Skip to comments.Hotlines: Coke's Calorie-Burning Enviga Slated for 2006 Debut
Posted on 07/28/2005 8:39:25 PM PDT by kingattax
NEW YORK- Coca-Cola is planning to launch Enviga, a soda that is said to burn 50 to 100 calories just by drinking a 12-oz. serving, next year, per one executive.
Enviga, a green tea-based, caffeinated, carbonated drink, is in clinical testing and is said to speed up the user's metabolism. The beverage will target active lifestyle consumers. A Coke rep said, "Some [of our projects] may find their way to market and some may not." Studies have shown that drinking green tea may promote weight loss by stimulating the body to burn calories
What a load of crap.
Clinical testing for a soft drink? What, does it need FDA approval??
WOW! Yet another coke product failure. I can hardly wait.
I drink diet coke, so I guess I'm burning calories just lifting the can.
LOL! The benefits of Green Tea have been known for years in many studies. That means the FDA, no doubt, will ban it.
Doesn't Red Bull do the same?
If Coke wants to market this drink as a weight-loss drug, as it seems the might, you bet it will require clinical testing. It could take five or six years to complete.
>>>Clinical testing for a soft drink? What, does it need FDA approval??
If they are going to make any health related claims, yes - they would have to pass FDA muster.
That lemon flavored crap actually tasted like Pledge. It had the same taste as the vapor I have breathed while dusting.
Doesn't green tea give you the runs?
Green tea is really quite tasty and if this proves to be true, even speeding up the metabolism a little will help considerably and people WILL buy it.
Enviga - interesting name there. I wonder if they will market it towards the nevermind...
So should this thread be titled the Enviga Monologues?
This all sounds like it is leading to the same unfortunate place that epehdra led a couple years ago, which ended with much wailing and rending of clothes as ephedra was banned by the FDA. The only way to avoid that is to go through the clinical trails.
Once Coke starts talking about "negative" calories, that sounds too much like a health claim, and the FDA hammer will fall once again.
Lawyers, stand by. After someone drinks 3 or 4 of these and then has a heart attack, there will be money to be made.
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