SOFT DRINKS


Forum invites cross-sector experts to discuss how to help consumers make


healthy and informed choices


Despite progress being made, the room acknowledged that more needs to be done to address wider societal health objectives. Mr Stojankic emphasised that Coca


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oca Cola’s recent Real Talk forum brought together policymakers, behavioural scientists, NGOs, and industry peers to discuss how consumers can be better supported to make healthier decisions. Taking part in the discussions were Dusan Stojankic, general manager of Coca Cola Great Britain – alongside other expert panellists with industry-leading knowledge in behavioural science and consumer insights. The panel began by outlining the steps


already taken by the food and beverage sector to address public health and nutrition. According to Kantar, as a product category, beverages contribute 1.5% of calorie intake to shopping baskets*. Indeed, zero and low-sugar drinks now make-up two-thirds (67%) of Coca Cola’s volume sales in Great Britain**.


Cola Great Britain’s approach to health and nutrition is based on less sugar, more choice. Coca Cola aims to support informed consumer choice holistically: by reformulating its drinks, providing more low- and no-sugar options; including voluntary traffic light labelling on all products; supporting portion control with a range of package sizes; and helping consumers by “heroing” zero sugar options. Choice, the audience heard, is what consumers are looking for. However, from a behavioural science perspective, the panel highlighted the role of industry in determining how choices are presented – via incentives, communications, and provision of important information – including marketing and labelling. With the regulatory landscape set to change further in coming years, the need for continued collaboration between private, public, and civil stakeholders – and ongoing innovation – was reiterated by all. Real Talk heard a wide range of perspectives, in an open and discursive


Aspartame free isotonic sports drinks


The vending soft drink industry is ever changing, driven by evolving consumer preferences and global health trends which means brands such as Caraboa are embracing these trends. As consumers become more health-conscious, the market has seen a shift away from traditional sugary sodas towards low-calorie drinks with better-for-you ingredients and functional benefits. These trends, in turn, have prompted significant range changes from all leading soft drink vendors. And as vending machines fall


within high traffic and health- conscious environments such as health centres, gyms and schools, Carabao has been taking steps to ensure its products align with consumer’s goals.


20 | vendinginternational-online.com


forum, with attendees from a range of sectors. Among a range of contributions, the audience heard how: • Reformulation and portfolio innovation are a critical driver in supporting consumers to make healthier choices.


• While giving consumers choice is crucial, it’s also important to have the right regulatory/taxation mechanisms in place to incentivise people to make better choices.


• A multitude of complex factors (financial, socio-economic, mood-related) influence the choices people make about their health, and there is no “one-size-fits-all” solution. As Mr Stojankic highlighted, there is more to be done by all in the industry to support consumers in making healthier decisions. However, the forum confirmed that open and honest discussions will help promote cross sector collaboration – which is key to making meaningful progress.


* Beverages include Cola Carbonates, Non-Cola Carbonates, Juice Drinks (up to 24% juice), Nectars, RTD Tea. Based on Euromonitor Data 2022 ** 2022 Sales data of The Coca Cola Company portfolio in Great Britain covering all brands.


For instance Carabao SPORT, incorporates the electrolytes, carbohydrates and B vitamins expected of an isotonic sport drink with the taste as an added bonus. It does not, unlike many of its competitors, include aspartame, an ingredient categorised as ‘possibly carcinogenic’ by the World Health Organisation in 2023. It also contains only natural colourants and flavouring. The soft drink is also the official sport drink of over 25 professional football clubs in Scotland, Wales and also others in England. Ash Ellis, vending sales manager,


Carabao Drinks said: “In line with these compelling consumer trends, we will be further revamping our energy drink range by also removing aspartame from the recipe, as well as reducing the sugar and replacing the synthetic colours and flavours with natural ingredients.”


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