More Lower-Cal Drinks Coming to Market?

Beverage cos. working with Clinton, alliance to reduce calorie consumption 20% by 2025

NEW YORK -- The Alliance for a Healthier Generation, founded by the American Heart Association and Clinton Foundation, is teaming up with representatives from American Beverage Association, The Coca-Cola Co., Dr Pepper Snapple Group and PepsiCo Inc. to announce an agreement to work toward decreasing beverage calories in the American diet.

Alliance for a Healthier Generation Clinton (CSP Daily News / Convenience Stores / Beverages)

President Bill Clinton, founder of the Bill, Hillary & Chelsea Clinton Foundation, Susan Neely, president and CEO of the ABA, and Dr. Howell Wechsler, CEO of the Alliance for a Healthier Generation, announced the Clinton Global Initiative (CGI) Commitment at the 2014 CGI Annual Meeting in New York. Wendy Clark, president of sparkling brands and strategic marketing for Coca-Cola North America at Coca-Cola; Rodger L. Collins, president of packaged Beverages for Dr Pepper Snapple; and Albert P. Carey, CEO of PepsiCo Americas Beverages for Pepsi, joined them on stage.

"I am excited about the potential of this voluntary commitment by the beverage industry. It can be a critical step in our ongoing fight against obesity," said President Clinton. "Our work with beverage companies to reduce the number of calories shipped to schools by 90% demonstrates the power of creative cooperation. We look forward to continuing to work together to achieve the goals outlined in this commitment."

America's leading beverage companies have set a goal to reduce beverage calories consumed per person nationally by 20% by 2025. To help achieve this goal, the beverage companies will take a two-pronged approach:

  • National Initiative: The beverage companies will leverage their marketing, innovation and distribution strength to increase and sustain consumer interest in and access to beverage options to help consumers reduce calories consumed. Such beverage options include smaller portion sizes, water, and other no- or lower-calorie beverages. Through these efforts, water and other lower-calorie beverages are expected to grow significantly. The companies will engage in consumer education and outreach efforts to increase consumer awareness of and interest in the wide array of no- and lower-calorie beverages and smaller portion sizes available. Each beverage company will provide calorie counts and promote calorie awareness on all beverage company-controlled point-of-sale (POS) equipment nationwide, including more than three million vending machines, self-serve fountain dispensers and retail coolers in convenience stores, restaurants and other locations.
  • Community Initiative: Each beverage company commits to focus efforts in communities where there has been less interest in and/or access to options that help consumers reduce their calories with a goal of achieving a 20% per person reduction of calories consumed from beverages in those communities within ten years. Beverage companies will promote consumption of their bottled water products. Each beverage company may undertake additional activities including: introducing and expanding new lower-calorie products and smaller-portion packages; product placement such as end aisle and checkout displays featuring only reduced-calorie beverages; merchandising efforts such as repositioning reduced-calorie beverages on shelves; providing coupons and other incentives promoting no/lower-calorie options; and taste tests/sampling programs in and out of store.

"This is the single-largest voluntary effort by an industry to help fight obesity and leverages our companies' greatest strengths in marketing, innovation and distribution," said. Neely. "This initiative will help transform the beverage landscape in America. It takes our efforts to provide consumers with more choices, smaller portions and fewer calories to an ambitious new level. We're proud to continue our successful partnership with the Alliance for a Healthier Generation and President Clinton and further our commitment to bring meaningful solutions to families and communities nationwide."

The beverage companies will retain an independent, third-party evaluator to track progress and interim benchmarks toward their commitments. The beverage industry and the Alliance will work jointly to define the reporting schedule for all aspects of this agreement.

"Calories from beverages such as regular sodas and fruit drinks make up 6% of Americans' daily caloric intake," said Wechsler. "Reducing the number of calories consumed from beverages in the United States is imperative to helping curb obesity. We commend the beverage industry for making this strong commitment to reducing the number of beverage calories consumed per person by 20%."

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