The Enviga Soft Drink Will Cut Out The Gym Factor
Eva Rubenov — October 15, 2006 — Lifestyle
Enviga is a breakthrough calorie burning soft drink that lives by the slogan, "Be Positive. Drink Negative." It's being promoted by Coca Cola, so you're going to hear a lot about it starting early in 2007.
Giz Magazine tells us, "The diet soda market has traditionally been a place where the soft drinks didn’t add as many calories as non-diet brethren, but Coca Cola is now readying a product for the U.S. market that is proven to burn calories. Enviga hits the Northeast in November and will roll out across the U.S. in January 2007. Enviga is a sparkling tea containing green tea extracts, calcium, and caffeine, and was conceived by Beverage Partners Worldwide (BPW), a joint venture between Nestle and Coca-Cola. Research shows that epigallocatechin gallate (EGCG), an antioxidant present in green tea, has the ability to speed up metabolism and increase energy use, especially when combined with caffeine. Studies have shown that when EGCG and caffeine are present at the levels comparable to that in three cans of Enviga, healthy subjects in the lean to normal weight range can experience an average increase in calorie burning by 60 – 100 calories."
Giz Magazine tells us, "The diet soda market has traditionally been a place where the soft drinks didn’t add as many calories as non-diet brethren, but Coca Cola is now readying a product for the U.S. market that is proven to burn calories. Enviga hits the Northeast in November and will roll out across the U.S. in January 2007. Enviga is a sparkling tea containing green tea extracts, calcium, and caffeine, and was conceived by Beverage Partners Worldwide (BPW), a joint venture between Nestle and Coca-Cola. Research shows that epigallocatechin gallate (EGCG), an antioxidant present in green tea, has the ability to speed up metabolism and increase energy use, especially when combined with caffeine. Studies have shown that when EGCG and caffeine are present at the levels comparable to that in three cans of Enviga, healthy subjects in the lean to normal weight range can experience an average increase in calorie burning by 60 – 100 calories."
Trend Themes
1. Calorie-burning Soft Drinks - The introduction of Enviga by Coca Cola demonstrates the potential for calorie-burning ingredients in the beverage industry.
2. Green Tea Extracts - The inclusion of green tea extracts like EGCG in beverages has shown to be a disruptive innovation for boosting metabolism and increasing energy use.
3. Functional Beverages - The rise of functional beverages that offer health benefits, such as increased calorie burning, presents an opportunity for the beverage industry to tap into the wellness market.
Industry Implications
1. Beverage - The beverage industry can explore the development of calorie-burning soft drinks like Enviga to meet the demand for healthier and functional beverage options.
2. Wellness - The wellness industry can incorporate calorie-burning beverages as part of their offerings, catering to consumers looking for convenient and effective ways to enhance their metabolism and energy levels.
3. Weight Loss - The weight loss industry can leverage the calorie-burning properties of drinks like Enviga to create innovative products that support customers in achieving their weight loss goals.
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