Soda majors agree to ban US school sales

Soda majors agree to ban US school sales

Coca-Cola, PepsiCo and Cadbury Schweppes have agreed to ban soft drink sales from elementary and middle schools and sell only diet sodas in high schools in an initiative aimed at fighting childhood obesity in America.

This initiative was taken by the Clinton foundation and the American Hart Association in collaboration with the soft drinks companies and the American Beverage Association. "This is an important announcement and a bold step forward in the struggle to help America's kids live healthier lives," Mr Clinton said.

"These industry leaders recognize that childhood obesity is a problem and have stepped up to help solve it." He added that the present trend of unhealthy eating was worrying and could be detrimental to the children. "If the present trend continues, this generation of young people could be the first to have shorter life expectancies than their parents," he said.

According to the deal, no sodas would be sold in elementary schools and only bottled water and 8-ounce, calorie-capped servings of certain juices would be sold here. In middle schools fat-free or low-fat milk and flavored milk along with the water and juices would be sold in 10-ounce portions.

In high schools only diet sodas would be sold. "This is really the beginning of a major effort to modify childhood obesity at the level of the school systems," said Robert H. Eckel, president of the American Heart Association. "These new guidelines will help expedite those changes and support parents and students in districts that have not yet been able to improve the nutrition of their schools."

The bosses of the three major companies were present at the announcement and they agreed that this was the time to take bold steps. However, school sales account for only $700 million of the drinks major revenues and this ban should not affect them very much.

"Limiting calories in schools is a sensible approach that acknowledges our industry's long-standing belief that school wellness efforts must focus on teaching kids to consume a balanced diet and be physically active," said Susan K. Neely, President and CEO, American Beverage Association.

The deal envisages brining the plan to action in 75 percent of all schools by 2008-09 school year and fully implementing it by 2009-10 school year.