If obesity is an international crisis, sugar is increasingly cast as the chief villain. In response, Coca-Cola, the world's most valuable brand, has openly pressed moral 'reset', throwing itself into the drive for collective health improvement.

People want big brands to consider the planet as well as their patrons. Chipotle is ahead in this game, with the recent release of their app-game hybrid campaign The Scarecrow demonstrating the power of emotional storytelling.

The World Health Organization wants to bring sugar consumption down to 26-32 grams a day. Is this really attainable when a single can of cola contains 40g? The road ahead might be long and bitter, but the war against sugar has already started.

Can our eating habits represent our identity? We sat down with Eating right in America author Charlotte Biltekoff to discuss how what we eat aligns with our aspirations and ethical codes, and our shifting perceptions of health.