The last few years have seen a number of communities take on the sugary beverage industry. Richmond, California put a soda tax on the ballot. While it didn't pass, Richmond and other Bay area communities have all worked together to reduce consumption of sugary beverages especially by children. The Re-Think your drink sponsored by BANPAC has been very successful.
Coca-Cola one of the biggest providers of sugary beverages has reacted by sponsoring community campaigns to promote fitness and claiming all calories are the same. It is true that too many calories is what causes people to gain weight but it is not true that all calories are the same.
Starting in 2014 all soda containers will have the calories on the label. A lot of what coke is doing is getting ahead of the regulation.
Starting in January, 2013 Coca-Cola has run series of ads about how wonderful they were to have lots of consumer choices.
Finally earlier this year Coca-Cola launched Coke Life, a new naturally sweetened low calorie cola that comes in environmentally friendly bottles and cans, but only in Argentina. With pressure from consumers and wholesale customers it will probably be in the US soon.
Only 64 calories for a 12 oz serving and 50% less sugar than a regular bottle of Coke, this new product, wrapped in a green label as opposed to the famous red label, is sweetened with a blend of sugar and stevia, the sweet extract from a South American shrub that has been the darling of the natural zero calorie sugar substitute market. Though stevia is growing in popularity, so much so that the World Health Organization predicts the extract will eventually replace 20-30% of all dietary sweeteners, the natural sweetener is still in its early stages and there are a number of flavor profiles that need to be worked out to compete with other methods of sweetening beverages. However, the soda industry does not have the luxury of waiting too much longer to bring a new natural low calorie sweetener to market as soda sales have been steadily dropping since 1998. And once again rush into using a substance that even though it may be naturally produced it has not be studied in the quantities that it would be consumed by the average American soda drinker.
Isn't the real issue why do Americans drink so much soda?