In a recent article published by USA Today, the makers of a new five-calorie-a-can, called Enviga, claim that their product actually burns calories rather than give the consumer added calories. When the makers, Coca-Cola and Nestlé, began to market the product they heavily promoted it as "scientifically proven to burn calories" based upon a Swiss "research" project wherein 31 lean, young adults drank 3 cans of the miracle beverage a day for 3 days. It was proven that this small sample burned on average 106 calories (the equivalent of 2 regular--not double-stuffed--Oreo cookies). Although reps from Coca-Cola state they are "[N]ot positioning Enviga as a weight-loss product," yet they fail to mention that this aspect of the beverage is their main advertising promotion to their potential consumers.
Pardon me for seeming overly skeptical of this drink, but they Coca-Cola/Nestlé company is attempting to deceive their consumers, and attempt to "unofficially" trick those persons on a weight-loss track to purchase their product when it would actually have an adverse affect or none at all. The point is they are using the perception of weight-loss and low-calories to entice their consumers to purchase Enviga.
You may think "well good for them," this is where you are wrong, click the link that is the header and actually read the article first, the Coca-Cola/ Nestlé company are under investigation under the Connecticut Attorney General Richard Blumenthal, which is actually looking into the drink's alleged calorie-burning claims. The non-profit Center for Science in the Public Interest filed suit against the companies, accusing fraudulent marketing and labeling of Enviga, calling it a "highly caffeinated and overpriced diet soda." If the study done under CT Attorney Gen. does not find that there is any validity to the claims of the companies, they will ultimately lose a small amount of monies in court costs and fines imposed upon them, but they will also be losing some of their consumer base due to their deceptions. This will ultimately affect the consumer base that will be looking for Enviga for weight-loss rather than their normal consumers who drink their sodas and eat their high-calorie products.