How America's kids switched from milk and water to soda, and what it means.
The United States already spends about $14 billion to treat osteoporosis–a cost that is likely to soar if the Pepsi generation and its children continue to consume ever-increasing amounts of soft drinks. But osteoporosis isn't the only illness with a link to a poor diet and nutrition. The empty calories in soft drinks contribute to obesity in children, and obesity rates among children ages 6 to 19 have doubled in the last 20 years. Obesity often signals cardiovascular disease and diabetes down the road. During the last 30 years, the marketing machines of the soft drink industry have pumped billions into flashy advertising campaigns to get kids to drink their beverages instead of such alternatives as water, fruit juice and, of course, milk. The industry has reached deep into the schools, targeting financially strapped districts with "pouring rights" contracts–exclusive deals to serve and promote one company's brand. In return, schools get money for band uniforms, books, scoreboards and other items that they may have trouble covering out of their normal budgets.
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