Experts Warn Diet Coke's 'Fridge Cigarette' Habit Harms Brain

Coca-Cola CEO Henrique Braun has addressed the viral social media nickname 'fridge cigarette' for Diet Coke, stating that consumers are free to use their own terms. He emphasized that the company's focus is on the product's great taste and unique consumer connection, rather than its nicknames. This commentary comes as Diet Coke shows significant sales momentum, with global sales volume up 6% in the third quarter of 2026, following consistent growth in previous quarters.

Despite the brand's commercial success, health experts are sounding alarms about the habit. Psychotherapist Jonathan Alpert noted the sensory appeal of Diet Coke provides quick stimulation, but cautioned against its use as an emotional crutch. Naturopathic doctor Debra Muth warned that artificial sweeteners, like those in Diet Coke, can hijack the brain's dopamine pathways. Muth asserted that this habit is comparable to smoking, potentially worsening neurotransmitter depletion and suggesting natural alternatives for dopamine production.