Coca-Cola CEO says Diet Coke is back, takes on 'fridge cigarette' moniker
Diet Coke sales surged 6% globally as the "fridge cigarette" trend raises concerns about dopamine, artificial sweeteners and emotional dependency patterns.
Coca-Cola CEO Henrique Braun stated the company is unconcerned by Diet Coke’s viral ‘fridge cigarette’ nickname, emphasizing the product’s taste and unique consumer connection, while noting increased use of digital technology. Diet Coke’s global sales volume saw a 6% increase in the third quarter of 2026, following similar growth in previous quarters. Experts express concerns that the “fridge cigarette” trend may indicate unhealthy emotional dependency and potential negative impacts of artificial sweeteners on the brain’s reward system.
- Coca-Cola CEO Henrique Braun is not bothered by Diet Coke’s viral ‘fridge cigarette’ nickname.
- Diet Coke’s global sales volume increased by 6% in the third quarter of 2026.
- Experts suggest the ‘fridge cigarette’ trend may be linked to emotional dependency and the sensory appeal of Diet Coke.
- Concerns are raised about artificial sweeteners potentially affecting the brain’s reward system and neurotransmitter depletion.
- Replacing cigarettes with Diet Coke is viewed by some as trading one habit for another, with recommendations for natural dopamine production and stress management.
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