Marge Leahy, PhDDirector, Health and Wellness

American Heart Association Added Sugars ConferenceMay 5, 2010

Successes, Challenges and Opportunities

The Coca-Cola Company and the

Beverage IndustryThe world is changing and we are too

ProductsExpanded no- and low-calorie offerings, new

sweeteners, innovations in packaging

PoliciesEnhanced nutrition labeling information, marketing

guidelines, school beverage guidelines

ProgramsWorking with public and private organizations to advance

Active, Healthy Living

Over 500 brands and more than 3,300 beverage

products sold in more than 200 countries

around the world.

The Coca-Cola Company Today

Today

we offer more than more than

150 low & no-calorie products in the U.S.

……and

more than 800 globally

Our first zero-calorie

soft drink.

Sweetened with saccharin

1963

1982

#1 zero-calorie drink in the U.S.

Sweetened with aspartame

2005

Most successful product launch since Diet Coke

Real Coca-Cola taste; zero calories

Innovation: Zero-Calorie Colas

Beverages are essentially the only foods

that can be calorie-free.

• Natural zero-calorie sweetener

extracted from the stevia leaf

• ~200 times as sweet as sucrose

• Worldwide, we now have 23 products sweetened with stevia extract

in combination with fruit juice or other sweeteners from natural

origin to reduce calories.

TRUVIA™

Sprite Green50 calories/8 fl. oz.

Odwalla Quencher50 calories/8 fl. oz.

VitaminWaterZero0 calories/8 fl. oz.

Increasing Sweetener Options

U.S. LIQUID REFRESHMENT BEVERAGE MARKET

CALORIES PER OUNCE PRODUCED

21

M. Storey, Physiology & Behavior, 2010

The Coca-Cola Company Calorie Changes in Product

US & Canada – Total Portfolio

• 15% decrease in average calorie per serving in US

over the past decade

• 1/3 of our volume is no- and low-calorie

• 50% of our incremental volume growth has been in

no- and low-calorie beverages over last 15 years

• All incremental sparkling drinks volume growth has

been in no- and low-calorie beverages over last 15

years

#1 Juice Brand GloballyEnhanced Nutrient Density• Leader in calcium fortification since 1987.

• Sponsored research showing D-fortified OJ increases serum vitamin D levels

• Petitioned the FDA to allow vitamin D to be added to calcium-fortified juices and juice drinks —which it did in 2003.

• Petitioned the FDA to add vitamin D to the approved osteoporosis health claim —which it did in 2007.

Ca & Vitamin D

Vit A, B, C, D & EDHA, choline,

Vit B12, C & E

Whole grain, Vit

A, B1, B2, C & E PhytosterolsProtein, Ca,

K, Vit B6

Policies and Guidelines

• Global policies on nutrition labeling,

front of pack labeling

• Advertising and marketing to children

policy

• Global and US school beverage

guidelines

Per-serving and per-package calorie information

Expanded Nutrition Labeling

Voluntary dual-column nutrition

labeling in the U.S. began in 2005

Front-of-pack calorie labeling

initiated in 2009

Front-of-pack calorie labeling

“Clear on Calories”

Answering the First Lady’s Call for Action

Clear on Calories extends our commitment to

include more prominent calorie labeling on:

Product Labels: Total calories for the entire container, up to and

including 20-ounce products, will be displayed on the front of labels.

Vending Machines: Total calories for the entire container to be displayed on

the beverage selection buttons of Company-controlled vending machines.

Fountain Machines: Calorie counts will be shown prominently on

Company-controlled fountain beverage machines.

“America's non-alcoholic beverage companies are coming together to make the

calories in their products even more clear and consumer-friendly.”

- American Beverage Association

We respect a parent’s role in making dietary choices for children,

and therefore we do not market any of our products directly to

children under 12 years of age.

The Coca-Cola Company has policies and practices in place

regarding marketing our beverages in a responsible manner.

• This means that we will not buy advertising

directly targeted at audiences that are more

than 50% children under 12. This policy

applies to television, radio, and print, and

where data is available, to the Internet and

mobile phones.

• In addition, our advertising will not show

children under 12 drinking any of our products

outside the presence of a parent or caregiver

Responsible Marketing

98.8%

compliant3/8/2010

independent

audit

• 88% cut in total calories shipped to schools between 2004 and the

2009/2010 school year.

• 95% reduction in shipments of full-calorie soft drinks to schools

during that time.

• 98.8% of all contracts between

bottlers and schools or school

districts achieved compliance

by beginning of the 2009/2010

school year.

U.S. School Beverage Guidelines: Final Progress Report 2004 – 2010

A Beverage Industry Alliance Success Story

The Heart Truth logo is a trademark of HHS. Participation by

Coca-Cola does not imply endorsement by HHS/NIH/NHLBI.

Working Together to Promote Active, Healthy

Lifestyles

Diet Coke Heart Truth

Focus on action

Fashion show

Big event advertising In store

activation

Digital programming

Consumer,

Medical

education

Supporting Physical Activity GloballyUS Initiatives

Youth sports facilities and leagues

Recreational spaces

Behavior changes with

Boys & Girls Clubs

Athlete, organizational

support

Promoting Active, Healthy Lifestyles: U.S.

Launched in 2005. This after-school program

encourages kids to become more physically active,

eat healthier and feel more self-confident.

Coca-Cola has been building facilities and creating opportunities for

the Boys and Girls Clubs of America for more than 60 years.

More Education www.livepositively.com

Front-of-

package

calorie

information

Consumer info

Advertising the facts

Online tools

Professional programs

& resources

Challenges and Opportunities

Beverages are essentially the only food category

with the unique opportunity to be zero calorie

Partner to promote safety and benefit of low-cal

sweeteners to help achieve healthy weight

Multi-faceted public and private partnerships

needed in support of Active, Healthy Living

The World is Changing and

We Are Too

Products• Over 150 low- and no-calorie products in the US, over 800 globally

• 15% reduction in average calories per serving in US over last

decade

Policies• Expanded nutrition labeling

• Calorie labeling FOP, vending machines, fountain machines

• 88% reduction in total calories to schools, 95% reduction in full-

calorie soft drinks to schools (2004-2010)

Programs• Working with government, academic and other public and private

organizations to support Active, Healthy Living

Promoting Active, Healthy Living

Active Healthy Living

think

drink

move

Thank you!

Appendix

U.S. LIQUID REFRESHMENT BEVERAGE MARKET

SHARE OF VOLUME BY SEGMENT PRODUCED

22M. Storey, American Beverage Association, 2010

U.S. LIQUID REFRESHMENT BEVERAGE MARKETCALORIES PER CAPITA PER DAY BY SEGMENT PRODUCED

26

Includes liquid fruit juice and fruit drinks; excludes powdered fruit drinks and vegetable juices

M. Storey, Physiology & Behavior, 2010

. Source: USDA ERS, 2009.

M. Storey, Physiology & Behavior, 2010

Elementary Schools• Bottled Water

• Fat-free or low-fat Milk and 100% Juice (8 fl. oz. servings)

Middle School• Bottled Water

• Fat-free or low-fat Milk and 100% Juice (10 fl. oz. servings )

High School• Bottled water

• No- or low-calorie beverages with up to 10 calories (8 fl. oz.

servings)

• Fat-free or low-fat Milk and 100% Juice (12 fl. oz. servings )

• Other drinks with no more than 66 calories / 8 fl. oz.

• At least 50% of non-milk beverages must be water and no-

or low-calorie options

See ameribev.org for more information

School Beverage Guidelines

More Choices for Consumers

Introduced TRUVIA™, a

natural, zero-calorie

sweetener

Building $1 billion brand

Coke Zero™

Coca-Cola

Freestyle™,

a new fountain

dispenser for 2010• 100 beverage choices

• 60 no- or low-calorie

>150 low- or no-

calorie beverage

options in the U.S.

Introduced new

90-calorie mini

cans in 2010