Addicted to cold drinks, but worried about the calories? Looks like coke has got something up its sleeves.
Conceived by Beverage Partners Worldwide (BPW) – a joint venture of Nestlé S.A. and The Coca-Cola Company, Coke has launched Enviga, a sparkling green tea containing green tea extracts, calcium, and caffeine.
Priced somewhere between $1.29-$1.49, Enviga will be launched in US by Jan 2007 and will reach other countries by 2008.
As Coke claims in its site: .
“Enviga increases calorie burning. It represents the perfect partnership of science and nature,” … “Enviga contains the optimum blend of green tea extracts (EGCG), caffeine and naturally active plant micronutrients designed to work with your body to increase calorie burning, thus creating a negative calorie effect. It makes this product stand out as unique. Enviga brings the benefits of green tea to the forefront in a convenient and accessible, great tasting beverage.”
Made from Coke’s proprietary tea leaves from its plantation in India, Enviga is piggybacking on the health benefits of green-tea leaves. If you consume three 12-ounce cans of Enviga over a 24-hour period, you can burn 60-100 calories!
But I am a bit confused about Enviga’s positioning? Is it a fun drink (at such a huge price?), or a calorie burner?
“Coke didn’t petition the FDA to make a formal “qualified health claim” because the product doesn’t assert an effect such as reducing a disease or a health-related condition.”
Have is a simple calculation (courtesy:AOL)- To burn the fat accumulated from McDonald’s BigMac burger, you would probably need to drink 28 cans of Enviga!! And that means a whopping $36.12 investment – per Mc meal!
A brisk walk will also burn the same calorie count. With no $$ investment!!
Well, only time will tell how people react to Enviga. As one of the researcher subtly points out:
The people most likely to try Enviga will be young people who tend to obsess over the next cool concoction — most of whom aren’t overweight, says Georgia State’s Prof. Rosenbloom. “You know who’s going to be drinking these,” she says. “The thin girls.