NEW YORK (AP) – If a column in honor of heart health suggests a can of Coke as a snack, you might want to read the fine print.
The world’s biggest beverage maker, which struggles with declining soda consumption in the U.S., is working with fitness and nutrition experts who suggest its cola as a healthy treat. In February, for instance, several wrote online pieces for American Heart Month, with each including a mini-can of Coke or small soda as a snack idea.
The mentions – which appeared on nutrition blogs and other sites including those of major newspapers – show the many ways food companies work behind the scenes to cast their products in a positive light, often with the help of third parties who are seen as trusted authorities.
Ben Sheidler, a Coca-Cola spokesman, compared the February posts to product placement deals a company might have with TV shows.
“We have a network of dietitians we work with,” said Sheidler, who declined to say how much the company pays experts. “Every big brand works with bloggers or has paid talent.”