Highlighting the Balance Calories Initiative in Convenience Stores

The American Beverage Association (ABA) and NACS are working together with support from two leading public health organizations — Healthier Generation and Partnership for a Healthier America — to support Americans on-the-go in their efforts to reduce the sugar and calories they get from the beverages they purchase in convenience stores across the country.

Through their partnership, ABA and NACS will encourage beverage manufacturers and retailers to work together on marketing, merchandising, and distribution strategies to drive awareness and increase availability of zero- and lower-sugar beverage choices, including waters, in convenience stores.

What is the Balance Calories Initiative?

The Balance Calories Initiative is a national initiative that’s increasing access to beverages with less sugar or no sugar at all, as well as in smaller portion sizes.

Working together, ABA and America’s leading beverage companies are making available signs on coolers and displays to remind everyone to think “balance” before making their beverage choices, offering more choices, including smaller portions and a wider range of beverages with less sugar or no sugar at all and providing clear calorie information on the front of every bottle, can and pack.

Learn more about the Balance Calories Initiative at balanceus.org.

Join the Movement

More than 165 million customers shop at a U.S. convenience store every day and nearly half said their primary reason to visit is to purchase a beverage. In fact, more single-serve bottled water is sold in convenience stores than anywhere else.

NACS data supports that beverages were the most effective promotional items at stores, providing opportunity for ABA and NACS members to work together effectively in a way that supports consumer choice.

Retailers can work with their beverage distributors to obtain BCI cooler clings and displays or by contacting Carolyn Schnare, NACS Director of Strategic Initiatives at cschnare@convenience.org.