Soft Drink Beverage Industry

Will a Smaller Can of Coke Curb Obesity?

October 22nd, 2009 5 comments

Last week, The Coca Cola Company announced a new, smaller sized Coke can, (“only” 7.5 fl. oz.):

The Coca-Cola mini can is a great option for smaller thirst occasions, and for calorie-conscious consumers,” said Hendrik Steckhan, president and general manager, Sparkling Beverages, Coca-Cola North America. “Our new sleek mini can supports the idea of moderation and offers people yet another way to enjoy their favorite Coca-Cola beverage.”

Scheduled for a test run in New York and Washington DC in December, these cans will contain only 90 calories. A national rollout is scheduled for March 2010.

Interestingly, this new product innovation was NOT presented at the recently ended Food and Nutrition Conference and expo of the American Dietetic Association in Denver.

What you need to know:

This is great.

As a first step.

Beverage manufacturers, and Coke as their uber-symbol, have been under attack for being a contributing factor to the rising obesity rates in the US. Fear of a “soda tax” prompted the beverage industry leaders to a flurry of op-eds in leading newspapers as well as various alliances with health professionals in order to improve their public image.

This smaller can is the first substantial move in the right direction.

But it is a small step. The 90 calories come almost entirely from sugar, of which there are about 21 grams. That’s more than 5 teaspoons worth of a sugar rush. Yes it’s better than 150 calories (10 teaspoons) in a 12 oz can. But what will the price be? Will the product be sold alongside its larger brothers at a prohibitive price.

And even if the price per fl oz is identical, will consumers, so used to supersizing, want to go back?

Here’s an idea, Coke: After the rollout of the smaller cans, how about a rollback of the larger sized cans?

What to do at the supermarket:

If you can’t go cold turkey on soft drinks, these types of product can at least help reduce your liquid candy consumption.

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