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.
The announcement that Cadbury Schweppes is looking to split its beverage operations in the US from its confectionery unit may be music to its investors' ears, but where will a potential buyer come fro...
PepsiCo is looking to block The Coca-Cola Co.'s purchase of a tea producer in Brazil....
Coca-Cola Enterprises has lined up a limited edition Coca-Cola for the UK, while dropping two Oasis variants in the country....
The Coca-Cola Co. will next week launch Coca-Cola Zero in Sweden to further strengthen its position in the country's booming no-sugar carbonates segment....
The Coca-Cola Co. has admitted it is on the look-out for acquisitions to beef up its bottled teas offering in the US....
The Coca-Cola Co. is set to have more room to develop its own RTD tea brands in the US after the company said it would scale back Beverage Partners Worldwide, its venture with Nestlé....
Coca-Cola Africa has promoted its marketing chief in South Africa to take charge of the company's promotions across the continent....
The Coca-Cola Co. has sealed the acquisition of Brazilian RTD tea producer Leão Junior. Coca-Cola Brazil, the soft drinks giant's local unit, told just-drinks today (22 March) that the deal would give...
- Whatever happened to binge Britain? - comment
- The dangers of squaring up to your competitor
- The US beer market - A level playing field for all
- Remy Cointreau's Q2 and H1 - preview
- Constellation and Ballast Point's "sticker shock"
- Sidney Frank CEO to head Clooney's import co
- Diageo Australia appoints commercial head
- Diageo sells off United Spirits' Bouvet Ladubay
- Irish whiskey brands could fail without bulk
- A-B InBev to "kick the tyres" at Coca-Cola
- Global sparkling wine insights - market forecasts, product innovation and consumer trends research
- Future growth opportunities for global spirits
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global Wine Market to 2019 - Market Size, Development, and Forecasts
- Global Wine Market: News and Events September 2015