The soft-drinks company is launching an anti-obesity programme under the title Active Lifestyle, which will be rolled out over the next few months and will attempt to engage with young people through a variety of media.
The initiative aims to promote the route to a healthy lifestyle through a combination of proper hydration, a balanced diet and physical activity.
The scheme was unveiled by Coca-Cola's UK president, Charlotte Oades, at a media event on Tuesday.
Under the Active Lifestyle banner, the company aims to offer consumers more choice, ensure more responsible sales and marketing, and promote a healthier lifestyle.
The programme is the latest attempt by Coca-Cola to be perceived as more socially responsible. At the start of the year it announced it would remove advertising from vending machines in secondary schools.
Active Lifestyle already exists in Australia, where the obesity issue is gathering momentum.
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