Coke And Pepsi Concede That Maybe Soda Is Bad For You

In an ambitious pledge announced on Tuesday, the U.S. soda industry is committing to cut America's calorie intake from beverages by 20 percent over the coming decade. As part of the agreement, which was reached by the American Beverage Association and Alliance for a Healthier Generation, Coca-Cola, Pepsi Co., and Dr. Pepper Snapple Group Inc. will promote smaller portions as well as zero and low calorie offerings, and provide calorie counts on vending machines, soda fountains, and retail coolers.

"This is the single-largest voluntary effort by an industry to help fight obesity and leverages our companies’ greatest strengths in marketing, innovation and distribution," Susan K. Neely, president and chief executive of the American Beverage Association, said in a statement. "This initiative will help transform the beverage landscape in America."

In many ways, the soda industry's commitment is, at the same time, a concession.

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