The Canadian Beverage Association (CBA), which represents Canada’s non-alcoholic beverage industry, has launched the Balance Calories initiative – a program aimed at reducing the number of calories Canadians consume from non-alcoholic beverages by 20 per cent over the next 10 years.
The Balance Calories initiative will be carried out through product innovation and marketing.
This is a voluntary effort aimed at helping fight obesity, and it includes all non-alcoholic refreshment beverages, excluding milk and other dairy products, hot coffees and teas.
According to a CBA media release, the beverage industry in Canada has already facilitated a 20-per-cent reduction per capita in beverage calories since 2004 through product and packaging innovations. The Balance Calories initiative’s goal of a further 20-per-cent reduction will be the industry’s next step towards continuing to promote healthier lifestyles.
“We are committed to providing consumers with more low- and no-calorie choices, smaller portions and fewer calories. Balance Calories highlights the commitment of Canada’s non-alcoholic beverage industry to support balanced, healthy lifestyles for all Canadians,” says Jim Goetz, president, Canadian Beverage Association. “We will leverage our strengths in marketing and innovation and our vast distribution networks to work toward our goal.”
The Conference Board of Canada will be partnering with the CBA and its members to benchmark and verify the progress of this program.
“Healthy food is one of the five elements outlined in The Conference Board of Canada’s Food Strategy where we addressed the powerful impact of dietary patterns on the health and well-being of Canadians,” says Michael Bloom, vice-president, Industry and Business Strategy of The Conference Board of Canada. “We are pleased to join this initiative as a long-term partner to collectively determine success metrics as we share the same belief that food and diet improve personal health and help Canadians live longer, healthier lives.”