The Coca-Cola Co signs up to Mexico labelling initiative

The Coca-Cola Co has joined 17 drinks and food companies to launch a new series of labels for non-alcoholic beverages in Mexico, to help combat the country's major obesity problem.

The firms belong to Mexicon consumer group, Consejo Mexicano de la Industria de Productos de Consumo (ConMexico), which is behind the initiative. Apart from Coca-Cola, dairy and juice firms Alpura and Del Valle have also joined the initiative.

ConMexico's executive president, Jaime Zabludovsky, said that the labels will provide more nutritional and health information to help consumers make better purchasing choices.

By 2013, the new system, called "check and choose", will be expanded to 300 brands.
Zabludovsky said the effort is voluntary and he encouraged other companies to participate.

However, he said the government must do more to promote healthy drinking habits in the population where child obsesity rates are the highest in the world.