New York City Joins Alliance for a Healthier Generation and America Beverage Association Balance Calories Initiative
New York
City has joined the Alliance for a Healthier Generation
(Alliance), the American Beverage Association, the
New York, Los Angeles and Little Rock will
be the first three cities to participate as pilot markets. The New York City communities will include
the South Bronx as well as Bedford Stuyvesant and Crown Heights in
Brooklyn. This initiative calls for a
focused, multi-pronged approach in neighborhoods within select cities, and is
an important part of the landmark agreement
reached last fall by the Alliance, the
“Our companies are going to work in a very focused, deliberate manner with these communities to create interest in beverage options that can help them cut their calories,” said Susan Neely, president and CEO of the American Beverage Association. “This begins by offering more no- and low-calorie choices, but also finding innovative ways to encourage consumers to try these products and better balance their calorie consumption from beverages. We are going to test and learn so we can truly transform the beverage landscape through solutions that work.”
What will people see in their neighborhoods? More marketing of no- and low-calorie options, smaller portion sizes such as mini-cans, and new calorie awareness information on coolers, vending machines and fountain equipment. They also will see companies offer taste tests and sampling programs, coupons and other incentives, and in-store displays featuring lower-calorie products. These marketplace activities allow the companies to test and learn in order to develop best practices for implementation in other parts of the country. The initiative is supported by a public education campaign highlighting “Balance What You Eat, Drink and Do” and Mixify, a program that talks to teens about the importance of balance and supports parents’ ongoing efforts to help their children achieve it.
“Reducing the number of calories consumed from beverages is critical to helping curb obesity and improve health in the United States,” said Dr. Howell Wechsler, CEO of the Alliance. “We applaud the beverage industry for focusing on these community interventions and will work closely with them to track and evaluate the impact of this work.”
Each member company, including
Legal Disclaimer:
EIN Presswire provides this news content "as is" without warranty of any kind. We do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the author above.