Coca-Cola has produced a study entitled The Place of Drinks in the Nutrition of Belgians, in which it lays out the importance of sufficient hydration. In the study, the company claims "a variety of drinks" is important for healthy fluid intake. The European Food Safety Agency, according to Coca-Cola, recommends a daily minimum for adults of 1.5 litres of non-alcoholic drinks. "All non-alcoholic drinks help to fulfil our water requirements," the paper says.
OIVO argues that Coca-Cola is "lying by omission" in this claim, since it is not necessary to drink carbonated and sugared drinks for good hydration: plain water is sufficient. But the Belgian does not drink enough: according to a consumer health poll, 85% of people think their daily fluid intake is sufficient. However, if soft drinks are excluded, only 25% are drinking enough, which means that 60% of people are making up their daily quota with sugared drinks.
"Coca Cola is using misleading commercial practices in the guise of health advice in order to entice the consumer into drinking its products," OIVO says. "In this way, Coca-Cola is covering up and withholding extremely important information."
Coca-Cola, as might be expected, stood by its study. "We have always stressed that our drinks, if taken in moderation, have a place in a balanced lifestyle," a spokesperson said.
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