Leaders from the soft drink industry are asserting that they play a vital role in addressing the growing obesity epidemic in the U.S. by embracing free market innovation, as highlighted by American Beverage Association (ABA) President and CEO Kevin W. Keane during a recent discussion with Breitbart News Editor-in-Chief Alex Marlow.
At a Wednesday event focused on the Make America Healthy Again (MAHA) initiative, Keane articulated how beverages, ranging from sodas to seltzers, can contribute positively to this national movement. He emphasized that the private sector is equipped to assist in the objectives outlined by President Donald Trump and Health Secretary Robert F. Kennedy Jr. by offering consumers better options and clearer education about products.
When Marlow inquired about the potential for “delicious non-alcoholic beverages” to align with the MAHA vision, Keane responded emphatically, “Absolutely.” He elaborated on the industry’s ongoing efforts in this direction over the past two decades, specifically highlighting three key strategies that members of the ABA, such as Coca-Cola, Pepsi, and Keurig Dr. Pepper, are currently implementing to advance the MAHA agenda.
Keane identified the first component as delivering a wide range of meaningful choices to consumers, which hinges on innovation. The second focus is ensuring transparency by providing accessible information regarding product contents. The third objective is to empower consumers to make informed decisions that best suit their families’ needs.
He showcased innovative non-soda products that are being developed, including energy drinks, sports drinks, teas, and seltzers with zero sugar, asserting, “That’s really where the innovation is, and it tastes good.”
As Trump and Kennedy celebrate the MAHA’s achievements—which include increased product transparency and the removal of certain ingredients—Keane noted that ABA members have eagerly embraced these changes voluntarily, without external mandates. “We were the first industry to do that, and that was an important part of our transparency, in helping people discern the choices that we were providing,” he stated, referring to the proactive steps taken by the beverage industry.
With the introduction of the Good to Know website, the ABA aims to provide consumers with credible, science-based information about common ingredients in their beverages, including details about their purpose and safety assessments from regulatory agencies in the United States, Europe, and Canada.
Keane reflected on the association’s long-standing commitment to addressing obesity, including childhood obesity, recognizing it as one of the most pressing health issues of the 21st century. “We need to own our piece of that,” he asserted, emphasizing that the industry has committed to significant changes beyond incremental adjustments.
While non-alcoholic beverages accounted for just seven percent of the calories in the American diet when the ABA began its initiatives, Keane pointed out, “We took on way more than seven percent of trying to do something about it. And that’s where the innovation came about, the new products.” He highlighted a notable reduction in sugar content, noting that sugar levels in the marketplace have decreased by 45 percent over the past two decades, despite rising obesity rates.
A significant initiative aimed at combating childhood obesity involved beverage companies voluntarily removing regular-calorie sodas from schools, a decision made in response to parental concerns regarding vending machine options. Keane recounted that, recognizing the unique environment of schools—where parents are not present to guide their children’s choices—manufacturers collectively acted on parents’ input by ensuring that healthier options were made available instead of full-calorie soft drinks.
The full discussion featuring Keane, along with remarks from Rep. Barry Moore (R-AL), Dr. Christopher J. Borgert, Moms for America Action Executive Director Emily Stack, American Commitment President Phil Kerpen, and Institute for Liberty President and CPAC’s Center for Regulatory Freedom Director Andrew Langer, can be accessed through Breitbart News.
