In October 2015, the Canadian Beverage Association (CBA) launched the Balance Calories Initiative (BCI) with the goal of reducing the calories that Canadians obtain from liquid refreshment beverages (LRBs) by 20 per cent between 2015 and 2025.
The CBA asked The Conference Board of Canada to monitor the BCI, beginning with a report published in October 2016 that established a baseline for the initiative. The baseline report verified the industry’s estimate of 142.5 LRB Calories/capita/day for Canada in 2014.
This tracking report assesses the most recent market data to determine the extent to which the Balance Calories Initiative is on track to achieve its objective.
