Wanna burn Calories? Drink Coke’s Enviga

Indian Startups

Wanna burn Calories? Drink Coke’s Enviga

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.

Interesting read: Layoff fatties /\ Read the harmful effects of fruit juices.

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