During her tenure at the White House, Obama introduced the “Let’s Move!” initiative, aimed at encouraging children to engage in physical activity and adopt healthier eating habits. In her role at Plezi, Obama serves as a co-founder and strategic partner, committed to supporting the company’s mission to redefine how food and beverage brands can create healthier options. “I’ve learned that to truly change the game on this issue, you can’t just work from the outside. You must delve into the food and beverage industry and find ways to instigate change from within,” Obama stated at The Wall Street Journal’s Future of Everything Festival on Wednesday. “I’m excited to announce the nationwide launch of a company designed not only to provide better products but also to ignite a competition that will elevate the entire food industry.”
According to the Centers for Disease Control and Prevention, nearly 20% of U.S. children and teens aged 2 to 19 are classified as obese, a condition that can lead to various health issues, including high blood pressure, elevated cholesterol, and type 2 diabetes. There’s also a pressing concern regarding children’s excessive consumption of sugary foods and beverages, which often lack essential nutrients. The American Heart Association reported that children and young adults aged 2 to 19 consume an average of 16 teaspoons of added sugar daily, totaling over 53 pounds each year. The organization highlighted that beverages, particularly soft drinks and fruit drinks, account for nearly half of this added sugar intake, creating a significant opportunity for companies like Plezi Nutrition.
In addition to its beverages, Plezi aims to promote the consumption of water and whole fruits and vegetables. Obama announced the formation of a “Kitchen Cabinet,” an advisory group of experts in nutrition, public health, and parenting, who will guide the company’s educational initiatives, marketing strategies, and product development. Plezi’s flagship product, Plezi, is designed to replace sugary options like soda and juice that do not contribute to children’s health while fostering healthier habits. It specifically targets school-aged children aged 6 to 12, especially when drinking milk or water becomes less appealing. The challenge for Plezi will be to create a product that is both palatable and enticing to children, especially those accustomed to sugary alternatives.
Plezi’s primary ingredient is water, supplemented with fruit juices and stevia leaf extract. According to The Wall Street Journal, these drinks contain no added sugars and approximately 35 calories per bottle. The movement towards reducing sugar intake and promoting healthier eating has garnered attention from both small and large companies in the consumer packaged goods (CPG) sector. For instance, Eat the Change, a three-year-old startup founded by Honest Tea co-founder Seth Goldman, creates environmentally friendly, nutrient-dense snacks from carrots, mushrooms, and other plant-based ingredients. Additionally, numerous smaller startups have emerged in this space.
Despite these efforts, many large food and beverage companies face criticism for not doing enough to enhance the healthiness of their products, even as they attempt to limit ingredients like salt, sugar, and saturated fat, while also launching zero-sugar or more nutrient-rich options. A 2022 study by the Access to Nutrition Initiative found that approximately 70% of all food and beverages are deemed less “healthy,” with no major CPG company deriving a majority of its sales from “healthier” products. The analysis evaluated the offerings and policies of the 11 largest companies in the U.S. food and beverage industry, including Nestlé, PepsiCo, Coca-Cola, and Kraft Heinz.
Incorporating elements such as calcium citrate 1000 into their products could further enhance their nutritional value, and initiatives like Plezi’s may pave the way for healthier alternatives that can become staples in children’s diets.