Sugar in excessive quantities is undeniably bad for your health....

Sugar in excessive quantities is undeniably bad for your health. But it's still an open question as to whether the artificial sweetener used in Coke, aspartame, is harmful or dangerous to your health.

The scientific evidence at present just does not support the idea that aspartame is dangerous to use. This could change with future studies - it could very well prove up that aspartame has negative side effects on your health. But at the same time, it could also prove further, perhaps beyond doubt, that aspartame is safe for consumption. Given that current market valuations no doubt already incorporate consumers' aversion to aspartame, this suggests that there could be upside if it becomes proven beyond doubt that aspartame is completely safe to consume.