A generation ago there was a tobacco industry and its product was cigarettes. Today it is the food and drink industry and its product is sugar, sugar that is added to foods and drinks. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay It's not just used as a sweetener, it's used as a colorant for the texture of food and as something to hold ingredients together. Having small amounts of sugar in moderation is fine. But large amounts every day are not good. Our food supply now contains so much added sugar that our metabolic (energy processing) systems just can't handle it. In 2015, the World Health Organization (WHO) reaffirmed its previous recommendation that ideally our intake of sugar, other than natural sugar, in fruits and vegetables – should not exceed 10% of total energy intake, and less than 5% would provide additional health benefits. Soft drinks and sugary juices are the diet version of cigarettes and may provide a short-term jolt, but in the long term they contribute to a variety of diseases and, ultimately, premature mortality. It's increasing the risk of diabetes, heart disease and some types of cancer—in fact, our expanding waistlines may pose as serious a risk as smoking. New research also indicates that sugar, like tobacco, can be addictive. Sugar activates the brain in a way that resembles a drug like cocaine, and people develop a tolerance to sugar in much the same way as smokers and drug addicts. This means that the more sugar you eat, the less you feel the reward. The result: you eat more than ever. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay Despite the hype, it's important not to get too hysterical about sugar. It is a non-essential nutrient but small amounts in moderation are fine. For example, you may be concerned that a hot sauce contains a lot of sugar, but if you eat it with lean meat and vegetables, the meal as a whole is nutritious. When everyone takes care of their health, soft drinks will not be on the menu. And companies will follow your money, wherever it goes, so make them count for better health and a better future.