Coke will put energy information on front of packaging

Company says global "front-of-pack" commitment is a beverage Industry first.

-- Packaging Digest, 9/30/2009 7:35:00 AM

The Coca-Cola Company announced global plans to include energy information (calories, kilocalories, kilojoules) per serving on the front of nearly all product packages in a move to increase consumers’ awareness about the calorie content of its beverages.

Coca-Cola is the first company in the beverage industry to make this kind of international commitment.

The new labels seek to make it even easier for consumers worldwide to make more informed decisions about the beverages they drink based on their own individual taste preferences and nutritional needs. The Company already has successfully rolled out front-of-pack energy labeling throughout Europe and Australia with Mexico and the United States currently in roll-out phase. The Coca-Cola Company’s global commitment is to have front-of-pack energy information on all products by the end of 2011.

“Coca-Cola is the world’s most valuable brand, and with that comes a leadership responsibility,” said Muhtar Kent, Chairman and Chief Executive Officer. “Now more than ever, people expect facts about the products they consume to be both readily available and visible. This global commitment is about making it easier for consumers to quickly see the calorie information for our beverages.”

Research shows that front-of-pack energy information is an important tool in helping people balance their overall dietary intake and physical activity. In the United States, the new labeling replicates information that is located in the Nutrition Facts box on the side panel of Coca-Cola products, making it easier for consumers to see it, “at-a-glance.”

Dr. Rhona Applebaum, Chief Scientific & Regulatory Officer, said, “We have been a leader in driving and promoting efforts to advance fact-based nutrition labeling. This new global commitment on front-of-pack energy is one more step in providing consumers with important information they need to enjoy any of our 3,000 beverages sensibly, wherever they live. Our new product labels aim to help people better balance their energy intake, as variety, moderation and regular physical activity are the keys to effective weight management.”

The new labeling will show calories, kilocalories or kilojoules per serving on nearly all Coca-Cola beverages, including all sparkling beverages, teas, energy drinks, flavored water beverages, juices and juice drinks. According to local regulations, label information may also include percent Daily Guidance Indicators to show how the quantities of select nutrients fit into the national or regional dietary guidelines. Nationally appropriate terms, such as Guideline Daily Amounts (EU) and Daily Values (US and Canada), will be used when providing this information. The only Coca-Cola products excluded from the policy are fountain drinks, unsweetened/unflavored waters and returnable bottles.

SOURCE: The Coca-Cola Company

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