Word: sodaed
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...haul around as if preparing for a stroll in the Sahara. Americans drank more than 8.25 billion gal. (more than 31 billion L) of bottled water in 2006, a 9.5% increase from the year before. We buy more bottled water than any other beverage except soft drinks, and soda's market share is fizzling fast. Water sales topped $10.8 billion last year--all for something you can get virtually free. "It's like marketing air," marvels Allen Hershkowitz, an industrial ecologist with the Natural Resources Defense Council (NRDC...
Bottled-water producers feel they've been ambushed. "I think the industry is being targeted unfairly," says Patrick Racz, CEO of Icelandic Water. For one thing, bottled water weans consumers off soda. "People are making a substitution when they go to the fridge, so instead of getting a cola drink, they're getting a bottle of water." But the sheer speed with which bottled water is growing puts the industry under greater scrutiny. On the defensive, the International Bottled Water Association took out full-page newspaper ads on Aug. 3 touting the health benefits of drinking water...
This same phenomenon could explain similar results in recent studies of dieters, says Pierce. Two years ago, scientists at the University of Texas reported in an eight-year study that for every can of diet soda that a person drank, he raised his risk of being overweight by 41%, compared to a 30% increase in drinkers of regular, sugared drinks. Earlier this year, another study of diet-soda drinkers came to a similar conclusion, this time about metabolic syndrome, the dangerous constellation of risk factors, such as obesity, high cholesterol and insulin resistance, that increases the likelihood of heart disease...
...demonstrating that the body uses cues like taste and texture to make sure it's getting enough fuel. Just as Pierce's rats were fooled into thinking they hadn't absorbed enough calories after eating diet chow, people are preprogrammed to anticipate sugary, high-calorie fulfillment when drinking a soda or noshing on a sweet-tasting snack. So, the diet versions of these foods may leave them unsatisfied, driving them to eat more to make up the difference...
LOOKING AHEAD When the fast-food chain opened in 1955, the largest soda was 7 oz. (about 200 mL). McDonald's execs defend Hugo, six times the size of the original, as just a summer promotion...