PepsiCo announced yesterday that it will stop selling sugary soft drinks to schools worldwide. The company will

stop sales of full-sugar soft drinks to primary and secondary schools by 2012.  The industry-leading policy establishes for the first time a consistent global approach to the sale of beverages to schools by a major beverage company.

The policy applies in all countries outside the United States, and is generally consistent with the company’s existing U.S. policy, which remains unchanged. read the full press release…

What you need to know:

The timing of this announcement is very interesting. Yesterday Michelle Obama addressed the annual conference of the Grocery Manufacturers Association, a trade group representing food and beverage companies’ business interests. She demanded real improvements in food formulations, not just fancy marketing. She asked for clear nutrition labeling. And she talked about the incessant marketing of junk foods to kids that has not really stopped, despite repeated promises from the industry in the past few years.

Mrs. Obama, for the first time since launching her “Let’s Move” campaign, took on the lead culprit in the obesity fiasco this country has gotten itself mired in – the food and beverage industry. And yet, she was very gentle in her wording and talked mostly about cooperation (carrot) rather than stick (legislation).

Obviously the food industry does not want anyone meddling with their profits and business. Yet it now has to placate a very determined first lady. Is there any behind the scenes diplomacy taking place? Manufacturers bowing to mounting  pressure with token gestures, in return for gentle handling by Mrs Obama and her “Let’s Move” campaign?

Why call Pepsi’s move a token gesture? PepsiCo also owns the Tropicana and Gatorade brands, as well as water (Aquafina) and flavored water (Propel) brands, plus artificially sweetened versions of many brands. The company will not relinquish market share or mind share in schools to its competitors; it will just shift it to other products, some seemingly healthier (juice has as much sugar as cola, with barely any added nutritional benefit).

The days of functioning cold water fountains on every hallway corner at schools are still not here.

What to do at the supermarket:

If schools can make do without soft drinks, why not homes? Give the following a try – go on a seven day tap water diet. Bypass the supermarket’s soft drink aisles and get used to drinking water throughout the day, at meals, and on the road. Good luck.

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