Drink's makers defend calorie-burning claims
Photo: Beverage Partners WorldwideIn 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.
3 comments:
I am also very skeptical about the claims that Coca-Cola and Nestle are making about the Enviga beverage. They claim that just by drinking it you will burn calories yet the beverage itself contains 5 calories. From the one small study that was done the results were so small that it seems really hard to tell if the few calories burned really were a direct result from that particular beverage. I am interested in seeing what the Connecticut Attorney General can find out about it in his research.
This investigation done on the new product Enviga, will show consumers whether or not the company's claim is true. Even if Enviga does happen to make you lose weight and Coca-Cola/Nestle ends up telling the truth, the demand for the product, Enviga, will go down. When there is even a doubt in the product consumers get a negative impact from that and even if proven true, the consumers for the most part will have a hard time trusting that company/product again. This doesn't go for everyone, but a lot of people will react negatively to even the thought of an investigtion being done on the product. The demand curve will go down for this product as a result of this investigation.
No drink is going to make up for diet and exercise.
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