Coca Cola ads puts focus on calories

08 March, 2013

Coca-Cola GB has launched a TV and print campaign giving information on the calorie count of its products as part of a global push the company said was aimed at “explaining the importance of energy balance to manage weight”.

James Quincey, president for Coca-Cola in Europe, said: “Obesity is a serious problem and I am determined we will take more action to help address it.”

The company has also reduced the calorie count of Sprite by 30%, is introducing advertising for no-calorie Coke Zero and has renewed a partnership with grassroots sports charity Street Games.

It comes as soft drinks producers faced a call from an influential group of doctors calling for a tax on sugary soft drinks to tackle obesity.

The Academy of Medical Royal Colleges wants to see a pilot scheme which would increase the price of such products by 20%.

Professor Terence Stephenson, chairman of the academy, said: “[Obesity] is the biggest public health crisis facing the UK today yet, too often, vested interests dub it too complex to tackle.”

The British Soft Drinks Association said obesity should be addressed through “overall diet and levels of activity”.

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