The message is that drink makers are to blame for people getting fat. It is they who must take responsibility and it is they who must be punished (or be seen to be punished — consumers will ultimately pay the price).No wonder the sugar levy has received a rapturous welcome from so many quarters. It crystallises one of the great mantras of our times, that anything bad that happens to us must be somebody else’s fault. It cannot be us who are to blame for being lazy and greedy. The blame lies with those who fulfil our desires.Allied to this narcissistic delusion is the belief in the painless quick fix. In this instance, the quick fix is the notion that the food industry can magically reformulate its products by removing the calories and keeping the flavour. Let the boffins and eggheads sort it out while we stuff our faces.
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