successes, challenges and opportunities
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Marge Leahy, PhDDirector, Health and Wellness
American Heart Association Added Sugars ConferenceMay 5, 2010
Successes, Challenges and Opportunities
The Coca-Cola Company and the
Beverage IndustryThe world is changing and we are too
ProductsExpanded no- and low-calorie offerings, new
sweeteners, innovations in packaging
PoliciesEnhanced nutrition labeling information, marketing
guidelines, school beverage guidelines
ProgramsWorking with public and private organizations to advance
Active, Healthy Living
Over 500 brands and more than 3,300 beverage
products sold in more than 200 countries
around the world.
The Coca-Cola Company Today
Today
we offer more than more than
150 low & no-calorie products in the U.S.
……and
more than 800 globally
Our first zero-calorie
soft drink.
Sweetened with saccharin
1963
1982
#1 zero-calorie drink in the U.S.
Sweetened with aspartame
2005
Most successful product launch since Diet Coke
Real Coca-Cola taste; zero calories
Innovation: Zero-Calorie Colas
Beverages are essentially the only foods
that can be calorie-free.
• Natural zero-calorie sweetener
extracted from the stevia leaf
• ~200 times as sweet as sucrose
• Worldwide, we now have 23 products sweetened with stevia extract
in combination with fruit juice or other sweeteners from natural
origin to reduce calories.
TRUVIA™
Sprite Green50 calories/8 fl. oz.
Odwalla Quencher50 calories/8 fl. oz.
VitaminWaterZero0 calories/8 fl. oz.
Increasing Sweetener Options
U.S. LIQUID REFRESHMENT BEVERAGE MARKET
CALORIES PER OUNCE PRODUCED
21
M. Storey, Physiology & Behavior, 2010
The Coca-Cola Company Calorie Changes in Product
US & Canada – Total Portfolio
• 15% decrease in average calorie per serving in US
over the past decade
• 1/3 of our volume is no- and low-calorie
• 50% of our incremental volume growth has been in
no- and low-calorie beverages over last 15 years
• All incremental sparkling drinks volume growth has
been in no- and low-calorie beverages over last 15
years
#1 Juice Brand GloballyEnhanced Nutrient Density• Leader in calcium fortification since 1987.
• Sponsored research showing D-fortified OJ increases serum vitamin D levels
• Petitioned the FDA to allow vitamin D to be added to calcium-fortified juices and juice drinks —which it did in 2003.
• Petitioned the FDA to add vitamin D to the approved osteoporosis health claim —which it did in 2007.
Ca & Vitamin D
Vit A, B, C, D & EDHA, choline,
Vit B12, C & E
Whole grain, Vit
A, B1, B2, C & E PhytosterolsProtein, Ca,
K, Vit B6
Policies and Guidelines
• Global policies on nutrition labeling,
front of pack labeling
• Advertising and marketing to children
policy
• Global and US school beverage
guidelines
Per-serving and per-package calorie information
Expanded Nutrition Labeling
Voluntary dual-column nutrition
labeling in the U.S. began in 2005
Front-of-pack calorie labeling
initiated in 2009
Front-of-pack calorie labeling
“Clear on Calories”
Answering the First Lady’s Call for Action
Clear on Calories extends our commitment to
include more prominent calorie labeling on:
Product Labels: Total calories for the entire container, up to and
including 20-ounce products, will be displayed on the front of labels.
Vending Machines: Total calories for the entire container to be displayed on
the beverage selection buttons of Company-controlled vending machines.
Fountain Machines: Calorie counts will be shown prominently on
Company-controlled fountain beverage machines.
“America's non-alcoholic beverage companies are coming together to make the
calories in their products even more clear and consumer-friendly.”
- American Beverage Association
We respect a parent’s role in making dietary choices for children,
and therefore we do not market any of our products directly to
children under 12 years of age.
The Coca-Cola Company has policies and practices in place
regarding marketing our beverages in a responsible manner.
• This means that we will not buy advertising
directly targeted at audiences that are more
than 50% children under 12. This policy
applies to television, radio, and print, and
where data is available, to the Internet and
mobile phones.
• In addition, our advertising will not show
children under 12 drinking any of our products
outside the presence of a parent or caregiver
Responsible Marketing
98.8%
compliant3/8/2010
independent
audit
• 88% cut in total calories shipped to schools between 2004 and the
2009/2010 school year.
• 95% reduction in shipments of full-calorie soft drinks to schools
during that time.
• 98.8% of all contracts between
bottlers and schools or school
districts achieved compliance
by beginning of the 2009/2010
school year.
U.S. School Beverage Guidelines: Final Progress Report 2004 – 2010
A Beverage Industry Alliance Success Story
The Heart Truth logo is a trademark of HHS. Participation by
Coca-Cola does not imply endorsement by HHS/NIH/NHLBI.
Working Together to Promote Active, Healthy
Lifestyles
Diet Coke Heart Truth
Focus on action
Fashion show
Big event advertising In store
activation
Digital programming
Consumer,
Medical
education
Supporting Physical Activity GloballyUS Initiatives
Youth sports facilities and leagues
Recreational spaces
Behavior changes with
Boys & Girls Clubs
Athlete, organizational
support
Promoting Active, Healthy Lifestyles: U.S.
Launched in 2005. This after-school program
encourages kids to become more physically active,
eat healthier and feel more self-confident.
Coca-Cola has been building facilities and creating opportunities for
the Boys and Girls Clubs of America for more than 60 years.
More Education www.livepositively.com
Front-of-
package
calorie
information
Consumer info
Advertising the facts
Online tools
Professional programs
& resources
Challenges and Opportunities
Beverages are essentially the only food category
with the unique opportunity to be zero calorie
Partner to promote safety and benefit of low-cal
sweeteners to help achieve healthy weight
Multi-faceted public and private partnerships
needed in support of Active, Healthy Living
The World is Changing and
We Are Too
Products• Over 150 low- and no-calorie products in the US, over 800 globally
• 15% reduction in average calories per serving in US over last
decade
Policies• Expanded nutrition labeling
• Calorie labeling FOP, vending machines, fountain machines
• 88% reduction in total calories to schools, 95% reduction in full-
calorie soft drinks to schools (2004-2010)
Programs• Working with government, academic and other public and private
organizations to support Active, Healthy Living
U.S. LIQUID REFRESHMENT BEVERAGE MARKET
SHARE OF VOLUME BY SEGMENT PRODUCED
22M. Storey, American Beverage Association, 2010
U.S. LIQUID REFRESHMENT BEVERAGE MARKETCALORIES PER CAPITA PER DAY BY SEGMENT PRODUCED
26
Includes liquid fruit juice and fruit drinks; excludes powdered fruit drinks and vegetable juices
M. Storey, Physiology & Behavior, 2010
Elementary Schools• Bottled Water
• Fat-free or low-fat Milk and 100% Juice (8 fl. oz. servings)
Middle School• Bottled Water
• Fat-free or low-fat Milk and 100% Juice (10 fl. oz. servings )
High School• Bottled water
• No- or low-calorie beverages with up to 10 calories (8 fl. oz.
servings)
• Fat-free or low-fat Milk and 100% Juice (12 fl. oz. servings )
• Other drinks with no more than 66 calories / 8 fl. oz.
• At least 50% of non-milk beverages must be water and no-
or low-calorie options
See ameribev.org for more information
School Beverage Guidelines
More Choices for Consumers
Introduced TRUVIA™, a
natural, zero-calorie
sweetener
Building $1 billion brand
Coke Zero™
Coca-Cola
Freestyle™,
a new fountain
dispenser for 2010• 100 beverage choices
• 60 no- or low-calorie
>150 low- or no-
calorie beverage
options in the U.S.
Introduced new
90-calorie mini
cans in 2010
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