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Coca-Cola Fronting

November 5/Atlanta/Obesity, Fitness & Wellness Week -- Coca-Cola North America announced plans to place calories-per-serving and servings-per-container information on the front of all packages for its entire U.S. beverage portfolio. Research shows that calorie information is an important tool to help people make informed decisions about the calorie contribution of foods and beverages to their total dietary intake and, thus, is important information in helping them achieve and/or maintain their healthy weight.

In 2003, the Food and Drug Administration's (FDA) Obesity Working Group (OWG) concluded that "Calories Count" and more prominence to calories on the food label should be given. This action is designed to help consumers make dietary selections that enable them to stay within their total daily calorie allotment. The new label, which will begin appearing on packages next year, will highlight both calories per serving and number of servings per container.

"We view our label as a powerful tool for education, an opportunity to communicate with consumers every time they choose one of our products at the store or have a Coca-Cola beverage on their table," said Celeste Bottorff, vice president of Living Well. "We listen to what consumers tell us they want, respond creatively and encourage everyone to make informed decisions about what they drink, choices that reflect a sense of balance and moderation. It's part of our Live Positively philosophy."

Coca-Cola has been at the forefront of labeling initiatives for nearly 20 years, leading the way in adding per-package nutrition information on labels, in addition to the per-serving information that is required by regulation. Last year, the Company began including caffeine-content information on the labels of products with added caffeine. The new front-of-package labeling includes information that was always located in the Nutrition Facts panel of Coca-Cola products, but it is now easier for consumers to see this important information at-a-glance.

This voluntary action is the latest example of Coca-Cola's commitment to Live Positively, an operating philosophy that guides the company's service to its customers, consumers and communities. This guiding philosophy is the basis for the company's consumer-focused programs, products and packaging and efforts to help the environment. To learn more about Live Positively and Coca-Cola's efforts to support balanced, positive living, visit the new website www.livepositively.com.

From the November 10, 2008, Prepared Foods e-Flash