George Prior was impeccably fit before he decided he wanted to use his body as an object demonstrating what consuming Coke does to the physique.

For a month George would regularly down 10 cans of Coca-Cola a day, after which he stepped on the scales to realize he was over 26 pounds heavier.

He wanted to demonstrate the effect that the sugar in the most widely consumed commercial beverage around the world can have even on a strong and healthy person.

George underwent a dramatic transformation from being ripped to sporting a big belly and love handles in just 30 days. What made matters worse was the realization that in addition to the fat and the morphed body, he was also developing an addiction for Coca-Cola experiencing intense cravings regularly.

During this period George was injecting an average of 900 extra calories and 250g of sugar into his body on a daily basis.

George said: “I’m urging people to examine the amount of sugar in their diets. People need to be aware of the real and powerful damaging effects of sugar on their health.

The fallout.

The most dramatic change was in weight: 23 pounds of gain over 30 days. I also seemed to develop a craving for Cokes, or other sugars, during the time I was drinking Cokes.

“My blood pressure went up, from 129/77 at the beginning to 145/96 at the end.”

George said he weighed 76 kg before his health experiment; by the time he was done, the scales were showing almost 89 kg.

Although he was trying to maintain his regular diet mainly consisting of meat and berries during the 30 days, George found it hard to eat almost anything because he constantly felt full and bloated because of all the soda he was consuming.

He claimed that his only motivation was to “get people thinking and talking about how much sugar they eat and how unhealthy it is.

“I would prefer not to do it again. I don’t like being this heavy.

“The actual drinking of the ten Cokes got to be an irritating chore every day. There were a lot of visits to the restroom, a feeling of constant fullness, and a clutter of cans everywhere.”

Incredibly, after the month passed and George stopped the routine, he lost five pounds in four days.

He quipped: “Kids shouldn’t drink Cokes. But then kids shouldn’t drink juices, either. And that’s going to be a very hard sell to parents who believe that juice is ‘natural’ or even ‘organic’. It’s sugar, and not only do kids not need it, it’s bad for them.

“I think there are a lot of people suffering health problems like diabetes and heart disease, who aren’t aware they could help themselves by just stopping sugar.”

George also criticized Coca-Cola’s marketing techniques and the consumerist nature of our societies: “I’d like to see controls on the lobbying and spending of big corporations who sell sugar and don’t want the government to tell people how bad it is.”