A Guardian Australia writer has documented the challenge of giving up Pepsi Max over 66 days, after consuming up to four 375ml cans daily—totalling 277 litres in a year. The experiment was inspired by a 2009 study on habit formation, though lead researcher Phillippa Lally notes the timeframe is highly variable.
The writer consumed over 1.5 litres of the sugar-free cola each day, prompting concern from friends despite no clear evidence of harm. In 2023, the World Health Organization classified aspartame, the sweetener in Pepsi Max, as a possible carcinogen, but studies have not found strong links to cancer.
The challenge began on 24 September, with the writer avoiding all artificially sweetened sodas but allowing sugary drinks, beer, and wine. The first week was described as miserable, with cravings after exercise and a photoshoot involving empty cans intensifying the struggle.
By week two, the writer adopted strategies like constantly refilling a water bottle and adding lemon juice—a substitution technique. The difficulty escalated during a trip to Vancouver, where Pepsi signage was ubiquitous at an ice hockey game and the writer had to endure the same day twice due to time zones.
The writer noted that breaking a habit may differ from forming one, and the 66-day figure is not a guaranteed timeline. The experiment continues, with the writer acknowledging the challenge of quitting in North America, described as the 'soda capital of the world'.
