Monday, February 11, 2013

When is a calorie not a calorie?

High time the likes of Coca-Cola and yes, all the weight management gurus promoting the very simplistic "energy in = energy out" message got with current scientific understanding of what makes us fat. The bottom line is: all calories are not created equal and Coca-Cola’s latest attempt to distance themselves from the significant part that soft drinks play in the obesity epidemic is unforgivable. Their statement - "All calories count. No matter where they come from including Coca-Cola and everything else with calories." - flies in the face of the most recent research.

Dr. Robert Lustig, an expert on the metabolic fate of sugar, explains that fructose is isocaloric but not isometabolic. This means you can have the same amount of calories from fructose or glucose, fructose and protein, or fructose and fat, but the metabolic effect will be entirely different despite the identical calorie count.” This is a crucial point that must be understood and a crucial point that Coca-Cola sees fit to ignore. 
My recent blogs have highlighted the efforts of NY Mayor Bloomberg, who wants to cut the volume of soft drinks sold through common retail outlets, now joined by opinion leaders in the UK wanting a higher tax on these products. Sadly both are fighting rearguard actions against the massively powerful manufacturers whose pockets are also incredibly deep. The likes of Coca-Cola, with an unlimited supply of funds and blatantly dishonest approach to the soft-drink part of the fat equation makes it vital that your children never get hooked on these drinks. Give them water ... only after they’re done breastfeeding of course.

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