By launching its ‘Step With It’ program this week, Coca-Cola is challenging 50,000 middle school students across the US to incorporate physical activity into their lives. In partnership with the National Association for Sport and Physical Education, it will encourage kids to take 10,000 steps a day to maintain good health.
US: Comment – Coca-Cola looks to the bottom line
Coca-Cola has begun a youth physical fitness program. Trying to sidestep accusations of fattening America's youth, the drinkmaker has joined the flood of food and drink companies' initiatives trying to create a healthier population. While these lifestyle campaigns are a step forward, consumers, lobbyists and manufacturers must pull together further to address the issue of 'problem foods'.