Sugary drink companies pledge to reduce sugar content

Just hours before the Chamber of Deputies began debate on the ruling seeking to increase the Special Tax on Production and Services (IEPS) applicable to flavored beverages, the Mexican soft drink industry announced a series of measures aimed at reducing the sugar content in its products.

During a conference held in San Lázaro, convened by Morena coordinator Ricardo Monreal, the president of the Mexican Beverage Association (MexBeb), Andrés Massieu Fernández, acknowledged the impact of sugar consumption on health and asserted that the sector is committed to being part of the solution.

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"We are aware of the challenges the country faces in terms of overweight and obesity, problems that have a multifactorial origin," said the representative of the organization, who added that The sector will continue to innovate and reformulate its products with the aim of offering healthier options.

Massieu Fernández explained that New presentations and sizes will be launched, in addition to expanding the portfolio of low- or no-calorie beverages. Self-regulation commitments regarding advertising will also be strengthened, in order to protect children and promote informed consumption. Each partner company, he explained, will determine how to implement these actions.

For his part, Patricio Caso Prado, senior director of Government Affairs at Coca-Cola Mexico, noted that the food and beverage industry must take an active role in the transformation towards more balanced consumption habits. In this regard, he reported that Coca-Cola FEMSA, Arca Continental, and Jugos del Valle-Santa Clara have committed to reducing the calories in their beverages by 30%, a process that will be carried out gradually, starting with the largest presentations.

The goal, he added, is for 70% of the volume sold in Mexico to meet this target within a maximum of one year. To achieve this, commercial strategies will be implemented to encourage the consumption of low-calorie products, and the promotion of sugar-free versions will be prioritized.

Caso Prado also indicated that responsible marketing policies will be strengthened, eliminating the presence of children and minors under 16 years of age from advertising and directing messages toward family products or group consumption.

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In collaboration with the Ministry of Health, the industry will establish a working group to develop a pilot project to promote the consumption of low-calorie beverages. These actions include: Coca-Cola Zero will have a prominent presence at the upcoming World Cup, and its image will be revamped to make it more appealing to the public, the executive announced.

With information from SUN

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