In 2014, the Alliance for a Healthier Generation, American Beverage Association (ABA) and the nation’s top beverage companies announced a push to encourage greater interest in and access to lower and no-calorie beverage options through their Balance Calories Initiative (BCI).
The Balance Calories Initiative is the single-largest voluntary effort by an industry to help fight obesity. The goal? To reduce beverage calories consumed per person nationally by 20 percent by 2025.
As a partner in this initiative, The
In cities around the nation,
An important step towards achieving this goal is an increased focus on providing clear facts and nutritional information on the company’s beverages. As
Coca-Cola is focusing on five communities (New York, Los Angeles, Little Rock, Mississippi Delta and Montgomery, Alabama) where the demand for low and no-calorie options or smaller package sizes has typically lagged behind the rest of the country. “We are at the forefront of the changes that are happening in the company as well as in communities, “explained Colin Bradley, a Balance Calories Initiative Program Field Manager. “One of our main goals is to help storeowners remerchandise their stores so that the low-calorie and no-calorie beverages are more visible and more inviting.”
The BCI team under
Through small steps like offering coupons, sponsoring and hosting events and collaborating with storeowners,
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