Granted – we are not nutritionists, but common sense [and a fair amount of personal self study] tells us that a calorie is not just another calorie. The statement: ‘If you eat and drink more calories than you burn off – you’ll gain weight’ is just not true. Ask Tim Noakes and Gary Taubes about that one.

Lately massive amounts of new research is suggesting that not only are the wrong calories making people obese, but incredibly sick too. Rather than just this meaningless calorie indicator, Coke products should be labelled with a serious health warning – just like boxes of cigarettes.

This move by Coke is very crafty, but sadly for all the wrong reasons. Calorie counting and exercise is not the solution here.