Soft drinks pose many health concerns and there seems to be a reluctance to address these issues due to the advertising strategies used by the soft drink companies.   Soft drink associations portray their product as providing the much-needed liquids for healthy living.  They have developed successful partnerships with schools to support academic programs and after school activities.  This partnership not only leads to increased soft drink consumption but to brand loyalty, which carries over, into other areas.  This form of advertisement undermines any curriculum advocating healthy eating and seems to be justified by the revenue gained.

Sugar water, especially when consumed in excess, pose a multi-factional health risk not only by what they contain but also by what they replace in the diet.  What soft drinks contain:

• Sugar is a carbohydrate providing only empty calories.  A 12-ounce can of soda is approximately 150-160 calories.  (64 ounces, the size of the “Big Gulp” provides 960 calories.)  A constant bath of sugar water on the teeth also contributes to dental caries.
• Phosphorous is used in many soft drinks.   Calcium and phosphorous should be balanced in the diet.  Excess phosphorous without the calcium can promote the leeching of calcium from the bones to offset the imbalance.  Over years, it can contribute to poor bone health and possible osteoporosis. 
• Caffeine can also leach calcium from the bone.
• Additives, which provide coloring and flavoring, may cause allergic reactions in some people.

What soft drinks replace:

• Calcium that is found in milk and other diary productions is decreased by the inclusion of soft drinks.  People drink pop where they used to drink milk.
• Fruits and vegetable are also decreased by the “fruit flavors” and sweetness of soda.  Some research has associated the heavy soft drink consumption with a low intake of magnesium, Vitamin C, riboflavin, folic acid, vitamin D and Vitamin A.  
• Phytochemicals are available only in the whole foods especially in fruits and vegetable.  These phytochemicals help the immune system stave of the ravages of many chronic illnesses.

Since soft drinks are really no more than liquid candy, moderation dictates that a serving be kept to a 4-8 ounce treat, if included at all.