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Marketplace Actions

By:  Journey Staff Mar 24, 2017

Our marketplace actions across the U.S. are simple: provide more information and more beverage choices.

From large retail outlets to small mom-and-pop shops, we are working to ensure that people are able to choose the drink that best fits their lifestyle – with or without sugar, with or without bubbles, with or without the calories, and in a size that encourages moderation and portion control.

From responsible marketing to front-of-package labeling, we are providing people with more information about their drinks than ever before.

  • Our Responsible Marketing Policy is a commitment not to advertise beverages to children under age 12 anywhere in the world. This means that we do not buy advertising directly targeted at audiences that are more than 35 percent children under 12. This policy applies to all media. In addition, Coca-Cola North America participates in the Children’s Food and Beverage Advertising Initiative – a program in which we have pledged not to advertise our products directly to children under 12.
  • Launched in 2010, Clear on Calories is a voluntary, industry-wide effort to place calorie labeling on front of nearly all beverage containers.
  • The Calories Count™ Vending Program added calorie labels to beverage vending machines, increased availability of low- and no-calorie beverages and reminded people to consider calories when choosing a beverage.
  • Across the U.S., we provide more than 800 beverage options, including sparkling beverages, 100 percent fruit juices and juice drinks, waters and water beverages, sports drinks, teas, coffees and milk beverages. We also offer more than 200 reduced-, low- and no-calorie drinks in the U.S., such as Coca-Cola Life, Diet Coke, Coca-Cola Zero, Sprite Cherry Zero, vitaminwater zero, POWERADE ZERO. Coca-Cola Life is our first Coca-Cola sweetened beverage with a blend of sugar and stevia leaf extract in the U.S. and more than 20 countries worldwide. At 60 calories per 8-oz. glass bottle, Coca-Cola Life has 35 percent fewer calories than other regular colas.
  • We’ve listened to people in the U.S. and throughout the world and have expanded our beverage choices. For example, we have a minority investment in Suja Juice and a joint venture with Select Milk Producers in Fairlife ultra-filtered milk. We continue to evolve our diverse portfolio, as well as the packages in which you can enjoy our drinks. Across the U.S., we are expanding our business in many ways. Now, you can easily find popular brands like Coca-Cola, Diet Coke, Coca-Cola Zero, Sprite, FANTA and Seagram’s in 7.5-oz mini cans and 8-oz glass bottles to encourage portion control and moderation.
  • We are a founding member of The Healthy Weight Commitment Foundation, which, in partnership with the food and beverage industry, removed 6.4 trillion calories from the marketplace between 2009 and 2014. This represents a 78-calorie reduction per person, per day.
  • In 2014, the Balance Calories Initiative was announced at the Clinton Global Initiative by beverage industry partners and the Alliance for a Healthier Generation. The program’s goal is to reduce average beverage calories consumed per person in the United States by 20 percent by 2025. To do this, we are increasing access to and interest in reduced-calorie beverage options; building calorie awareness; and focusing on communities where we can have the most impact.
  • In 2016, we joined other food and beverage companies in announcing SmartLabel. This tool allows people to use their smartphones to scan and learn more about the content of their favorite food and beverages, including calories, ingredients derived from genetically modified organisms (GMOs), and sweeteners, to name a few. Beyond the marketplace, the American Beverage Association and the major U.S. soft drink companies, in partnership with the Alliance for a Healthier Generation, founded by the American Heart Association and Clinton Foundation, adopted the School Beverage Guidelines. Under these guidelines, the companies voluntarily removed full-calorie beverages from primary and secondary schools. Use of the guidelines resulted in a 90 percent reduction in beverage calories shipped to schools by the industry between the 2004-2005 and the 2009-2010 school years.

For more information about The Coca-Cola Company’s beverage options, nutrition and product facts, please visit:

*The Coca-Cola Company does not provide any funding to the Alliance for A Healthier Generation through the Balance Calorie Initiative or work on School Beverage Guidelines.