An array of food makers have announced similar goals recently as they come under more pressure from government and consumers. Last week Kraft Foods Inc. pledged to cut salt in its products sold in North America by an average of 10 percent over the next two years. ConAgra Foods Inc. and Campbell Soup Co. have also announced sodium cuts.

Many health leaders have urged food makers to reformulate their products to reduce salt. First Lady Michelle Obama has made the fight against childhood obesity a top priority. Last week she asked the nation’s largest food makers at a meeting of the Grocery Manufacturers Association to “step it up” and put less fat, salt and sugar in foods.

PepsiCo CEO Indra Nooyi told investors Monday that shoppers are focusing more on value amid the recession and on improving their health. She said governments around the world are exerting pressure to improve nutrition, but the company isn’t waiting for mandates.

“So we’re off doing our thing because the consumer is shifting,” she said at the event at Yankee Stadium.

Last week the company announced it would remove full-calorie, sweetened drinks from schools worldwide by 2012. Both PepsiCo, the world’s second-biggest soft drink maker, and No. 1 player Coca-Cola Co. adopted guidelines to stop selling sugary drinks in U.S. schools in 2006.

The World Heart Federation has been negotiating with soft drink makers to have them remove sugary beverages from schools for the past year as it looks to fight a rise in childhood obesity, which can lead to diabetes, heart problems and other ailments.

PepsiCo’s move is what the group had been seeking because it affects students through age 18, said Pekka Puska, president of the group, a federation of heart associations from around the world. He said he hopes other companies feel pressured to make similar moves.

“It may be not so well known in the U.S. how intensive the marketing of soft drinks is in so many countries,” Puska said in an interview from Finland. He added that developing countries such as Mexico are particularly affected by this strong marketing.

Coca-Cola this month changed its global sales policy to say it won’t sell any of its drinks worldwide in primary schools unless parents or school districts ask. The policy does not apply to secondary schools. The World Heart Federation wants all drinks with added sugars removed from schools with children through age 18.

Coca-Cola, based in Atlanta, did not immediately return a request seeking comment Tuesday.

PepsiCo’s policy requires cooperation from its bottlers, vending companies and other distributors who take the company’s products to schools worldwide. The company said it did not have exact figures for sales in schools around the world but said they did not make up a major portion of sales.

In primary schools, PepsiCo will sell only water, fat-free or low-fat milk, and juice with no added sugar. In secondary schools, it will sell those drinks along with low-calorie soft drinks, such as Diet Pepsi. Sports drinks are permissible when they’re sold to students participating in sports or other physical activities.

In the U.S., the industry has swapped lower-calorie options into schools to replace sugary drinks. Sales of full-calorie soft drinks fell 95 percent in U.S. schools between fall 2004 and fall 2009, the American Beverage Association reported last week.

The industry voluntarily adopted guidelines in 2006 as part of an agreement with the Alliance for a Healthier Generation, a joint initiative of former President Bill Clinton’s foundation and the American Heart Association.

Puska said defeating childhood obesity isn’t as simple as just removing sugary drinks from schools. Students must also exercise and eat better, not just at school but at home as well. Students should learn these habits at schools, he said.

KFC told Indianapolis and nearby Brazil, Ind., it wanted to improve their fire safety by helping pay for new hydrants and extinguishers in exchange for advertising on them. The company plans to e-mail a national network of mayors on Wednesday to find three more cities to participate in the approximately $15,000, monthlong effort, which began Tuesday.

Alternative marketing efforts like this have been growing as people become immune to advertising in print, outdoors and on television, said Allen Adamson, managing director of branding firm Landor Associates in New York.

“I think it’s the tip of an iceberg of things to come as marketers struggle to find places to reach consumers and as cities look for ways to squeeze more dollars,” Adamson said.

Laura Ries, president of marketing consulting firm Ries & Ries outside Atlanta, said marketers must find new places to reach consumers.

“People ignore advertising, they try to get away from it whenever possible,” she said. “So hitting them in unusual and unlikely places, at least initially, is likely to get some attention.”

KFC, whose parent company, Yum Brands Inc., is one of the nation’s largest fast-food chain owners, wants customers to see it as helping communities, said Javier Benito, a KFC executive vice president.

It spent about $16,000 last year to help fix potholes in four cities — Topeka, Kan., Chattanooga, Tenn., Warren, Ohio, and Louisville, Ky., where it is based. In return, more than 1,500 potholes were branded “Re-Freshed by KFC” in chalk that lasted about a month.

“These are things that not a lot of people are doing. I think it helps us in terms of creating goodwill with consumers,” Benito said.

KFC approached city officials in 8,600-resident Brazil after a local newspaper reported that dozens of hydrants were out of service. Mayor Ann Bradshaw, who said her city’s budget situation “hasn’t been very good,” had no qualms accepting the deal.

The chain will give the city $2,500 so it can put its logo and actual chicken buckets on at least three city fire hydrants, including one each near the courthouse, the post office and a VFW post. Bradshaw said the city intends to use the money to repair hydrants or purchase one; they run about $2,500 apiece.

She’s open to more such arrangements.

“I’m willing to jump on board,” she said. “I think KFC is out there starting the ball rolling.”

Indianapolis will receive $5,000 to buy fire extinguishers and smoke detectors. Some 33 extinguishers will be placed in recreation centers at city parks, and fire officials will hand out the detectors, said Jen Pittman, spokeswoman for Mayor Greg Ballard. The extinguishers will display KFC’s logo for at least a month, a KFC official said.

“It’s offsetting a need, it’s offsetting some of our budget costs,” Pittman said.

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AP marketing writer Emily Fredrix reported from Milwaukee.