The New Zealand distributor of Pepsi beverages - Frucor Beverages Group - and Coca Cola Amatil (NZ) Limited (CCANZ), have signed the world's first agreement to stop directly selling all full sugar soft drinks and full sugar energy drinks to New Zealand schools.
The voluntary agreement was signedbetween the beverage industry and government this afternoon.
CCANZ and Frucor have agreed to stop directly selling full sugar carbonated soft drinks and full sugar energy drinks to any in New Zealand. This will take affect progressively from today and will be completed by 2009.
Both companies will provide alternatives, including no or low sugar soft drinks, fruit juices and flavoured waters.
Coca-Cola Amatil (N.Z) Limited Managing Director, George Adams, says the industry was prepared to do its small part in the battle against rising obesity levels in New Zealand.
"This is a massive decision for us to make about our products. We are taking a proactive leadership position in-line with our 2003 voluntary removal of fizzy drinks from Primary schools - which should signal to the public the seriousness of the threat of rising obesity levels.
"We now expect the debate to shift to areas which will have a much greater reduction on obesity levels - such as education about eating for healthy lifestyles, increased physical activity and balanced food choices," Mr Adams says.
Frucor Beverages CEO Carl Bergstrom says a pivotal part of the agreement was the intention to shift consumption to other types of drinks.
"A key message for people is that they need to eat and drink in tune with their lifestyles - so it is important that this agreement encourage children, particularly those who are not physically active, to choose alternative drinks.
"Bans are not an effective mechanism because people want beverage choices, and this agreement means we will continue to provide a wide choice of beverages while removing a substantial volume of sugar from schools."
The beverage industry is the first sector group to sign a voluntary agreement to help in the fight against obesity under the Food Industry Accord.
