American Beverage Association Supports PHA's Drink Water Initiative

     American Beverage Association Supports PHA's Drink Water Initiative

PR Newswire

WATERTOWN, Wis., Sept. 12, 2013

WATERTOWN, Wis., Sept. 12, 2013 /PRNewswire-USNewswire/ -- America's
non-alcoholic beverage industry today joined First Lady Michelle Obama and the
Partnership for a Healthier America, of which Mrs. Obama serves as honorary
chair, in supporting a new initiative designed to encourage Americans to stay
hydrated by drinking water.

"We congratulate Mrs. Obama and PHA on its new initiative encouraging people
to drink water," said ABA President and CEO Susan Neely. "Staying hydrated is
important to staying in balance, and bottled water provides people with a
convenient and popular choice. By supporting this new initiative, our industry
is once again leading with meaningful ways to achieve a balanced lifestyle."

The beverage industry – whose leading companies include The Coca-Cola Company,
Dr Pepper Snapple Group, Nestlé Waters North America and PepsiCo – makes a
wide variety of beverages including bottled water. Whether spring, purified,
mineral, artesian or sparkling, bottled water provides people with a choice
that is both convenient and portable.

ABA member companies that offer bottled water brands such as Aquafina, DASANI
and Nestlé Pure Life®, will support the PHA's water  initiative by promoting
its water drop logo in avariety of ways.This may include placement on
bottled water packaging and company trucks, as well as in advertising and
through social media, reaching hundreds of millions of people throughout the

Moreover, ABA will support the initiative through its digital and social media
platforms, including on its website, blog and Facebook and Twitter feeds. The
ABA website also will provide a link to the water initiative website.

The beverage industry has long been committed to the health and wellness of
Americans, and this initiative provides a new opportunity for it to build upon
previous industry initiatives that are already having a real and lasting
impact in communities across our country:

  oClear on Calories: In 2010, in support of the First Lady's launch of her
    "Let's Move!" anti-obesity campaign, America's beverage companies
    announced the Clear on Calories initiative – a voluntary commitment to
    place easy-to-use calorie labels on the front of every bottle, can and
    pack they produce. By placing total calories on the front of all bottles
    and cans up to and including 20 ounces, consumers know exactly how many
    calories are in the beverage before making a purchase. For packaging
    larger than 20 ounces, the labels provide calories per serving. The
    calorie labels put this information right at the fingertips of consumers
    so they can make a choice that's right for them.
  oCalories Count™ Vending Program: In 2012, America's beverage companies
    launched the Calories Count^™  Vending Program in an effort to provide
    clear calorie information on vending machines, encourage lower-calorie
    beverage choices and remind consumers that "calories count" in all the
    choices they make. By placing a "Calories Count™" vending sticker on the
    front of beverage vending machines, industry aims to remind consumers to
    consider calories in their beverage choices with messages such as "Check
    Then Choose."
  oSchool Beverage Guidelines: America's beverage companies cut beverage
    calories in schools by 90 percent by successfully implementing voluntary
    national School Beverage Guidelines, which removed full-calorie soft
    drinks from schools across America and replaced them with more no- and
    low-calorie, smaller-portion options. The industry developed these
    guidelines together with the William J. Clinton Foundation and its
    Alliance for a Healthier Generation. These voluntary guidelines also
    helped form the basis for the U.S. Department of Agriculture's interim
    final rule on competitive foods and beverages sold in schools.

To learn more about all the ways that our industry is innovating and
supporting all of its consumers, visit

The American Beverage Association is the trade association representing the
broad spectrum of companies that manufacture and distribute non-alcoholic
beverages in the United States. For more information on ABA, please visit the
association's Web site at or call the ABA communications team
at (202) 463-6770.

SOURCE American Beverage Association

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