In a sign of how health concerns have shaken the beverage industry, Coca-Cola Co. used a boisterous anniversary celebration on Wednesday to pledge to make low-calorie drinks and clearer nutritional information more available around the world.
Facing increasing criticism from consumer advocates and politicians over the link between sugary soft drinks and expanding waistlines, the Atlanta-based beverage giant marked its 127th birthday with a global effort to emphasize healthier drink choices.
The company’s stock has been enjoying a recent surge thanks to improving international demand and rising sales of noncarbonated drinks in North America.
But beverage companies face a longer-term threat as some health officials, government leaders and consumer advocates link their drinks with an obesity epidemic.
Chief Executive Muhtar Kent said the company would offer low- and no-calorie drinks in every market, provide clear nutritional on packaging and reaffirm its vow to stop advertising to children younger than 12. These efforts aren’t new in the U.S., but low-calorie alternatives and detailed nutritional information isn’t as available in some emerging overseas markets.
“We’re beginning the next phase of our journey to promote better health and well-being,” Kent said.
One of Kent’s recent concerns involved the move by New York City Mayor Michael Bloomberg, who secured a first-ever cap on the size of soft drinks sold at some stores, though the courts have blocked it. As legislators in other communities consider a similar move, Coca-Cola has pushed back with a two-minute TV commercial that outlined the company’s efforts to provide healthier drinks and remind viewers that obesity goes beyond soft drinks.
The announcement on Wednesday at the World of Coca-Cola in downtown Atlanta sought to build on that strategy with an elaborately staged event that featured prominent politicians and well-known health officials on hand to toast the company for the initiative.