Soft Drink Giants Fuel Divide Between MAGA and Healthy Movement

Major U.S. soft drink and snack food corporations are orchestrating a concerted campaign aimed at undermining the “Make America Healthy Again” (MAHA) movement, led by Robert F. Kennedy Jr. This initiative, as revealed by an investigation from the Guardian in collaboration with the environmental group Fieldnotes, seeks to create a rift between Kennedy’s followers and the supporters of Donald Trump‘s MAGA platform. The primary objective of this effort is to thwart actions aimed at reducing the consumption of soda and ultra-processed foods among Americans.

Central to this strategy is a network of political operatives and consultants closely aligned with the national Republican Party. Several participants in this network have taken measures to obscure their affiliations, making it challenging to trace connections among them. The beverage industry has enlisted the support of a broader coalition of free-market advocates, many of whom have previously aligned with Trump’s deregulatory agenda. This includes MAGA influencers hired by firms promoting “anti-woke” cinema and a research group associated with Lee Zeldin, whom Trump once considered for a significant role in his administration.

The campaign is primarily driven by the American Beverage Association and the Consumer Brands Association, two influential trade organizations in the food sector. The three largest soft drink manufacturers in the United States, namely Coca-Cola, PepsiCo, and Keurig Dr Pepper, along with major packaged food companies like General Mills, Kraft Heinz, Mondelez, and Nestlé, actively participate in these organizations. In their latest annual reports, all three soda companies identified MAHA initiatives as substantial threats to their financial interests, particularly following Trump’s nomination of Kennedy as Secretary of Health and Human Services.

The beverage industry has expressed concerns regarding two specific initiatives backed by Kennedy: one aimed at banning the use of petroleum-based dyes in school foods and another intended to prevent individuals receiving SNAP benefits from purchasing soft drinks. Lobbyists are conveying a stark message to conservative lawmakers: oppose the MAHA efforts or risk inciting a MAGA backlash. An unsigned memo from the beverage lobby earlier this year emphasized, “Working-class families and individuals across America rose up to vote for President Trump on the promise of a new era that would lift them up, not leave them behind again.”

While MAHA-related nutrition initiatives have struggled to gain traction in Washington, they have made significant headway in various states. To date, a dozen states have received waivers from the U.S. Department of Agriculture to restrict SNAP benefits usage, and several have passed legislation limiting the use of food dyes in school meals. Kristen Chevrier, a Republican state representative from Utah, noted that the industry’s influence is more potent at the federal level than in state politics. Chevrier, who has been a vocal supporter of MAHA principles, remarked that lobbyists focused more on their potential losses than on the health of vulnerable populations.

Evidence obtained through public records indicates that industry lobbyists have employed the MAGA versus MAHA narrative in their attempts to thwart nutrition legislation at the state level. In February, for instance, lobbyist Michael Gardner contacted Arizona lawmakers to argue against proposed SNAP legislation, which was ultimately vetoed by the governor. Gardner referenced a recent article claiming “Trump voters want SNAP users to be able to buy soda,” which was based on a poll funded by the American Beverage Association.

The poll was conducted by Public Opinion Strategies, a firm with connections to Republican campaigns and significant ties to the beverage industry. The American Beverage Association allocated nearly $2 million to Bolger’s firm in 2023, according to publicly available tax filings. This firm is part of a broader network of political firms managed by Phil Cox, a former executive at the Koch family’s Americans for Prosperity. Cox’s organization, GP3 Partners, includes numerous other firms that market their ability to influence policy with “lethal precision.”

As part of this lobbying effort, an industry-funded group called Americans for Food and Beverage Choice has been running campaigns on social media platforms, promoting the industry’s messaging regarding SNAP legislation. Despite presenting itself as a grassroots organization, the group’s tax filings show that its leadership is composed of individuals affiliated with the American Beverage Association, including CEO Kevin Keane.

In tandem with direct lobbying efforts, paid MAGA influencers have disseminated pro-soda messages online. These influencers, who were reportedly compensated for their efforts, promoted industry-approved talking points without disclosing their financial ties. The campaign, highlighted by conservative journalist Nick Sortor, underscores the potential dangers of government overreach in regulating consumer choices.

The American Beverage Association has distanced itself from the influencer campaign, despite the similarities in messaging. Keane has maintained that the organization did not orchestrate the influencer efforts, although the talking points closely mirror those used in lobbying efforts. As the debate continues, the ongoing influence of the beverage industry in shaping public perception and policy remains a critical concern, particularly as health advocates push for reforms aimed at improving dietary choices among Americans.