Blog: A drink that makes you thin?
Andy Morton | 19 November 2014
The Coca-Cola Co has spent a lot of money these past two years fighting accusations that soft drinks make you fat.
But if a new project currently underway in the laboratories of Nestle comes to fruition, then soda makers may, in the future, be able to argue the opposite.
According to a Bloomberg report, Swiss food and drinks maker Nestle is working on a beverage that boosts the amount of calories burned while exercising.
"Instead of 20 minutes of jogging or 40 minutes of cycling, it may help boost metabolism with moderate exercise like brisk walking," a Nestle scientist said. "They’d get similar effects with less strain."
The secret is an enzyme called AMPK, which regulates metabolism but which researchers have discovered can be stimulated. Nestle is now searching for plant extract that triggers the stimulation.
It appears that Nestle is still some way off of developing any product - and, as Bloomberg points out, other companies in the past have searched in vain for an AMPK breakthrough.
But with Coca-Cola under pressure following soda declines partly caused by consumer concerns for a healthier lifestyle, there will be at least one company hoping that Nestle can finally crack the case.
Whenever we read anything about Millennial consumers, there is almost always mention of the personalisation trend as well as the importance of social media....
Ever wondered what fuels Anheuser-Busch InBev's acquisitional drive? Is it naked ambition? Faith? The good of mankind?...
Anheuser-Busch InBev is reportedly calling a halt to its Seth Rogan and Amy Schumer Bud Light campaign in the US....
Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....
- Cannabis – A clear and present danger to alcohol
- Is Irish whiskey ready to recognise its potential?
- Interview - Bernstein analyst Trevor Stirling
- The European beer market - Focus
- Trump, local spirits and the IR role - The Analyst
- Diageo appoints first programmatic marketing head
- Corporate Relations Director to leave Diageo
- Bacardi names new global communications head
- Diageo strike threat postponed with fresh vote
- Diageo, Nolets unveil latest Ketel One campaign