Shipments of full-calorie drinks to U.S. schools fell 95 per cent between 2004 and 2009.Shipments of full-calorie drinks to U.S. schools fell 95 per cent between 2004 and 2009. (Aman Sharma/Associated Press)

Sales of sugary drinks have fallen in the U.S., the result of an effort to tackle obesity, the beverage industry says.

Shipments of full-calorie soft drinks to schools were down 95 per cent between fall 2004 and fall 2009, according to a report from the American Beverage Association, which represents soft drink makers including Coca-Cola Co., PepsiCo Inc. and Dr Pepper Snapple.

In 2006, the industry adopted voluntary guidelines under an initiative by the association, the Clinton Foundation and the American Heart Association.

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During the last three years, sales of water, unsweetened juice and low-fat and nonfat milk, both flavoured and unflavoured, have been permitted in elementary and middle schools in child-sized portions. High school students may buy diet pop and sports drinks.

"There's been a dramatic shift toward lower calorie and more nutritious beverages in schools," former president Bill Clinton told a news conference in New York on Monday. "It could lay the foundation for broader changes in our society."

The report was compiled by Keystone Research LLC, based on figures from 2006 compared with 2004. The report also showed:

  • Calories in beverages shipped to schools in schools fell 88 per cent.
  • At the start of the 2009-10 school year, 98.8 per cent of schools and school districts measured were aligned to the guidelines offering lower-calorie, nutritious and smaller-portion beverage options.

The U.S. Institute of Medicine said local governments should consider zoning laws to limit access to junk food near schools. Dr. Thomas Frieden, director of the U.S. Centers for Disease Control and Prevention, supports taxes on soft drinks, as does the American Heart Association.

Taxing talk

To reduce consumption of pop beyond schools, California and Philadelphia have introduced legislation to tax soda. New York Gov. David Paterson and New York City Mayor Michael Bloomberg are also urging a state tax on sugary drinks.

Clinton said it would be "dumb" for him to take a position on the tax debate given the potential to save lives through "other agreements."

Susan Neely, president and CEO of the American Beverage Association, said the industry opposes a soda tax.

With files from The Associated Press