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| '''Enviga''' is a ]/caffeinated, carbonated drink being marketed by the ] Company and Nestle Switzerland. <ref>Coca Cola Company Press Release: http://www2.coca-cola.com/presscenter/pdfs/enviga.pdf</ref>. | '''Enviga''' is a ]/caffeinated, carbonated drink being marketed by the ] Company and Nestle Switzerland. <ref>Coca Cola Company Press Release: http://www2.coca-cola.com/presscenter/pdfs/enviga.pdf</ref>. | ||
| The principle active ingredient in green tea is |
The principle active ingredient in green tea is the quite remarkable epigallocatechin gallate ]. | ||
| According to the Coke, Eviga burns 60 to 100 calories per 3 x 12-oz. <ref>BBC News audio interview: http://news.bbc.co.uk/nolavconsole/ukfs_news/hi/newsid_6040000/newsid_6043700/bb_rm_6043792.stm</ref> It is worth emphasizing Coca Cola quotes 60–100 calorie loss for three drinks – the loss for just one drink being only 20–33 calories. | |||
| According to 'Beverage Digest' flavoured bottled water, sports drinks and teas, are increasing sales with the decline in sales of sugary soft drinks - with cold tea the fastest growing non-carbonated beverage category in the US during the first half of 2006. Prior to launch, Coke has been trailing and losing market share |
According to 'Beverage Digest' flavoured bottled water, sports drinks and teas, are increasing sales with the decline in sales of sugary soft drinks - with cold tea the fastest growing non-carbonated beverage category in the US during the first half of 2006. Prior to launch, Coke has been trailing and losing market share]] | ||
| in this space to Pepsi, Arizona and Snapple. | |||
| Freshly brewed green tea has been consumed in China and Japan for perhaps 2-3,000 years. The first company to can green tea appears to be Ito En, Japan in 1985. | Freshly brewed green tea has been consumed in China and Japan for perhaps 2-3,000 years. The first company to can green tea appears to be Ito En, Japan in 1985. | ||
| Since then, hundreds of brands have been released , especially in Asia where |
Since then, hundreds of brands have been released , especially in Asia where green tea is extremely popular. Unfortunately, many of these are highly sweetened. | ||
| There are three basic types - brewed, reconstituted (using tea extracts), and a combination of the two. Reconstitution more readily permits increased levels of active ingredients such as EGCG and L-theanine in the beverage. | |||
| There are some so-called health drinks on the market that contain high levels EGCG plus other nutrients. An example is Veritee Wellness Drink from Switzerland. | There are some so-called health drinks on the market that contain high levels EGCG plus other nutrients. An example is Veritee Wellness Drink from Switzerland. | ||
| Bottled green tea is a refreshing beverage in its own right, and most of the bigger manufacturers |
Bottled green tea is a refreshing beverage in its own right, and most of the bigger manufacturers also promote its medicinal benefits. However Coke is taking a different marketing tack, attempting to promote green tea's ] qualities. Thermogenesis involves accelerating metabolism as a means of burning additional calories. Another beverage making weight loss claims is , however in their case totally unrelated to green tea ingredients. | ||
| Enviga's focus on thermogenesis has necessitated a formula with a higher level of caffeine than |
Enviga's focus on thermogenesis has necessitated a formula with a higher level of caffeine than normal. EGCG has a thermogenic effect with or without caffeine, but a nervous system primed with caffeine will achieve increased levels of calorie burn. However, critics suggest the high caffeine level in Enviga is excessive and is an attempt to gain increased weight loss via caffeine in its own right. | ||
| When launched, industry analysts predicted Enviga would target active lifestyle consumers. |
When launched, industry analysts predicted Enviga would target active lifestyle consumers. Its principal active ingredient, ECGC – has been extensively researched for its medicinal properties. There are many studies suggesting EGCG protects against cancer. However, a recent study of 40,530 Japanese adults <ref>http://www.ncbi.nlm.nih.gov</ref> surprisingly failed to confirm this. However it did demonstrate significant protective ability against stroke/heart disease and dental disease. | ||
| It is suggested by one trade source <ref>http://www.nutraingredients.com/news/ng.asp?id=67594-dsm-green-tea-catechin-egcg</ref> that EGCG increases energy metabolism and fatty acid oxidation; inhibits fat cell development (apidogenesis); and/or reduces lipid absorption and increases fat excretion. Coca Cola is claiming 90 milligrams of EGCG per can – assuming it is not degraded during processing and non-refrigerated distribution. This is not a significantly different level to that provided in a 100ml of brewed green tea. <ref>http://www.leaonline.com/doi/abs/10.1207/S15327914NC4502_13?journalCode=nc</ref> | It is suggested by one trade source <ref>http://www.nutraingredients.com/news/ng.asp?id=67594-dsm-green-tea-catechin-egcg</ref> that EGCG increases energy metabolism and fatty acid oxidation; inhibits fat cell development (apidogenesis); and/or reduces lipid absorption and increases fat excretion. | ||
| Coca Cola is claiming 90 milligrams of EGCG per can – assuming it is not degraded during processing and non-refrigerated distribution. This is not a significantly different level to that provided in a 100ml of brewed green tea. <ref>http://www.leaonline.com/doi/abs/10.1207/S15327914NC4502_13?journalCode=nc</ref> | |||
| Whilst the 20–30 calorie |
Whilst the 20–30 calorie burn rate of Enviga is not insignificant, it should also be seen in the context of the typical diet of around 2500–3000 calories/day in Coke's target market. <ref>http://www.guardian.co.uk/health/story/0,,1866485,00.html</ref> Clearly, consumption of multiple cans of Enviga will be required to achieve a significant weight loss benefit. By way of comparison, a moderate 30 minute walk by a 150 lb person expends about 150 calories – equivalent to 5–7 cans of Enviga. <ref>http://exercise.about.com/cs/fitnesstools/l/blcalorieburn.htm</ref> | ||
| Unfortunately, most bottled green tea beverages contain significant calorific content in the form of added sugars. Coca Cola states Enviga is ''calorie-negative'' – suggesting a lower sugar content than most bottled green teas. | Unfortunately, most bottled green tea beverages contain significant calorific content in the form of added sugars. Coca Cola states Enviga is ''calorie-negative'' – suggesting a lower sugar content than most bottled green teas. | ||
| Enviga appears to have added calcium, and green teas are naturally high in fluoride – |
Enviga appears to have added calcium, and green teas are naturally high in fluoride – a health/dental advantage and/or disadvantage depending on your point of view on this controversial subject. | ||
| Coke is claiming to source green tea from tea plants with particularly high levels of EGCG – "several times higher than that of other green-tea products." <ref>http://articles.news.aol.com/business/_a/cokes-enviga-it-may-burn-calories-but-it/20061013075409990001</ref> | Coke is claiming to source their green tea from Ceylonese tea plants with particularly high levels of EGCG – "several times higher than that of other green-tea products." <ref>http://articles.news.aol.com/business/_a/cokes-enviga-it-may-burn-calories-but-it/20061013075409990001</ref> | ||
| This appears to be a misleading and irrelevent statement inasmuch the EGCG level in Enviga (100 mgs) should be capable of ready adjustment upwards or downwards simply by adding more or less tea extract to the formula. | This appears to be a misleading and irrelevent statement inasmuch the EGCG level in Enviga (100 mgs) should be capable of ready adjustment upwards or downwards simply by adding more or less tea extract to the formula. | ||
| Another active ingredient in green tea is ], which is a relaxant and |
Another active ingredient in green tea is ], which is a relaxant and has the remarkable effect of counteracting the jittery effect of caffeine. It is not clear how much L-Theanine is in Enviga, but its presence may more readily permit additional caffeine in the formula. A can of Enviga contains 100 mgs of caffeine, which is about three times the level in a can of Coke. This additional caffeine may be intended to increase metabolism independent of the EGCG content. The use of high caffeine levels in beverages is regarded by many as a fairly blunt instrument in achieving weight loss. | ||
| Of additional concern is the added sugar in most bottled green tea beverages. This counteracts its calorie burning capabilities. For example, each bottle of Lipton's Green Tea contains 139 calories, which is far exceeds its calorie-burning potential. Whilst it may not be a an ideal comparison, Enviga (at 5 calories) has only one seventh the calorific level of Coke, and slightly more than its diet range of cola's. <ref>http://articles.news.aol.com/business/_a/cokes-enviga-it-may-burn-calories-but-it/20061013075409990001</ref> | Of additional concern is the added sugar in most bottled green tea beverages. This counteracts its calorie burning capabilities. For example, each bottle of Lipton's Green Tea contains 139 calories, which is far exceeds its calorie-burning potential. Whilst it may not be a an ideal comparison, Enviga (at 5 calories) has only one seventh the calorific level of Coke, and slightly more than its diet range of cola's. <ref>http://articles.news.aol.com/business/_a/cokes-enviga-it-may-burn-calories-but-it/20061013075409990001</ref> | ||
| Line 41: | Line 45: | ||
| Additional levels of EGCG and L-theanine can also be obtained at very low cost (about 10 cents per equivalent 2 cups of green tea) in capsule form from a number of supplement makers. | Additional levels of EGCG and L-theanine can also be obtained at very low cost (about 10 cents per equivalent 2 cups of green tea) in capsule form from a number of supplement makers. | ||
| In summary, Coke is referring to Enviga's unique formula, but in the absence of further scientific |
In summary, Coke is referring to Enviga's unique formula, but in the absence of further scientific data, its active ingredients do not appear to substantially differ from any other still or carbonated green tea products on the market. | ||
| There are probable cardiovascular and other health benefits in consuming any green tea, including Enviga. However the quantity required to achieve weight loss is substantial – particularly in sweetened tea. Good quality supplements containing high EGCG levels are probably a cheaper, more efficient, and (for some) a more convenient means of obtaining EGCG. Ideally, the requirement is for unsweetened green tea beverages that have broad appeal to children, the overweight, and the obese as nutritionally superior substitutes for traditional sweetened and diet cola's. Whilst the overweight and obese may gain a modest weight benefit from Enviga, its high caffeine level is potentially problematic in children, and those allergic to caffeine. | |||
| Coke and its business partner, Nestle, plan to introduce Enviga to the north eastern United States in November 2006. It will launch nationally in January 2007 <ref>Coca Cola Company Press Release: http://www2.coca-cola.com/presscenter/pdfs/enviga.pdf</ref> and in Latin America, Europe and Asia later that year. <ref>http://www.dailyadvance.com/biz/content/hared/money/stories/2006/COKE_1012_COX.html</ref> | Coke and its business partner, Nestle, plan to introduce Enviga to the north eastern United States in November 2006. It will launch nationally in January 2007 <ref>Coca Cola Company Press Release: http://www2.coca-cola.com/presscenter/pdfs/enviga.pdf</ref> and in Latin America, Europe and Asia later that year. <ref>http://www.dailyadvance.com/biz/content/hared/money/stories/2006/COKE_1012_COX.html</ref> | ||
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| The official Coca-Cola logo | |
| Type | Carbonated soft drink |
|---|---|
| Manufacturer | The Coca-Cola Company |
| Country of origin |  United States |
| Introduced | 2006 |
Enviga is a green-tea/caffeinated, carbonated drink being marketed by the Coca-Cola Company and Nestle Switzerland. . The principle active ingredient in green tea is the quite remarkable epigallocatechin gallate EGCG. According to the Coke, Eviga burns 60 to 100 calories per 3 x 12-oz. It is worth emphasizing Coca Cola quotes 60–100 calorie loss for three drinks – the loss for just one drink being only 20–33 calories. According to 'Beverage Digest' flavoured bottled water, sports drinks and teas, are increasing sales with the decline in sales of sugary soft drinks - with cold tea the fastest growing non-carbonated beverage category in the US during the first half of 2006. Prior to launch, Coke has been trailing and losing market share]] in this space to Pepsi, Arizona and Snapple. Freshly brewed green tea has been consumed in China and Japan for perhaps 2-3,000 years. The first company to can green tea appears to be Ito En, Japan in 1985. ITO EN TEA FROM JAPAN Since then, hundreds of brands have been released , especially in Asia where green tea is extremely popular. Unfortunately, many of these are highly sweetened. There are three basic types - brewed, reconstituted (using tea extracts), and a combination of the two. Reconstitution more readily permits increased levels of active ingredients such as EGCG and L-theanine in the beverage. There are some so-called health drinks on the market that contain high levels EGCG plus other nutrients. An example is Veritee Wellness Drink from Switzerland.VERITEE WELLNESS DRINK Bottled green tea is a refreshing beverage in its own right, and most of the bigger manufacturers also promote its medicinal benefits. However Coke is taking a different marketing tack, attempting to promote green tea's thermogenic qualities. Thermogenesis involves accelerating metabolism as a means of burning additional calories. Another beverage making weight loss claims is Jana Skinny Water, however in their case totally unrelated to green tea ingredients. Enviga's focus on thermogenesis has necessitated a formula with a higher level of caffeine than normal. EGCG has a thermogenic effect with or without caffeine, but a nervous system primed with caffeine will achieve increased levels of calorie burn. However, critics suggest the high caffeine level in Enviga is excessive and is an attempt to gain increased weight loss via caffeine in its own right.
When launched, industry analysts predicted Enviga would target active lifestyle consumers. Its principal active ingredient, ECGC – has been extensively researched for its medicinal properties. There are many studies suggesting EGCG protects against cancer. However, a recent study of 40,530 Japanese adults surprisingly failed to confirm this. However it did demonstrate significant protective ability against stroke/heart disease and dental disease.
It is suggested by one trade source that EGCG increases energy metabolism and fatty acid oxidation; inhibits fat cell development (apidogenesis); and/or reduces lipid absorption and increases fat excretion. Coca Cola is claiming 90 milligrams of EGCG per can – assuming it is not degraded during processing and non-refrigerated distribution. This is not a significantly different level to that provided in a 100ml of brewed green tea.
Whilst the 20–30 calorie burn rate of Enviga is not insignificant, it should also be seen in the context of the typical diet of around 2500–3000 calories/day in Coke's target market. Clearly, consumption of multiple cans of Enviga will be required to achieve a significant weight loss benefit. By way of comparison, a moderate 30 minute walk by a 150 lb person expends about 150 calories – equivalent to 5–7 cans of Enviga.
Unfortunately, most bottled green tea beverages contain significant calorific content in the form of added sugars. Coca Cola states Enviga is calorie-negative – suggesting a lower sugar content than most bottled green teas.
Enviga appears to have added calcium, and green teas are naturally high in fluoride – a health/dental advantage and/or disadvantage depending on your point of view on this controversial subject.
Coke is claiming to source their green tea from Ceylonese tea plants with particularly high levels of EGCG – "several times higher than that of other green-tea products."
This appears to be a misleading and irrelevent statement inasmuch the EGCG level in Enviga (100 mgs) should be capable of ready adjustment upwards or downwards simply by adding more or less tea extract to the formula.
Another active ingredient in green tea is L-Theanine, which is a relaxant and has the remarkable effect of counteracting the jittery effect of caffeine. It is not clear how much L-Theanine is in Enviga, but its presence may more readily permit additional caffeine in the formula. A can of Enviga contains 100 mgs of caffeine, which is about three times the level in a can of Coke. This additional caffeine may be intended to increase metabolism independent of the EGCG content. The use of high caffeine levels in beverages is regarded by many as a fairly blunt instrument in achieving weight loss.
Of additional concern is the added sugar in most bottled green tea beverages. This counteracts its calorie burning capabilities. For example, each bottle of Lipton's Green Tea contains 139 calories, which is far exceeds its calorie-burning potential. Whilst it may not be a an ideal comparison, Enviga (at 5 calories) has only one seventh the calorific level of Coke, and slightly more than its diet range of cola's.
Those attempting to lose weight may be better advised to brew their own fresh, unsweetened green tea or white tea beverage rather than purchasing a sweetened, bottled green tea product. Despite the comparatively high cost, white tea is a more naturally sweet tea beverage than green tea, and contains marginally higher levels of EGCG.
Additional levels of EGCG and L-theanine can also be obtained at very low cost (about 10 cents per equivalent 2 cups of green tea) in capsule form from a number of supplement makers.
In summary, Coke is referring to Enviga's unique formula, but in the absence of further scientific data, its active ingredients do not appear to substantially differ from any other still or carbonated green tea products on the market. There are probable cardiovascular and other health benefits in consuming any green tea, including Enviga. However the quantity required to achieve weight loss is substantial – particularly in sweetened tea. Good quality supplements containing high EGCG levels are probably a cheaper, more efficient, and (for some) a more convenient means of obtaining EGCG. Ideally, the requirement is for unsweetened green tea beverages that have broad appeal to children, the overweight, and the obese as nutritionally superior substitutes for traditional sweetened and diet cola's. Whilst the overweight and obese may gain a modest weight benefit from Enviga, its high caffeine level is potentially problematic in children, and those allergic to caffeine.
Coke and its business partner, Nestle, plan to introduce Enviga to the north eastern United States in November 2006. It will launch nationally in January 2007 and in Latin America, Europe and Asia later that year.
Footnotes
- Coca Cola Company Press Release: http://www2.coca-cola.com/presscenter/pdfs/enviga.pdf
- BBC News audio interview: http://news.bbc.co.uk/nolavconsole/ukfs_news/hi/newsid_6040000/newsid_6043700/bb_rm_6043792.stm
- http://www.ncbi.nlm.nih.gov
- http://www.nutraingredients.com/news/ng.asp?id=67594-dsm-green-tea-catechin-egcg
- http://www.leaonline.com/doi/abs/10.1207/S15327914NC4502_13?journalCode=nc
- http://www.guardian.co.uk/health/story/0,,1866485,00.html
- http://exercise.about.com/cs/fitnesstools/l/blcalorieburn.htm
- http://articles.news.aol.com/business/_a/cokes-enviga-it-may-burn-calories-but-it/20061013075409990001
- http://articles.news.aol.com/business/_a/cokes-enviga-it-may-burn-calories-but-it/20061013075409990001
- Coca Cola Company Press Release: http://www2.coca-cola.com/presscenter/pdfs/enviga.pdf
- http://www.dailyadvance.com/biz/content/hared/money/stories/2006/COKE_1012_COX.html
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