In fact, when the researchers took a closer look at their data, they found that nearly all the obesity risk from soft drinks came from diet sodas. There was a 41 percent increase in risk of being overweight for every can or bottle of diet soft drink a person consumes each day.

For diet soft-drink drinkers, the risk of becoming overweight or obese was:

• 36.5 percent for up to 1/2 can each day
• 37.5 percent for 1/2 to one can each day
• 54.5 percent for 1 to 2 cans each day
• 57.1 percent for more than 2 cans each day.

For each can of diet soft drink consumed each day, a person's risk of obesity went up 41 percent.

WHY?
Cephalic Response: Key Code to Obesity
The real issue for the soda researchers, which was addressed by Katie Couric on CBS news, was why diet sodas cause weight gain. It may be a mystery to most researchers, but the Cephalic Research Institute research team already has the answer.

Clinical researchers at Glycemic Research Laboratories (GRL) know exactly why and how diet sodas cause weight gain. It's caused by the Cephalic Response, and the GRL Cephalic Research Institute team has been studying the effects on humans for the past 20 years.

They, in fact, received the first patent awarded worldwide for this research.

With combined expertise of 90 years, the Cephalic Research Institute team has delved into the biochemistry that causes the Cephalic Response, including the glycemic index and glycemic response of foods.

The CV's of the Cephalic Research Institute researchers reads like a Who's Who, and actually includes a scientist that is listed in the Who's Who of American Inventors, the top genetic researcher in the world from NIH, and a renowned MD, PhD in Cardiovascular Pharmacology, who just won a Lifetime Achievement Award.

The Cephalic Research Institute research team includes Dr. Ann de Wees Allen, Dr. Clair Francomano, and Dr. Randall Maxey. They can be found at:

www.GlycemicResearchLaboratories.com (see About Us)
www.Glycemic.com (Cephalic Seal)
www.SkinnyScience.com

Their clients include Hershey Foods, Proctor & Gamble, and other food giants who hire the team to determine the glycemic and fat-storing effects of their foods and beverages.

The Cephalic Research Institute researchers will not reveal the results of the ongoing trials, but hint that a major company is getting ready to introduce a Non-Cephalic soda.

The researchers will be discussing their Cephalic findings on Tuesday, July 24th, 2007 on the Clear Channel, Tampa, Florida, 620 AM, WDAE radio, 3 PM EST, hosted by Steve Duemig, which can be accessed live via the Internet (www.620WDAE.com).

With every TV NEWS station fighting for their attention, the Cephalic Research Institute researchers chose WDAE over all other competitors for the first live discussion about diet sodas. This obvious favoritism was fueled by a long-term friendship between host Steve Deumig and Cephalic Research Institute researcher, Dr. Ann de Wees Allen.

Interviews with the Cephalic Research Institute team are arranged by Jerry Petuck at: Petuck624@aol.com

So, the brain has a conditioned response in reaction to eating something sweet.

It is called the Cephalic Phase Insulin Response (CPIR), and it’s responsible for the fat-storing effects of diet beverages, including diet sodas, diet tea, coffee, energy drinks, sports drinks, and flavored waters.

This adaptation in humans is a reaction to the ingestion of sweet-tasting foods. The body learned to associate sweet-taste on the tongue with the resulting sugar-energy-load that landed in the stomach.

The brain came to perceive sweet-taste with the need to program the liver to prepare for the arrival of an outside source of high energy – sugar.

As the tongue senses something sweet, it programs the brain to set into motion a series of biochemical events. It doesn’t matter if the sweet taste comes from natural honey or from artificial sweeteners.

This biochemical cascade triggers the liver to stop the manufacture of protein and starch from its body-reserves, and to begin to store the glucose-energy that circulates in the blood.

In the case of diet beverages, the sweet taste sets these events into motion.

But when no calories actually appear in the stomach, this causes the body to demand real food, with resulting hyper-urges from the liver to overeat, or to drink more of the sweet-tasting liquid, and the cascade repeats itself.

Almost instantly, the body starts producing insulin, the “fat” hormone, which stores sugar in the blood stream, and programs the adipose tissue fat cells (belly fat) to store, store, store.

This Cephalic Phase Insulin Response (CPIR) creates reactive hypoglycemia (low blood sugar), which further triggers strong cravings for more sweet-tasting items, and high glycemic foods.

After the taste buds are activated by a sweet-taste, the urge to ingest food can last from 1 to 2 hours. So, you are hungry for hours, because no real food or calories has satiated the body’s need for energy.

And now, the body is producing insulin for no reason, because the brain has instructed the liver to store instead of burn/release its storage supplies.

The result is fat, fat, fatter - the Cephalic Fat Spiral.