The World Health Organization is considering new sugar consumption guidelines and asking for the public’s input.

WHO will open up the public consultation process on its website and announce more details in a conference call with journalists on Wednesday.

The organization currently says that sugar should account for less than 10 per cent of an individual’s daily calorie intake. A regular-size chocolate bar or a can of Coke would be within that limit if you consume about 2,000 calories per day.   

The WHO sugar recommendation has not changed in 10 years.

Late last year, British media reported that WHO is considering lowering that limit to five per cent, as more studies link high sugar consumption to obesity, heart disease and other health problems.

A U.K.-based “Action on Sugar” group, which includes experts from around the world, says sugar is “the new tobacco” and a major contributor to obesity and diabetes epidemics.

The group has been calling on food and drink manufacturers to cut the amount of sugar in their products.

WHO says its new suggested limit will apply to both naturally present and added sugars in food.