Coca-Cola puts fizz into physical fitness campaign

Coca-Cola, frequently accused of endangering young people’s health with sugar-laden drinks, has become a corporate supporter of a fitness campaign throughout the US.

Those taking part in the drive, known as the Fit Family Challenge, are encouraged to track their activity levels, eating habits and hydration. The participants, mainly families, receive wellness support through blogs, health information, advice and free exercise classes. Their efforts earn them points, which can qualify them for prizes

In some areas the drinks group is joined by Coca-Cola Bottling Co Consolidated, a large bottling business that it part-owns.
The first state-wide initiative in the campaign was started in North Carolina last month.

Lauren Steele, the bottling company’s corporate affairs vice-president, said at the launch: “Coca-Cola is committed to promoting healthy, active lifestyles and the Fit Family Challenge is one of the many ways we partner to bring wellness initiatives to North Carolinians.”

Eve White, publisher and executive editor of Charlotte Parent, one of a group of parenting magazines backing the project, said: “We believe children are our greatest treasure and they deserve to be healthy and happy. The Fit Family Challenge is a positive way to reach families in our entire state with an encouraging message about the benefits of a healthy lifestyle.”

Another sponsor is the CVS Pharmacy, the second largest pharmacy chain in the US, whose area vice-president David Purdy spoke of “the importance of exercise, a well-balanced diet and getting enough rest”.