Canada’s beverage manufacturers and Canadian Beverage Association (CBA), which represents the country’s non-alcoholic beverage industry, have launched the Balance Calories initiative.
The program is aimed at reducing the number of calories Canadians consume from non-alcoholic beverages by 20% over the next decade through product innovation and marketing.
CBA says this voluntary effort by an industry to help fight obesity will transform the beverage landscape in Canada.
This commitment includes all non-alcoholic refreshment beverages excluding milk and other dairy products, hot coffees and teas.
The Canadian beverage industry has a successful track record of leading voluntary initiatives.
They include restricting marketing to children, eliminating full-calorie soft drinks from schools, and implementing front-of-pack calorie labeling, an initiative known as Clear on Calories.
Through product and packaging innovations, the industry in Canada has already facilitated a 20% reduction per capita in beverage calories since 2004.
Recognizing this important trend, and projecting that achievements over the past decade will not organically sustain in the coming years, the Balance Calories goal of a further 20% reduction is the industry’s next proactive campaign to continue promoting healthier lifestyles and balance.
“We are committed to providing consumers with more low- and no-calorie choices, smaller portions and fewer calories” said Jim Goetz, CBA president.
“Balance Calories highlights the commitment of Canada’s non-alcoholic beverage industry to support balanced, healthy lifestyles for all Canadians.”
The Conference Board of Canada, an independent, evidence-based, action-oriented research organization with a non-partisan, balanced perspective, is partnered with the association and its members to benchmark and verify progress of this program.
Balance Calories is designed to:
– Increase consumer awareness of calorie balance through a national, multi-year engagement and advocacy program, and
– Increase interest-in and access-to reduced calorie beverage options.
Over the course of the next few months, CBA members, Conference Board of Canada, and in consultation with other public, private and not-for-profit stakeholders will determine appropriate benchmarks, measurement criteria and specific immediate and long-term action items to support Balance Calories.
