Coca-Cola supports new angle on obesity

Coca-Cola is backing a new “science-based” solution to the obesity crisis based on maintaining healthy weight, get more exercise and worry less about cutting calories.

The beverage company has partnered with influential scientists who are advancing this message in medical journals, at conferences and through social media.

Coke has provided financial and logistical support to a new non-profit organisation called the Global Energy Balance Network, which promotes the argument that weight-conscious Americans are overly fixated on how much they eat and drink while not paying enough attention to exercise.

Other health experts say this message is misleading and part of an effort by Coke to deflect criticism about the role sugary drinks have played in the spread of obesity and Type 2 diabetes.