Currently browsing posts about: Coca-Cola

As I keep saying, it’s a Brave New World.  Try this one: Coca-Cola launches beverage created with the help of artificial intelligence.

Earlier this year, Becks rolled out the world’s first beer and full marketing campaign made with artificial intelligence. The AB InBev-owned brand said the beer, called Beck’s Autonomous, was selected by AI as its favorite among millions of different flavor combinations it generated.

….For Coca-ColaCreations, the use of AI is a natural step that positions the drink in a way that could pique the interest of younger consumers who will want to try it, before potentially increasing their consumption of other Coca-Cola products. Similar to other beverages released under the Creations platform, the latest beverage doesn’t promote or reveal a flavor profile, such as cola, cherry or vanilla, but rather a mood or experience.

As for mood and experience, we have this: More than the Real Thing: Chinese consumers want emotion and culture, not just drinks – Coca-Cola.

Of course China is very rich in culture and heritage, but beyond this there are also many elements of the lifestyle today that consumers will also link to local culture, such as popular trends locally

…One of these is the rise in popularity of the game League of Legends locally, and with this in mind we launched a limited edition “The Hero Has Arrived” product in collaboration with the game, creating an entire platform for players and consumers to really connect with it—this was also designed to have a unique limited edition flavour with zero sugar, so it remains in line with current trends as well.

Here it is clear that this sort of innovation requires thinking that is less dependent and far beyond just the science of beverage creation—it comes from a focus on understanding local trends, consumers, items and the connections between them to form the culture, and integrating this culture into the innovation.

Comment: Yes, Coca-Cola sells bottled water but that’s not how it makes its money.  The real money is in sugary beverages and other ultra-processed drinks.  I suppose AI is as good as any other marketing expert but I sure hate to see these products flood China.  The country is having enough of a problem with its rising prevalence of obesity and related chronic diseases.

The study: Effects of Unsweetened Preloads and Preloads Sweetened with Caloric or Low-/No-Calorie Sweeteners on Subsequent Energy Intakes: A Systematic Review and Meta-Analysis of Controlled Human Intervention Studies.  Han Youl Lee, Maia Jack, Theresa Poon, Daniel Noori, Carolina Venditti, Samer Hamamji, Kathy Musa-Veloso.  Advances in Nutrition, Volume 12, Issue 4, July 2021, Pages 1481–1499.

Methods: Review and meta-analysis of previously published studies.

Conclusions: Unsweetened or LNCS-sweetened preloads appear to have similar effects on intakes when compared with one another or with CS-sweetened preloads. These findings suggest that LNCS-sweetened foods and beverages are viable alternatives to CS-sweetened foods and beverages to manage short-term energy intake.

Funder: “The American Beverage Association provided funding for the work presented herein.”

Author disclosures: MJ is a paid employee of the American Beverage Association. Intertek Health Sciences, Inc.(HYL, TP, DN, CV, SH, KMV), works for the American Beverage Association as paid scientific and regulatory consultants.”

Comment: The great puzzle about artificial sweeteners is that they are not strongly associated with reduced calorie intake in most studies, perhaps because sweet tastes encourage people to eat more calories.  This industry-funded study is designed to counter that idea.  It concludes that low- or no-calorie sweeteners have no special effect on calorie intake.  The American Beverage Association represents soft drink companies, predominantly Coke and Pepsi, most of them manufacturing drinks sweetened with sugars or high-fructose corn syrup (with calories) or chemical sweeteners (no or low-calorie).  These companies are happy to have you buy either kind, and they don’t want you worrying about all the things you’ve heard about artificial sweeteners.

The Association’s rules for research are here.   But it is unlikely to fund proposals for research that might come up with inconvenient conclusions.

Reference: For a summary of research on the “funding effect”—the observations that research sponsored by food companies almost invariably produces results favorable to the sponsor’s interests and that recipients of industry funding typically did not intend to be influenced and do not recognize the influence—see my book, Unsavory Truth: How Food Companies Skew the Science of What We Eat.

Feed the Truth (FTT), an organization I’ve discussed previously and whose mission is to work “at the intersection of equity, democracy, and food justice to stop corporate control over the food we eat,” has just come out with the results of its new research on Big Food’s lack of transparency in political giving.

FTT attempted to discover the political spending levels of the ten largest food and agriculture corporations: ADM, Bunge, Cargill, Coca-Cola Company, JBS, Mars, Nestle, PepsiCo, Inc., Tyson Foods and Unilever.

FTT’s unsurprising conclusion: “despite the massive influence these corporations have on our health, economy, and the environment, there is very little publicly-available information about how they manipulate the political system to their advantage.”

This led FTT to develop The Food and Agriculture Corporate Transparency (FACT) Index.  This ranks the transparency of the corporations on a scale of zero to 100 on readily available disclosure of their spending on electioneering, lobbying, science, and charity.

Among the key findings:

Overall transparency scores:

• Total: 2 (Bunge, Tyson) to 39 (Coca-Cola)
• Electioneering: 0 (Bunge) to 20 (Mars).
• Lobbying: 0 (Bunge, Tyson) to 9 (Coca-Cola)
• Charity: 0 (Unilever, ADM) to 8 (Coca-Cola)
• Science: 0 (PepsiCo, Mars, Unilever, JBS, Bunge) to 8 (Nestlé)

Coca-Cola ranks highest in part because of the transparency initiative it started in response to the furor over disclosure of its role in the Global Energy Balance Network.

I could have told FTT how hard it is to get information about food industry funding of science as well as all the other ways it uses funding to influence attitudes and policy.  I had my own version of these difficulties doing the research for Unsavory Truth: How Food Companies Skew the Science of What We Eat.

It’s great that FTT is bringing this problem up to date, and identifying what needs to be done about it.

The study: Co-Occurrence and Clustering of Sedentary Behaviors, Diet, Sugar-Sweetened Beverages, and Alcohol Intake among Adolescents and Adults: The Latin American Nutrition and Health Study (ELANS)

Abstract: Poor diet, sedentary behaviors, sugar-sweetened beverages (SSB) and alcohol intake seem to co-exist in complex ways that are not well understood. The aim of this study was to provide an understanding of the extent to which unhealthy behaviors cluster in eight Latin America countries. A secondary aim was to identify socio-demographic characteristics associated with these behaviors by country…. Among 9218 individuals, the most prevalent behaviors were transportation and occupation–sedentary time, SSB and alcohol intake.

Conclusions:  EBRB, particularly excessive time spent on sedentary-activities and SSB intake, commonly co-occurred in a representative sample of LA adolescents and adults. While unhealthy behavior varied across LA countries, nearly half of sampled subjects in Argentina and Colombia presented at least two risk factor behaviors.

Recommendation: Public health policies and behavioral-change strategies should target SB domains (screen-time, occupational, and transportation), diet intake, and SSB and alcoholic intake in combination [my emphasis].

Funding: The ELANS data collection was originally supported by the scientific grant from the Coca-Cola Company (Atlanta, GA, USA) and by grants/supports from the ILSI Latin America branches (Argentina, Brazil, Sur-Andino, Nor-Andino, and Meso-America), Sabará Children’s Hospital, PENSI Institute, University of Costa Rica, Pontifical Catholic University from Chile, Pontifical Catholic University Javeriana, Colombia, Central University of Venezuela/Foundation Bengoa, University of San Francisco, Quito, and Nutritional Institute of Investigation, Peru. The funders had no role in study design, data collection, analysis, the decision to publish, or the preparation of this manuscript.

Conflicts of Interest: The authors declare no conflict of interest. The funders had no role in the design of the study; in the collection, analyses, or interpretation of data; in the writing of the manuscript, or in the decision to publish the results.

Comment: This is the first study I have seen funded by Coca-Cola since the scandal over its funding of  the Global Energy Balance Network (see my last post on it) and its announcement that it would no longer pay more than half the cost of a study (see policy statement).  This study is co-funded by ILSI (also industry) and universities (independent).  Coca-Cola is still funding lots of studies.  See here and here.

Why would Coca-Cola want to fund a study like this?  The answer lies in the recommendation.  My translation: Do not target sugar-sweetened beverages with tax or warning label policies alone.  If you want to improve unhealthy behavior, you have to target all of those behaviors—screen time, jobs, transportation, dietary intake, and alcohol—at the same time.

Coca-Cola, according to an account in the Wall Street Journal, announced that it is cutting 2,200 jobs globally, including 1,200 in the U.S., as a result of the pandemic-induced closure of the places where its products are sold: restaurants, bars, movie theaters and sports stadiums.

The company expects to save $350 to $550 million annually as a result.

Let’s put these savings in context.  Coca-Cola brought in $37.27 billion in revenues in 2019.

For the company, the eliminated jobs mean “less decision making, less bureaucracy and ultimately less people.”

Corporations, as I have reported previously, have pledged to consider social values—like fairness to employees—in their day to day operations as much as they consider returns to stockholders.

If they are going to make such promises, they need to be held to them.

Hence: the global campaign for Corporate Accountability.

A few more items about what soft drink companies are up to these days.

1.  Pepsi is releasing spa kits to ease your home-bound stress (this one was sent to me by Nancy Fink, who is keeping track of this sort of thing for the Center for Science in the Public Interest).

The kits include an exfoliating cola-scented Pepsi sugar scrub, a Pepsi Blue face mask and a Pepsi cola-scented bath bomb, according to the company’s email. With its latest branded merchandise, Pepsi can tap into trends around self-care that have emerged during a chaotic year.

What do you have to do to get one?  You have to help market Pepsi, of course

The company launched a sweepstakes on Wednesday to let consumers enter for a chance to win a limited edition Pepsi Spa Kit. To participate, consumers must tweet #PepsiSpa and #Sweepstakes and tag one of their friends, the company said.

2.  Coca-Cola sought to shift blame for obesity by funding public health conferences, study reports

The Coca-Cola Company worked with its sponsored researchers on topics to present at major international public health conferences in order to shift blame for rising obesity and diet related diseases away from its products onto physical activity and individual choice, according to a new report.

Academics in Australia and the US worked with US Right to Know, which lobbies for transparency in the food industry, to obtain and analyse emails between Coke and public health figures about events run by the International Society for Physical Activity and Health (ISPAH).

They analysed 36 931 pages of documents to identify exchanges referencing Coke’s sponsorship of the International Congresses on Physical Activity and Public Health (ICPAPH) held in Sydney in 2012 and Rio de Janeiro in 2014 [The study is here].

3.  Coke and Pepsi join Nestlé (no relation) as “Plastic Polluters of the Year“

This is the third year in a row they have won this title from Break Free From Plastic. which demands corporate accountability for plastic pollution.  It’s always good to keep this in mind, along with soda companies opposition to bottle recycling laws.

I am indebted to BeverageDaily.com, for this item(and to Lisa Young for sending it to me).

Coca-Cola says:

In a year defined by a global pandemic, Coca-Cola’s Share a Coke campaign is dedicated to ‘holiday heroes’ – those who have gone the extra mile by dedicating time, energy and attention to their friends, families and communities…For 100 years, Coca-Cola has been known for bringing magic and cheer to the Christmas holiday…Now, alongside its iconic Santa and polar bears, Coca-Cola is celebrating the season by putting the spotlight on everyday heroes. Coca-Cola wants to help people feel connected, and to celebrate friends, family and people in the community who deserve an extra special gift of things, especially in an unprecedented year.

This, recall, is about marketing a sugary beverage strongly associated with poor diets, obesity, type-2 diabetes, and heart disease, all well established as risk factor for poor outcomes of Covid-19.

Here’s what MarketingDive says the campaign is about.

Comment: Educators, doctors, and caregivers ought to be advising everyone they deal with to do what they can to consume sugary beverages infreuently, and in extremely small amounts, if at all.   And that’s good advice for everyone in this holiday seaseon.

Simón Barquera, who directs the Center for Research on Nutrition and Health at the National Institute of Public Health in Cuernavaca, sent me a copy of this letter, which he found on Twitter (but it’s no longer there):

It’s from the president of the Mexican Society of Nutrition and Endocrinology thanking Coca-Cola for donating Personal Protective Equipment to deal with Covid-19.

The Mexican Nutrition Society has a cozy relationship with Coca-Cola?

I wonder what that’s all about.

Conflicts of interest anyone?