The Coca-Cola Co., Dr Pepper Snapple Group and PepsiCo have pledged to reduce beverage calories consumed per person nationally by 20% by 2025.
The “Balance Calories Initiative” was announced Tuesday at the Clinton Global Initiative in New York as part of the Alliance for a Healthier Generation.
“I am excited about the potential of this voluntary commitment by the beverage industry,” President Bill Clinton said in a statement. “It can be a critical step in our ongoing fight against obesity.”
The beverage companies will leverage their marketing, innovation and distribution capabilities to increase consumer interest in and access to beverage options to help consumers reduce calories consumed. Through these efforts, water and other lower-calorie beverages are expected to grow significantly.
Each beverage company will provide calorie counts, and promote calorie awareness on all beverage company-controlled point-of-sale equipment nationwide, including more than 3 million vending machines, self-serve fountain dispensers, and retail coolers in food stores, restaurants and other locations.
Among other efforts, the companies’ end aisle and checkout displays will feature only reduced-calorie beverages; reduced-calorie beverages will be repositioned on shelves; and coupons will be provided for no/lower-calorie options.
The beverage companies will retain an independent, third-party evaluator, in conjunction with the Alliance for a Healthier Generation, to track progress and interim benchmarks toward their commitments.
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