According to reports, Coca-Cola, which is the largest producer of sugary beverages in the world, is supporting a new "science-based" solution to problems of the obesity. It is suggesting that one should maintain a healthy weight and exercise more. People should worry less regarding cutting calories, the company said.

The company is working in association with leading scientists who are spreading this message at conferences, in medical journals and through social media. Coke has supported a new nonprofit organization known as the Global Energy Balance Network which believes and promotes that Americans who are conscious about weight, are too stuck on how much they are consuming compared to how much they are working out.

The company's vice president, Steven Blair, who is an exercise scientist, said in an announcement regarding the new organization, "Most of the focus in the popular media and in the scientific press is, 'Oh they're eating too much, eating too much, eating too much' - blaming fast food, blaming sugary drinks and so on". He added that there is almost no convincing proof that it is the reason.

According to health experts, this message is deceptive and is just related to an attempt by Coke to avoid criticism regarding contribution of sugary drinks in the spread of Type 2 diabetes and obesity.

According to them, the company is making use of the new group to convince people that physical activity can make up for a bad diet in the face of proof that exercise has less impact on weight than on what is consumed.