By William Lobenherz
When it comes to industry efforts to reduce childhood obesity, there are probably no others that have been as aggressive and successful in self regulation to address public concerns with product offerings to youth than major soft drink companies. Our efforts are part of a broader effort to teach children about the importance of a balanced and healthy lifestyle.
In 2006, soft drink bottlers and distributors (Coca-Cola Enterprises, Dr. Pepper Snapple Group and the Pepsi Bottling Group) directed the American Beverage Association to collaborate with the American Heart Association and the William J. Clinton Foundation to develop model school beverage guidelines.
What kids are eating and drinking while at school has become a large factor in the battle to fight obesity, and we were not ignorant of our role in both the problem and the solution.
The result was the formation of the Alliance for a Healthier Generation, and a mutually agreed upon set of self-imposed school vending guidelines to significantly reduce the number of calories our companies would deliver to the schools.
The Guidelines called for the removal of all full-calorie soft drinks from the schools, and the development of new package sizes for appropriate portion control. Schools are a unique environment, and we understand that parents desire greater control over their children in the school setting.
A nationwide, three-year implementation plan was set in motion by the soft drink companies. The third year, Progress Report of the Alliance for a Healthier Generation vividly demonstrates the impressive and meaningful results achieved by our companies:
n The total number of calories delivered to schools has been reduced by 88 percent;
n The number of full-calorie soft drinks delivered to schools has been reduced by 95 percent;
n The number of school contracts in compliance with the Guidelines has reached 99 percent.
This has obviously reduced sales in schools, but we know our efforts to improve nutrition are working.
There's more. Also in 2006, these three companies joined as charter participants in the "Children Food and Beverage Advertising Initiative," under the supervision of the Council of Better Business Bureaus. This initiative voluntarily restricts the advertising of food and beverages to children below 12 years of age, and encourages product reformulation to improve the nutritional profile of a company's product offerings.
Just last month, the same three companies, in concert with the American Beverage Association, became charter members with First Lady Michelle Obama in the new Clear on Calories Initiative.
Under this program, the companies will work with the FDA to engage in a whole new product design strategy, to more clearly highlight caloric information on not only the front of beverage containers but also on vending and fountain machines.
We are actively engaging in the conversation about our nation's obesity problems, and we have taken the initiative to develop and implement solutions. The progress our companies are making will make a positive difference.
For more information on our efforts to battle obesity, please visit http://www.ameribev.org/nutrition--science/obesity/qas/.
About the author: William Lobenherz is President and CEO of the Michigan Soft Drink Association
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