The Canadian Beverage Association (CBA) has launched a program aimed at reducing the number of calories Canadians consume from non-alcoholic beverages.
In cooperation with beverage manufacturers across the country, CBA will seek to reduce consumers’ calorie intake from non-alcoholic beverage by 20% during the next ten years, principally through product innovation and marketing. “This is a substantial and unique voluntary effort by an industry to help fight obesity and will transform the beverage landscape in Canada,” CBA said, with the commitment covering all non-alcoholic refreshment beverages apart from milk and dairy, hot coffee and tea.
The organisation pointed out that the Canadian beverage industry has a successful track record of leading voluntary initiatives, including restricting marketing to children, eliminating full-calorie soft drinks from schools, and implementing front-of-pack calorie labeling in an initiative known as Clear on Calories. Through product and packaging innovations, the industry in Canada has already facilitated a 20% reduction per capita in beverage calories since 2004.
Recognising this important trend, and projecting that achievements over the past decade will not organically sustain in the coming years, the Balance Calories goal of a further 20% reduction is the industry’s next proactive campaign to continue promoting healthier lifestyles and balance, CBA said.
The Balance Calories campaign is designed to increase consumer awareness of calorie balance through a national, multi-year engagement and advocacy programme, as well as increase interest in and access to reduced calorie beverage options.
CBA president Jim Goetz said: “We are committed to providing consumers with more low- and no-calorie choices, smaller portions and fewer calories. Balance Calories highlights the commitment of Canada’s non-alcoholic beverage industry to support balanced, healthy lifestyles for all Canadians. We will leverage our strengths in marketing and innovation and our vast distribution networks to work toward our goal.”
Michael Bloom, who is vice-president, industry and business strategy of The Conference Board of Canada, which will partner with CBA and its members to benchmark and verify progress as part of the programme, added: “Healthy food is one of the five elements outlined in The Conference Board of Canada’s food strategy where we addressed the powerful impact of dietary patterns on the health and wellbeing of Canadians. We are pleased to join this initiative as a long-term partner to collectively determine success metrics as we share the same belief that food and diet improve personal health and help Canadians live longer, healthier lives.”
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