Canada’s beverage manufacturers, including Coca-Cola Canada and PepsiCo Beverages Canada, and the Canadian Beverage Association (CBA), which represents Canada’s non-alcoholic beverage industry, launched the Balance Calories initiative. The program is aimed at reducing the number of calories Canadians consume from non-alcoholic beverages by 20% over the next decade through product innovation and marketing.
This commitment includes all non-alcoholic refreshment beverages excluding milk and other dairy products, hot coffees and teas.
Balance Calories is designed to:
- Increase consumer awareness of calorie balance through a national, multi-year engagement and advocacy program
- Increase interest in and access to reduced calorie beverage options
The Conference Board of Canada, an independent, evidence-based, action-oriented research organization with a non-partisan, balanced perspective, is partnered with Canadian Beverage Association and its members to benchmark and verify progress of this program.
Over the course of the next few months, CBA members, the Conference Board of Canada, and in consultation with other public, private and not-for-profit stakeholders will determine appropriate benchmarks, measurement criteria, and specific immediate and long-term action items to support Balance Calories.
As Balance Calories program benchmarks and measurement criteria are confirmed, and the program moves into the execution phase, CBA and Conference Board of Canada will keep stakeholders and the Canadian public up-to-date on its progress and roll-out plans.
Visit www.balancecalories.ca for more information.
For the full press release, click here.