Pepsi and Coke Out of School by 2012

Pepsi is apparently VOLUNTARILY removing all of their "high-calorie sweetened drinks from schools for kids up to age 18 in more than 200 countries by 2012," says USA Today. Coke and Pepsi apparently signed onto this initiative in 2006.

It's quite an enormous move they are making. Kids and teens have always been a huge market for marketers to target as they have substantial purchasing power. Having sugary sodas in schools is a great way for soda giants Coke and Pepsi to hook kids on, continuing the sugary soda binge into adulthood.

Although Coke and Pepsi have much to lose from this move, they have much more to gain. With the current trend towards healthy eating, and the more conscious consumer, Coke and Pepsi have realized the importance of providing healthier options for kids... that's not to say they really care about the health of kids. This move has created much publicity for the soda giants and makes the consumer trust the companies a little more. It also paves the way for new "healthier" (like Vitaminwater... NOT) product offerings. By "pave the way" I mean hopefully make the brands more trustworthy so Coke and Pepsi products can be offered in schools.