stellary the trimark. the budget store doing well.lle -- is how impact the company on the demand side. structural demand falling for sugar just as the politics of this country start to hea t up. >> is sugar the new tobacco, i.e., the devil? >> some people are calling it the new tobacco. i will give you some stats for color. isteaspoons of sugar, that how much the average american consumes. supply of sorts by the beverage industry. what's interesting is how this debate plays out in the u.k. ad foods produces one million tons of the stuff every single year. they meet half of our sugar requirements. . this will be a hot potato. if someone wants to get fat, eat loads of sugar, that is up to them. on the other side of things, you have the nhs, the taxpayers that will have to take care of the bill. $600 billion is how much the obesity epidemic.cost the industry . politically and economically, this'll be a story not necessarily for now but perhaps over the next decade. >> it is. it is not great, but it tastes so good. >> i cannot deny that.