Coke helps consumers burn calories with Work It Out calculator

Coca-Cola: releases Work It Out calculator
Coca-Cola: releases Work It Out calculator

Coca-Cola GB has developed the Work It Out calculator, an online tool to help consumers balance their calorie intake against their "energy output".

The calculator marks the brand's latest example of trying to deflect criticism that some of its products are too sugary.

The calculator lets consumers select one of Coke's soft-drink brands or a specific calorie count and suggests activities that consumers can undertake to burn off the calories.

For example, a can of Coca-Cola Cherry contains 149 calories, which can be burned off in a range of ways according to the calculator, from 34 minutes of pilates to playing badminton for 26 minutes or ice-skating for 30 minutes.

Coke has developed the tool with Dr Greg Whyte, a former Olympian athlete, and carried out a survey of 1,000 adults as part of the initiative to highlight the UK’s attitude to keeping fit.

The research claimed that "despite good intentions 34% of Brits admit they don’t have the time to be as active as they would like, with 32% citing motivation and 21% citing money as key barriers".

The tool offers imaginative ways for consumers to lead a healthy and active lifestyle that fits in with their daily routine, and includes sections explaining what calories are and how they affect people’s weight, a guide to nutrition and energy balance, information on Guideline Daily Amounts (GDAs) and information on the importance of exercise.

The calculator, which is housed on www.coca-cola.co.uk, is part of Coke’s "health" section, which includes a "caffeine counter" that helps consumers to monitor their daily intake of caffeine from food and drink products.

Coca-Cola’s promotion of healthy lifestyles includes its partnership with StreetGames, the UK charity that helps to make sport accessible to young people, and also its commitment to the Government’s Responsibility Deal, pledging to reduce the average calories per litre in its range of sparkling drinks by 5% by the end of 2014.

Helen Munday, director of science, Coca-Cola Great Britain, said: "We want to help people understand how they can enjoy our drinks as part of a healthful balanced diet, whilst communicating the importance of an active lifestyle.

"We hope the tool helps inspire people to get more active whatever their lifestyle and time pressures, whilst providing important information about our portfolio of drinks."

Dr Whyte said: "Brits have the capacity to be active as a part of their every day routine and we’ve developed the tool to inspire people to look at the energy in, energy out equation.

"Everyone can fit in smart ways to be active and burn off the calories they consume. It just involves some lifestyle tweaks to make the most of your surroundings and time challenges."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers