The Coca-Cola Company

New Beverage Institute Website Launched



February 24, 2006 edition

The Beverage Institute for Health & Wellness has launched a new website to give consumers a place to learn how beverage choices affect overall health and wellness -- and how to make every drop count.

The site gives consumers, educators and employees quick access to the scientific facts and nutrition information they need to better understand the importance of beverages, beverage ingredients and hydration in healthy lifestyles. Content covers a number of health-related topics, such as the role of beverages in bone health, weight management, children‘s diets and information about beverage science and innovation.

The Beverage Institute website was redesigned to provide scientific support for the Company‘s new corporate identity campaign, Make Every Drop Count, which also launched last week.

With the launch of the new Beverage Institute website as the nutrition-information resource for Make Every Drop Count, we are helping to increase public awareness of the Company's leadership in beverage nutrition science and the benefits of our broad portfolio of beverages.

Each of the website‘s six sections features informative articles, "Did You Know?" factoids and educational FAQs that are designed to present the truths behind common beverage-related myths. For example, the Hydration section not only provides the latest guidelines from the Institute of Medicine, but also explains the "whys" of proper hydration through an interactive "Hydration & You" tool. It also addresses myths about caffeine and hydration through the Q&A format.

The Beverage Institute supports nutrition research, education and outreach, and is responsible for evaluating emerging wellness trends and ingredients on behalf of the Company. The Institute also conducts clinical research in support of Company brands and establishes research programs that lay the foundation for the development of new beverages to meet the nutritional and wellness needs of consumers.

A broad-based council of external advisors consisting of recognized leaders in the fields of medicine, nutrition science, exercise physiology, public health and food science helps the Institute leadership identify research needs and areas of opportunity for beverage development. The Institute also collaborates with The Business Alliance for Food Fortification (BAFF), the China Academy of Traditional Chinese Medicine (CATCM) and the United States Department of Agriculture (USDA).