Reactions to New York Mayor Michael Bloomberg's   plan to ban large-size sugary beverages  were mixed Thursday as details  poured out.

The  measure places a 16-ounce cap on bottled drinks and fountain beverages sold at New York City restaurants, movie theaters, sports venues and street carts. It affects drinks  that have more than 25 calories per 8 ounces.

The proposal is the first time a U.S. city has so directly attempted to limit sugary-drink portions. It would not apply to  100% juice or beverages with more than 50% milk or milk substitute.

Soft drink companies and restaurants will "go ballistic," said Kelly Brownell, director of Yale University's Rudd Center for Food Policy and Obesity. "It interferes with their basic business model, which is to sell as much as they can of their highest-profit-margin items."


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