If you go have lunch at a chain restaurant and virtuously opt for the 600-calorie meal instead of the 1, 100-calorie one, you'll be hungrier when dinner rolls around and you're eating at the neighborhood joint or at home, where no calorie counts are displayed.
For example, one of the most widely cited intervention studies on soda and weight, ( Ebbeling et al. 2006) took 103 adolescents aged 13 to 18 who regularly consumed soda and randomly assigned them to either a group that received no calorie beverages for six months by way of home delivery or a control group that carried on drinking soda as normal.
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Coca-Cola points out in the video it offers 180 low- and no-calorie beverages out of more than 650 beverage products.
It sold Viactiv brand calcium chews for an undisclosed amount last year, and launched a natural, no-calorie sweetener called Nectresse in the U.S. last summer.
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Body weight is controlled mostly by the hypothalamus, a structure at the center of the brain that fine-tunes metabolism to a level that no conscious calorie-counter could match.
As a marketing director at Coca-Cola, I was involved in the Diet Coke launch in 1983, when the company was savvy enough to bet that consumers would buy a no-calorie soda that tasted better than Tab.
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No airline prints calorie counts for customers or posts them on their Web sites, though some add up the calories on snack boxes so flight attendants can tell inquiring customers.
"In actuality there are no negative-calorie foods, " he says.
Both reports should convince the restaurant industry that bedazzling customers with calorie-laden fare no longer makes economic sense.
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Until now, though, no one has tested whether reduced calorie intake actually does result in slower cell division.
No one knows exactly why a low-calorie diet extends the life of mice, but some researchers think it is linked to the rate at which cells divide.
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As Reason's Jacob Sullum points out, that means that while New Yorkers will no longer be able to ingest 240 calories drinking a 20-ounce Coke, they will still have no trouble buying a 24-ounce, 520-calorie double-chocolatey frappucino at Starbucks, or a 20-ounce, 800-calorie milkshake.
These little beans are nutrition powerhouses, packing protein, fiber, iron, manganese, folate, thiamin, potassium and other nutrients into a modest calorie count, with just a speck of fat and no cholesterol.
Some have found that providing calorie information has steered consumers toward healthier options, while others have found no noticeable shift.
On one day they were given no breakfast before the scans and on a different day they were fed a large, 730 calorie, breakfast an hour and a half before.
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