Cristiano Ronaldo is certain: Too much sugar is unhealthy. The Portuguese superstar caused a sensation at the European Football Championship because he demonstratively pushed the bottles from the tournament sponsor Coca-Cola aside at a press conference. Instead, he picked up the water bottle. The image damage for Coca-Cola was done.
The behavior reflects a trend that poses major challenges for the beverage and food industries. More and more consumers prefer healthy food that is free from additives. There is also a medical background to this: obesity, diabetes and cardiovascular disease are common problems in countries where highly processed foods dominate.
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