Boston, MA 09/24/2014 (wallstreetpr) – The Coca-Cola Company (NYSE:KO) has joined an initiative of reducing the amount of sugary drink calories consumed by the U.S. population by as much as one-fifth over the next ten years’ time.

Addressing Obesity

The Clinton Global Initiative, at its 10th Annual meet yesterday, announced the new program, urging the biggest of soda companies to take part in it. A New York Times article highlights that the move is an effort to keep in check the increasing obesity issue in the country. Obesity is linked with increasing health concerns among people and causes serious diseases, including diabetes and an escalated fear of heart diseases.

In this context, former President Bill Clinton acknowledged that the initiative is a big endeavor in this direction. He remarked that the results could be immensely significant, causing a decrease of around two pounds annually for some people. He also addressed that the threat from sugary sodas is higher in low-income families. According to statistics, these drinks are responsible for more than 50% of calories that a child intakes per day. This is equivalent to almost 6% of the average consumer’s intake of calories every day.

Soda Companies’ Co-operation

Apart from Coke, other big soda companies, including PepsiCo, Inc. (NYSE:PEP) and Dr Pepper Snapple Group Inc. (NYSE:DPS) also agreed to be a part of the reform. The companies will aim at achieving the goal through the means of packaging, distribution and marketing. The strategy is to encourage people to purchase smaller packs and low (or zero) calorie drinks. In addition, the companies have also undertaken to provide calorie counts on over 3 million retail coolers, vending machines, and self-serve fountain dispensers at various points of sale, including restaurants and stores.

The Atlanta-based soda company, Coke, which is one of the oldest players in the beverage market, is known for a notorious remark it had made earlier in this context. The Coca-Cola Company (NYSE:KO) had commented that Americans should incorporate more physical exercise in their routine, rather than cutting down on soda. It has, however, pledged to be a part of the latest move.