Delivering Balance

America’s Beverage Companies are providing choice, information, support and motivation
to help consumers choose the beverage that’s right for them and their families.
With our Balance Calories Initiative, we are working
toward a common goal of reducing beverage calories in the
American diet, and will promote even more
smaller-portion sizes, water and no- and lower-calorie beverage options.
This is the single-largest voluntary effort by an industry to help fight obesity.
We’ve also removed full-calorie sodas from schools and placed clear calorie labels
on the front of every bottle, can and pack we produce.

Wisconsin Beverage Association

A Goal to Reduce Calories Consumed Per Person Nationally by 20% by 2025:
A Landmark Effort to Transform the Beverage Landscape

We will leverage our strengths to promote
smaller-portion sizes, water, and lower-calorie beverages.

We will promote
calorie awareness and balance on point-of-sale equipment nationwide.

We will place
a special focus on communities where the effort can have the greatest impact.
We will support
families in their efforts to achieve balance with a new campaign: Mixify.™

Mixify Campaign Logo

We’re continuing to lead to help address obesity.

This effort builds upon our voluntary National School Beverage Guidelines, which led to a 90% reduction in beverage calories shipped to schools, our Clear on Calories front-of-pack calorie labeling program, our Calories Count™ Beverage Vending Program and ongoing innovation to provide more choices, smaller portions and fewer calories.

WBA Community Partnerships

Wisconsin Beverage Association

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