The Coca-Cola Company has pledged to display more calorie information on its packaging and decrease advertising aimed at children.

CEO Muhtar Kent announced at the brand’s 127th anniversary that the company was committed to fighting obesity, possibly in an attempted to deflect blame from its iconic sugary soft drinks. “Obesity is today’s most challenging health issue, affecting nearly every family and community across the globe, a problem which will take all of us working together and doing our part,” Kent says.

“We are committed to being part of the solution, working closely with partners from business, government and civil society. Today’s announcement is another step forward on our journey, as we take action with scale and reach across every country and continent where we operate.”

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Coke has called the initiative ‘Coming Together’. The beverage giant and its local partners will label all packages with calorie details on the front of its products, and will make their low and no-calorie beverages more available in every market. Coke has also committed to supporting more physical activity programs and stop advertising to children under 12 as part of the new initiative.