The Coca-Cola Co.'s North American unit has unveiled plans to place calories-per-serving and servings-per-container information on the front of all packages for its entire US beverage portfolio.

The voluntary move, announced today (24 October), forms part of Coca-Cola's 'Live Positively' programme, an "operating philosophy", which works as the basis for the company's consumer-focused programmes, products and packaging and efforts to help the environment.

Coca-Cola NA said that it "hopes to help consumers make dietary selections that enable them to stay within their total daily calorie allotment". The new label, which will begin appearing on packages next year, will highlight both calories per serving and number of servings per container.

"We view our label as a powerful tool for education, an opportunity to communicate with consumers every time they choose one of our products at the store or have a Coca-Cola beverage on their table," said Celeste Bottorff, vice president of 'Living Well' at Coca-Cola NA. "We listen to what consumers tell us they want, respond creatively and encourage everyone to make informed decisions about what they drink, choices that reflect a sense of balance and moderation."

The new front-of-package labelling includes information that was previously located in the 'Nutrition Facts' panel of Coca-Cola products.