NYC Health Board OKs Super-Sized Soda Ban

NEW YORKThe New York City Board of Health today voted 8 to 0 with 1 abstention to pass a controversial measure banning the sale of super-sized sugar-sweetened beverages sold in containers larger than 16 ounces from foodservice venues, including restaurants, ballparks, food carts and movie theatres. The ban does not apply to beverages sold in grocery stores, dairy-based drinks, fruit juices, diet soft drinks and alcohol beverages.

The anti-obesity measure was introduced by Mayor Michael Bloomberg on May 30 and targeted  soft drinks and sweetened drinks that contain more than 25 calories per 8 fluid ounce serving sold in areas regulated by New York Citys health department. Todays vote means the ban will take effect in six months and be enforced by the city's restaurant inspection team. Restaurant owners will have nine months to adapt to the changes before facing fines, according to a report from CNN.

The proposal does not regulate packaged beverages sold in grocery or convenience stores; however, if approved by the board, the ban is likely to force marketers of packaged beverages to downsize their packaging.

Our proposal for reasonable portion sizes wont prevent anyone from buying or drinking as much soda as they want, but it will help people keep from inadvertently taking in junk calories simply because the small drink they ordered was actually very large," said Bloomberg on Sept. 4.

According to market research firm Datamonitor, it may be only a matter of time before new regulations take aim at packaged beverage manufacturers. In particular, energy drinks could be vulnerable as so-called supersized" can packaging has become a fixture in this market thanks to the success of brands like Monster which is sold in 24 fluid ounce cans, among other package sizes.