Mijn zoektocht bij Coca-Cola, deel 2
het vervolg + antwoorden op jullie vragen!

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Deze blog is tot stand gekomen door een samenwerking met Coca-Cola Nederland. De eerste blog vind je hier.


We leven in tijden van overvloed: er is altijd wat te krijgen. Om je honger te stillen, of je dorst. Saucijzenbroodjes ‘to go’, kroketten uit de muur en ongelimiteerde refills frisdrank bij je favoriete, geel-blauwe meubelgigant. Kortom, het maakt niet uit waar je bent of wanneer: de kans dat je iets te kort komt is gigantisch klein. Daarnaast beweegt ruim de helft van de Nederlanders niet voldoende.

 

photo via unsplash coca cola questions answers

Problemen en oplossingen

Dat maakt onze omgeving obesogeen. En voor velen is dat een probleem. Maar het hóéft niet zo te zijn. Onze omgeving zou namelijk net een tikje anders ingericht kunnen worden. Wat in mijn optiek een fijne, toekomstgerichte oplossing is. Zo zouden niet-essentiële levensmiddelen, die niet in de Schijf van Vijf staan, aan banden gelegd kunnen worden. Dingen met (te) veel suiker bijvoorbeeld, of vet. Dingen die je niet per sé nodig hebt.

Ook kunnen accijnzen op (levens)middelen die onze kwaliteit van leven niet verbeteren, worden verhoogd. Dat helpt bij het maken van slimmere of betere keuzes. Maar met dat soort aanpassingen zijn altijd grotere bedrijven en meer belanghebbenden gemoeid, en dat gaat ten koste van snelle verandering. De bescherming van de consument middels toekomstgerichte regelgeving is daardoor tot nu toe altijd een beetje mosterd na de maaltijd geweest en dat zal voorlopig ook zo blijven.

Zo komt er voorlopig nog geen belasting op suiker. En nou juist díé maatregel zou een duwtje in de rug kunnen zijn voor mensen die te veel suikerrijke producten consumeren – met alle gevolgen van dien. Een maatregel die in Mexico en recent ook in Groot-Brittannië al best wel een succes bleek, met betrekking tot het verlagen van de suikerinname en daarmee het risico op overgewicht.

photo via unsplash coca cola questions answers

Hoe ik je wil helpen

Die ondersteuning vanuit de overheid zal er op korte termijn dus niet zijn, en dat is precies waarom ik een handje wil helpen. Op het gebied van bewustwording bijvoorbeeld. Want wanneer je weet welke keuzes je kunt maken, wanneer je weet dat je prima voor light of zero kunt kiezen in plaats van suikerrijke frisdrank, ben je zélf die ondersteuning. En dan heb je geen taksen, regels of andere gekkigheid nodig. Dan ben jíj in staat om goed voor jezelf te zorgen. Want dat kan en dat mag en is veel minder moeilijk dan het lijkt. Het vergt alleen een beetje extra bewustwording.

Dus probeer ik je via deze weg, op mijn manier te helpen. Met het kleine beetje hulp dat ik kan bieden. Door je voor te lichten over suiker, maar vooral over zoetstoffen. Vanuit mijn optiek zijn suikerrijke frisdranken namelijk nogal bespottelijk, tenminste: om ze te consumeren in de hoeveelheid waarin een groot deel van de mensen dat nu nog doet. Ik snap dat sommigen het lekker(der) vinden, ik snap dat het misschien sentiment of een goed gevoel kan oproepen, maar in deze moderne tijd met betere oplossingen om voeding en dranken zoet te maken (zodat we ze nog steeds fijn vinden), is suiker voor het grootste gedeelte niet nodig. Zoetstoffen zijn wat mij betreft een goed alternatief.

 

photo via unsplash coca cola questions answers

Lof der zo(e)theid

En daarmee bedoel ik echt niet dat je moet zwemmen in liters aspartaam of dagelijks moet pootjebaden in acesulfaam-K: ik wil je alleen laten zien dat je op zijn tijd best een colaatje zero of light achterover kan gieten, in plaats van die rode rakker mét suiker er in. Daar krijg je niet gelijk allerlei gezwellen of nare ziektes van: dat angstbeeld is achterhaald. Zoetstoffen zijn een heel goed alternatief wanneer je wel van zoetigheid houdt, maar niet van suiker en de bijbehorende calorieën.

En dat is dus wat ik met deze samenwerking met Coca-Cola bespreekbaar wil maken. Dat is waarom ik jou de mogelijkheid wil geven om open vragen te stellen, om te ontdekken hoe zoetstoffen nou eigenlijk in elkaar steken.

Ik vond het dus vet leuk om al jullie vragen te lezen, die ik vervolgens weer mee nam naar Coca-Cola! Ik ging in gesprek met Kirsten van Zandwijk van Coca-Cola Nederland. Een aantal van jullie vragen en de antwoorden daarop, vind je hieronder!

 

photo via unsplash coca cola questions answers

Jullie vragen + de antwoorden

  1. Wat is precies het verschil tussen light en zero?

Kirsten: “Over het algemeen genomen zijn dat twee verschillende termen die hetzelfde duidelijk maken: je drankje is suikervrij. Mede omdat ‘light’ in de voedingsindustrie ook wel eens wordt gebruikt voor iets met ‘minder’ – bijvoorbeeld jam met minder suiker, chips met minder vet – bleek uit onderzoek dat driekwart van de Nederlandse consumenten nog dacht dat er suiker in lightfrisdrank zit. Daarom gebruiken wij steeds vaker de term ‘zero sugar’ – om duidelijk te maken dat er 0% suiker in zit.”

  1. Waarom maken en verkopen jullie eigenlijk überhaupt nog suikerhoudende frisdranken?

Kirsten: “Omdat veel consumenten daar op een verantwoorde manier van genieten, en daar is niets mis mee. Suiker is niet per definitie slecht. Tevéél suiker is slecht. We onderschrijven de richtlijn van de Wereldgezondheidsorganisatie dat toegevoegde suikers niet meer dan 10% van de dagelijkse energie-intake zouden moeten uitmaken. Daarom investeren we in de promotie en ontwikkeling van suikerhoudende dranken en vervangen we suiker door laagcalorische zoetstoffen daar waar dat kan zonder concessies te doen op smaak. Door heldere communicatie over wat er in een drankje zit, stimuleren wij mensen een bewuste keuze te maken, met de nadruk op suikervrij.”

Joy: “Vinden jullie het belangrijker dat er geen concessies worden gedaan op het gebied van smaak, dan op het gebied van de gezondheid van de consument? Gaat het voortbestaan van suikerrijke frisdranken voor de gezondheid van de maatschappij?”

Kirsten: “Laten we eerst terug gaan naar de basis: wij maken drankjes om van te genieten. Maar tegelijkertijd weten we dat teveel suiker niet goed is. Om consumenten de mogelijkheid te bieden ook op een meer verantwoorde manier van onze drankjes te kunnen genieten, bieden we al sinds 1984 de keuze voor suikervrije frisdranken. Inmiddels is dat niet meer weg te denken uit de maatschappij: overal waar je een suikerhoudende drank van Coca-Cola ziet, vind je ook een suikervrij alternatief. Zo kan iedereen de keuze maken die op dat moment bij hem of haar past. Daarnaast herformuleren we; daar waar we suiker kunnen reduceren zonder concessies te doen op smaak – doen we dat. Een voorbeeld daarvan is Sprite, sinds vorig jaar alleen nog maar verkrijgbaar als suikervrije frisdrank in Nederland. En bij Fanta haalden we dit jaar – in relatieve stilte – 30% suiker weg. Dit kostte 4 jaar aan testen, maar uiteindelijk vonden we het recept dat goed scoorde op smaak. Tot slot zetten we in op de promotie van de suikervrije varianten. Want wij willen ieder jaar minder kcal verkopen dat het jaar ervoor. Op die manier werken we toe naar ons doel: 50% van het verkoopvolume moet uit dranken met weinig of geen calorieën komen, tegen 2025.”

Joy: “Dan ben ik nog benieuwd naar het volgende, want hoe ver gaat die ‘heldere communicatie’? De consument zal namelijk nooit exact weten wat er allemaal in Coca-Cola zit, dus hoeveel houden jullie geheim?”

Kirsten: “De ingrediënten zijn bekend en vermeld op het etiket. Het ‘geheime recept’ zit ‘m in de exacte bereidingswijze van de siroop waar Coca-Cola van gemaakt wordt. Ter vergelijking: je kan de ingrediënten van je oma’s appeltaart kennen, maar zonder de bereidingsinstructies en specifieke tips en tricks zal je een ander taartje bakken. De bereidingswijze van onze siroop is geheim; de ingrediënten niet.”

 

photo via unsplash coca cola questions answers

 

  1. Er wordt ook wel gezegd dat zoetstoffen in Coca-Cola light kankerverwekkend zijn. Wat vinden jullie daarvan?

Kirsten: “Zoetstoffen, zoals aspartaam, behoren tot de meest onderzochte ingrediënten ter wereld. Ruim 200 internationale studies bevestigen dat het veilig is voor consumptie. In december 2013 bevestigde EFSA opnieuw dat de consumptie van aspartaam veilig is voor iedereen, inclusief kinderen en zwangere vrouwen. Elke zoetstof wordt regelmatig onderworpen aan herhaalonderzoek om deze ‘goedgekeurd’ status te behouden.

Wereldwijd kom je aspartaam in meer dan 6.000 producten tegen: van kauwgum en snoepjes tot yoghurt en frisdranken. Ook het Wereld Kanker Onderzoekfonds (KWOF), gevestigd in Nederland, stelt dat er op basis van wetenschappelijk onderzoek geen reden is om aan te nemen dat aspartaam het risico op kanker verhoogt.”

 

  1. Hoe zien jullie je bijdrage in het obesitasprobleem, hoe helpen jullie dit probleem op te lossen?

Kirsten: “Overgewicht is een complex vraagstuk en we beschouwen het als onze plicht om – samen met andere bedrijven, overheden en partners – mee te denken over een oplossing. Daarom bieden wij keuze in ons assortiment en in verpakkingsgrootte. Van vrijwel alle frisdranken met suiker die we verkopen, is een calorievrij of een caloriearm alternatief verkrijgbaar. Ook geven we duidelijke informatie over de samenstelling van onze producten, zodat je een weloverwogen keuze kan maken.

Hiernaast investeren we in de marketing van calorievrije en caloriearme producten, 75% van ons marketingbudget gaat nu naar deze categorieën. Wij maken nooit rechtstreeks reclame gericht op kinderen jonger dan 13 jaar. Daarmee leven we de richtlijnen na van UNESDA, de Europese brancheorganisatie voor frisdranken. Coca-Cola hanteert naast de industrie-brede, ook eigen aanvullende gedragscodes om geen reclame te maken richting kinderen voor haar producten.

Ook ondersteunt Coca-Cola Nederland organisaties en programma’s zoals Olympic Moves en zijn we partner van JOGG Dongen (Jongeren op Gezond Gewicht).”

Joy: “Het stimuleren van zero en light producten is een goed gebaar, maar betekent niet direct dat suikerhoudende producten minder populair worden. Vinden jullie niet dat jullie een meer beschermende rol aan zouden moeten nemen t.o.v. de consument? Wat doen jullie effectief om de consument te behoeden voor een te hoge suikerinname? Meedenken is mooi, maar welke acties zijn er aan gekoppeld?”

Kirsten: “Klopt, geen woorden maar daden, dat spreekt ons als Rotterdams bedrijf aan. Je ziet dan ook aan de cijfers dat de suikervrije varianten ook daadwerkelijk het hardst groeien. We in op het promoten van de suikervrije varianten door middel van acties als:

  • 1,5 miljoen samples Coca-Cola zero sugar uitdelen bij supermarkten om mensen kennis te laten maken met de vernieuwde suikervrije Coca-Cola variant.
  • Een coupon meesealen met een 6-pack Coca-Cola regular – een verpakking die gekocht wordt door ‘grootgebruikers’ – voor gratis flessen Coca-Cola zero sugar. Zodat juist die gebruikersgroep eens iets anders probeert.
  • Bij al onze sampling acties – bijvoorbeeld straks weer bij de kersttruck – is alleen Coca-Cola zero sugar te krijgen. Want we willen juist iets nieuws laten proeven zodat mensen overtuigd worden door de goede smaak van suikervrij.
  • Het bieden van duidelijke informatie over wat er in een drankje zit. Voor op het label vind je o.a. informatie over het aantal kcal (per portie, dus niet per 100ml), en door de pilot met ENL (evolved nutritional labeling) straks ook met de kleuren van een stoplichtsysteem. We zien dit niet als heilige graal, maar wel als goede optie om consumenten nog duidelijkere informatie te geven in begeleiding tot hun keuze.”

 

Zo, dat waren er nogal wat! Stond jouw vraag ertussen? Ben je meer te weten gekomen, of heb je juist nog meer vraagtekens gekregen? Voel je je nu meer senang met een blikje fris mét zoetstoffen in je hand?

Ik hoor graag hoe ik jou kan helpen en meer antwoorden op jouw vragen (welke dat dan ook mogen zijn) kan geven, dus laat vooral een reactie achter  🙂

 

 

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