There are notable approaches that the beverage industry can adopt to reduce sugar-sweetened beverage consumption through marketing,
strategic partnerships, and product reformulation.
Marketing Approach - In 2007, the voluntary Children’s Food and Beverage Initiative (CFBAI) established nutritional standards for products
advertised directly to children under the age of 12. Companies who participate have policies in place that inhibit direct advertising to
children, which can include changing attractive packaging, online games, brand and licenses characters and other marketing approaches that
appeal to young children. CFBAI participants include leaders in the beverage and food industry, including Coca-Cola, Pepsico, and Nestle.
Core principles of this group include avoiding advertising in elementary school environments, adhering to restrictions on child-centric
advertising, and issuing public reports on activities.
Voluntary and Regulatory Industry Approach - In a partnership with the Clinton Foundation, the beverage industry agreed to voluntarily
eliminate full-calorie beverages from schools and follow guidelines for elementary, middle, and high school. This led to a 90% decrease in
calories shipped to U.S. schools. Similarly, in a collaboration with the Healthy Weight Commitment Foundation, the beverage industry was able to remove more than 6 trillion calories per year from the marketplace. Other voluntary initiatives from the beverage industry include placing calorie information on the front of packages, and formulating and developing produce to be lower in calories. While many cities have
used taxes based on volume of product for sugar-sweetened beverages, taxing grams of sugar could be a better and more effective strategy to
incentive companies to lower sugar content of the taxed products.
Partnerships with Industry - In an partnership between Alliance for a Healthier Generation and the American Beverage Association, the
Coca-Cola Company, PepsiCO, and Cadbury-Schweppes (now Dr. Pepper-Snapple), the 2016 Alliance School Beverage
Guidelines was established.
This outlined an agreement to several changes including discontinued sales of full-calorie carbonated soft drinks, shifting production to
low and no-calorie beverages, and reducing portion sizes of products sold in school. An evaluation to assess the effect of the agreement
between 2004 and the 2009-2010 school year showed promising results: beverage calories shipped to schools decreased by 90%; volume of
beverages shipped to schools decreased by 77%; volume of full-calorie, carbonated soft drinks shipped to schools decreased by 97%; and
volume of restricted beverages (such as juice drinks, flavored waters, and teas) shipped to schools decreased by 94%.
A second agreement between Alliance for a Healthier Generation and the beverage industry shifted to more of a long-term goal of reducing
beverage calories consumed per person per day in the United States by 20% by 2025 (from 199 calories per day in 2014 to 159 calories per day
by 2015). Through this agreement, partners will continue to promote calorie and sugar awareness on all company-owned equipment (i.e. vending
machines, retail coolers, etc), reformulate, distribute, and market no- and low-calorie beverages, and engage in consumer education and
outreach at the community level.