gotta be the good stuff,” Alex Beckett, an analyst at the market research provider Mintel, told Reuters.
“人们要么想要非加工的有益健康的冰淇淋；要么就想吃个与众不同的冰淇淋，”市场调查公司明特尔的分析师亚历克斯•贝克特，在接受路透社采访时这样表示。
