Coca-Cola loves to promote the Calories In/ Calories Out (CICO) model. As one of the leading purveyors of sugar sweetened beverages, it constitutes a significant portion of the added sugars in the American diet.
Do you remember the story of the Twinkie diet? In 2010, Mark Haub, a researcher at the Kansas State University achieved notoriety as a follower of the Twinkie diet. For 10 weeks, Haub ate a Twinkie every three hours instead of a regular meal. He also ate Doritos, oreo cookies and sugary cereal. The catch was that he would only eat 1800 calories per day of some of the most fattening foods on the planet.
In those two months, he lost 27 pounds, his LDL cholesterol got better as did his triglycerides. This gained the attention of every mainstream media outlet, including CNN. This supported the view that it was all about the calories. You could eat whatever you wanted, but as long as you reduced calories, you could still lose weight.