Coca-Cola and PepsiCo Health Initiative Targets Rural US Communities in Effort to Cut Calorie Count

04 Apr 2016 --- Coca-Cola, PepsiCo, Dr Pepper Snapple Group and the Alliance for a Healthier Generation have teamed up to try and cut calorie intake from beverages in Alabama and Mississippi. The trio of companies, part of the American Beverage Association which is also part of the initiative, and the Alliance for a Healthier Generation have announced that the two states will be the next to take part in the Balance Calories Community Initiative. The initiative aims to help people reduce the calories they consume from beverages.

The initiative’s ambitious goal is to reduce beverage calories consumed per person by 20 percent by 2025.

The move marks the first time that the initiative is being rolled out to rural areas.

The drinks companies, aided by support from the Alliance, will seek out partnerships and deals with local organizations to increase the impact of the initiative and drive change in the marketplace to help with the health and well-being of their communities.

It comes as the likes of Coca-Cola and PepsiCo look to fend off criticism that they peddle sugary drinks which lead to obesity.

The Alliance for a Healthier Generation struck a deal in 2014 with Coca-Cola, Dr Pepper Snapple Group, PepsiCo and the American Beverage Association to cut calories in the American diet nationally.

Communities which are already taking part in the initiative are in Los Angeles, Little Rock, Arkansas and New York.
The ambition to reduce beverage calories consumed per person naturally by 20 percent by 2025 is the single-largest voluntary effort by an industry to combat obesity, it is claimed.

The work to attaining this goal within the Mississippi and Alabama area will begin in the second half of 2016.
The alliance, which was founded by the American Heart Association and the Clinton Foundation to reduce the prevalence of childhood obesity, has targeted the two states as they have among the highest rates of obesity in the country.

Doctor Howell Wechsler, chief executive of the Alliance for a Healthier Generation, said: “In the effort to curb the obesity epidemic in the United States, it is critical to reduce the number of calories consumed through beverages.”
“Focusing efforts in communities within Alabama and Mississippi, where we see some of the highest obesity rates in the country, is a tremendous step forward. We applaud the beverage industry for focusing on these communities and look forward to working closely with them to track and evaluate the impact of this work.”

Susan Neely, president and chief executive of the American Beverage Association, said: “We’re eager to take our Community Initiative into rural communities to see how we can drive changes that help people reduce their beverage calories and achieve more balance.”

“This is just one more example of how our companies are doing their part to address the complex challenge of obesity – by providing an even wider range of options and helping people to be mindful of their beverage calories.”

Companies will be trying out a range of marketplace activities to change consumer behavior, including:

Making lower-calorie and smaller-portion beverages more available in stores
Providing incentives for people to try these options
Displaying new calorie awareness messages at points of sale

The companies will use tailored tools that combine their renowned strengths in marketing, innovation and distribution to overcome barriers to consumption of lower-calorie and smaller-portion beverage choices. Throughout their communities, consumers will see a distinct change in how beverages are offered and marketed, including:

More marketing of no- and lower-calorie options in stores and restaurants
Smaller portion sizes emphasized such as 7.5 ounce mini-cans and 12 ounce bottles and cans
New calorie awareness information on coolers, vending machines and fountain equipment
Companies may also utilize tools like taste tests, sampling programs, coupons and other incentives, and in-store displays featuring lower-calorie products.