In a move that will no doubt help their public relations efforts, major soft drink marketers have joined with health organizations to institute a ban on soda sales in schools in an effort to combat
childhood obesity. Cadbury Schweppes, Coca-Cola, PepsiCo, and the American Beverage Association, along with the Alliance for a Healthier Generation, established new guidelines that have been
officially adopted nationwide to limit portion sizes of all beverages and reduce the number of calories available to children during the school day. Under the guidelines, soft drinks are banned and
only lower-calorie and nutritious beverages will be sold to schools. The Clinton Foundation and the American Heart Association, which announced the new guidelines this week, said they will affect tens
of millions of students across the U.S. "This is an important announcement and a bold step forward in the struggle to help America's kids live healthier lives," former President Bill Clinton, a
leader of the Alliance for a Healthier Generation, said in a statement. "These industry leaders recognize that childhood obesity is a problem and have stepped up to help solve it. I commend them for
being here today and for taking this important step." Under the guidelines, elementary schools will only sell water, and 8 oz., calorie-capped servings of certain juices with no added sweeteners, as
well as servings of fat-free and low-fat regular and flavored milks. Middle schools will apply the elementary school standard with portion sizes increased slightly to 10 oz. In addition to the
beverages available in elementary and middle schools, high schools will also sell no-calorie and low-calorie drinks, such as bottled water, diet and unsweetened teas, diet sodas, fitness waters, low
calorie sports drinks, flavored water and seltzers, as well as light juices and sports drinks
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