Coke says it supports WHO’s sugar guidelines

Coke says it supports the World Health Organization’s guidelines for limiting added sugar, as the company works on repairing its image in public health circles and reshaping its business.

Incoming CEO James Quincey said the company has “outgrown” its namesake cola and is focusing on becoming a “total beverage company.” Speaking at an industry conference in Boca Raton, Fla., he noted other categories, such as bottled waters and teas, are growing more quickly than sodas globally.

WHO guidelines recommend people limit added sugar to 10 percent of their total daily calories. For someone consuming an average of 2,400 calories a day, a 20-ounce bottle of Coke — which has 65 grams of sugar and 240 calories — would use up that limit.

In recent years, however, Coke has increasingly touted its smaller cans and bottles that executives say help people with portion control. Coca-Cola notes that such packages are more profitable and can increase how often Coke products are purchased. The company says smaller packages now account for about 15 percent of its carbonated drink transactions in North America.

Coca-Cola Co., based in Atlanta, also said it’s working on reformulating some drinks.