Coke Insists on the Safeness of Its Artificial Sweeteners in US Ads

After the falling rates of diet soda sales, Coca Cola is now explaining the safeness of its sugar-free drinks in the United States.

The print ads which began appearing Wednesday in major US newspapers show a pair of laughing women, one holding a bottle of diet Coke in hand, alongside text that reads: "Quality products you can always feel good about."

Coca Cola To Enhance Production Of Diet Coke
Softdrinks major Coca Cola is planning to enhance the production of its 'Diet Coke', in view of the increased demand for the product, particularly in urban markets.

The copy beneath the picture says, "The safety of aspartame is supported by more than 200 studies over the last 40 years."

The soda industry is facing declining US sales as some blame sugary drinks for fueling the obesity epidemic in America.

Diet Coke sales fell three percent in 2012 compared to a year earlier, and Coke was down one percent, according to Beverage Digest. Meanwhile, Pepsi slid 3.4 percent and Diet Pepsi fell 6.2 percent.

Pepsi Offers to Work with CSE for Maintaining Stricter Standards
Soft drink firm Pepsi Co Saturday offered to work with the Centre for Science and Environment (CSE) to establish stricter science-based standards .

Scientists are not in agreement on whether aspartame, approved in the 1980s, is safe over the long-term, said Karen Congro, a nutritionist and director of the Wellness for Life Program at the Brooklyn Hospital Center.

"Despite claims from Coke and other companies about the safety of aspartame, we still don't know about its long-term effects," she said in an email to AFP.

Coca Cola To Distribute HIV/AIDS, TB, Malaria Prevention Playing Cards Among Chinese Migrant Workers
Coca Cola recently announced that it plans to distribute about 100,000 decks of playing cards with information about HIV/AIDS

"There is a growing backlash against - not only diet soda - products with artificial sweeteners and other artificial ingredients."

Congro said recent research shows that people who consume artificial sweeteners so as to stick to a diet can actually end up craving more calories.

"Relying on artificial sweeteners probably causes cravings for sweets and sugar, which can contribute to obesity and poor eating habits," she said.

"It's possible that the brain reacts to artificial sweeteners in diet soda and other products by sending out insulin, which can make people hungry - especially for sugar."

The US Food and Drug Administration says aspartame "may be safely used in food in accordance with good manufacturing practice as a sweetening agent and a flavor enhancer in foods."

Source-AFP