The figures recently presented by the World Health Organization have raised alarms across several sections of society, especially in those of economically forward and prosperous nations. Obesity is now the number one villain in the world, afflicting both young children as well as adults. It’s a cause of concern for many people. Health experts have long cautioned the public as to it being as the prime cause of lifestyle diseases like cardio-vascular ailments, etc. Children as young as 5, are now at an increased risk of developing obesity due to non-genetic reasons. And, many have already started pointing their fingers at the culprits responsible for this life-threatening condition.

Sugar- It is a vital nutrient with the property to increase the energy levels of the consumer. If it is taken in the correct dosage, that is. Today, the world is seeing a dramatic increase in the intake of sugary food like canned fruit juices and carbonated fizzy drinks. These are attractively priced and are always advertised as being the most ‘in’ thing in the world. The result is that such manufacturers are now successfully enticing gullible kids to fall in to its trap!

According to WHO an average person needs sugars to form only ten per cent of the total calories that have to be taken in a day. But, soda-making companies have caused people to far exceed this limit. Thus, it has been recommended by the global health institution to impose a substantial level of taxes on such erring companies. This will cause the prices of these products to increase. The WHO believes that the resulting situation will lead to many people rethinking their preference for such junk-food.

This news has not been viewed by the Cola industry. The International Council of Beverages Associations, which is the global spokesperson for the beverages industry has expressed its dismay at WHO’s figures as well as the subsequent recommendations.