Our industry has a longstanding commitment to being part of the solution to reducing obesity in America. Now, with our Balance Calories Initiative, we are transforming the beverage landscape in communities nationwide. This initiative will take our efforts to provide consumers with more choices, smaller portions and fewer calories to an ambitious new level.
The Balance Calories Initiative is the single-largest voluntary effort by an industry to help fight obesity. Working with the Alliance for a Healthier Generation, America’s leading beverage companies have set a goal to reduce beverage calories consumed per person nationally by 20 percent by 2025. To help achieve this goal, the beverage companies will engage in national and community efforts.

Nationally, the beverage companies will:

  • Leverage their marketing, innovation and distribution strengths to increase and sustain consumer interest in and access to smaller portion sizes, water and no- and lower-calorie beverages.
  • Provide calorie counts, and promote calorie awareness on all beverage company-controlled point-of-sale equipment nationwide.
  • Launch a first-of-its kind national consumer awareness and engagement program – Mixify™ – encouraging teens and their families to balance their calories by moderating what they consume, including beverages, and getting more active.
Locally, the beverage companies will:

  • Focus efforts in communities where there has been less interest in and/or access to options that help consumers reduce their calories with a goal of achieving a 20 percent per person reduction of calories consumed from beverages in those communities within ten years.
  • The companies will begin this community initiative in Los Angeles, Calif., and Little Rock, Ark., to help bring communities more in line with what’s happening nationally.
  • Local market efforts will include promoting water and no- and lower-calorie beverage consumption as well as other strategies such as merchandising, product placement and couponing to drive interest in and improve access to these choices.


The Calories Count™ Beverage Vending Program offers consumers clear calorie information, encourages lower-calorie beverage choices and reminds them that calories count in all the choices they make.
On the front of vending machines, Calories Count™ signs include one of the following messages: “Check Then Choose” or “Try A Low–Calorie Beverage.” The selection buttons also include calorie labels that show calorie counts per beverage container. The Calories Count™ Beverage Vending Program launched in municipal buildings in the cities of Chicago, San Antonio and Washington, D.C. in 2013, and is now available to customers nationwide.


America’s beverage companies are putting new labels on the front of every can, bottle and pack we produce – making it easier to choose the drink that’s right for you. This is all part of our Clear on Calories initiative, announced in February 2010 in support of First Lady Michelle Obama’s “Let’s Move!” anti-obesity campaign.
Consumers across America are seeing these labels arrive on the front of their favorite beverages, as Clear on Calories arrives in stores. This is yet another way the beverage industry is helping consumers make informed choices as part of an active, healthy lifestyle.

“In fact, just today, the nation’s largest beverage companies announced that they’ll be taking steps to provide clearly visible information about calories on the front of their products – as well as on vending machines and soda fountains. This is exactly the kind of vital information parents need to make good choices for their kids.”

Michelle Obama