As evidence mounts linking sugar consumption to increasing rates of heart disease, cancer and diabetes, the soda industry is fighting back, in part by ramping up philanthropy [3] and developing partnerships. After the Philadelphia City Council introduced a measure to add a two-cent tax on soda, the soda industry's lobbying group, the American Beverage Association [4] created the "Foundation for a Healthy America [5]," a new front group [6] that donated $10 million to the Children's Hospital of Philadelphia -- to expand its obesity program. The soda tax would have raised about $20 million for obesity prevention programs plus even more money for the city's general fund. Despite this, the soda tax proposal fizzled and Philadelphia's City Council declined to revisit the issue. In a similar move, Coca Cola [7] funded a North Carolina School of Public Health campaign against childhood obesity. The slogan? "Everything in moderation." Even the Robert Wood Johnson Foundation issued a report titled [8] (pdf) "F as in Fat: How Obesity Threatens America's Future," which contains an odd "personal perspective" written by Pepsi [9] CEO, Indra Nooyi, that reads like a press release. Nooyi boasts about Pepsi's partnership with the YMCA, promotes the company's "responsible advertising" and a self-regulatory project [10] in which the company apparently monitors its own advertising to children under 12.