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Americans are drinking fewer sugary sodas¡ªin 2012 production was 23% below what it had been a decade earlier. Even sales of diet drinks are losing their fizz, as consumers question the merits of artificial sweeteners. From one angle, it would seem that health advocates such as Ms Nestle have won. Yet in America companies still produce 30 gallons of regular (not diet) fizzy drinks per person per year. In many countries, particularly developing ones, consumption is on the rise. However, for millions of people in many countries, they are not.

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Drinking a lot of sweet fizzy drinks is plainly unhealthy. Unlike a Big Mac, they have no nutritional value; nor do their calories satisfy hunger. Encouraging people to drink fewer fizzy drinks, however, is fiendishly difficult. Soda companies spend billions on marketing; it is a tribute to the admen that Coca-Cola is one of the world¡¯s best-loved brands, despite selling what is essentially fattening sugar-water. Once people get used to consuming sugary drinks, they are loth to give them up. There is evidence suggesting that sugar is addictive¡ªsome laboratory animals prefer sugar to cocaine.

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