by Marion Nestle

Currently browsing posts about: Soft drinks

Jun 11 2012

The soda industry strikes back

Mayor Bloomberg’s proposal to limit sugary soft drinks to 16 ounces has elicited an industry counter attack as well as much attention to the role of sugary drinks in obesity.

The soda industry established a new organization, “Let’s Clear It Up,” with a website to spin the science.

Soda is a hot topic. And the conversation is full of opinions and myths, but not enough facts. America’s beverage companies created this site to clear a few things up about the products we make. So read on. Learn. And share the clarity.

Myth: The obesity epidemic can be reversed if people stop drinking soda. [I’m not aware that anyone is claiming this.  Bloomberg’s proposal is aimed at making it easier for soda drinkers to reduce calorie intake.]

Fact: Sugar-sweetened beverages account for only 7% of the calories in the average American’s diet, according to government data. [The figure applies to everyone over the age of 2—to those who do and do not drink sodas.  The percentage is much higher for soda drinkers.]

Coca-Cola is using a second strategy: divert attention.  Its full-page ad in Sunday’s New York Times said:

Everything in moderation.  Except fun, try to have lots of that.

Our nation is facing an obesity problem and we’re taking steps to be part of the solution.  By promoting balanced diets and active lifestyles, we can make a positive difference.

By “balanced diets” Coke means varying package sizes.  By “active lifestyles” Coke means partnerships with Boys & Girls Clubs of America and gifts to national parks.  This approach merits its own website: livepositively.com.

And then we have USA Today’s not-to-be-missed interview with Katie Bayne, Coke’s president of sparkling beverages in North America:

Q: Is there any merit to limits being placed on the size of sugary drinks folks can buy?

A: Sugary drinks can be a part of any diet as long as your calories in balance with the calories out. Our responsibility is to provide drink in all the sizes that consumers might need. [Need?]

Q: But critics call soft drinks “empty” calories.

A: A calorie is a calorie. What our drinks offer is hydration. That’s essential to the human body. We offer great taste and benefits whether it’s an uplift or carbohydrates or energy. We don’t believe in empty calories. We believe in hydration. [Water, anyone?]

Finally, there’s the Washington Post interview with Todd Putman, a former Coke marketing executive now in recovery.

Putman, whose positions at Coca-Cola included U.S. head of marketing for carbonated drinks, said in the interview that among his achievements was tailoring the company’s national advertising campaigns to specific groups. The approach helped Coca-Cola intensify marketing to target audiences such as African Americans and Hispanics.

“It was just a fact that Hispanics and African Americans have higher per capita consumption of sugar-based soft drinks than white Americans,” he said. “We knew that if we got more products into those environments those segments would drink more.”

Is the soda industry behind the Center for Consumer Freedom’s Nanny Bloomberg ad?  I’ve yet to hear denials.

Jun 7 2012

Are food companies part of the solution to obesity?

The June 2012 e-mailed newsletter from the International Association for the Study of Obesity (IASO) quotes from a speech by IASO’s Tim Lobstein at the recent Nordic Nutrition Conference. 

Dr Lobstein suggests that claims by large food companies to be an essential part of the solution  to obesity should be challenged.

These companies do not manufacture essential food items….They produce branded, mass-produced, processed snacks and beverages which are not necessary in a healthy diet.

Such companies should not be claiming a right to be included in policy decisions, and should not be displacing producers of healthier foods, such as fruit and vegetable growers, who are a legitimate part of the solution.

Think of that the next time you see ads from the American Beverage Association?

Jun 2 2012

Is this an American Beverage Association ad in disguise?

If the Center for Consumer Freedom (CCF) is placing ads attacking Mayor Bloomberg’s proposal to limit the size of soft drinks to 16 ounces (see yesterday’s post), he must have done something right.

CCF, as I have explained previously, is used as an attack dog by the National Restaurant Association and other food and beverage organizations to stave off criticism of their contributions to obesity, poor health, and environmental degradation.

It gets paid to use tactics that food and beverage companies are afraid to do on their own because they might offend customers or stockholders.  Its funders get to hide behind these tactics.

CCF does not disclose its contributors.  Could the American Beverage Association have paid CCF to do this ad?

Coke and Pepsi are prominent members of the Beverage Association.  If so, they are now on record in overt opposition to public health efforts.

I welcome statements from the American Beverage Association and its members to the contrary.

Jun 1 2012

Mayor Bloomberg’s soda ban proposal hits the wall

Yesterday, New York City Mayor Michael Bloomberg announced a ban on sales of sugary drinks larger than 16 ounces in restaurants, delis, sports arenas, and movie theaters.

The reactions have been ferocious, and not only from the soda industry, which placed this ad in today’s Times.

The New York Times also weighed in with an editorial arguing that the mayor has now gone too far and should be sticking to educational strategies.

Alas.  If only educational strategies worked.  But they do not.

We know this from what it took to discourage people from smoking cigarettes.  We also know this from research on eating behavior.  This shows that it doesn’t take much to get people to eat too much.

Just barrage us with advertising, put food within arm’s reach, make food available 24/7, make it cheap, and serve it in enormous portions.

Faced with this kind of food environment, education doesn’t stand a chance.

That’s the point the Mayor’s proposal is trying to address, however clumsily.  After all, a 16-ounce soda is two servings.

Sugary drinks—especially large ones—make sense as a target for a portion size intervention.

  • They have calories but no nutrients (“liquid candy”).
  • The larger the serving size, the more calories they contain.
  • They are widely consumed, often to the extent of hundreds and sometimes thousands of calories a day.
  • Research links them to obesity (people who habitually consume sugary drinks tend to have worse diets and weigh more than those who don’t).
  • People tend to drink the amount that is in the container.

The sugary drink industries have much to answer for their role in obesity promotion.

  • They put billions of dollars into advertising, much of it directed to children and minority groups.
  • They lobby Congress and federal agencies to prevent laws and regulations that might affect sales.
  • They co-opt health organizations to neutralize criticism (hence: the Academy of Nutrition and Dietetics’ advice to focus on “education and moderation”)
  • They attack public health professionals who advise “don’t drink your calories.”
  • They attack the science and make it appear confusing (see the above ad which does not mention studies that show otherwise).
  • They price drinks to favor the largest size servings; an 8-ounce soft drink costs much more per ounce than a 2-liter bottle.

If the Beverage Association really wanted to help Americans eat more healthfully, it could change all of those practices.

The Mayor is committed to improving the health of New Yorkers and is trying to figure out ways to do that.

Beverage companies are interested in one thing and one thing only: the financial health of beverage companies.  And they have convinced many Americans that the financial health of beverage companies trumps public health.

Education?  I’m for it if it’s focused on educating the public how beverage companies really operate.

Addition: The New York City Health Department has been collecting endorsements from public officials and health advocates and is posting them online. I’m in good company.

Apr 23 2012

Gatorade: the new health food?

On April 20, I received a letter from a Gatorade PR person commenting on one of my posts reposted at the Atlantic Health/Food section.

After reading the letter, I searched my posts for references to Gatorade but can’t find anything specific other than my reporting the more than $100 million a year Pepsi spends to advertise this product.

So I’m guessing the letter must be referring to my comments about sports drinks in general:

Hi Marion –

I recently read your article in The Atlantic and would like to make sure you have the most current information. Your article criticizes sports drinks, advising against them because the sugars and carbs will make you fat. It also discusses the main sweetener in most sports drinks is high fructose corn syrup.

I would like to point out the carbohydrates and calories are functional in Gatorade, a sports drink, and are meant to provide fuel specifically for athletes.

The ingredients in Gatorade are backed by years of scientific research that support the need for carbohydrate sugars for fuel during training or competition and we only recommend Gatorade during the active occasion.

Also, high fructose corn syrup is not an ingredient in any Gatorade products.

For those looking for a lower-calorie sports beverage, Gatorade offers G2, which delivers the same amount of electrolytes as original Gatorade but with half the calories. Gatorade also recently introduced G Series FIT 02 Perform, which is designed for a fitness athlete and has 10 calories per 8oz serving.

Please let me know if you have any questions or need any additional information.

Best,

Katie Montiel, Gatorade Communications

I’m always happy to hear from interested readers.

And aren’t you glad to know that sugar is a functional (translation: “good-for-you”) ingredient in Gatorade?

Feb 20 2012

Annals of food marketing: Are Dr. Pepper ads sexist?

I am indebted to FoodNavigator.com for bringing the recent ads for Dr Pepper Snapple’s diet—oops, low-calorie—Dr Pepper Ten to my attention.

This drink has only 10 calories but is aimed clearly at men who, the ads assume, are fine about low-calorie sodas but squirm at the idea that they might be seen drinking diet sodas.

In case you haven’t been tracking these things, Coke has both bases covered: Diet Coke appeals to women and Coke Zero appeals to men.

FoodNavigator’s Caroline Scott-Thomas is devastating in her critique of this strategy.  The “it’s not for women” campaign excludes half the market.

Not only that, she says, but the ad is:

patronizing to both men and women in its reinforcement of what I had (perhaps naively) hoped were outdated stereotypes….It deliberately picks at the edges of our comfort zones.  Is it OK to be sexist if it’s done with irony?…Provocation is a blunt instrument.  It may prove effective for sales—perhaps as effective as sexually explicit marketing—but it is still crude and obtuse.”

Finally, she asks: “Would this ad be offensive if it involved a bunch of redneck clichés and proclaimed ‘it’s not for blacks’?  You bet it would.”

In this era of food overabundance, marketers will do anything—anything—to sell products.  Water, anyone?

Jan 23 2012

Catching up with items about beverage marketing

I’ve been saving up items about beverages, mostly having to do with marketing:

Soda companies vs. civic public health campaigns: In strategies reminiscent of those used by tobacco companies, soda companies are filing suit to obtain documents from public agencies all over the country.  Digging them up takes staff time and effort and slows down the real work of these agencies—the point of this approach.

Sonic’s marketing campaign, Limeades for Learning (“when you sip, kids learn”) encourages purchasers of its high-calorie drinks (620 for a medium, 950 for a large) to vote for school projects.

Dr Pepper Snapple’s diet—oops, low-calorie—10-calorie Dr Pepper Ten is aimed at men.  Men, it seems, like low-calorie sodas but squirm at the notion of diet sodas.

Coke covers both bases.  Diet Coke targets women and Coke Zero targets men in an “it’s not for women” campaign.   Is this ad offensive?  It not only excludes half the market, says Food Navigator’s Carolyn Scott-Thomas, but is

patronizing to both men and women in its reinforcement of what I had (perhaps naively) hoped were outdated stereotypes….It deliberately picks at the edges of our comfort zones.  Is it OK to be sexist if it’s done with irony?…Provocation is a blunt instrument.  It may prove effective for sales—perhaps as effective as sexually explicit marketing—but it is still crude and obtuse.”

She asks: “Would this ad be offensive if it involved a bunch of redneck clichés and proclaimed ‘it’s not for blacks’?  You bet it would.”

Coca-Cola has launched a global music effort to connect with teens.  Coke CEO Muhtar Kent says:

Our success in growing our sparkling category today depends on our ability to grow and connect with teens, the generation of tomorrow.

Pepsi, not to be outdone, has invented a social marketing vending machine for the digital age.  Buy a drink and you now have the opportunity to send one as a gift to a friend or a random stranger.

The Committee on Nutrition, American Academy of Pediatrics weighs in on sports and energy drinks.  Its tough report begins with the statement that “Sports and energy drinks are being marketed to children and adolescents for a variety of inappropriate uses.”

Sports drinks…may contain carbohydrates, minerals, electrolytes, and flavoring and are intended to replenish water and electrolytes lost through sweating during exercise.

In contrast…energy drinks also contain substances that act as nonnutritive stimulants, such as caffeine, guarana, taurine, ginseng, l-carnitine, creatine, and/or glucuronolactone, with purported ergogenic or performance-enhancing effects.

The report ends with this unambiguous conclusion:

the use of sports drinks in place of water on the sports field or in the school lunchroom is generally unnecessary. Stimulant containing energy drinks have no place in the diets of children or adolescents.

In response, Red Bull says it is not marketing to children.  Instead, it says, the company totally follows the “agreed codes of practice for the marketing and labelling of energy drinks.”

Just for fun I looked up some advertising budgets reported in Advertising Age. For 2010, Coca-Cola spent $267 million just to advertise Coke, Pepsi spent $154 million just to advertise Pepsi and another $113 million for Gatorade, and Dr. Pepper spent a mere $22 million for Snapple.

These expenses are just for those individual products and just for campaigns run through advertising agencies.  Pepsi’s total advertising budget that year was $1.01 billion.

Water, anyone?

 

 

 

Dec 19 2011

Today’s oxymoron: a greener soda bottle

On the plastic bottle front, much is happening.

BPA plastics are banned from the European market, only to be replaced by other plastics that seem to have their own problems.  These are detailed in three articles in Food Additives and Contaminants dealing with the migration of chemicals from baby bottles.

  • Santillana et al.,  Migration of bisphenol A from polycarbonate baby bottles purchased in the Spanish market by liquid chromatography and fluorescence detection (2011); doi: 10.1080/19440049.2011.589036.
  • Simoneau, et al., Comparison of migration from polyethersulphone and polycarbonate baby bottles (2011) doi:10.1080/19440049.2011.604644.
  • Simoneau, et al.,  Identification and quantification of migration of chemicals from plastics baby bottles used as substitutes for polycarbonate, ( 2011); doi 10.1080/19440049.2011.644588.

In response to such concerns, soft drink companies are engaging in the latest form of “cola wars,” this time the race to greener bottles.  As the New York Times puts it,

Over their decades of competition, the battle between Coca-Cola and PepsiCo has taken on many colors — brown (cola), orange (juice), blue (sport drinks) and clear (water).

Now, they are fighting over green: The beverage rivals are racing to become the first to produce a plastic soda bottle made entirely from plants.

Coca-Cola has signed up with three biotechnology companies to produce materials for 100% plant-based bottles.  It already has some recyclable PlantBottles, but these are only 30% plant-based (mono-ethylene glycol, MEG).  The other 70% is purified terephthalic acid, PTA.  Coke says it will go to 100% plant-based by 2020.

PepsiCo says it is doing the same thing, only faster.

OK, plant-based.  But from what?

Coke says it is experimenting with Brazilian sugarcane, molasses, and other plant residue materials but might also use crops grown specifically for plastic production.  Pepsi says it will use agricultural waste products, such as corn husks, pine bark or orange peels.

What about corn?  Corn has already been used to produce plastics, but doing this is just like growing food crops for biofuels, causing land conversion, higher food prices, and heavy fertilizer use.

It will be good to get the harmful chemicals out of drink bottles.

But soft drinks are inherently wasteful of natural resources.  All the greenwashing in the world can’t hide that.

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