Many students probably did a double take the first few days of school when they saw that the vending machine prices went from $1.25 to $1.00. And after realizing their eyes weren't playing tricks on them, they probably wondered why.
Coca-Cola, who operates the machines, ran a study at 23 schools, looking into the relationship between vending machine sales and their prices. The study showed that students bought drinks more when the price was at a dollar than when the extra quarter was required.
“I will buy more water because it will be more convenient than having to carry $1.25,” junior Lily Nedland said.
Also factoring into the decision is the set of guidelines enacted by a collaboration between the American Heart Association, the American Beverage Association, the William J. Clinton Foundation and other beverage industry leaders a few years ago. Along with other effects, the guidelines reduced the calorie intake in schools by 88% over the last three years, according to a report by the Alliance for a Healthier Generation in January 2010.
The new beverage guidelines involved 'right size drinks', which made Coca-Cola lower their prices so size matched price.
“I think it is a great thing it went down because it is huge savings for the kids,” Student Activities Director Jen Paul said. “It will also cut down on the quarter requests that we get.”
photo by A. Clement
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