Coca-Cola is pulling its full-sugar brands from primary schools in Mexico

Coca-Cola is pulling its full-sugar brands from primary schools in Mexico

Coca-Cola Mexico will withdraw a slew of its products from over 300,000 primary schools in Mexico by 2013 to comply with a new law tackling a child obesity epidemic in the country.

A company official confirmed today (10 June) that the actions are aimed at complying with legislation which seeks to ban the sale of junk food, including high-sugar drinks, in private and public primary schools.

Coca-Cola Mexico will continue to sell its products in high schools but will expand its offer and provide more nutritional information about them. It will also update its advertising strategy to target adults only.

Analysts said the move will have a minimum effect on Coca-Cola and other soda makers' revenues in the country as the main distribution channel is Mexico's mom-and-pop corner stores, or 'tienditas', which account for 92% of sales.

According to local press, PepsiCo has already substituted its high-sugar drinks for healthier alternatives in the country's schools. The company could not immediately be reached for comment.