US: Coke, Nestlé JV unveils 'calorie-burner'
Beverage Partners Worldwide, the joint venture between Nestlé and The Coca-Cola Company, is set to launch a new 'calorie-burning' drink in the US.
The JV confirmed yesterday (11 October) that Enviga will hit the north-east of the country next month, prior to a national roll out at the beginning of next year. The sparkling green tea contains calcium and caffeine, and increases calorie burning.
"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," said Dr. Rhona Applebaum, chief scientist at The Coca-Cola Company. "Enviga brings the benefits of green tea to the forefront in a convenient and accessible, great tasting beverage."
According to a recent study conducted by the Nestlé Research Centre in Switzerland, consuming the equivalent of three Envigas over the course of a day resulted in "a noticeable increase in calorie burning".
"The accumulated body of scientific research shows the ability of green tea's powerful antioxidant EGCG (epigallocatechin gallate) to speed up metabolism and increase energy use, especially when combined with caffeine," said Nestle researcher Dr. Hilary Green.
Enviga will be available in three flavours - green tea, berry and peach - in the ready-to-drink tea section at supermarkets, mass merchandisers, convenience and drug stores, and club stores. The drink will be offered in individual 12-ounce cans as well as six-can and 12-can multi-packs. The suggested retail price for Enviga will be between US$1.29 and US$1.49 per single can.
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