Childhood obesity is a complex health challenge our nation is facing. It is important that we come together with other industries, communities and government in public-private partnerships to address this challenge. America’s leading beverage companies are doing their part to advance innovative, solutions-based initiatives ranging from our School Beverage Guidelines to our most recent Balance Calories Initiative.
In 2006, we partnered with the Alliance for a Healthier Generation on the National School Beverage Guidelines – an initiative to remove full-calorie sodas from schools and replace them with a range of lower-calorie, smaller-portion choices. As a result of this ambitious effort we slashed beverage calories in schools by more than 90 percent and successfully changed the beverage landscape in schools across the country. This voluntary step by the beverage industry later helped form the basis of the beverage component of USDA’s regulations for foods and beverages sold in schools.
We know it’s important for mom and dad to have the information they need to make informed choices for their family, so in 2010 we launched Clear on Calories – our calorie labeling effort which prominently displays calorie information on the front of every bottle, can and pack we sell ––in support of the First Lady’s “Let’s Move!” campaign. We are also placing calorie information on more than 3 million vending machines, self-serve fountains and retail coolers to make it easier for people to choose the drink that’s right for them.
In 2014, we joined with the Alliance for a Healthier Generation again to create our Balance Calories Initiative. We have set a goal to reduce beverage calories consumed per person nationally by 20 percent by 2025. A component of this effort is Mixify™, a first-of-its kind national consumer awareness and engagement program encouraging teens and their families to balance their calories by moderating what they consume, including from beverages, and getting more active.
We take seriously our role in offering meaningful solutions and we hope others will join us. To learn more about the beverage industry’s commitment to fighting obesity, visit DeliveringChoices.org.