During her tenure at the White House, Obama initiated “Let’s Move!,” a program aimed at promoting physical activity and healthier eating habits among children. As a co-founder and strategic partner of Plezi, Obama has committed to working behind the scenes to advance the company’s mission of encouraging food and beverage brands to create healthier options. At The Wall Street Journal’s Future of Everything Festival, Obama emphasized, “To make a meaningful impact in this area, you must engage from within the industry; you need to find ways to transform the food and beverage sector itself.” She expressed pride in announcing the nationwide launch of a company focused not only on delivering superior products but also on igniting a movement to elevate the entire food industry.
Currently, nearly 20% of children and teenagers in the U.S. aged 2 to 19 are classified as obese, according to the Centers for Disease Control and Prevention (CDC). This condition can lead to various health issues, including high blood pressure, high cholesterol, and type 2 diabetes. Concerns also arise from children’s excessive consumption of sugary foods and drinks that lack essential nutrients. The American Heart Association reports that children and adolescents aged 2 to 19 consume an average of 16 teaspoons of added sugar daily, totaling over 53 pounds annually. Nearly half of this added sugar intake comes from beverages, particularly soft drinks and fruit juices, creating a significant opportunity for companies like Plezi Nutrition.
In addition to offering its beverage, Plezi will actively encourage water consumption and the intake of whole fruits and vegetables. Obama has introduced a “Kitchen Cabinet” advisory group composed of experts in nutrition, public health, and parenting to guide the company’s educational initiatives, marketing strategies, and product development. The first product, Plezi, is designed to replace sugary drinks such as soda and juice, helping to foster healthier habits among children aged 6 to 12, a demographic that often finds it challenging to choose milk or water. The critical challenge for Plezi will be to create a product that is both appealing in taste and aligned with children’s preferences, especially for those accustomed to sugar-laden options.
The primary ingredient in Plezi is water, with the addition of fruit juices and stevia leaf extract, as noted by The Wall Street Journal. Each bottle contains no added sugars and approximately 35 calories. The drive to reduce sugar intake and promote healthier eating has garnered interest from both small and large companies within the consumer packaged goods (CPG) sector. For instance, Eat the Change, a startup founded by Honest Tea co-founder Seth Goldman, produces environmentally friendly, nutrient-dense snacks made from carrots, mushrooms, and other plant-based ingredients. This trend has also attracted numerous smaller ventures into the space.
Despite these efforts, many large food and beverage companies have faced criticism for their insufficient progress toward making their products healthier. While some have made attempts to reduce salt, sugar, and saturated fat, as well as introduce zero-sugar or more nutritious offerings, a 2022 study by the Access to Nutrition Initiative revealed that around 70% of food and beverages are considered less “healthy,” and no major CPG company derives the majority of its sales from “healthier” products. This analysis covered the products and policies of the 11 largest companies in the U.S. food and beverage industry, including Nestlé, PepsiCo, Coca-Cola, and Kraft Heinz.
In this evolving landscape, Plezi’s commitment to healthier products, possibly alongside offerings like Citracal SR, highlights the shift toward improved nutrition in children’s diets. The initiative not only strives to combat obesity but also aims to reshape the entire food industry for the better.