LONDON, March 30 — Coca-Cola Britain has announced plans to slash the calorie content of some its leading brands as part of a deal signed with the British government to help consumers reduce their caloric intake.
Along with major food manufacturers, grocery chains and retailers like Asda, Mars, Tesco and Subway, Coca-Cola Britain announced this week that it plans to reduce the calorie content in some of its soft drinks by up to 30 per cent.
By the end of 2014, the company said it will reduce the average number of calories per litre of its sparking soft drinks range by 5 per cent.
In the past few years, Coca-Cola Britain has already cut the calories in brands like Fanta by 30 per cent, Oasis by 35 per cent, and Lilt by 56 per cent.
To meet its goal, the soda giant says it will focus on pushing its Diet Coke and Coca-Cola Zero by increasing its marketing budget and working with retailers to increase visibility.
The move is part of a voluntary deal made with the British government’s Public Health Responsibility Deal, which pledges to help people trim their fat – literally.
England has one of the highest rates of obesity in Europe, with more than 60 per cent of adults and a third of 10 and 11-year-olds either overweight or obese.
Overall, the government initiative aims to reduce the country’s total caloric intake by 5 billion calories a day.
PepsiCo UK and Ireland is also a signatory mainly for its portfolio of food products like Walkers savoury crisps. The food manufacturer has pledged to help slash sodium levels in its potato chips to help the government meet the target of reducing the per capita salt intake by 1g a day by the end of 2012 compared to 2007 levels. — AFP-Relaxnews