EDITOR'S NOTE: Coca-Cola agrees with policy makers and the public health community, that too much sugar isn’t good for anyone. We also understand that governments need tax revenue to fund educated, safe, healthy and clean communities – the same communities in which our employees live and work.
To play our part, The Coca-Cola Company and its local bottlers are offering more drinks in smaller, more convenient sizes to encourage soft drinks as a treat.There are better ways to address obesity and help fix government budgets gaps than taxes that hurt local businesses and everyday consumers. Our combined product and marketing efforts can be more effective at reducing the sugar people drink over the long term. This is our focus as we work to evolve our business into a total beverage company.
The following op-ed posted today on the American Beverage Association (ABA) website and is being republished here on
Since Cook County’s Board of Commissioners voted last week to repeal an unpopular beverage tax, there has been a lot of talk in the press about which side has momentum, or is “winning” or “losing” the debate over these taxes in our country. While, yes, America’s beverage companies and our Cook County retail partners were pleased with this decision, we do not view this debate as win or lose. Instead we think consumers are best served when our member companies, governments and public health organizations work together to fight obesity by helping people consume less sugar.
Our industry has already evolved over the last decade to keep up with Americans’ changing tastes and provide beverage options with less sugar and fewer calories. Since 2000, Americans have reduced their consumption of sugar from carbonated soft drinks by 31 percent per person, per day.
In part that progress is a result of the ever-expanding choices of beverages our industry is adding from enhanced waters to ready-to-drink teas and coffees to juices and dairy. In fact, 48 percent of all nonalcoholic beverages purchased today have no sugar, and 60 percent of new brands and flavors hitting the market are low- or no-calorie drinks.
Still, another portion of that reduction is the result of our collective efforts to reduce portion sizes and introduce smaller, more convenient packages with less sugar. Sales of these smaller packages of Pepsi, Coke and Dr. Pepper, among other brands, are consistently growing.
But even with this progress we’re not stopping. We know it’s not enough to just offer new beverage options – we also need to ensure people know about them and are able to access them.
In 2014, the Alliance for a Healthier Generation, the ABA and the nation’s top beverage companies announced a new partnership called the Balance Calories Initiative to encourage consumer interest in, and improve access to, lower and no-calorie beverage options. This initiative puts aside the competitive differences of our member companies and unites The
We recognize this is a bold goal, but an important one, so we are using our resources to guide consumers toward beverages with less sugar. We’re tapping our strengths in marketing, innovation and distribution to encourage people looking to manage their consumption of added sugars to try lower-calorie options. For example, the beverage companies have even used one of their biggest and most costly marketing platforms – the Super Bowl – to promote brands or packages with less sugar.
We’re also conducting intense efforts in communities facing the greatest challenges with obesity, including East Los Angeles, the Mississippi Delta, the Bronx and rural Alabama as part of the single-largest voluntary effort by an industry to combat obesity. We’re working with community groups to learn what works in these markets so we can apply it elsewhere. This is a significant effort and we are learning a lot about what it takes to support real change that helps consumers reduce their sugar from beverages.
While there are some who see beverage taxes as the “silver bullet” to fight obesity and fund local governments, we strongly believe we will show that there are better ways to achieve these goals that do not hurt local businesses and everyday consumers. We believe our combined product and marketing efforts can be more effective at reducing the sugar people drink over the long term - and will bring about lasting change.
We recognize that the task ahead of us is not easy. But if fierce competitors like Coke, Pepsi and Dr Pepper can work together, then surely we can find a way to partner with members of the public health community who also want meaningful solutions to obesity.
Susan Neely is president and CEO of the American Beverage Association (ABA).
More on Journey
- Our Way Forward: How We're Keeping People at the Heart of Our Business
- Coke’s Way Forward: New Business Strategy to Focus on Choice, Convenience… and the Consumer
UNDP and The
Coca-ColaFoundation Release Report on New World Program’s Progress and Its Contribution to the UN Sustainable Development Goals
- Ryan Newman Celebrates 40th Birthday with Coca-Cola Chug for Charity Crown
‘Give Back Life’: 23,000 Recycled
Coca-ColaBottles Add Christmas Flair to World Trade Centre in Sri Lanka