Throughout the Company’s history, we have strived to support the communities we serve. We take pride in the special relationship we have built with our consumers in every corner of the globe. And we work every day to maintain that relationship and ensure that we provide consumers with the products and information they need to stay refreshed.
As consumers become more involved in both their personal well-being and broader global public health challenges such as obesity, we are working to ensure we do our part.
With our global well-being commitments as our foundation, we have focused our efforts on providing consumers with expanded beverage choices and transparent nutrition information, while also supporting more inclusive active, healthy living programs in communities around the world. We are also working to ensure that across all media our marketing does not target children under the age of 12.
In addition, we are building coalitions to galvanize global action across the Golden Triangle of business, government and civil society to help address the public health challenges we face worldwide. Our Golden Triangle approach is based on the premise that we can do more collectively to inspire happier, healthier lives than we could ever achieve alone.
One example is our work as founding members of Country Calorie Commitment public-private partnership programs in France, Great Britain, Australia and the United States. These programs promote goals such as reducing calories in consumers’ diets and helping consumers make balanced diet choices.
Our four global well-being commitments provide a road map as our Company helps address global public health issues such as obesity and sedentary lifestyles.
Reduced-, Low- and No-Calorie Beverages
Goal: Offer low- or no-calorie beverages in every market.
Progress: On track. By providing more choice across our beverage portfolio, we are able to build a stronger business and meet the ever-evolving preferences of our consumers.
In 2014, we introduced more than 400 new beverage options, more than 100 of which are reduced-, low- or no-calorie, and we continued to increase the number of smaller package-size offerings. Additionally, by the end of 2014:
- We offered reduced-, low- or no-calorie options in 191 markets in which we operate;
- In 77 countries, reduced-, low- or no-calorie products represented more than 20 percent of the local product portfolio (up from 73 countries in 2013);
- In 34 countries, including the United States and many countries in Europe, Asia, and Latin Ameri- ca, reduced-, low- or no-calorie beverages repre- sented more than 30 percent of local portfolio;
- More than 1,000 reduced-, low or no-calorie options were in our global product portfolio, representing more than 25 percent of the 3,600+ beverages we offer around the world; and
- A reduced-, low- or no-calorie option was avail- able for 18 of our top 20 brands.
In 2014, we expanded the availability of Coca-Cola LifeTM, our latest innovation in colas and the newest addition to the Coca-Cola trademark, bringing the total to nine countries. Coca-Cola Life is a reduced-calorie cola that is sweetened with a blend of sugar and stevia leaf extract.
Coca-Cola Life, which was initially launched in Argentina and Chile in 2013, is available as of May 2015 in more than 20 countries, including: Australia, Belgium, Ecuador, France, Germany, Great Britain, Ireland, Italy, Japan, Luxembourg, Mexico, the Netherlands, New Zealand, Northern Ireland, Norway, Sweden, Switzerland, the United States and Uruguay.
In addition to the expansion of reduced-, low- and no-calorie beverages, a critical component of our business and well-being strategy is the expansion of smaller package sizes in markets around the world. Whether it is our mini-cans or small glass bottles, we are better able to provide great-tasting refreshment in moderation, allowing consumers to choose their portion size.
In 2014, 81 countries expanded their portfolio of beverages available in small packages; we now offer these in 186 countries.
Transparent Nutrition Information
Goal: Provide transparent nutrition information, featuring calories on the front of all of our packages.
Progress: On track.
We voluntarily became the first beverage company to place calorie information on the front of packaging worldwide in 2011, and we continue to improve on how we provide transparent nutrition information about our products, so that consumers may make choices that fit their lifestyles.
In 2014, we updated our policy on nutrition labeling, which applies to all consumer packaging, except where prohibited by regulation or not technically feasible. This policy guides us in providing factual, meaningful and understandable information consumers can reference to meet their individual needs. Nearly all markets provided front-of-pack calorie information following our global policy on nutrition labeling that was in place during the 2014 year.
We continue to pursue ways to enhance our front-of- pack labeling. For example, to avoid needless package waste, front-of-pack calorie information will be added to refillable/returnable glass bottles and refillable PET bottles as new packaging is introduced. Multi-use bottles without printed labels and some mineral waters will remain exempt, with nutrient information to be provided via Company websites.
Supporting Physical Activity
Goal: Help get people moving by supporting physical activity programs in every country where we do business.
Progress: On track.
In 2014, we supported more than 330 active, healthy living programs in 112 markets around the world, and we are working to ensure there are robust active, healthy living programs everywhere we operate.
Additionally, in 2014, together with The Coca-Cola Foundation, we awarded nearly $22 million to support nutrition and physical activity programs in 40 countries across our global system.
Research has shown that regular physical activity is paramount to attaining and maintaining good health. Therefore, a key pillar of our well-being efforts is supporting programs that make exercise and movement accessible to as many people as possible.
Some programs involve organized sports, while others focus on increasing activity by encouraging people to ride bikes or walk more throughout the day.
Among the best-known active, healthy living programs we support around the world are our Copa Coca-Cola Camps, Olympic Active Healthy Living Showcase, Olympic Moves, and ParticipACTION Teen Challenge.
Over the past year, we have developed a set of new active, healthy living program criteria that we expect to finalize in 2015. These will require at least one of the active, healthy living programs we support in each market to meet these new standards. The new criteria will require, for example, qualifying programs to be as inclusive as possible, offer opportunity for ongoing participation and commit to multi-year duration. Qualified programs in each country where we operate will be subject to audit to ensure full compliance.
Goal: Market responsibly, including no advertising directly to children under 12 anywhere in the world.
Progress: On track.
Marketing our brands effectively is one of our most important business activities. When it comes to choosing what products children consume, we believe that parents and caregivers should be the decision makers.
Based on our responsible marketing policy, we do not buy advertising placements that target children, defined as audiences with 35 percent or more of viewers under the age of 12. In 2014, we enhanced our policy to extend across all forms of media. In addition, our policy now indicates that we will not develop marketing designed to directly appeal to children under 12.
These public commitments and our updated policy align with the work we have advanced through the International Food & Beverage Alliance (IFBA).
We are in the process of ensuring that our associates are trained in the enhanced policy and providing heightened implementation guidance for our media partners around the world, including a comprehensive toolkit.
Enhancing compliance monitoring is also an important area of focus. One type of monitoring currently available to us is the annual analysis conducted by Accenture on behalf of IFBA, measuring how companies in the food and beverage industry comply with IFBA’s responsible marketing commitment.
In 2014, the Accenture report indicated that across the IFBA membership, this commitment was met in child-directed media 88.5 percent of the time in television advertising, 100 percent in print and 99.5 percent in Internet advertising. We acknowledge that Accenture’s work did not address every market where we do business, and we have more work to do in some countries. We are currently working with a third party to develop a comprehensive program to help ensure that our global marketing consistently complies with our policy and that we continue working to achieve our goal.
In addition to supporting IFBA’s Global Responsible Marketing Policy, we are part of voluntary national and regional responsible marketing pledges covering nearly 50 countries. These pledges bring the global responsible marketing commitment to life locally and include local monitoring and evaluation.
Around the World
Across the global Coca-Cola system, we activate our collective assets and engage in community initiatives to raise awareness and inspire action.
ParticipACTION: How Small Money Can Make a Big Difference in Teens’ Lives
New research published in 2014 in the journal BMC Public Health found a multitude of benefits for teens engaging with the ParticipACTION Teen Challenge, a program funded by a 10-year, $10 million Coca-Cola Canada grant.
The study was sponsored by Coca-Cola Canada and conducted by leading Canadian physical activity researchers. The results demonstrated that targeted microgrants of $250 to $500 can effectively contribute to overcoming barriers that prevent teens from being more active.
Through June 2015, the ParticipACTION Teen Challenge has encouraged more than 400,000 teens and 5,000 community organizations across Canada to work together to design local teen activities. Benefits for participants include development of physical abilities, increased self-esteem and social and leadership skills.
Global Employee Activity Challenge
In 2014, we launched our first global employee activity challenge related to the FIFA World Cup®. During the six-week tournament, associates around the globe formed teams and competed locally in soccer matches in the Go for the Employee Cup tournament. The tournament provided opportunities to get active, advance associate well-being and encourage employee engagement—both in and out of the workplace.
Overall, 376 games were played in 55 countries and more than 5,600 associates participated either as team members or active supporters. The champions were determined through match performance and number of active supporters. We intend to build on this success with a new global employee activity challenge in 2015.
Partnerships are at the center of our work to build coalitions that effect change across a host of topics, including well-being. As part of our work to inspire happier, healthier lives, we continue to cultivate strong partnerships with many organizations, including EPODE International Network (EIN) and Exercise is Medicine® (EIM).
$1 Million Grant Helps EPODE Tackle Childhood Obesity
With the support of a $1 million unrestricted grant provided by The Coca-Cola Foundation, EIN’s new OPEN project will advance 13 community-based initiatives in Europe, where one in three 11-year-olds is overweight or obese.
EIN is an international nongovernmental organization, operating in 29 countries, with a global mission to reduce childhood obesity and its associated health risks by implementing programs at the community level.
The EIN methodology has helped reduce childhood obesity by 10 percent in pilot towns in France, and 22 percent in pilot towns in Belgium.
The OPEN project aims to reach 3.9 million people in Europe by 2016—including 975,000 children—to help achieve and sustain active, healthy lives.
Through an additional grant and technical assistance, Coca-Cola will support EIN programs and initiatives in the Middle East, Asia Pacific, and North and South America.
Exercise is Medicine Advances Health Through Physical Activity
The Coca-Cola Company is a global corporate founding partner to EIM, a global health campaign guided by the American College of Sports Medicine.
EIM is committed to the belief that physical activity is essential for optimum health and integral in the prevention and treatment of diseases. Physical activity should thus be regularly assessed and prescribed as part of all medical care.
As of its January 2015 scorecard, EIM reported, since its founding in 2007:
- 15,872 professionals trained;
- 22.9 million patients impacted globally; and
- 43 countries with active programs.
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- Muhtar Kent’s Key Accomplishments as Coca-Cola CEO