Wow, Less Product In The Can? Thanks Coca-Cola!

So Coca-Cola pledges to give you less soda per can to reduce the calorie count?  How noble of you, thanks!

Big soda companies pledged

to cut calories by 20 percent over the next decade.

In an ambitious pledge announced Tuesday, the U.S. soda industry is committing to cut calorie intake from beverages by 20 percent over the coming decade.

As part of the agreement reached by the American Beverage Association and the Alliance for a Healthier Generation, CocaCola, Pepsi and Dr Pepper Snapple Group will promote smaller portions as well as zero- and lowcalorie offerings, and they will provide calorie counts on vending machines, soda fountains and retail coolers.

“This is the single-largest voluntary effort by an industry to help fight obesity and leverages our companies’ greatest strengths in marketing, innovation and distribution,” Susan K. Neely, president and chief executive of the American Beverage Association, said in a statement. “This initiative will help transform the beverage landscape in America.”  [Yeah, OK ~TH~]

In many ways, the soda industry’s commitment is also something of a concession.

The announcement comes on the heels of several attempts to curb soda consumption on national and state levels. In New York City, beverage makers thwarted an attempt to place caps on portions of sugary drinks. In Illinois, state Rep. Robyn Gabel proposed a soda tax that ultimately failed. And in San Francisco, a tax on sugary drinks will be voted on in November. A national soda tax, however unlike- ly, was proposed last month by Rep. Rosa L. DeLauro (D-Conn.).

And it’s not just lawmakers who are increasingly wary of soda. Americans have been eschewing it for years. Soda consumption has been declining in the United States for more than a decade.

Still, soda remains a big part of the U.S. diet. Americans on average drank more than a can of soda per day last year, according to the market-research firm Euromonitor International.

About one-third of all the added sugars Americans consume come from soda, energy drinks and sports drinks, according to government estimates. “Rising consumption of sugary drinks has been a major contributor to the obesity epidemic,” the Harvard School of Public Health notes on its Web site.  [Wait– didn’t they just state two paragraphs above that in the last decade soda consumption has declined??  ~TH~]

This is why pledging to cut beverage calories by 20 percent by 2025 is seen as an important shift in the right direction. Former president Bill Clinton, whose nonprofit charitable organization, the Bill, Hillary & Chelsea Clinton Foundation, helped found the Alliance for a Healthier Generation, called it “a critical step in our ongoing fight against obesity.”

It’s also why voluntarily committing to market and distribute smaller portions of sugary drinks is no small deal, either. The move stands to undercut sales of some of the industry’s leading brands, including regular Coca-Cola, Pepsi and Dr Pepper. The plan is to promote bottled water and lower calorie drinks instead, which all three soft-drink companies sell in bulk. But each could see its business suffer.

While it remains to be seen how these promises play out, the announcement suggests that the soda industry has reached an epiphany: that it can no longer afford to ignore the fact that it’s time to make some big changes.

Still, there’s a lot more that the soda industry could be doing to promote public health, Michael F. Jacobson, executive director at the Center for Science in the Public Interest, said in a statement. For one, he said, the industry could drop its opposition to taxes and warning labels on sugar drinks.

“Those taxes could further reduce calories in America’s beverage mix even more quickly, and would raise needed revenue for the prevention and treatment of soda-related diseases,” he said.   —

Well, at least it might open the dialog up a little more.  In the meantime my advice is – drink the tap water you already pay for, and put the soda savings into your retirement account.  ~TH~

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