Coca-Cola: Sugary drink companies commit to reducing sugar content

A few hours before the Chamber of Deputies began the debate on the ruling it seeks increase the rate of the Special Tax on Production and Services (IEPS) applicable to flavored beverages, The Mexican soft drink industry announced a series of measures aimed at reducing the sugar content in its products.

During a conference held in San Lázaro, convened by the coordinator of Morena, Ricardo Monreal, the president of the Mexican Beverage Association (MexBeb), Andrés Massieu Fernández, recognized the impact of sugar consumption on health and assured that the sector is committed to being part of the solution.

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“We are aware of the challenges that the country faces in terms of overweight and obesity, problems that have a multifactorial origin,” stated the representative of the organization, who announced that The sector will continue to innovate and reformulate its products with the purpose of offering healthier options.

Massieu Fernández explained that New presentations and sizes will be launched, in addition to expanding the portfolio of low or no-calorie drinks. Self-regulation commitments in advertising will also be reinforced, in order to protect the child population and promote informed consumption. Each associated company, he pointed out, will determine how to implement these actions.

For its part, Patricio Caso Prado, senior director of Government Affairs of Coca-Cola Mexico, noted that the food and beverage industry must take an active role in the transformation towards more balanced consumption habits. In that sense, he reported that Coca-Cola FEMSA, Arca Continental and Jugos del Valle-Santa Clara They committed to reducing the calories in their drinks by 30%, process that will be carried out gradually, starting with the largest presentations.

The goal, he added, is that Within a maximum period of one year, 70% of the volume marketed in Mexico meets this goal. To achieve this, commercial strategies will be implemented that encourage the consumption of low-calorie products and the promotion of sugar-free versions will be prioritized.

Likewise, Caso Prado indicated that Responsible marketing policies will be strengthened, eliminating the presence of children and those under 16 years of age from advertising, and directing messages towards family or group consumption products.

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In collaboration with the Ministry of Health, the industry will establish a working group to develop a pilot project that encourages the consumption of reduced-calorie beverages. Within these actions, Coca-Cola Zero will have a prominent presence in the next Soccer World Cup, and its image will be renewed in order to make it more attractive to the public, according to the manager.

With information from SUN

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