International Medical Experts Announce the Latest Breakthroughs in the Hydration Research and Findings

The Coca-Cola Company pledges its commitment to making a positive difference in the world outlining the hydration’s role in public health and shaping active healthy lifestyles

Beirut, April 27, 2011 – Following its participation at the most endorsed International Scientific Conference on The Basics of Balanced and Sensible Nutrition held at the America University of Beirut, The Coca-Cola Company pledged its strong commitment to the community by organizing a special roundtable providing the latest updates and breakthroughs in the hydration research. The session gathered local medical editors and was conducted by renowned international experts in the hydration science field.

“Liquids are essential for life and good health. Proper hydration is vital for promoting healthy and active lifestyles and has an important role in sensible and balanced nutrition,” explained Antoine Tayyar, Public Affairs & Communications Director, Coca-Cola Middle East. “Participants will have an opportunity to discuss and interact with experts as well as receive updates on the latest advances in the field”, he added.

The session highlighted the most effective approaches on hydration related issues and presented the latest recommendations about proper hydration and the role of hydration in health promotion. The meeting also presented the work done by the ILSI Hydration Committee and the results of the conference on hydration and health promotion and its scientific consensus statement regarding the importance of hydration and total water intake for health and disease.

“All non-alcoholic beverages hydrate, including soft drinks, which are tasty refreshing products in the human’s daily diets” clarified Dr. Thea Chumburidze, Scientific and Regulatory Affairs Director at Coca-Cola Eurasia and Africa Group. “Unfortunately, there are various misconceptions about soft drinks implication on health. Scientific evidence proves that all food ingredients used in beverages are safe. Nutritional benefits of beverages are related to provision of hydration and energy to humans.”

“Ensuring the safety and quality of our products has always been at the core of our business and is directly linked to the success of our Company. Our safety and quality programs and protocols focus on the ingredients and materials we use to create and package our products. They also regulate the manufacturing, bottling and distribution of our beverages”, concluded Antoine Tayyar.

The Basics of Balanced and Sensible Nutrition conference – an international approach following the guidelines recommended by most of the world’s governments and health promotion organization – gathered 9 International Medical speakers from different backgrounds focusing on the balanced and sensible nutrition approach that helps people lead healthy lives without sacrificing the pleasures of food and drinks they enjoy. The conference was based on up-to-date information about nutrition science on food and hydration while introducing the concept of management of diet, rather than banishment of some foods and drinks.

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About Coca-Cola

The Coca-Cola Company operates in over 200 countries with a mission to refresh the world in mind, body and spirit; to inspire moments of optimism through its brands and actions; to create value and make a difference. The Coca-Cola Foundation, the Company’s philanthropic arm, supports programs that help improve quality of life in the community and enhance individual opportunity through education. Along with Coca-Cola, recognized as the world’s best-known brand, the company markets four of the world’s top five soft drink brands, including Coca-Cola Light, Fanta and Sprite, as well as marketing a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Through the world’s largest distribution system, consumers in more than 200 countries enjoy more than one billion servings of Coca-Cola beverages every day.

For more information, please contact:

Antoine Tayyar, Public Affairs and Communication Director for Coca-Cola Middle East

Email: antayyar@mena.ko.com

Or

Blanche Baz, Account Manager at Memac Ogilvy, Beirut

Phone: 01 486 065

Email: blanche.baz@ogilvy.com

 

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