There’s a new way to slim down and it involves less calorie counting, coupled with a better focus on energy balance. And Coca-Cola loves this idea. So much so, in fact, that it has even gone ahead to fund the scientists that promote this new approach to dieting. In fact, The New York Times has learned that Coca-Cola had donated as much as $1.5 million last year to help the Global Energy Balance Network launch its organization.
At the helm of Global Energy Balance are Dr. Blair, a professor from the University of South Carolina and Gregory A. Hand, a dean of the West Virginia University School of Public Health. Coca-Cola has reportedly working with both academic professionals for some time now.
Over the years (and in fact, since 2008), Coca-Cola has provided almost $4 million in funds for various projects belonging to Blair and Hand. In addition, it was found that the website of Global Energy Balance is actually registered to Coca-Cola’s headquarters in Atlanta.
The Global Energy Balance Network believes that continuous increase of obesity is not really caused by an increase in caloric intake, especially sugar drinks and fast food items.
Rather, the key lies in achieving good energy balance in which calories or energy that is consumed by the body should also be the same amount of calories that the body uses up by way of metabolism. Hence, consuming more calories than you can utilize leads to a weight gain while using up more calories than you have consumed leads to a weight loss. The Global Energy Balance Network strives to do important research on this subject in order to promote “a world in healthy energy balance.”
Meanwhile, Global Energy Balance Network President James O. Hill has told The New York Times that Coca-Cola is “not running the show.”
At the same time, Coca-Cola issued a statement saying that the company does partner with “some of the foremost experts in the fields of nutrition and physical activity.” Coca-Cola believes it’s important for researchers to share their views and findings “regardless of the outcome.”