Cracknell doesn't seem very sure that a sugar tax will actually 'work' but he thinks it's worth a try. The £1 billion a year cost will fall disproportionately on the plebs, after all.
Guido has picked up on a Tweet I sent in the wee, small hours suggesting that Cracknell might not be the best chap to front a campaign against fizzy drinks. When asked by Men's Health about his vices, he said:
"I used to put ketchup on everything... Now I just drink a lot of Coke."
Cracknell's interest in 'The Real Thing' doesn't end there. Giving tips to would-be Olympic rowers, he said:
"My 'pro's secret' is to drink a flat Coke towards the end of a ride. It will perk you up no end."
And reminiscing about rowing the Atlantic, he said...
"I was so exhausted I started to hallucinate being back home with a long, tall glass of ice-cold Coca-Cola."
In his rowing days, Cracknell was consuming 6,000 calories a day and drinking Lucozade for breakfast.
"I don't limit myself, if I have a craving for something I eat it. Life's too short to worry about every mouthful."
Well said. Maybe a spot of physical activity might be a better option that trying to tax couch potatoes into submission?