Coca-cola is screening two new television adverts tonight in an attempt to address the obesity problem and reposition itself as a responsible, healthy drinks company.
The company’s European boss today admitted it had not done enough to tackle the issue in the past.
The first two-minute ad, which will air on ITV and Channel 4 this evening, stresses the need to monitor energy intake and states the calories in its products as well as highlighting low-cal versions such as Diet Coke and Coke Zero.
A second advert to be screened later tonight concentrates on the types of physical activity that can burn off the 139 calories contained in a can of Coke.
Coca-Cola first began airing similar versions of the ads in the US in January and the company says the move is part of its pledge to reduce calories in its drinks and contribute to the obesity debate.
James Quincey, President of the Europe group for Coca-Cola, said: “This is a very clear, public statement by the company about how committed we are to helping tackle the problem of obesity.
“It is about giving people more information, more choices and supporting active lifestyles.
“What we have done in the past has not been enough so we want to do more.”
The television ads will be followed by print advertising and the launch of a new low-calorie version of Sprite which will entirely replace the current product.
Coca-Cola has also pledged to reduce the average number of calories per litre in its sparkling drinks by five per cent by the end of next year.
Earlier this month the Academy of Royal Medical Colleges called for a 20 per cent tax on sugary drinks in a bid to reduce soaring rates of obesity among children and adults.
