Iowans will begin to see calorie information on beverage vending machines, convenience store coolers and fountain machines statewide under a new initiative announced today. 

Balance Calories Iowa, a combined effort of the Iowa Beverage Association, the Iowa Grocery Industry Association and the Iowa Games is a step toward carrying out a beverage industry nationwide commitment made last fall with the Alliance for a Healthier Generation goal to decrease beverage calories in the American diet by 20 percent per person by 2025. 

The program also supports the Healthiest State Initiative launched by the Branstad administration four years ago. 

Member companies of the IBA and IGIA will also provide consumer outreach to increase awareness of the wide array of no- and lower-calorie beverage choices and smaller portion sizes available. 

The Balance Calories Iowa initiative also announced today it will promoteMixify, a national multi-year consumer engagement program to reach teens on their own terms. 

The program leverages social media and digital and TV advertising with online tips and tools to promote teen well-being in ways that fit easily into their day-to-day lives.