According to new reports from Imperial College London sugar free diet drinks are no healthier than their full sugar equivalent and don't aid weight loss. What's more people that switch to sugar free fizzy drinks may even eat more because they feel healthy and still crave sweet foods academics said.
This is rather like the con of low tar fags which generally encourage consumers to smoke more in order to get the same impact as the higher nicotine versions.
Isn't marketing a wonderful thing? Given a market problem its possible to launch a slightly different version of the same thing and get consumers to whack up their intake.