The beverage industry has taken and continues to take bold action to help address the complex public health issue of obesity. Our member companies have changed the beverage landscape for children and adolescents. Our member companies have removed full-calorie soft drinks from schools across the country and replaced them with lower-calorie, smaller-portion beverage choices. As a result of this initiative, calories available from beverages in schools have been cut by 88 percent.
Also, our member companies have committed to clearly display the calories in all beverages on the front of the can or bottle as well as on company controlled vending and fountain machines. And, importantly, our member companies are producing fewer total beverage calories for the marketplace through the innovation of more no- and low-calorie beverages. From 1998-2008, industry cut the total beverage calories it brought to market by 21 percent.
Additionally, America's leading beverage companies follow responsible practices regarding marketing to children that recognize the central role that parents and other caregivers should play in making choices for their children. Under guidelines applied globally, companies do not advertise any beverages other than juice, water or dairy-based drinks on programming predominantly aimed at children under 12.
For us here at Sip & Savor, it’s important that we share with our readers important information about what our member companies’ are doing proactively. With these voluntary commitments, the beverage industry is leading the way on issues like public health and marketing to children. And, these voluntary actions will achieve meaningful results.