Coke is funding scientists to promote the message to exercise more and not blame bad diet for obesity. (Photo : Wikimedia)
The world's most famous producer of sugary beverages, Coca-Cola is now relying on some "science based solution" which is to get more exercise instead of worrying about counting calories in order to maintain a healthy weight to counter the obesity crisis.
The global beverage giant is now collaborating with scientists who are supporting this message via research published on medical journals, conferences and even social media. Coca-Cola has even provided financial and logistical support for a new nonprofit organization called Global Energy Balance Network that is now promoting this message that Americans should not focus on how much they eat and drink but give more attention to exercise.
According to Global Energy Balance Network's vice president, Steven N. Blair also from the University of South Carolina, media and other scientific research always focus on eating too much and blaming fast food and sugary drinks when there is no solid evidence that this is the cause of obesity in America.
However, health experts are skeptical about this message and believe that this is misleading, saying that this is Coke's strategy to combat critics and the role of sugary drinks that are linked to obesity and type 2 diabetes. Other scientists are convinced that this new group is just trying to persuade the public that exercise can prevent bad diet despite medical evidence that exercise only has a minimal effect on weight in relations to a person's regular diet.
This conflict against sugary drinks is now getting intense as scientific research now promotes efforts to remove sugary drinks from schools and targeting children as consumers. During the last 20 years, full calorie sodas have dropped in sales by as much as 25 percent in the Unites States.
According to public health lawyer, Michele Simon, Coke's sales are slipping and now there's a huge backlash against the consumption of soda from both political and public sides where every city in America is trying to hinder its consumption.
Apparently, Coca Cola has already made a major investment with this new nonprofit organization where Coke donated US $1.5 million last year to start operations for the Global Energy Balance Network.
