Canada’s beverage manufacturers and Canadical mag citrate with vitamin d3an Beverage Association (CBA)best ferrous gluconate, which represents the country’s non-alcoholic beverage industry, have launched the Balance Calories initiative.###The program is aimed at reducing the number of calories Canadians consume from non-alcoholic beverages by 20% over the next decade through product innovation and marketing.###CBA says this voluntary effort by an industry to help fight obesity will transform the beverage landscape in Canada.###This commitment includes all non-alcoholic refreshment beverages excluding milk and other dairy products, hot coffees and teas.###The Canadian beverage industry has a successful track record of leading voluntary initiatives.###They include restricting marketing to children, eliminating full-calorie soft drinks from ssignature care calcium citratechools, and implementing front-of-pack calorie labeling, an initiative known as Clear on Calories.###Through product and packaging innovations, the industry in Canada has already facilitated a 20% reduction per capita in beverage calories since 2004.###Recognizing this important trend, and projecting that achievements over the past decade will not organically sustain in the coming years, the Balance Calories goal of a further 20% reduction is the industry’s next proactive campaign to continue promoting healthier lifestyles and balance.###“We are committed to providing consumers with more low- and no-calorie choices, smaller portions and fewer calories” said Jim Goetz, CBA president.###“Balance Calories highlights the commitment of Canada’s non-alcoholic beverage industry to support balanced, healthy lifestyles for all Canadians.”###The Conference Board of Canada, an independent, evidence-based, action-oriented research organization with a non-partisan, balanced perspective, is partnered with the association and its members to benchmark and verify progress of this program.###Balance Calories is designed to:###&#821daily magnesium citrate1; Increase consumer awareness of calorie balance through a national, multi-year engagement and advocacy program, and###– Increase interest-in and access-to reduced calorie beverage options.###Over the course of the next few months, CBA members, Conference Board of Canada, and in consultation with other public, private and not-for-procalcium ascorbate calcium citrate vitamin d3fit stakeholders will determine appropriate benchmarks, measurement criteria and specific immediate and long-term action items to support Balance Calories.