Wisconsin Beverage Association: Beverage Guidelines help reduce calories in schools

Contact:  Kelly McDowell, 608-852-7555

Madison, WI—Wisconsin’s non-alcoholic beverage companies have delivered on their commitment to remove full-calorie soft drinks from all schools across the country and replace them with more lower-calorie, smaller-portion beverage options.  Under the School Beverage Guidelines, the beverage industry has slashed beverage calories shipped to schools by a dramatic 88 percent since 2004.

In recognizing that schools are special environments for teaching children about both physical education and nutrition – as well as places where children can learn healthy habits that can last for a lifetime – the industry developed the School Beverage Guidelines.  It has stepped up to do its part to help children learn about the importance of a balanced diet and exercise.  In early 2010, industry announced it had delivered on its promise and had successfully implemented the guidelines in schools in Wisconsin and across the country.

“Our School Beverage Guidelines are a national standard that is in place and working,” said Kelly McDowell, Executive Secretary of the Wisconsin Beverage Association.  “We have worked with our school partners to accomplish a change in school nutrition that will have meaningful impact.”

Under the voluntary Guidelines, 100 percent juice, low-fat milk and bottled water are allowed in elementary and middle schools, with the addition of diet beverages and calorie-capped sports drinks, flavored waters and teas in high schools. In addition to the removal of full-calorie soft drinks from all schools, the shift towards more lower-calorie, smaller-portion beverages is also contributing to the overall reduction in calories available from beverages in schools.

The beverage industry’s commitment to being part of the solution to obesity doesn’t stop with schools.  With Clear on Calories, America’s leading beverage companies united again through a voluntary commitment to make the calories in their products even more clear and consumer-friendly by putting calorie information at consumers’ fingertips at every point of purchase, including containers, company-controlled vending machines and fountain machines. The industry continues to provide greater transparency to consumers, allowing them to make informed choices about the beverages that are best for themselves and their families.

“Our industry is committed to teaching our children the necessary skills to lead a healthy, balanced and active lifestyle,” said McDowell.  “The beverage industry is committed to continuing to lead the way by putting in place meaningful solutions to complex societal issues.”