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UK: Soft drinks companies team up over UK obesity

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Three soft drinks companies are among a raft of companies who have teamed up with the UK government to look at combating obesity in the country.

Britvic, Coca-Cola and PepsiCo will join with 22 other companies, ranging from retail and media to advertising and healthcare companies, to look encourage healthy diets and physical activity in the run up to the London 2012 Olympics and make "a significant and measurable contribution" to fighting obesity in the UK.

Britvic, Coca-Cola and PepsiCo will join with 22 other companies, ranging from retail and media to advertising and healthcare companies,

Led by the Advertising Association, the consortium will contribute over GBP200m over the next four years to the initiative. The UK government has pledged GBP75m to a three-year advertising and marketing campaign to tackle obesity.

"Business is part of the solution to tackling obesity in the UK," said Baroness Peta Buscombe, chief executive of the Advertising Association. "By harnessing the immense talents in this country in advertising, marketing and media, we believe we can make a real difference, bringing about real change. Business is delighted to be working with Government to improve diets and increase exercise."

Industry will integrate messages into branded communications and activities and use broadcast media to amplify the central campaign theme, the association said. Plans for a series of industry coordinated public events to be held across the UK are also in development, with activity set to run over the next four years through to the London 2012 Olympics and designed to amplify the Government's messages about the need to exercise regularly and eat a balanced diet.


Sectors: Soft drinks, Water

Companies: PepsiCo

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