It, fits?  OH COME ON.  


You can do better!


Apollo Endosurgery, Inc., the leader in minimally invasive endoscopic surgical products for bariatric and gastrointestinal procedures, today announced the launch of the “It Fits” campaign, aimed at rejuvenating the LAP-BAND® System and educating a broad range of patients about the benefits of the minimally-invasive weight loss procedure.

“It Fits” supports the company’s decision to place greater emphasis on the unique advantage of the LAP-BAND® System – the only FDA approved device for weight reduction for people with at least one weight-related health problem, and having a BMI of 30 or greater.

Read more:

The new ad spot – from Apollo – tugs right there at your heart, don't it?  I might be tearing up over all of the completely stereotypical situations right here in this here commercial!  OMG I CAN FIT IN THE AEROPLANE SEATBELT WITHOUT AN EXTENDER COULD YOU PLEASE PUT ME IN A COMMERCIAL ALTHOUGH I WAS NEVER SUPER MORBIDLY OBESE I AM JUST AN ACTOR!

Until this and my tears dry up!

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Because of course we will ignore the patient histories of thousands — to have a procedure to lose how much weight?  

Just as a frame of reference, that makes me qualify in a few BMI points.  Confession:  when I reached my high weight about the same time the new BMI-qualifications for the Allergan-owned lap-band came around, I decided THAT WAS IT.  I could not possibly do it again, my butt was not revising band-over-bypass for that much weight, not after watching this weight loss community for 12 years.  Nope.


I Want It Now GIF

Do you buy brand-names or generic?

When you go to the pharmacy or big-box retailer do you choose brand-name or off-brand generic over the counter medications and pills even with the same active ingredients?

This kind of thing enthralls me.  I love you NPR. 

Why do people choose what they choose when given the option of the same product in different packaging?  

Some of you are SO. INSISTENT


"It is the ONLY ONE!"

I Want It Now GIF
Don't EVEN bring it to crazy-town with mayonnaise.   But we're taking about medication today.

My line of thinking (…when making that choice in the aisle) goes to:

  • Is is *exactly the same?*
  • Does it have the same efficacy?
  • Is the generic brand safe and effective?

When side-by-side store branded pills versus big brands aren't all that different, same active ingredients, similar labeling, the only thing that stands out to many of us is the pricing.  So why do you choose the more expensive product, if you do?

If I am being completely honest, I don't buy off-brand super inexpensive pills from big box retailers like Wal-Mart (…or a Dollar Store, shiver!) because quite frankly I am terrified at the potential of an eighty-eight cent price point and where THAT came from.  It's not that I am a brand snob, but just, no.  I read the packaging of every side-by-side product and if the ingredients match by percentage and you can see the source — I do not mind paying less per pill.

I will admit for some things I have brandsnobbery  (…but even so much less lately and not really. I have even downgraded to generic huge tubs of coffee.  RIP Starbucks at home, entirely.  Thanks to blogging not being so, uh, lucrative, don't quit your dayjobs!)  But not for over the counter medications.  I bought approximately three boxes of generic gas medications, gut-fail medications and the like prior-to and during my trip to Portland last week because of desperation and it worked and kept me from ROTTING ON A PLANE THANK YOU VERY MUCH.

generic tylenol


Why does anyone buy Bayer aspirin — or Tylenol, or Advil — when, almost always, there's a bottle of cheaper generic pills, with the same active ingredient, sitting right next to the brand-name pills?

Matthew Gentzkow, an economist at the University of Chicago's Booth school, recently tried to answer this question. Along with a few colleagues, Gentzkow set out to test a hypothesis: Maybe people buy the brand-name pills because they just don't know that the generic version is basically the same thing.

"We came up with what is probably the simplest idea you've ever heard of," Gentzkow says. "Let's just look and see if people who are well-informed about these things still pay extra to buy brands."

In other words, do doctors, nurses and pharmacists pay extra for Tylenol instead of acetaminophen, or buy Advil instead of ibuprofen?

Gentzkow and his colleagues looked at a huge dataset of over 66 million shopping trips and found that, "lo and behold, nurses, doctors and pharmacists are much less likely to buy brands than average consumers," Gentzkow says. (Their findings are written up here.)

Pharmacists, for example, bought generics 90 percent of the time, compared with about 70 percent of the time for the overall population. "In a world where everyone was as well-informed as pharmacist or nurse, the market share of the brands would be much, much smaller than it is today," Gentzkow says.

I asked several people who had a bottle of Bayer or Tylenol or Advil at home why they'd bought the brand name. One guy told me he didn't want his wife to think he was cheap. A woman told me Bayer reminded her of her grandmother. Another guy, a lawyer, said he just didn't want to spend the time to figure it out, and decided it was worth the extra couple bucks to buy the brand.

In general, we often buy brands when we lack information — when, like that lawyer, we decide it's easier to spend the extra money rather than try to figure out what's what.

Jesse Shapiro, one of the co-authors of the headache paper, told me he buys Heinz ketchup rather than the generic brand. He likes Heinz. He thinks it's better than the generic, but he's not sure. "I couldn't promise that, if you blindfolded me, I could tell them apart," he says.


Hapi Fork – Vibrate your obesity away!


Introducing the positivity-enhanced HAPIfork!  It is an electronic fork that monitors your personal eating style and habits and gives you cues as to when you are eating too fast.  The HAPIform will alert you with lights and vibrations when you are shoveling food into your piehole.
I have a better idea.  Add moar amps.  Give your Happy A Charge!

Screen Shot 2013-01-28 at 8.32.36 AM
Electricity travels through conductors – any material which allows electrical flow – as it tries to reach the ground. Because people make excellent conductors, minor electrocution is a common household hazard. Fortunately it is usually more surprising than dangerous and does not require medical attention. However, some basic precautions should be taken to insure that the shock does not interfere with the body's normal electrical impulses including the functions of the brain and the heart. Prolonged exposure to a direct source of electricity can also cause severe burns to the skin and the tissue.
It would work faster than a $100.00 vibrating fork.
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MMBBGC Contact, Advertising, Sponsorship + Events


My name is Beth, I had roux en y gastric bypass in April 2004 and I’m maintaining a weight loss from a high of 320 lbs to 149 – 159 lbs.


My husband had gastric bypass four weeks after myself, and my mother-in-law soon after, and sister in law shortly after that.  I saw my lowest post surgery weight for about one day before I got pregnant with my fourth child.  She was born, October 2006. I regained quite a bit of excess weight during her gestation, and my post op weight maintenance has not been easy.  I am an open book about my struggles in post-operative weight maintenance in the last nine years.   

Life has been difficult since weight loss surgery, and this blog is the actually the result of my having been personally side-lined by my health approximately 18-24 months after my roux en y and the loss of 170 lbs. I developed (uncovered?) neurological concerns that led to a diagnosis of polymicrogyria and epilepsy with mild cognitive disorder and memory issues in January of 2008, and I have been stuck at home surrendered my drivers’ license, and much of my independence. 

This blog, and it’s six thousand posts represent much (most?) of my sanity over the last eleven. It has also been my sole source of income, and social (..and other!) opportunities have been amazing.  I thank you if you have even gotten this far.

 This is where I’m supposed to be “professional” —  I’ll let LinkedIn speak a moment

“A loyal wife, dedicated mother of four and an influential blogger, Beth is known as “Melting Mama” in the weight loss community and blogging communities. Beth inspires those around her with her wisdom, irreverent humor and wit.

Beth is maintaining a loss of half her body weight after gastric bypass weight loss surgery seven years ago, along with her spouse who is maintaining a 200 pound loss, and a growing list of extended family members who have also had weight loss surgery. Between the group of them, they have lost at least 700 pounds (and counting!) 

Beth started writing about the journey through weight loss surgery and beyond as it became obvious that weight loss surgery is not a quick fix, and it really is for life.

Her peer-to-peer honest advice on food, nutrition and lifestyle products for the weight loss surgery community have further ignited her passion for writing, photography and launched her career toward public speaking and product promotion. She is currently enrolled in college part time, studying marketing.

Beth lives outside of Boston, Massachusetts.”

Awards –


2011 Obesity Action Coalition Membership Recruitment Award

Picture 3
 June 2010 –

November 2011 – 

October 2012 –


OAC Advocate of the Year 2012

 Media –

  • Mentioned on HLN’s Dr. Drew – July 4, 2012




Social Influence – 

RSS Stats –

  • 1170 RSS Subscribers
  • 335 Email Subscribers

Twitter Followers for Melting Mama –

Related Facebook Groups, Pages, Reach

YouTube Traffic –

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Conferences, Events – 

  • Obesity Help Los Angeles, CA Event 2008 – Speaker with Michelle Vicari
  • Obesity Help San Ramon, CA Event 2008
  • Obesity Help Philadelphia, PA Event 2008 – Speaker with Michelle Vicari
  • Obesity Help Rye Brook, NY Event 2009
  • Obesity Help Costa Mesa, CA Event 2010
  • Fitbloggin’ – Baltimore, MD 2010
  • Obesity Help Cincinnati. OH Event 2010
  • Walk From Obesity –  Obesity Action Coalition
  • 2007 – Lowell 
  • 2008 – Lowell
  • 2009 – Lowell
  • 2010 – Lowell – Top Fundraiser
  • 2011 – Natick – Top Fundraiser
  • 2011 – Lowell 
  • 2012 – Natick – Top Fundraiser
  • 2012  – Dallas –  Top Fundraiser
  • 2013 – Natick 
  • 2013 – Phoenix #YWM2013 National Walk – Top Fundraiser
  • WLSFA Event, Las Vegas, May 2011 – Vendor – Bariatric Bad Girls Club
  • Obesity Help Bellevue, WA Event 2011 
  • Obesity Help New Orleans, LA Event 2011
  • Obesity Help Long Island, NY Event 2011
  • Obesity Help Carribean Cruise, March 2012 
  • October 2013 – Obesity Help – National Event – Anaheim, CA – Speaker

Conference Sponsorships –

As a sponsor you will provide my travel expenses (airfare, ground transport etc.) event ticket, and/or lodging expenses in exchange for my time and work promoting your brand.

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Send me away!  Available events for full or partial sponsorship


  • Cost – Depends on the event and what I’ll do in return, what you want/require, post about the conference and your company, pass out coupons and samples, wear your logo-wear, hold contests, live-blog, tweet, and so on.  My requirements are negotiable but typically include — travel expenses, accomodations and stipends for food or payment for work done.
  • Benefits – I endorse your product or company and help you get your brand out in front of my peers. Your suggestions welcome.

Questions- or more information?  Please feel free to send me mail!

Place your ads on my blog –

Text Link

  • On sidebar at any level, site wide exposure, on every page
  • Type: Non-Rotating
  • Duration – 6 months or more
  • Email Melting Mama

125 x 125 Square

  • On sidebar at any level, site wide exposure, on every page
  • Type: Non-Rotating
  • Duration – 6 months or more
  • Email Melting Mama

250 x 250 Rectangle

  • On sidebar at any level, site wide exposure, on every page
  • Type: Non-Rotating
  • Duration: 3 months or more
  • Email Melting Mama

728 x 90 Rectangle – Featured Sponsor

  • At very top of page, site wide exposure, on every page
  • Exposure Type: Non-Rotating
  • Duration:  At your request
  • Email Melting Mama

Product reviews, product promotion, discussion on social media

  • Exposure Type:  Blog post entry, social media links, conversation, reposts
  • Duration:  Permanently posted on blog, permalinked
  • Email Melting Mama

Other sizes, campaigns available at your request.


Picture 4 

A few companies I’ve worked with –




“Beth, through her blog and her other on-line ventures, provides much needed support, advice and critical information to an under served and mis-served community. I have found her to be well spoken, well informed and consistently reliable in providing me with much needed information. I find her delivery to be candid and highly entertaining. I frequently recommend her to others who have been very appreciative of the introduction.” July 9, 2012

Rhiannon Dunn

“Beth has a strong understanding of social media strategy and marketing and is an asset to the weight loss surgery support community. Through her successful blog and her social media support groups, Beth provides honest and straightforward advice, support and assistance. Beth excels at effective public communication and advocacy.”   July 11, 2012

Emily Brubaker, Graphic Designer (freelance)

“Beth is an activist for health in the weight loss community. She is a fearless blogger, captivating public speaker, and compassionate ally for those seeking health improvement after weight loss surgery. Her knowledge of bariatric products is exceptional. Beth is also an impressive networker!”  January 30, 2012

Lisa SargeseHypnotherapist and Nutrition Coach, Recover Really, Inc.

“Beth is truly a great marketer and she has been a pleasure to work with. ” January 18, 2012

Jason RiddleDirector of Operations, / Sapient Technologies

“Professionally, Beth is wonderful to work with. Beth provides valuable information to our ObesityHelp members and followers of her blog and Pouchworthy WLS, Inc. Beth gives of herself to others with information, education and support. I respect and admire Beth and the work that she does. I seek out her opinion on product reviews before I purchase items. Personally, I’m a fan and have subscribed to her blog and follow her on Facebook. On my own blog, I have listed her blog as a valued resource. I would not hesitate to recommend Beth in the highest regard.”

Cathy WilsonDirector, Support Groups and Training, ObesityHelp, Inc.

“Beth is a concise and honest blogger. Her no-baloney approach has endeared her to readers all over the globe. Beth is an asset to the health blogging community and would be a fantastic addition to any project or partnership.”

Amy Dungan, Contributing Writer at CarbSmart, Owner/Photographer at Amy Dungan Photography Owner at Healthy Low Carb Living


Dear Melting Mama,

Been meaning to send this for a while, but today is the day. I just want to tell you how absolutely hysterical your humor is. Whenever I need a laugh, I just pull up your site. You are truly gifted, and hope you keep it up and even expand your writing horizons. Even when you panned one of our products a few years back, you did it with great humor and honest personal opinion. Keep going, the world needs you.

All the best,

Tom W.

Impressive how you look at everything WLS touches 
by: Suzette Kroll Barancik, RD

What I like, Beth, is your ability to see details and shades of gray. 

Weight Loss Surgery probably won’t “fix” a person’s life. Only the person can do that! 

WLS is a choice…a risky one. I’m so pleased anytime I hear that someone had a “good” surgery, that they aren’t suffering through serious medical issues and more surgeries. 

But even a “good” surgery doesn’t guarantee a fixed life. All it really guarantees is that you’re going to have to eat a lot differently. 

So congratulations on your good outcome, and also on having the clarity to know that your journey was in no way over once you emerged from anesthesia. And thanks for helping others see that too!

“Beth is an extremely talented creative writer. Her writing is both entertaining and informative. She always pays such particular attention to detail and she is a pleasure to work with. I will definitely be continuing to utilize her services in future.” December 16, 2008

Becky Siame , Owner , SizeXchange


“Beth writes a marvelously funny, sometimes too realistic blog regarding her dealings with weight loss surgery. I started reading her blog prior to my own surgery and was thrilled with the honest, in your face blogging that I read. Also, she writes great writeups on products that she has tried whether good or not. I have found alot of helpful information for myself as well as others I’m sure from her blog…I still love to read and I’m almost 2 years post-op myself now!” August 28, 2008

Michelle Vaught , Purchasing , Southern Wine & Spirits


“I recommend Beth to all who are looking for support and guidance before, during and after WLS… Beth’s unique style of writing is refreshing and honest….” August 23, 2008

Theresa Myers , Certified Nutraceutical Consultant , NutraMetrix Advanced Nutraceuticals


“Beth is an incredibly talented writer who has a knack for addressing difficult topics with humor and firm compassion. Her Melting Mama blog posts are thought-provoking and, at times, raw, but always delivered from a place of concern for others who may follow in her footsteps.” August 20, 2008

Tonya Luiz , Managing Editor , Tracy Press Inc.


“Beth and I belong to the same group of blog writers regarding weight loss surgery and the experiences that come with this life altering journey. I began reading Beth’s blog as a way to understand what life might be like after gastric bypass in January 2007. I was impressed by her wit and her honest portrayal of what it takes to manage life (including family, work, home and illness) while maintaining a significant weight loss. Beth is a prolific reviewer of products that make life easier after weight loss surgery. She takes the time to capture tastes, scents and texture in her review that has the reader understand what the product would be like to experience. Because of her reviews, I have purchased and will continue to purchase some of the products she has endorsed (as well as some she hasn’t because we have different texture thresholds). In my voracious reading of WLS blogs, Beth is who I wake up to, who I check in with during the day, and who I have come to rely on for information that might help me in my journey. Her photos are brilliant; she captures color and light and subjects in a way that has the viewer experience the moment fully. As a writer, Beth’s voice is clear and entirely her won, she never sugar-coats her life and her experiences, she entirely takes on her journey with an honest eye and tells it like it is. I look forward to continuing my sassy sisterhood with Beth for years to come.” August 19, 2008 

And, from 2007 –

I’ve become hooked this week on reading other blogs related to surgical weight loss. There’s an abundance of them out there, and each has its own merits. Take Melting Mama for example.

The site’s owner, Beth, is a Bostonian about my age who once topped the scales at more than 300 pounds. What I love most about her blog is its snarky tone. She’s had a slew of complications since WLS, and she doesn’t shy away from them. I appreciate that about her, because as I’ve said, this journey isn’t all peaches and roses — and I think more people need to be aware of the risks associated with it.

Kim Simpson , Learning and Event Planner


“Beth is a voracious blogger who offers comical, cutting insight into her daily life that resonates with readers. Her “tell it like it is” style creates a sense of trust with readers who often keep coming back for more…myself included! Whether you need a daily pick-me-up dose of her family life, unbiased reviews of products or even little known medical nuggets dug up from the depths of the internet, Beth Sheldon-Badore offers a great place to start.” August 19, 2008

Jennifer Olski , Senior Editor,


“Beth is a detail-oriented, inventive and thorough product reviewer. I can always trust her recommendations to be detailed and accurate. Her writing is enjoyable and she connects very well with her audience.” August 17, 2008

Top qualities: Personable , High Integrity , Creative

Meagan Andrew


“Beth is a talented writer, with a flair for presenting facts clearly and concisely while at the same time being interesting and entertaining.” August 15, 2008

Cynthia King


“Beth is honest, dedicated, committed, and bright. She not only captures your attention, but KEEPS it. Reading Beth’s work is like readying any good book, you just can’t put it down and you NEVER want it to end… you just crave MORE!” August 15, 2008

Kim Andersen Johnson

“Beth is a highly intelligent, extremely honest, and forthcoming blogger. She has provided numerous services to the WLS community. Throw in a wicked sense of humor and the ability to deal with complications without asking for pity – and she is truly a gift to the internet/blogging community. She is highly artistic, talented and a skilled writer.” August 15, 2008

Sharon Thole Haverlak , Vice-President, Human Resources


“Beth is an exceptional writer. She is extremely informative in all of her writings. She does a lot of research on her endorsements and of recent events. She has an amazing way of writing so that the reader can truly understand in a way that is not way over one’s head. She has a huge following, and I do personally believe that is due her dedication in providing an educational service to the community. She is a tremendous asset to a lot of people, not to mention inspirational. On a side note…she is also a great photographer. She is a very talented woman. Sincerely, Caroline Ellavsky” August 14, 2008


WLSFA 2012


KO 20 oz

Coca-Cola + OBESITY + Bad PR.

Oh Coca-Cola!  Is this an admission of guilt?  Finally, you understand?  You get that drinking pure liquid diabetes leads our children to instant weight gain?

KO 20 oz

^ This twenty ounce bottle of typical Coke has more sugar than a typical person requires in a day.  

Please note that I am a bit sugar-shocked and twitchy just reading the label since I can’t handle more than 10-15 grams of sugar at any given time due to my altered (superhero status…) roux en y digestion and reactive hypoglycemia.  If you gave a this blogger a Coke?

…She’d Have A Seizure, Slip Into A Hypoglycemic Coma, And You Could Pay The Ambulance Bill?

Screen Shot 2013-01-15 at 8.05.52 AMIronically, the cause of my potential demise would also be the cure as the Coke could be poured into my facehole to fix my problem.

“Her blood sugar is 20?  GIVE HER A COCA COLA!  STAT!”

Twitch.  Twitch.  Twitch.

But, I digress.  

I haven’t had a regular-sugar soda, or “tonic” as we up heah in Beantown call it — in at least ten years.  Before that maybe a can here and there but oddly, this formerly 320 lb girl is a Diet Coke-head.  


Right.  I never took to the real “sugared” stuff.  Many of my long term weight-loss surgery peers would say that their drink of choice was actually the super high-caffeine sugar Mountain Dew — that is before much of them found coffee drinks.  I was ALWAYS a “Diet” soda drinker, regardless of the FOOD I would eat alongside the drink.

Coca-Cola is finally opening up the discussion – but sort of not really blaming everyone else –  

WAIT – they say – It’s not OUR FAULT –  you just ATE too much.

Remember COKE LOVES YOU.  

We love everyone!  Everyone hug, smile, get together, have a COKE AND SMILE!  GET HAPPY!  PEACE!  SMILE! HUGS AND KISSES!  PAY NO ATTENTION TO THE FAT KIDS HAVING BARIATRIC SURGERY!  Because EVERYTHING is GREAT when WE COME TOGETHER FOR GOOD.  Good is good enough.  We don’t HAVE TO BE PERFECT.  


I think I need a new college major.  Advertising hurts my heart.

Coca-Cola to tackle obesity for 1st time in TV ads

Coca-Cola became one of the world’s most powerful brands by equating its soft drinks with happiness. Now it’s taking to the airwaves for the first time to address a growing cloud over the industry: obesity.

The Atlanta-based company on Monday will begin airing a two-minute spot during the highest-rated shows on CNN, Fox News and MSNBC in hopes of flexing its marketing muscle in the debate over sodas and their impact on public health. The ad lays out Coca-Cola’s record of providing drinks with fewer calories and notes that weight gain is the result of consuming too many calories of any kind — not just soda.

For Coca-Cola, the world’s No. 1 beverage company, the ads reflect the mounting pressures on the broader industry. Later this year, New York City is set to enact a first-in-the-nation cap on the size of soft drinks sold at restaurants, movie theaters and sports arenas. The mayor of Cambridge, Mass., has already introduced a similar measure, saying she was inspired by New York’s move.

Even when PepsiCo Inc., the No. 2 soda maker, recently signed a wide-ranging endorsement deal with pop singer Beyonce, critics called for her to drop the contract or donate the funds to health initiatives.

New research in the past year also suggests that sugary drinks cause people to pack on the pounds independent of other behavior. A decades-long study involving more than 33,000 Americans, for example, suggested that drinking sugary beverages interacts with genes that affect weight and enhances a person’s risk of obesity beyond what it would be from heredity alone.

Michael Jacobson, executive director for the Center for Science in the Public Interest, was skeptical about Coca-Cola’s ads and said the company would stop fighting soda taxes if it was serious about helping reduce obesity.

“It looks like a page out of damage control 101,” he said. “They’re trying to disarm the public.”

The group has been critical of the soft drink industry and last year released a video parodying Coke’s famous polar bears becoming plagued with diabetes and other health problems.

Coca-Cola said its ads aren’t a reaction to negative public sentiment. Instead, the idea is to raise awareness about its lower-calorie drinks and plans for the coming months, said Stuart Kronauge, general manager of sparkling beverages for Coca-Cola North America.

“There’s an important conversation going on about obesity out there, and we want to be a part of the conversation,” she said.

In the ad, a narrator notes that obesity “concerns all of us” but that people can make a difference when they “come together.” The spot was produced by the ad agencies Brighthouse and Citizen2 and is intended to tout Coca-Cola’s corporate responsibility to cable news viewers.

Another ad, which will run later this week during “American Idol” and before the Super Bowl, is much more reminiscent of the catchy, upbeat advertising people have come to expect from Coca-Cola. It features a montage of activities that add up to burning off the “140 happy calories” in a can of Coke: walking a dog, dancing, sharing a laugh with friends and doing a victory dance after bowling a strike.

The 30-second ad, a version of which ran in Brazil last month, is intended to address confusion about the number of calories in soda, said Diana Garza Ciarlante, a spokeswoman for Coca-Cola Co. She said the company’s consumer research showed people mistakenly thought there were as many as 900 calories in a can of soda.

The company declined to say how much it was spending on the commercials, which it started putting together last summer. It also declined to give details on its plans for the year ahead. But among the options under consideration is putting the amount of activity needed to burn off the calories in a drink on cans and bottles.

The company noted that it already puts calorie counts on the front of its cans and bottles. Last year, it also started posting calorie information on its vending machines ahead of a regulation that will require soda companies to do so by 2014.

Coca-Cola’s changing business reflects the public concern over the calories in soda. In North America, all the growth in its soda unit over the past 15 years has come from low- and no-calorie drinks, such as Coke Zero. Diet sodas now account for nearly a third of its sales in the U.S. and Canada. Other beverages such as sports drinks and bottled water are also fueling growth.

Even with the growing popularity of diet sodas, however, overall soda consumption in the U.S. has declined steadily since 1998, according to the industry tracker Beverage Digest.

John Sicher, the publisher of Beverage Digest, noted that the industry “put its head in the sand” when obesity and soft drinks first started becoming an issue more than a decade ago. Now, he said Coca-Cola is looking to position itself in the public debate rather than being defined by adversaries.