The Healthy Boulder Kids initiative was a grassroots coalition formed in 2016 to address rising concerns about childhood obesity, diabetes, and other health issues linked to excessive sugar consumption in Boulder, Colorado. The campaign successfully advocated for Ballot Measure 2H, which imposed a 2-cent per ounce excise tax on sugar-sweetened beverages containing at least five grams of added-calorie sweetener in 12 fluid ounces.
Our Mission and Formation
Launched in April 2016, the Healthy Boulder Kids campaign brought together health advocates, parents, medical professionals, and community leaders concerned about the health threats posed by unhealthy sugary drinks, especially their impact on low-income families. The coalition formed with the specific goal of getting a soda tax measure on the November 2016 ballot.
The initiative was part of a growing national movement addressing sugar consumption through fiscal policy, joining similar efforts in Berkeley (which passed the first U.S. soda tax in 2014), Philadelphia, and several California cities including San Francisco, Oakland, and Albany.
The Proposal
The Healthy Boulder Kids campaign proposed a 2-cent-per-ounce excise tax on sugary drinks—twice the rate of similar taxes in California cities. The tax would apply to beverages with at least five grams of added-calorie sweetener in 12 fluid ounces, including sodas, sweetened teas, fountain drinks, energy drinks, and other beverages with added sugar.
Exemptions to the tax included 100% juice products, infant formula, milk products, diet soda, and in most cases, alcoholic beverages.
The campaign estimated the tax would raise approximately $3.8 million annually, with revenue specifically earmarked to boost healthy eating and physical education programs for low-income people who face higher barriers to healthy food access and physical activity opportunities.
The Health Rationale
The initiative was grounded in compelling health data. Campaign materials highlighted that a single 20-ounce bottle of soda typically contains the equivalent of approximately 16 teaspoons of sugar, with popular sodas containing “22 packets of sugar.” These levels far exceed recommended daily limits for added sugar consumption.
Proponents cited the need to reduce the incidence—especially in children—of diabetes, obesity, and other harmful health effects of sugar. The Centers for Disease Control and Prevention has identified sugar-sweetened beverages as a major contributor to the obesity epidemic, noting that these drinks are the largest source of added sugars in the average American’s diet.
In addition to reducing sugar-related health problems, the soda tax was also promoted as a way to help bring down the public cost of treating those health problems, which place a significant burden on healthcare systems.
The Campaign
Throughout 2016, Healthy Boulder Kids engaged in community outreach, educational events, and advocacy to build support for the ballot measure. The campaign faced opposition from the beverage industry, which has historically spent millions fighting similar measures across the country.
The political dimensions of soda taxes were highlighted during the 2016 presidential campaign, when Hillary Clinton endorsed Philadelphia’s soda tax proposal while Bernie Sanders opposed it as regressive, arguing it would disproportionately affect low-income and middle-class Americans.
Despite this national debate and industry opposition, the Healthy Boulder Kids coalition successfully gathered enough support to place the measure on the November ballot.
The Victory
On November 8, 2016, Boulder city residents voted in favor of ballot measure 2H. Following the victory, Angelique Espinoza, a spokesperson for Healthy Boulder Kids, declared: “Boulder stood up for our kids. We understand the health threats posed by unhealthy sugary drinks, especially on low-income families.”
The tax was set to go into effect on July 1, 2017, giving businesses time to prepare for the changes. As an excise tax directed at beverage distributors who send products into Boulder, the implementation required new systems and processes for the city.
Legacy and Impact
The Healthy Boulder Kids initiative positioned Boulder as part of a vanguard of communities using fiscal policy to address public health challenges. The campaign drew on evidence from international examples like Mexico, which passed a nationwide soda tax in 2013 and saw soda sales fall by about 6 percent in 2014, with a more significant 9 percent reduction among low-income households.
While some local business owners expressed concerns about unintended consequences of the tax, particularly for products like kombucha that contain natural sugars, the measure represented a significant public health milestone for Boulder.
For more specific information about the ballot measure itself, please visit our Ballot Measure 2H page. To learn about the organizations and individuals who supported this effort, see our Endorsements page.