Stop Picking On Soda, Says American Beverage Association
The New York City Department of Health and Mental Hygiene started its new campaign against sweetened beverages. In an effort to curb obesity by getting people to think about their caloric intake, posters ask “Are you pouring on the pounds?”
To many public health officials, soda and other sweetened beverages are the scourge of obesity. They are amazingly cheap, abundant, and full of empty calories. And, the New York health department aims to educate, or remind, the populace of these facts directly. In doing so, they are sidestepping the whole debate about the usefulness of “soda taxes” in curtailing New York’s expanding waistline. Less controversial than a new tax (and fewer legislative hoops to jump), they hope the public health campaign will take a direct shot at the gut, er heart, of the issue. The press release accompanying the new campaign urges consumers to be mindful all calories:
“When people count calories, they too often forget to include the liquid ones, said Cathy Nonas, director of the Health Department’s Physical Activity and Nutrition Programs. “We need to start thinking of the sugar in sweetened drinks as unwanted, wasted calories. These calories provide no nutritional benefits and can lead to weight gain. Water and other zero-calorie beverages are a better choice.”
Even teas and juices can pack a caloric punch.
Even though the language of the advertisements stress only that consumers should “cut back” on soda, energy drinks, etc., the industry is still outraged. The American Beverage Association released this statement:
“The messages being spread about beverages by the New York City Department of Health and Mental Hygiene are so over the top that they are counterproductive to serious efforts to address a complex issue such as obesity. Like most foods, soft drinks and other sugar-sweetened beverages are a source of calories. Simply naming one food source as a unique contributor minimizes a disease as complex as obesity. The key to energy balance and maintaining a healthy weight is counting calories in and calories out, not focusing on specific foods or abstaining from any one food or beverage in particular.
While we support the campaign’s desire to help people lead healthier lives, we do not believe the campaign imagery represents a serious effort to address a complex issue such as obesity. There is no miracle diet for weight loss. Calories matter when it comes to losing weight, not the latest fad or ad campaign encouraging the arbitrary elimination of certain foods versus others from the diet. Balancing calories consumed with calories burned, regardless of the source, is the only generally proven approach to maintaining a healthy diet. Further, the beverage industry provides an array of beverages with a wide range of calories, including zero calories. This ranges from regular and diet soft drinks, bottled water, flavored waters, enhanced waters, diet beverages, teas, sports drinks, low-calorie and mid-calorie juice drinks – all of which can be part of a balanced lifestyle.”
The American Beverage Association’s (ABA) response is two-fold. First, they responded with the, by now, age old argument that there is no such thing as ‘bad food’. They practically call the New York health department’s new campaign irresponsible. Obesity is so complex, they say, that to tackle just soda as the culprit is simply unjustified. Furthermore, from the ABA’s perspective, everything can be made a part of a nutritionally sound diet because what you doesn’t matter. Yes, in the end, it is all about calorie intake and caloric output. Essentially, the ABA says, Don’t blame us if people don’t exercise enough.
The American Beverage Association is defensive for good reason. The New York campaign follows on the heels of the American Heart Association’s recommendation that people eat less sugar. [Yes, the ABA's response to the American Heart Association statement makes them sound like a sad and broken record.] The AHA says that the average American eats about 22 teaspoons of added sugar a day. Regardless of whether those extra spoonfuls come from soda or juice, the calories really add up. What doesn’t add up, says Marion Nestle, is the fact that the American Heart Association makes (paid) endorsements of a ton of sugar-laden products. Hopefully, their actions soon catch up with their heart healthy advice.
In the meantime, look forward to more advertisements with damage control messages from beverage and sugar associations.
Idea: Pepsi and Coca-Cola are always offering discounts and prizes in their caps, why not offer gym memberships too? It might be a good public relations move to more blatantly admit that soda consumption needs to be balanced with exercise. Having people see the word “gym” or “exercise” on their case of soda could remind them to get moving; Have that Pepsi as a reward for a good workout.
(Hey, it’s better than drinking soda and not working out.)
September 2, 2009
Tags: cane sugar, Health, marketing, nutrition, obesity, soda, sugar Posted in: Health, Politics
5 Responses
So, once again, calories in, calories out. Yes, it’s not just soda, it’s also that triple grande mocha java chai iced caramel choco-iced frappucino coffee with extra whipped cream, and the super sized burger, and the etc, etc, etc….that has us where we are…
Yes, but it’s the soda companies that get picked on because they are the most obvious harbingers of all things liquid and sweet. You could imagine a lot more people indulging in a cheap soda everyday as opposed to your “triple grande mocha java chai iced caramel choco-iced frappucino coffee with extra whipped cream”.
The industry is outraged because they don’t want to lose money. Also, there are beverage solutions most will never be aware of, because they aren’t found on the typical mainstream grocery isle.
Here;s an example- Recently (Sept 1st 2009) a beverage was released formulated by Dr. Kyl Smith, the author of Brighter Mind- that is both natural and has many years of research behind it.
Dr. Kyl was the former inventor of Focus Factor or years past, and more research and beneficial changes have been made to this product, which is a think-drink and also improves mood, energy, and concentration.
While those are big statements, they backed up with over 1,400 scientific peer reviews in his book. There is NO sugar or artificial sweeteners in this drink- though it is sweet. (using Stevia, a natural herb) Can be found at http://focusuponline.com
Soda Taxes Part Two – The Industry Creates A Citizens Coalition | Food Bubbles - September 30, 2009
[...] beverages would decline as prices rise. Plus, the sweetened beverage industry has seemingly been under constant attack in myriad other ways as of late: Across the country, many schools have removed soda vending [...]
McDonald’s mocha really isn’t all that bad, but it costs way too much considering that it’s from McDonald’s.
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