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By Dr. Mercola – August 13, 2014

Americans are finally starting to realize the dangers of soda, with nearly two-thirds (63 percent) saying they actively try to avoid soda in their diet, a new Gallup poll revealed.¹

This is a significant increase from 2002, when only 41 percent were trying to avoid soda, and a clear sign that, as TIME reported, “the soda craze is going flat.”²

Soda Consumption Falls to Lowest Level in Decades

The soda industry is a $75-billion market,³ an industry that reached its greatest heights in the US during the 1980s and 1990s, when Coca-Cola began pushing larger drink sizes and “upsizing.” Fountain drink sizes grew more than 50 percent by 1990, and in 1994, the 20-ounce plastic bottle was introduced in the US.

As people drank more and more soda, rates of obesity and diabetes soared, and while the soda industry still denies to this day any connection, research suggests otherwise. The “supersized” mentality seems to have backfired for Coca-Cola and other beverage companies, because as the health risks become clear, sales have been on a steady downward spiral.

As Businessweek reported:⁴

“For decades, soft-drink companies saw consumption rise. During the 1970s, the average person doubled the amount of soda they drank; by the 1980s it had overtaken tap water. In 1998, Americans were downing 56 gallons of the stuff every year—that’s 1.3 oil barrels’ worth of soda for every person in the country.

And then we weren’t as thirsty for soda anymore, and there were so many new drink options that we could easily swap it out for something else. Soft-drink sales stabilized for a few years…

In 2005 they started dropping, and they haven’t stopped. Americans are now drinking about 450 cans of soda a year, according to Beverage Digest, roughly the same amount they did in 1986.”

Coca-Cola Seeks to ‘Reintroduce’ Coke to Teen Market, and in ‘Guilt-Free’ Sizes

Part of Coca-Cola’s plan to bring soda back is, ironically, introducing smaller sizes, a strategy they believe might reposition Coke so “people stop feeling guilty when they drink it, or, ideally come to see a Coke as a treat.”

Smaller, 7.5-ounce minicans and 8-ounce glass bottles have been selling well. Even Sandy Douglas, president of Coca-Cola North America, says he limits himself to one 8-ounce glass bottle of regular Coke in the morning. Any more would be too many calories, he told Businessweek.

Meanwhile, Coca-Cola decided to target the teen market directly this summer. Teens, while notorious for their soft-drink consumption, have been quickly bailing ship and opting for energy drinks instead.

So Coca-Cola printed the 250 most common teen names on Coke bottles, hoping to entice teens with the “personalized” drinks. It worked. Sales increased by 1 percent in North America in the last three months.⁵

Beverage consultant Mike Weinstein, former president of A&W Brands, even noted that he goes right into high schools to find out whether teens can identify soda company slogans.

Yet, there seems to be a growing realization within the industry that, as American attitudes about diet change, and more people seek to reduce added sugar and sugary drinks in their diets, appealing to the “healthier” side of their image is needed.

And, here, too, Coca-Cola is quick to respond. They’ve invested heavily in small “healthy” beverage companies like Fuze tea, Zico coconut water, and organic Honest Tea. Coca-Cola also owns Odwalla and Simply Orange juices, Glaceau Vitaminwater, and Core Power sports drinks.

Coca-Cola Chairman and Chief Executive Officer Muhtar Kent has no intention of letting Coca-Cola’s brands, and its namesake product Coke, fall by the wayside.

A $1-billion two-year marketing blitz’s sole goal is to drive its “sparkling” division back to its former glory. And in case you were wondering… its healthy-sounding “sparkling” division includes soda, which is completely delusional.

Your Brain on Soda

When you drink soda, numerous changes happen in your body, including in your brain. A new animal study, presented at the Annual Meeting of the Society for the Study of Ingestive Behavior, found that sugary beverages may be particularly damaging to the brains of adolescents, one of the key age groups soda companies are trying to “court.”

Both adult and adolescent rats were fed sugary beverages for one month. They then were tested for cognitive function and memory.

While the adult rats did okay, the adolescent rats fed sugary drinks had both impaired memory and trouble learning.⁶ Next, the researchers plan to study whether soda leads to inflammation in the brain’s hippocampus, which is crucial for memory and learning.

Diet Coke Sales Plummet Amidst Aspartame Health Concerns

Diet Coke may not contain sugar, but that certainly doesn’t make it a better choice than regular soda. Here, too, Americans are catching on to the risks involved, especially in regard to the artificial sweetener aspartame. Businessweek, reporting on the decline in Coca-Cola’s sales, noted that while carbonated soda sales fell 2 percent in 2013, Diet Coke sales dropped 7 percent.

This, they said, was “almost entirely the result of the growing unpopularity of aspartame amid persistent rumors that it’s a health risk.”⁷ Rumors? Far from it. Research continues to pour in revealing proven health dangers to aspartame.

Among them, a recent commentary that reviewed the adequacy of the cancer studies submitted by G.D. Searle in the 1970s to the US Food and Drug Administration (FDA) for market approval.⁸

Their review of the data found that the studies did not prove aspartame’s safety, while other recent research suggests aspartame has potential carcinogenic effects. The researchers noted:

“Taken together, the studies performed by G.D. Searle in the 1970s and other chronic bioassays do not provide adequate scientific support for APM safety.

In contrast, recent results of life-span carcinogenicity bioassays on rats and mice published in peer-reviewed journals, and a prospective epidemiological study, provide consistent evidence of APM’s carcinogenic potential.

On the basis of the evidence of the potential carcinogenic effects of APM herein reported, a re-evaluation of the current position of international regulatory agencies must be considered an urgent matter of public health.”

You may also be surprised to learn that research has repeatedly shown that artificially sweetened no- or low-calorie drinks and other “diet” foods actually tend to stimulate your appetite, increase cravings for carbs, and stimulate fat storage and weight gain.

A report published in the journal Trends in Endocrinology & Metabolism highlighted the fact that diet soda drinkers suffer the same exact health problems as those who opt for regular soda, such as excessive weight gain, type 2 diabetes, cardiovascular disease, and stroke.⁹ For the record, Coca-Cola maintains aspartame is a “safe, high-quality alternative to sugar.” Clearly they’ve not reviewed the hundreds of studies on this artificial sweetener demonstrating its harmful effects…

What Happens When You Drink Soda?

Soda is on my list of the absolute worst foods and drinks you can consume. Once ingested, your pancreas rapidly begins to create insulin in response to the sugar. A 20-ounce bottle of cola contains the equivalent of 16 teaspoons of sugar in the form of high fructose corn syrup (HFCS). In addition to contributing to insulin resistance, the rise in blood sugar is quite rapid. Here’s a play-by-play of what happens in your body upon drinking a can of soda:

• Within 20 minutes, your blood sugar spikes, and your liver responds to the resulting insulin burst by turning massive amounts of sugar into fat.
• Within 40 minutes, caffeine absorption is complete; your pupils dilate, your blood pressure rises, and your liver dumps more sugar into your bloodstream.
• Around 45 minutes, your body increases dopamine production, which stimulates the pleasure centers of your brain – a physically identical response to that of heroin, by the way.
• After 60 minutes, you’ll start to have a blood sugar crash, and you may be tempted to reach for another sweet snack or beverage.

As I’ve discussed on numerous occasions, chronically elevated insulin levels (which you would definitely have if you regularly drink soda) and the subsequent insulin resistance is a foundational factor of most chronic disease, from diabetes to cancer. Today, while many Americans are cutting back on sugary drinks, soda remains a dietary mainstay for many. Along with energy drinks and sports drinks, soda is among the top 10 sources of calories in the US diet (number four on the list, to be exact),¹⁰ and, in 2012, Gallup found that 48 percent of Americans said they drink at least one glass of soda a day,¹¹with proven detrimental impacts to their health.

Some Advice for Coca-Cola? Get Ready for a Class-Action Suit

Some advice for Coke, plan your budget to include a class-action lawsuit similar to those filed against the tobacco industry. These products are now well linked to the obesity epidemic and chronic disease. Coca-Cola admits to targeting teens (and has previously targeted children through in-school advertising and product placement). Now, they are making attempts to rebrand Coke with a new, healthier image. Their new “Coke Life,” a low-calorie, low-sugar soda in a green can, no less, was designed to “quiet critics,” as it contains less sugar and no aspartame.¹² Yet this new green-washed soda is just basically a cigarette with a filter.

Then there is Coca-Cola’s even more insidious side. Investigative journalist Michael Blanding revealed in his book, The Coke Machine — The Dirty Truth Behind the World’s Favorite Soft Drink, that Coca-Cola bottling plants in India have dramatically lowered the water supply, drying up wells for local villagers while also dumping cadmium, chromium, and other carcinogens into the local environment. Similar claims have been made in Mexico. In many third-world countries, they already don’t have access to clean water, making soda their only choice for a non-contaminated beverage. As the demand for soda grows, the bottling plants increase, further taxing the water supplies left, in a vicious and dangerous cycle.

Join the Growing Number of People Saying ‘No’ to Soda

In order to break free of your soda habit, first be sure you address the emotional component of your food cravings using tools such as the Emotional Freedom Technique (EFT). More than any traditional or alternative method I have used or researched, EFT works to overcome food cravings and helps you reach dietary success. Be sure to check out Turbo Tapping in particular, which is an extremely effective and simple tool to get rid of your soda addiction in a short amount of time.

If you still have cravings after trying EFT or Turbo Tapping, you may need to make some changes to your diet. My free nutrition plan can help you do this in a step-by-step fashion. Remember, nothing beats pure water when it comes to serving your body’s needs. If you really feel the urge for a carbonated beverage, try sparkling mineral water with a squirt of lime or lemon juice, or sweetened withstevia or Luo Han, both of which are safe natural sweeteners. Remember, if you struggle with high blood pressure, high cholesterol, diabetes, or extra weight, then you have insulin sensitivity issues and would likely benefit from avoiding ALL sweeteners.

Sweetened beverages, whether it’s sweetened with sugar, HFCS, naturally occurring fructose, or artificial sweeteners like aspartame, are among the worst culprits in the fight against obesity and related health problems, including diabetes and heart and liver disease, just to name a few. Ditching ALL of these types of beverages can go a long way toward reducing your risk for chronic health problems and weight gain, not to mention your exposure to potentially cancer-causing additives like caramel coloringand aspartame.