American Beverage Association

April 10, 2012

KISS: Keep It Simple, Silly

The simplest explanation is usually the right one.  That’s a “simple” way of restating Occam’s Razor – a principle invoked by a 14th century Franciscan, which remains a foundation of philosophers, scientists and physicians today.

When it comes to fighting obesity in America, a topic of daily discussion and much debate in the media, a new study demonstrates that the simplest explanation for weight loss (eating less, exercising more) is also most effective.

Researchers at Beth Israel Deaconess Medical Center and Harvard Medical School in Boston analyzed data of more than 4,000 obese individuals over the age of 20 between 2001- 2006. About half of them were attempting to lose weight at the time of the study, and those who had the greatest success followed the simple rule of calories in, calories out.

Our industry provides many beverage choices in a wide range of calories, all of which can be part of a balanced, active and healthy lifestyle. From clear calorie labels on the front of every bottle, can and pack we produce, to smaller portion sizes and innovative new beverages that provide flavor with few – or no – calories, there’s always a simple way to quench your thirst – even while counting calories.


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