For many public health advocates, soda has become the new tobacco — a toxic product to be banned, taxed and stigmatized. "There will always be soda, but I think the era of it being acceptable for kids to drink soda all day long is passing, slowly," says Marion Nestle. "In some socioeconomic groups, it's over." Soda represents nearly 25% of the U.S. beverage market and its massive scale have guaranteed profit margins for decades. Historically, beverage preferences are set in adolescence, the first time that most people begin choosing and buying a favorite brand. But the declines in soda drinking appear to be sharpest among young Americans. "Kids these days are growing up with all of these other options, and there are some parents who say, 'I really want my kids to drink juice or a bottled water,' " says Gary A. Hemphill. "If kids grow up without carbonated soft drinks, the likelihood that they are going to grow up and, when they are 35, start drinking is very low."
Traci Man, who has been studying eating habits, self-control and dieting for more than 20 years, believes that food pairings are crucial in getting kids to eat vegetables. "Normally, vegetables will lose the competition that they're in — the competition with all the other delicious food on your plate. Vegetables might not lose that battle for everyone, but they do for most of us. This strategy puts vegetables in a competition they can win, by pitting vegetables against no food at all. To do that, you just eat your vegetable first, before any of the other food is there," says Mann. "We tested it with kids in school cafeterias, where it more than quadrupled the amount of vegetables eaten. It's just about making it a little harder to make the wrong choices, and a little easier to make the right ones."