Coca-Cola is to join the global fight against obesity by displaying calorie counts, promoting exercise and not marketing to children under 12.
The drinks maker has long been criticised for the high sugar and calorie content of its drinks despite having 'diet' alternatives.
CEO, Muhtar Kent, said: "There is a place for all of our beverages in a healthy lifestyle," reports AP.
Coca-Cola has yet to announce a timetable for the changes or set out the plans in any detail.
Food and drink companies are all too aware of the potential damage to a brand associated with health risks.
Perhaps the most famous the public backlash against McDonalds in 2007 in the wake of the film 'Supersize Me' which forced the chain to completely rebrand.
Earlier this year the inquest into a woman died of a heart attack found the 10 litres of Coca-Cola she drank every day was a significant factor in her death.