Industry coalition announces £200m initiative to promote healthy living - 'Coca-Cola' part of the coalition

An industry coalition including retailers, media, advertisers and food & drink, healthcare and fitness companies have today announced their partnership with Government in the fight against obesity.  

'Coca-Cola' are delighted to be part of the broad coalition to promote healthy diets and physical activity.  Industry has an important role in being part of the solution to the obesity crisis, and 'Coca-Cola' will continue to assist Government in meeting its public health policy objectives. 

'Coca-Cola', Kraft, Mars, PepsiCo, Nestle, Kellogg's, Cadbury's, ITV, Channel 4, Five, Virgin, BSkyB, PruHealth, Fitness Industry Association, Radiocentre, AOL, Britvic, CBI, Burton Foods, Viacom, AMV BBDO, OMD and Tesco have pledged the equivalent of more than £200m in advertising space and services to support the government's "4Life" healthy lifestyles marketing initiative. The industry consortium, will work with government to promote healthy diets and physical activity in the run up to the 2012 Olympics.  The industry contribution of £200m, has been pledged over the next four years. It is in addition to the £75m the government is spending on a three-year anti-obesity push. It will not be in cash but from airtime on television, on-pack promotions and ad campaigns created pro-bono. 

The industry coalition stated:  "Obesity is one of the biggest health threats facing Britain today. Through this coalition, we are all making a strong statement that we are committed to working with Government and the voluntary sector to transform the health of the nation and be a force for good." 

For more information or to arrange an interview, please contact Jonathan Collett on 0207 340 1107/ 07740 896805, jonathan.collett@adassoc.org.uk  or Marisa Pulaski on  07786 757 079 marisa.pulaski@lexcomm.co.uk

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