PepsiCo Canada strengthens marketing commitment to children

    TORONTO, Feb. 6 /CNW/ - PepsiCo Canada today announced an initiative that
further strengthens its commitment to meeting consumers' health and nutrition
needs by redefining how the company markets it products to children. This
initiative is in step with Advertising Standards Canada (ASC) and its
announcement on how leading Canadian food & beverage companies are helping to
change and shape the landscape of advertising.
    As one of the founding participants in the Canadian Children's Food and
Beverage Advertising Initiative (Children's Advertising Initiative) in April
2007, PepsiCo Canada believes that children are a special audience and has
made a commitment to responsible marketing that not only meets but exceeds the
Children's Advertising Initiative policies and programs.
    Under PepsiCo Canada's commitment, the company has no plans to broadcast
any advertising directed primarily at children less than 12 years of age for
the calendar year of 2008. This includes advertising in print, radio,
television and internet. Any future advertising will be 100% dedicated to
products that meet PepsiCo's Smart Spot criteria - products that contribute to
healthier lifestyles and meet criteria based on authoritative statements from
the Food & Drug Administration, the National Academy of Sciences and tailored
for use in Canada. Smart Spot standards meet the Children's Advertising
Initiative's nutrition standards.
    In addition, PepsiCo Canada will not advertise to children in elementary
and middle schools. This measure is in addition to PepsiCo's participation in
voluntary industry school beverage guidelines to ensure that Canadian students
have greater access to nutritious and lower-calorie beverage choices.
    "PepsiCo Canada is an industry leader in marketing and marketing
practices because we take particular care every step of the way from the
product choices we offer, to the active living programs we support, and in
evaluating the programming that will carry any message to children," said Lori
Kelly, RD, PepsiCo Canada Health and Wellness Marketing Leader. "We are
committed to the professional and responsible advertising of our products and
are proud of our active and contributing role in the ongoing work of Concerned
Children's Advertisers (CCA) over the past 5 years. That's why we endorse and
support the Children's Advertising Initiative."

    PepsiCo Canada is a member of the PepsiCo, Inc. family of companies, and
employs over 10,000 people within Canada. PepsiCo (NYSE:   PEP) is one of the
world's largest food and beverage companies, with 2006 annual revenues of more
than $35 billion. The company employs approximately 168,000 people worldwide,
and its products are sold in approximately 200 countries. Its principal
businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports
drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 17
brands that generate $1 billion or more each in annual retail sales. PepsiCo's
commitment to sustainable growth, defined as "Performance with Purpose," is
focused on generating healthy financial returns while giving back to
communities the company serves. This includes meeting consumer needs for a
spectrum of convenient foods and beverages, reducing the company's impact on
the environment through water, energy and packaging initiatives, and
supporting its employees through a diverse and inclusive culture that recruits
and retains world-class talent. PepsiCo is listed on the Dow Jones North
America Sustainability Index and Dow Jones World Sustainability Index. For
more information, please visit

For further information:

For further information: Diana Conconi,,
mobile: (416) 562-6717, office: (416) 214-0701 x301

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