Strangely silent last week as New York City Mayor Michael Bloomberg proposed a ban on pop sales larger than 16 ounces, the nations largest soft drink manufacturer and fast food restaurant fought back.

Specifically, Coca Cola laid in to the claims that the ban would help fight obesity.

"There is no scientific evidence that connects sugary beverages to obesity," says Katie Bayne, Coca-Cola's president of sparkling beverages in North America, in an exclusive interview.

In fact, Bayne says, during the period from 1999 through 2010, when obesity was rising, sugar intake from beverages was decreasing. During that period, she says, sugars from soda consumption fell 39% even as the percentage of obese kids jumped 13% and obese adults climbed 7%.

Meanwhile, McDonalds has added their voice to the backlash.

If passed, New York City's ban would only allow soft drink sales in quantities of 16 ounces or less - in an aim to "help people make better healthy choices".