More than one-third of Americans are obsessed. To help combat that startling statistic, the American Beverage Association (ABA) is launching a new initiative to aid in reducing obesity.
The Balance Calories Initiative is the single-largest voluntary effort by an industry to help fight obesity. According to the ABA, Coca-Cola, PepsiCo and Dr Pepper aim to lower calories consumption by 20 percent over the next 10 years.
As stated by the ABA, nationally the beverages companies will:
- Leverage their marketing, innovation and distribution strengths to increase and sustain consumer interest in and access to smaller portion sizes, water and no- and lower-calorie beverages.
- Provide calorie counts, and promote calorie awareness on all beverage company-controlled point-of-sale equipment nationwide.
- Launch a first-of-its kind national consumer awareness and engagement program – Mixify – encouraging teens and their families to balance their calories by moderating what they consume, including beverages, and getting more active
In addition, locally several companies part of the ABA will not only promote water and no- and lower-calorie beverages, but also strategies such as merchandising, product placement and couponing to drive interest in and improve access to these choices.
In a press release Susan K. Neely, president of the American Beverage Association, said, “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.”