It’s a great thing that Coke is here to remind us that the obesity issue has absolutely nothing to do with their products and everything to do with exercise.
In the UK, Coca Cola is bringing free fitness classes to 70 parks in Britain.
“…this is about calories in and calories out and getting the energy balance right”
Jon Woods, general manager of Coca Cola Great Britain, May 2014.
However, nutrition campaigners accused Coke of an “obscene” attempt to distract from its own part in fuelling Britain’s obesity epidemic.
Dr Aseem Malhotra, cardiologist and science director for campaign group Action on Sugar, commented with: “I think this is a really disingenuous stunt. They are trying to deflect attention from their own part in creating an obesity epidemic, which has been fuelled almost entirely by rising calorie consumption. Obscene attempts by companies to associate themselves with active lifestyles could encourage the public to consume more unhealthy fare, wrongly assuming that small amounts of activity would be enough to balance it out”.
“…we have evidence as to the power of advertising to children and young adults...”
Dr Colin Michie, Chairman of the nutrition committee at the Royal College of Paediatrics and Child Health, May 2014.
Empty calories from sugar-sweetened beverages (Coke) or synthetically-sweetened chemical water (Coke Zero) are nutritionally empty, unnecessary, and will fool the brain into eating more, and ultimately, will become stored fat on the body.
What are the actual facts then…?
- The recently released May 2014 Public Health England report said soft drinks, such as Coke, were the prime problem in the UK diet, providing the largest source of sugar in the diet among those aged 4-18
- Coca Cola has 9 teaspoons of sugar per can and accounts for 30% of added sugar intake for those aged 11-18, according to the 2014 UK National Diet and Nutrition Survey
- UK children and teenagers are currently consuming around 40% more added sugar than recommended
So no, just exercising more ‘sometimes’ is not going to make any difference to the massive excess sugar and empty calorie intake our youth are ingesting.
As reported by The Telegraph on 25 May 2014.