The American Beverage Association, in partnership with the Alliance for Healthier Generation recently announced an initiative to reduce beverage calories in the American diet by 2025. The Canadian Beverage Association and our members believe that this initiative demonstrates industry leadership and a continuing commitment to providing consumers with the information and options necessary to make informed beverage decisions for themselves and their families.
The CBA, along with Canadian beverage manufacturers are currently looking at ways to adapt this initiative for the Canadian marketplace. As this is a major undertaking, with many implementation complexities, we are taking the time to examine the best way to bring this important program to Canada.
Please stay tuned as we work towards an announcement that will outline our Canadian initiative.