US Beverage Initiative to Cut Calories Targets Soda Guzzling Communities

18 Oct 2016 --- The American Beverage Association is teaming up with the Alliance for a Healthier Generation to work within communities to cut beverage calories consumed. The initiative, which begins in Montgomery and Lowndes Counties, is an effort to help reduce the calories and sugar intake within communities, aiming to decrease consumption by 20 percent by 2025. The American Beverage Association claims this is the single largest voluntary effort in terms of reducing sugar to combat obesity.

The Community Initiative is a targeted component of the national agreement reached in 2014 by the Alliance, The Coca-Cola Company, Dr Pepper Snapple Group, PepsiCo and the American Beverage Association to cut calories and sugar from beverages in the American diet. Communities with high obesity rates have been specifically selected to participate in an effort to gain new insights into the marketing and distribution of smaller portion and low- and no-calorie options in areas where the obesity challenge is the greatest. 

Some areas in the Montgomery region of Alabama have among the highest rates of obesity in the US so the two groups want to understand what actions can actually make a difference to shift ingrained consumer behaviors, preferences and purchases. 

Throughout the communities consumers will see a distinct change is how beverages are offered and marketed. Companies will try out a range of marketplace activities to change consumer behavior, including making no- and lower-calorie and smaller-portion beverages more available in stores, providing incentives for people to try these options and displaying new calorie awareness messages at points of sale and vending machines. Companies will also run taste tests, sampling programs, coupons and other incentives and in-store displays featuring lower-calories products. 

"In the effort to curb the obesity epidemic in the United States, it is critical to reduce the number of calories consumed through beverages,” says Dr Howell Wechsler, CEO of the Alliance. “Focusing efforts in the Montgomery area, 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.”

“We’re eager to take our Community Initiative into Montgomery and Lowndes Counties to see how we can drive changes that help people reduce their beverage calories and achieve more balance,” said Susan Neely, president and CEO of the American Beverage Association. “Our companies are putting competition aside and going into communities where the obesity challenge is the greatest to put forward solutions that will make a real difference in peoples’ lives.”

An independent evaluator, Keybridge, has been selected to evaluate and publicly report on the companies’ progress toward this calorie reduction goal.

“I am thrilled that Montgomery has been selected to be a part of this landmark effort to help reduce beverage calories in people’s diets,” said Montgomery Mayor Todd Strange. “Balance Calories Alabama is a great example of the private sector collaborating with government and the community to make a positive impact on our city and the lives of our citizens. We look forward to being a partner in this important initiative.” 

“In order to be a prosperous county, we must be a healthy county,” added Montgomery County Commission Chairman Elton Dean. “It is a huge asset to have these American beverage companies with long-standing, deep roots in our community supporting the health and wellness of Montgomery County. Balance Calories Alabama empowers people with options and information to help them make the right choices for themselves and their families.”

There are now several communities taking part in the Community Initiative as neighborhoods within Los Angeles and New York were the first to join alongside four counties in the Mississippi Delta.