The American Beverage Association (ABA) has launched a fightback against adverts linking soft drinks to obesity with a campaign highlighting the healthier options the industry is offering.

The 'Delivering Choices' campaign pushes the message that companies such as Coca-Cola Co and PepsiCo are offering consumers smaller portions and fewer calories in their products. The initiative is being promoted through advertising on television, websites and public transport across the US. 

One of the TV advert ends with the line: “With more choices and fewer calories, America's beverage companies are delivering.”

The campaign, which includes a Facebook page, is being seen as a response by the ABA to an anti-obesity campaign – 'Pouring on the Pounds' - launched by the the New York City Health Department in January, which featured cups of soft drinks.

The city's health department said it hoped the campaign would "provide New Yorkers with the information they need to make healthier choices".

The Delivering Choices website says: “Our industry's products and ingredients often take unwarranted hits from the media when it comes to the study of the day.”