Malaysian Soft Drink Market

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Malaysian soft drink market remains stable in both value and volume term from
2003-2008. The growth of Malaysia soft drink market may depends on the household
income, consumer price sensitiveness and consumer tastes and preferences. As
shown in Table 3, the total volume growth on 2007-2008 has shown on the declining
trend when compared with the cumulative annual growth rates from 2003-2008. On
the other hand, the total value growth remain the same percentage changes for
2007-2008 and CAGR from 2003-2008. As a result, it provides us a signal that
Malaysia soft drink market has been saturated. The lack of investment in research
and development in exploiting the new beverage products to capture the particular
target consumers group may consider as one of the key concern in Malaysia soft
drink market. Besides that, Malaysia soft drinks market needs to put hard effort on
the enhancement of brand buildings. The soft drinks companies located in Malaysia
need to build up its brand in both local and regional market. The strong advertising
and promotion campaign to the target consumer groups will contribute significant
growth value to Malaysia soft drink market in both volume and value term.
Additionally, soft drink companies in Malaysia need to expand its businesses in the
global market, especially in China (targeted for 1.3 billion populations) instead of the
local market (only 27 million populations).

Carbonates drinks remain higher demand out of all the soft drinks sold over the year
in Malaysia soft drinks market. Malaysia is populated with substantial huge amount
of young population being below 30 years of age. Possibly, it is the key reason of
why the carbonate drinks can remain as leading soft drink products in the particular
market. Besides that, Asian speciality drinks, including soy drinks, chrysanthemum
tea has become the next target consumers soft drink market in Malaysia. The
increase demand of the Asian speciality drinks may explained by the rising health
awareness of consumers in Malaysia. The third largest contributor to the Malaysia
soft drinks market in both volume and value term, is the bottled water businesses.
The drinking habit of Malaysian spiked their interest in bottled water.




F&N is the well known leading manufacturer and distributors of soft drinks in
Malaysia. Its market shares positioned as 60% of the Malaysia soft drinks market.
Among F&Ns notable and popular brands includes Coca-Cola, F&N Fun Flavours,
100 Plus, Seasons and Fruit Trees.

Yeo Hiap Seng is the second largest manufacturers and distributors of soft drinks in
Malaysia. Its business operation involves in the production, marketing and sales of
beverage and food products. On the soft drink segment, Yeos, Fizzi and Soy Rich
are among the brand name sold under Yeo Hiap Seng.

Spritzer Group is the largest bottled water producer in Malaysia. Its business
operation involves in the manufacturing and distribution of natural mineral water,
carbonated fruit flavour isotonic water, teas, toothbrushes and packaging bottles.
Along the way, Spritzer has established its own brand portfolio such as Spritzer,
Pop, Tinge, Enhanz, Go!, and Rainforest Tea.

Power Root (M) Sdn Bhd is a leading company to develop and promote herbal
energy drinks fortified with two main rainforest herbs: Eurycoma longifolia Jack or
commonly known as Tongkat Ali and Labisia Pumilia and Pathoina or Kicap
Fatimah. The brand name with Alicafe has captured the significant market share in
Malaysia.

The traditional distribution channel through the supermarket, hypermarket or
minimarket will still remain the same for distributors to promote their soft drinks
products in Malaysia. Nevertheless, in recent year, the soft drink market has
established new distribution channel. The direct selling method has emerged as the
new selling mechanism for the soft drink companies to promote and sell its products.
For instance, Power Root Sdn Bhd and CNI (as the intermediaries to sell the
products)

In my opinion, during the period of 2009-2013, the carbonates drinks products still
remain as the leading sector in the Malaysia soft drinks market. It may attributed by
the Malaysian population has a strong favor on Coca-Cola and 100 Plus drinks. On
the other hand, I believe that fruit/vegetable juice products will position itself as the
second largest contributor to the Malaysia soft drinks in both total value and volume
growth. The rising of health awareness and a busy lifestyle will be the key
denominator on the fruit/vegetable juice growth. Therefore, the demand for
fruit/vegetables on the next five years will continue to grow.

























Soft drink
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A glass of cola served with ice cubes
A soft drink (also called soda, pop, coke,
[1]
soda pop, fizzy drink, seltzer,
mineral,
[2]
lolly water
[3]
or carbonated beverage) is a beverage that typically
contains carbonated water, a sweetener and a flavoring. The sweetener may be
sugar, high-fructose corn syrup, fruit juice, sugar substitutes (in the case of diet
drinks) or some combination of these. Soft drinks may also contain caffeine,
colorings, preservatives and other ingredients.
Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small
amounts of alcohol may be present in a soft drink, but the alcohol content must be
less than 0.5% of the total volume
[4][5]
if the drink is to be considered non-alcoholic.
[6]

Fruit juice, tea and other such non-alcoholic beverages are technically soft drinks by
this definition but are not generally referred to as such.
Soft drinks may be served chilled or at room temperature, and some, such as Dr
Pepper, can be served warm.
[7]

Contents
[hide]
1 History
o 1.1 Carbonated drinks
o 1.2 Soda fountain pioneers
o 1.3 Soda fountains vs. bottled sodas
o 1.4 Soft drink bottling industry
1.4.1 Automatic production of glass bottles
1.4.2 Home-Paks and vending machines
2 Production
o 2.1 Soft drink production
o 2.2 Ingredient quality
2.2.1 Potential alcohol content
3 Producers
4 Health concerns
o 4.1 Obesity and weight-related diseases
o 4.2 Dental decay
o 4.3 Hypokalemia
o 4.4 Soft drinks related to bone density and bone loss
o 4.5 Sugar content
o 4.6 Benzene
o 4.7 Pesticides in India
o 4.8 Kidney stones
5 Government regulation
o 5.1 Schools
o 5.2 Taxation
o 5.3 Bans
6 See also
7 References
8 External links
History[edit]

This section needs additional citations for verification. Please help
improve this article by adding citations to reliable sources. Unsourced
material may be challenged and removed. (June 2008)
The first marketed soft drinks in the Western world appeared in the 17th century.
They were made of water and lemon juice sweetened with honey. In 1676, the
Compagnie des Limonadiers of Paris was granted a monopoly for the sale of
lemonade soft drinks. Vendors carried tanks of lemonade on their backs and
dispensed cups of the soft drink to thirsty Parisians.
[8]

Carbonated drinks[edit]

Soft drinks displayed on grocery store shelves.
In the late 18th century, scientists made important progress in replicating naturally
carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a
method of infusing water with carbon dioxide to make carbonated water
[9]
when he
suspended a bowl of distilled water above a beer vat at a local brewery in Leeds,
England. His invention of carbonated water (also known as soda water) is the major
and defining component of most soft drinks.
[10]

Priestley found that water treated in this manner had a pleasant taste, and he offered
it to friends as a refreshing drink. In 1772, Priestley published a paper entitled
Impregnating Water with Fixed Air in which he describes dripping oil of vitriol (or
sulfuric acid as it is now called) onto chalk to produce carbon dioxide gas, and
encouraging the gas to dissolve into an agitated bowl of water.
[10]

Another Englishman, John Mervin Nooth, improved Priestley's design and sold his
apparatus for commercial use in pharmacies. Swedish chemist Torbern Bergman
invented a generating apparatus that made carbonated water from chalk by the use
of sulfuric acid. Bergman's apparatus allowed imitation mineral water to be produced
in large amounts. Swedish chemist Jns Jacob Berzelius started to add flavors
(spices, juices, and wine) to carbonated water in the late eighteenth century.
Soda fountain pioneers[edit]
Main article: Soda fountain
Artificial mineral waters, usually called "soda water", and the soda fountain were
mostly popular in the United States.
[citation needed]
Beginning in 1806, Yale University
chemistry professor Benjamin Silliman sold soda waters in New Haven, Connecticut.
He used a Nooth apparatus to produce his waters. Businessmen in Philadelphia and
New York City also began selling soda water in the early 19th century. In the 1830s,
John Matthews of New York City and John Lippincott of Philadelphia began
manufacturing soda fountains. Both men were successful and built large factories for
fabricating fountains.
Soda fountains vs. bottled sodas[edit]
In 19th century America, the drinking of either natural or artificial mineral water was
considered a healthy practice and promoted by advocates of temperance. The
American pharmacists selling mineral waters began to add herbs and chemicals to
unflavored mineral water. They used birch bark (see birch beer), dandelion,
sarsaparilla, fruit extracts, and other substances. Flavorings were also added to
improve the taste. Pharmacies with soda fountains became a popular part of
American culture. Many Americans frequented the soda fountain on a daily basis.
Due to problems in the U.S. glass industry, bottled drinks were a small portion of the
market in the 19th century. (However, they were known in England. In The Tenant of
Wildfell Hall, published in 1848, the caddish Huntingdon, recovering from months of
debauchery, wakes at noon and gulps a bottle of soda-water.
[11]
) In America, most
soft drinks were dispensed and consumed at a soda fountain, usually in a drugstore
or ice cream parlor. In the early 20th century, sales of bottled soda increased
exponentially. In the second half of the 20th century, canned soft drinks became an
important share of the market.
Soft drink bottling industry[edit]
Over 1,500 U.S. patents were filed for either a cork, cap, or lid for the carbonated
drink bottle tops during the early days of the bottling industry. Carbonated drink
bottles are under great pressure from the gas. Inventors were trying to find the best
way to prevent the carbon dioxide or bubbles from escaping. In 1892, the "Crown
Cork Bottle Seal" was patented by William Painter, a Baltimore, Maryland machine
shop operator. It was the first very successful method of keeping the bubbles in the
bottle.
Automatic production of glass bottles[edit]
In 1899, the first patent was issued for a glass-blowing machine for the automatic
production of glass bottles. Earlier glass bottles had all been hand-blown. Four years
later, the new bottle-blowing machine was in operation. It was first operated by the
inventor, Michael Owens, an employee of Libby Glass Company. Within a few years,
glass bottle production increased from 1,400 bottles a day to about 58,000 bottles a
day.
Home-Paks and vending machines[edit]
During the 1920s, "Home-Paks" were invented. "Home-Paks" are the familiar six-
pack cartons made from cardboard. Vending machines also began to appear in the
1920s. Since then, soft drink vending machines have become increasingly popular.
Both hot and cold drinks are sold in these self-service machines throughout the
world.
Production[edit]
Soft drink production[edit]
Soft drinks are made by mixing dry ingredients and/or fresh ingredients (for example,
lemons, oranges, etc.) with water. Production of soft drinks can be done at factories
or at home.
Soft drinks can be made at home by mixing either a syrup or dry ingredients with
carbonated water. Carbonated water is made using a soda siphon or a home
carbonation system or by dropping dry ice into water. Syrups are commercially sold
by companies such as Soda-Club; dry ingredients are often sold in pouches, in the
style of the popular U.S. drink mix Kool-Aid.
Drinks like ginger ale and root beer are often brewed using yeast to cause
carbonation.
Ingredient quality[edit]
Of most importance is that the ingredient meets the agreed specification on all major
parameters. This is not only the functional parameter (in other words, the level of the
major constituent), but the level of impurities, the microbiological status, and physical
parameters such as color, particle size, etc.
[12]

Potential alcohol content[edit]
A report in October 2006 demonstrated that some soft drinks contain measurable
amounts of alcohol. In some older preparations, this resulted from natural
fermentation used to build the carbonation. In the United States, soft drinks (as well
as other beverages such as non-alcoholic beer) are allowed by law to contain up to
0.5% alcohol by volume. Modern drinks introduce carbon dioxide for carbonation, but
there is some speculation that alcohol might result from fermentation of sugars in an
unsterile environment. A small amount of alcohol is introduced in some soft drinks
where alcohol is used in the preparation of the flavoring extracts such as vanilla
extract.
[13]

Producers[edit]
Further information: List of soft drink producers
Health concerns[edit]
The consumption of sugar-sweetened soft drinks is associated with obesity,
[14][15][16]

type 2 diabetes,
[17][18]
dental caries, and low nutrient levels.
[15]
Experimental studies
tend to support a causal role for sugar-sweetened soft drinks in these ailments,
[14][15]

though this is challenged by other researchers.
[19][20]
"Sugar-sweetened" includes
drinks that use high-fructose corn syrup, as well as those using sucrose.
Many soft drinks contain ingredients that are themselves sources of concern:
caffeine is linked to anxiety and sleep disruption when consumed in excess,
[21]
and
some critics question the health effects of added sugars and artificial sweeteners.
[22]

Sodium benzoate has been investigated by researchers at University of Sheffield
[23]

as a possible cause of DNA damage and hyperactivity. Other substances have
negative health effects, but are present in such small quantities that they are unlikely
to pose any substantial health risk provided that the beverages are consumed only in
moderation.
In 1998, the Center for Science in the Public Interest published a report titled Liquid
Candy: How Soft Drinks are Harming Americans' Health. The report examined
statistics relating to the increase in soft drink consumption and claimed that
consumption is "likely contributing to health problems." It also criticized marketing
efforts by soft drink companies.
[24]

Obesity and weight-related diseases[edit]
From 1977 to 2002, Americans doubled their consumption of sweetened
beverages
[25]
a trend that was paralleled by doubling the prevalence of obesity.
[26]

The consumption of sugar-sweetened beverages is associated with weight and
obesity, and changes in consumption can help predict changes in weight.
[14][15]
One
study followed 548 schoolchildren over 19 months and found that changes in soft
drink consumption were associated with changes in body mass index (BMI).
[27]
Each
soft drink that a child added to his or her daily consumption was accompanied by an
increase in BMI of 0.24 kg/m
2
. Similarly, an 8-year study of 50,000 female nurses
compared women who went from drinking almost no soft drinks to drinking more
than one a day to women who went from drinking more than one soft drink a day to
drinking almost no soft drinks.
[18]
The women who increased their consumption of
soft drinks gained 8.0 kg over the course of the study while the women who
decreased their consumption gained only 2.8 kg. In each of these studies, the
absolute number of soft drinks consumed per day was also positively associated with
weight gain.
It remains possible that the correlation is due to a third factor: people who lead
unhealthy lifestyles might consume more soft drinks. If so, then the association
between soft drink consumption and weight gain could reflect the consequences of
an unhealthy lifestyle rather than the consequences of consuming soft drinks.
Experimental evidence is needed to definitively establish the causal role of soft drink
consumption. Reviews of the experimental evidence suggest that soft drink
consumption does cause weight gain,
[14][15]
but the effect is often small except for
overweight individuals.
[19]

Many of these experiments examined the influence of sugar-sweetened soft drinks
on weight gain in children and adolescents. In one experiment, adolescents replaced
sugar-sweetened soft drinks in their diet with artificially sweetened soft drinks that
were sent to their homes over 25 weeks.
[28]
Compared with children in a control
group, children who received the artificially sweetened drinks saw a smaller increase
in their BMI (by .14 kg/m
2
), but this effect was only statistically significant among
the heaviest children (who saw a benefit of .75 kg/m
2
). In another study, an
educational program encouraged schoolchildren to consume fewer soft drinks.
[29]

During the school year, the prevalence of obesity decreased among children in the
program by 0.2%, compared to a 7.5% increase among children in the control group.
Another study, published in Pediatrics in 2013, concluded that for children from the
age of 2 to 5, their risk of obesity increased by 43% if they were regular soft drink
consumers as opposed to those who rarely or never consumed them.
[30]

Sugar-sweetened drinks have also been speculated
[31]
to cause weight gain in
adults. In one study, overweight individuals consumed a daily supplement of
sucrose-sweetened or artificially sweetened drinks or foods for a 10 week period.
[32]

Most of the supplement was in the form of soft drinks. Individuals in the sucrose
group gained 1.6 kg, and individuals in the artificial-sweetener group lost 1.0 kg. A
two week study had participants supplement their diet with sugar-sweetened soft
drinks, artificially sweetened soft drinks, or neither.
[33]
Although the participants
gained the most weight when consuming the sugar-sweetened drinks, some of the
differences were unreliable: the differences between men who consumed sugar-
sweetened drinks or no drinks was not statistically significant.
Other research suggests that soft drinks could play a special role in weight gain. One
four-week experiment compared a 450 calorie/day supplement of sugar-sweetened
soft drinks to a 450 calorie/day supplement of jelly beans.
[34]
The jelly bean
supplement did not lead to weight gain, but the soft drink supplement did. The likely
reason for the difference in weight gain is that people who consumed the jelly beans
lowered their caloric intake at subsequent meals, while people who consumed soft
drinks did not. Thus, the low levels of satiety provided by sugar-sweetened soft
drinks may explain their association with obesity. That is, people who consume
calories in sugar-sweetened beverages may fail to adequately reduce their intake of
calories from other sources. Indeed, people consume more total calories in meals
and on days when they are given sugar-sweetened beverages than when they are
given artificially sweetened beverages
[33][35][36]
or water.
[36]
However, these results
are contradicted by a study by Adam Drewnowski published in 2004, in which "32
subjects consumed a 300-calorie snack of fat-free raspberry cookies or regular cola
on two occasions each either two hours ("early") or 20 minutes ("late") before
lunch." It found that "...the calories eaten at lunch were not affected by whether the
snack was cookies or cola."
[37]

A study by Purdue University reported that no-calorie sweeteners were linked to an
increase in body weight. The experiment compared rats who were fed saccharin-
sweetened yogurt and glucose-sweetened yogurt. The saccharin group eventually
consumed more calories, gained more weight and more body fat, and did not
compensate later by cutting back.
[38]

The consumption of sugar-sweetened soft drinks can also be associated with many
weight-related diseases, including diabetes,
[17]
metabolic syndrome and
cardiovascular risk factors,
[39]
and elevated blood pressure.
[32]

According to research presented at the American Heart Association's Epidemiology
and Prevention/Nutrition, Physical Activity and Metabolism 2013 Scientific Sessions
by researchers at the Harvard School of Public Health, sugar-sweetened beverages
may be responsible for 180,000 deaths every year worldwide.
[40]

Dental decay[edit]
Most soft drinks contain high concentration of simple carbohydrates: glucose,
fructose, sucrose and other simple sugars. Oral bacteria ferment carbohydrates and
produce acid, which dissolves tooth enamel during the dental decay process; thus,
sweetened drinks are likely to increase risk of dental caries. The risk is greater if the
frequency of consumption is high.
[41]

A large number of soft drinks are acidic, and some may have a pH of 3.0 or even
lower.
[42]
Drinking acidic drinks over a long period of time and continuous sipping can
therefore erode the tooth enamel. However, under normal conditions, scientific
evidence indicates Coca-Cola's acidity causes no immediate harm.
[43]

Using a drinking straw is often advised by dentists as the drink does not come into
as much contact with the teeth. It has also been suggested that brushing teeth right
after drinking soft drinks should be avoided as this can result in additional erosion to
the teeth due to the presence of acid.
[44][45]

Hypokalemia[edit]
There have been a handful of published reports describing individuals with severe
hypokalemia (low potassium levels) related to chronic extreme consumption (4-10
L/day) of colas.
[46]

Soft drinks related to bone density and bone loss[edit]
In a meta-analysis of 88 studies, drinking soda correlates with a decrease in milk
consumption along with the vitamin D, vitamin B6, vitamin B12, calcium, protein and
other micronutrients.
[47]
Phosphorus, a micronutrient, can be found in cola-type
beverages, but there may be a risk in consuming too much.
[47]
Phosphorus and
calcium are used in the body to create calcium-phosphate, which is the main
component of bone. However, the combination of too much phosphorus with too little
calcium in the body can lead to a degeneration of bone mass.
[47]
Research suggests
a statistically significant inverse relationship between consumption of carbonated
beverages and bone mineral density in young girls, which places them at increased
risk of suffering fractures in the future.
[48]

One hypothesis to explain this relationship is that the phosphoric acid contained in
some soft drinks (colas) displaces calcium from the bones, lowering bone density of
the skeleton and leading to weakened bones, or osteoporosis.
[49]
However, calcium
metabolism studies by Dr. Robert Heaney suggested that the net effect of
carbonated soft drinks, (including colas, which use phosphoric acid as the acidulent)
on calcium excretion in urine was negligible. Heaney concluded that carbonated soft
drinks, which do not contain the nutrients needed for bone health, may displace
other foods which do, and that the real issue is that people who drink a lot of soft
drinks also tend to have an overall diet that is low in calcium.
[49]
In the 1950s and
1960s there were attempts in France and Japan to ban the sale of Coca-Cola as
dangerous since phosphates can block calcium absorption. However, these were
unsuccessful as the amounts of phosphate were shown to be too small to have a
significant effect.
[50]

Sugar content[edit]
See also: Diet soda
The USDA's recommended daily intake (RDI) of added sugars is less than 10
teaspoons per day for a 2,000-calorie diet.
[51]
High caloric intake contributes to
obesity if not balanced with exercise, with a large amount of exercise being required
to offset even small but calorie-rich food and drinks.
Until 1985, most of the calories in soft drinks came from sugar or corn syrup. As of
2010, in the United States high-fructose corn syrup (HFCS) is used nearly
exclusively as a sweetener because of its lower cost,
[52]
while in Europe, sucrose
dominates, because EU agricultural policies favor production of sugar beets in
Europe proper and sugarcane in the former colonies over the production of corn.
HFCS has been criticized
[53]
as having a number of detrimental effects on human
health, such as promoting diabetes, hyperactivity, hypertension, and a host of other
problems.
[54]
Although anecdotal evidence has been presented to support such
claims, it is well known that the human body breaks sucrose down into glucose and
fructose before it is absorbed by the intestines. Simple sugars such as fructose are
converted into the same intermediates as in glucose metabolism.
[55]
However,
metabolism of fructose is extremely rapid and is initiated by fructokinase.
Fructokinase activity is not regulated by metabolism or hormones and proceeds
rapidly after intake of fructose. While the intermediates of fructose metabolism are
similar to those of glucose, the rates of formation are excessive. This fact promotes
fatty acid and triglyceride synthesis in the liver, leading to accumulation of fat
throughout the body and possibly non-alcoholic fatty liver disease. Increased blood
lipid levels also seem to follow fructose ingestion over time. A sugar drink or high-
sugar drink may refer to any beverage consisting primarily of water and sugar (often
cane sugar or high-fructose corn syrup), including some soft drinks, some fruit juices,
and energy drinks.
Benzene[edit]
Main article: Benzene in soft drinks
In 2006, the United Kingdom Food Standards Agency published the results of its
survey of benzene levels in soft drinks,
[56]
which tested 150 products and found that
four contained benzene levels above the World Health Organization (WHO)
guidelines for drinking water.
The United States Food and Drug Administration released its own test results of
several soft drinks containing benzoates and ascorbic or erythorbic acid. Five tested
drinks contained benzene levels above the Environmental Protection Agency's
recommended standard of 5 ppb. The Environmental Working Group
[57]
has
uncovered additional FDA test results that showed the following results: Of 24
samples of diet soda tested between 1995 and 2001 for the presence of benzene, 19
(79%) had amounts of benzene in excess of the federal tap water standard of 5 ppb.
Average benzene levels were 19 ppb, about four times tap water standard. One
sample contained 55 ppb of benzene, 11 fold tap water standards. Despite these
findings, as of 2006, the FDA stated its belief that "the levels of benzene found in soft
drinks and other beverages to date do not pose a safety concern for consumers".
[58]

Pesticides in India[edit]
In 2003, the Delhi non-profit Centre for Science and Environment published
[59][60]
a
disputed report finding pesticide levels in Coke and Pepsi soft drinks sold in India at
levels 30 times that considered safe by the European Economic Commission.
[61][62]

This was found in primarily 12 cold drink brands sold in and around New Delhi.
[63]

The Indian Health Minister said the CSE tests were inaccurate, and said that the
government's tests found pesticide levels within India's standards but above EU
standards.
[64][65]

A similar CSE report in August 2006 prompted many state governments to have
issued a ban of the sale of soft drinks in schools. Kerala issued a complete ban on
the sale or manufacture of soft drinks altogether. (These were later struck down in
court.) In return, the soft drink companies like Coca-Cola and Pepsi have issued ads
in the media regarding the safety of consumption of the drinks.
[66]

The UK-based Central Science Laboratory, commissioned by Coke, found its
products met EU standards in 2006.
[67]
Coke and the University of Michigan
commissioned an independent study of its bottling plants by The Energy and
Resources Institute (TERI), which reported in 2008 no unsafe chemicals in the water
supply used.
[68]

Kidney stones[edit]
A study published in the Clinical Journal of the American Society of Nephrology in
2013 concluded that consumption of soft drinks was associated with a 23% higher
risk of developing kidney stones.
[69]

Government regulation[edit]
Schools[edit]
In recent years, debate on whether high-calorie soft drink vending machines should
be allowed in schools has been on the rise. Opponents of the (soft drink) vending
machines believe that soft drinks are a significant contributor to childhood obesity
and tooth decay, and that allowing soft drink sales in schools encourages children to
believe they are safe to consume in moderate to large quantities.
[70]
Opponents
argue that schools have a responsibility to look after the health of the children in their
care, and that allowing children easy access to soft drinks violates that
responsibility.
[71]
Vending machine proponents believe that obesity is a complex
issue and soft drinks are not the only cause.
[72]
They also note the immense amount
of funding that soft drink sales bring to schools. Some people
[who?]
take a more
moderate stance, saying that soft drink machines should be allowed in schools, but
that they should not be the only option available. They propose that when soft drink
vending machines are made available on school grounds, the schools should be
required to provide children with a choice of alternative drinks (such as fruit juice,
flavored water and milk) at a comparable price. Some lawmakers debating the issue
in different states have argued that parentsnot the governmentshould be
responsible for children's beverage choices.
[73]

On May 3, 2006, the Alliance for a Healthier Generation, Cadbury Schweppes, The
Coca-Cola Company, PepsiCo, and the American Beverage Association announced
new School Beverage Guidelines that will voluntarily remove high-calorie soft drinks
from all U.S. schools.
On 19 May 2006, the British Education Secretary, Alan Johnson, announced new
minimum nutrition standards for school food. Amongst a wide range of measures,
from September 2006, school lunches will be free from carbonated drinks. Schools
will also end the sale of junk food (including carbonated drinks) in vending machines
and tuck shops.
Taxation[edit]
Main articles: Soda tax and Fat tax
In the United States, legislators, health experts and consumer advocates are
considering levying higher taxes on the sale of soft drinks and other sweetened
beverages to help curb the epidemic of obesity among Americans, and its harmful
impact on overall health. Some speculate that higher taxes could help reduce soda
consumption.
[74]
Others say that taxes could help fund education to increase
consumer awareness of the unhealthy effects of excessive soft drink consumption,
and also help cover costs of caring for conditions resulting from overconsumption.
[75]

The food and beverage industry holds considerable clout in Washington, DC, as it
has contributed more than $50 million to legislators since 2000.
[76]

In January 2013, a British lobby group called for the price of sugary fizzy drinks to be
increased, with the money raised (an estimated 1 billion at 20p per litre) to be put
towards a "Children's Future Fund", overseen by an independent body, which would
encourage children to eat healthily in school.
[77]

Bans[edit]
In March 2013, New York City's mayor Michael Bloomberg proposed to ban the sale
of non-diet soft drinks larger than 16 ounces, except in convenience stores and
supermarkets. A lawsuit against the ban was upheld by a state judge, who voiced
concerns that the ban was "fraught with arbitrary and capricious consequences".
Bloomberg announced that he would be appealing the verdict.
[78]