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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>. | ||
| When launched, industry analysts predicted Enviga would target active lifestyle consumers. | When launched, industry analysts predicted Enviga would target active lifestyle consumers. | ||
| According to the Coke, Eviga burns 60 to 100 calories per 3 x 12-oz. |
According to the Coke, Eviga burns 60 to 100 calories per 3 x 12-oz.(3 x 330 ml)cans. <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. | According to trade journal '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 had been trailing and losing market share | Prior to launch, Coke had been trailing and losing market share | ||
| in this space to Pepsi, Arizona and Snapple. | in this space to Pepsi, Arizona and Snapple. | ||
| The principle active ingredient in green tea is the impressive nutraceutical epigallocatechin gallate ]. | The principle active ingredient in green tea is the impressive nutraceutical, epigallocatechin gallate ]. | ||
| Freshly brewed green tea has been consumed in Asia for perhaps 2-3,000 years. The first company to can green tea appears to be Ito En, Japan |
Freshly brewed green tea has been consumed in Asia for perhaps 2,000 - 3,000 years. The first company to can green tea appears to be | ||
| ⚫ | Since then, many brands have been released , especially in Asia where green tea is extremely popular. These products have varying levels of EGCG and added sugar. | ||
| ⚫ | Since then, |
||
| There are three basic types of 'ready-to-drink' green teas - 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 three basic types of 'ready-to-drink' green teas - 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. | ||
| Some 'health drinks' contain high levels of EGCG plus other nutrients. An example is Veritee Wellness Drink from Switzerland. | Some 'health drinks' contain high levels of EGCG plus other nutrients. An example is Veritee Wellness Drink from Switzerland. | ||
| Bottled green tea is a refreshing beverage in its own right |
Bottled green tea is a refreshing beverage in its own right with most larger manufacturers also promoting its medicinal benefits. However Coke is taking a different marketing tack, focusing on green tea's ] qualities. Thermogenesis involves accelerating metabolism as a means of burning additional calories. Another beverage maker making weight loss claims is , however in its case totally unrelated to green tea ingredients. | ||
| Enviga's marketing focus on thermogenesis appears to have instigated 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 achieves increased levels of calorie burn |
Enviga's marketing focus on thermogenesis appears to have instigated 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 achieves marginally increased levels of calorie burn. | ||
| How green tea precisely causes the burning of calories is not clear, but one trade source <ref>http://www.nutraingredients.com/news/ng.asp?id=67594-dsm-green-tea-catechin-egcg</ref> suggests EGCG increases energy metabolism and fatty acid oxidation; inhibits fat cell development (apidogenesis); and/or reduces lipid absorption and increases fat excretion. | How green tea precisely causes the burning of calories is not clear, but one trade source <ref>http://www.nutraingredients.com/news/ng.asp?id=67594-dsm-green-tea-catechin-egcg</ref> suggests 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 100 milligrams of EGCG per can. 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> | Coca Cola is claiming 100 milligrams of EGCG per can. 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> | ||
| Coke |
Coke sources their 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> | ||
| ⚫ | However, this claim appears misleading and irrelevent 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. | ||
| ⚫ | Whilst the 20–30 calorie loss/can 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> | ||
| ⚫ | Whilst the 20–30 calorie |
||
| ECGC has also been extensively researched for its medicinal properties. There are many studies suggesting EGCG protects against cancer. Whilst a recent study of 40,530 Japanese adults <ref>http://www.ncbi.nlm.nih.gov</ref> surprisingly failed to confirm this, it did demonstrate significant protective ability against stroke/heart disease and dental disease. | ECGC has also been extensively researched for its medicinal properties. There are many studies suggesting EGCG protects against cancer. Whilst a recent study of 40,530 Japanese adults <ref>http://www.ncbi.nlm.nih.gov</ref> surprisingly failed to confirm this, it did demonstrate significant protective ability against stroke/heart disease and dental disease. | ||
| 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. | 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. | ||
| One can of Enviga contains 100 mgs of caffeine, which is about three times the level in |
One can of Enviga contains 100 mgs of caffeine, which is about three times the level in each can of Coke, and considerably higher than energy drinks such as Red Bull ]] | ||
| The recommended consumption of |
The recommended consumption of three Enviga's/day is coincidentally adding a very high level (300mg/day) of caffeine to the diet. This level appears to far exceed that required to initiate EGCG's thermogenic effect. It has been speculated this excess is intended to gain a thermogenic effect from the caffeine independent of EGCG, or perhaps contributing to dependency on the product through the addictive nature of high caffeine levels. According to Wikpedia, ''caffeine may be said to be addictive. Furthermore, because caffeine increases the production of stomach acid, high usage over time can lead to peptic ulcers, erosive esophagitis, and gastroesophageal reflux disease'' ] | ||
| In any event, the use of high caffeine levels in beverages is regarded by many as innapropriate and a fairly blunt instrument in achieving weight loss. | In any event, the use of high caffeine levels in beverages is regarded by many as innapropriate and a fairly blunt instrument in achieving weight loss. | ||
| ⚫ | Enviga appears to have added calcium, and green teas are naturally high in fluoride – a dental health advantage or disadvantage depending on your point of view on this controversial subject. | ||
| ⚫ | 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> | ||
| ⚫ | Enviga appears to have added calcium, and green teas are naturally high in fluoride – a |
||
| 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. | ||
| Line 53: | Line 52: | ||
| Added sugar counteracts the calorie burning capabilities of green tea beverages. For example, Lipton's popular Green Tea contains 139 calories per bottle, which 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 its sister product 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> | Added sugar counteracts the calorie burning capabilities of green tea beverages. For example, Lipton's popular Green Tea contains 139 calories per bottle, which 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 its sister product 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> | ||
| Arguably, those attempting to lose weight are better advised to brew their own fresh, unsweetened green tea or ] beverage rather than purchasing a sweetened, high caffeine, 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. | 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. | 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, dental and other health benefits in consuming green tea, including Enviga. However the consumption level required to achieve weight loss is |
There are probable cardiovascular, dental and other health benefits in consuming green tea, including Enviga. However the consumption level required to achieve substantial weight loss is considerable – 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 without added sugar and excessive caffeine. However, they are not the solution for those seeking a medicinally superior alternative to sweetened and diet colas. Ideally, green tea beverages are palatable, refreshing, low calorie, low caffeine and unsweetened - with appeal to a broad spectrum of consumers - including children and the overweight. Whilst the EGCG in Eviga and other green tea beverages is of considerable medicinal benefit, its thermogenic weight loss benefit is only modest, and non-existent in most sweetened green tea drinks. From a thermogenic, nutritional and dental point of view, green tea drinks such as Enviga are a far superior option to cola's and other carbonated beverages. However, whilst Enviga's low calorific level is a plus, its very high caffeine level at the recommended three cans/day makes it quite unsuitable for children, and those addicted or allergic to caffeine. Moreover, three cans provides a calorie burn equivalent to about a 15 minute moderate walk. The latter has to be a superior weight loss method considering the other health benefits moderate excercise provides. | ||
| 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> | ||
Revision as of 09:39, 22 October 2006
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{{Infobox Beverage
| name = Enviga
| image = The official Coca-Cola logo
| type = Green Tea
| manufacturer = The Coca-Cola Company
| origin = 
United States
| introduced = 2006
}}
Enviga is a green-tea/caffeinated, carbonated drink being marketed by the Coca-Cola Company and Nestle Switzerland. .
When launched, industry analysts predicted Enviga would target active lifestyle consumers.
According to the Coke, Eviga burns 60 to 100 calories per 3 x 12-oz.(3 x 330 ml)cans. 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 trade journal '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 had been trailing and losing market share in this space to Pepsi, Arizona and Snapple.
The principle active ingredient in green tea is the impressive nutraceutical, epigallocatechin gallate EGCG.
Freshly brewed green tea has been consumed in Asia for perhaps 2,000 - 3,000 years. The first company to can green tea appears to be Ito En, Japan Since then, many brands have been released , especially in Asia where green tea is extremely popular. These products have varying levels of EGCG and added sugar.
There are three basic types of 'ready-to-drink' green teas - 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. Some 'health drinks' contain high levels of EGCG plus other nutrients. An example is Veritee Wellness Drink from Switzerland.Veritee Bottled green tea is a refreshing beverage in its own right with most larger manufacturers also promoting its medicinal benefits. However Coke is taking a different marketing tack, focusing on green tea's thermogenic qualities. Thermogenesis involves accelerating metabolism as a means of burning additional calories. Another beverage maker making weight loss claims is Jana Skinny Water, however in its case totally unrelated to green tea ingredients. Enviga's marketing focus on thermogenesis appears to have instigated 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 achieves marginally increased levels of calorie burn.
How green tea precisely causes the burning of calories is not clear, but one trade source suggests 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 100 milligrams of EGCG per can. This is not a significantly different level to that provided in a 100ml of brewed green tea.
Coke sources their green tea from tea plants with particularly high levels of EGCG – "several times higher than that of other green-tea products." However, this claim appears misleading and irrelevent 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.
Whilst the 20–30 calorie loss/can 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.
ECGC has also been extensively researched for its medicinal properties. There are many studies suggesting EGCG protects against cancer. Whilst a recent study of 40,530 Japanese adults surprisingly failed to confirm this, it did demonstrate significant protective ability against stroke/heart disease and dental disease.
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. One can of Enviga contains 100 mgs of caffeine, which is about three times the level in each can of Coke, and considerably higher than energy drinks such as Red Bull ] The recommended consumption of three Enviga's/day is coincidentally adding a very high level (300mg/day) of caffeine to the diet. This level appears to far exceed that required to initiate EGCG's thermogenic effect. It has been speculated this excess is intended to gain a thermogenic effect from the caffeine independent of EGCG, or perhaps contributing to dependency on the product through the addictive nature of high caffeine levels. According to Wikpedia, caffeine may be said to be addictive. Furthermore, because caffeine increases the production of stomach acid, high usage over time can lead to peptic ulcers, erosive esophagitis, and gastroesophageal reflux disease ] In any event, the use of high caffeine levels in beverages is regarded by many as innapropriate and a fairly blunt instrument in achieving weight loss.
Enviga appears to have added calcium, and green teas are naturally high in fluoride – a dental health advantage or disadvantage depending on your point of view on this controversial subject.
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.
Added sugar counteracts the calorie burning capabilities of green tea beverages. For example, Lipton's popular Green Tea contains 139 calories per bottle, which 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 its sister product Coke, and slightly more than its diet range of cola's.
Arguably, those attempting to lose weight are better advised to brew their own fresh, unsweetened green tea or white tea beverage rather than purchasing a sweetened, high caffeine, 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, dental and other health benefits in consuming green tea, including Enviga. However the consumption level required to achieve substantial weight loss is considerable – 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 without added sugar and excessive caffeine. However, they are not the solution for those seeking a medicinally superior alternative to sweetened and diet colas. Ideally, green tea beverages are palatable, refreshing, low calorie, low caffeine and unsweetened - with appeal to a broad spectrum of consumers - including children and the overweight. Whilst the EGCG in Eviga and other green tea beverages is of considerable medicinal benefit, its thermogenic weight loss benefit is only modest, and non-existent in most sweetened green tea drinks. From a thermogenic, nutritional and dental point of view, green tea drinks such as Enviga are a far superior option to cola's and other carbonated beverages. However, whilst Enviga's low calorific level is a plus, its very high caffeine level at the recommended three cans/day makes it quite unsuitable for children, and those addicted or allergic to caffeine. Moreover, three cans provides a calorie burn equivalent to about a 15 minute moderate walk. The latter has to be a superior weight loss method considering the other health benefits moderate excercise provides.
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.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://articles.news.aol.com/business/_a/cokes-enviga-it-may-burn-calories-but-it/20061013075409990001
- http://www.guardian.co.uk/health/story/0,,1866485,00.html
- http://exercise.about.com/cs/fitnesstools/l/blcalorieburn.htm
- http://www.ncbi.nlm.nih.gov
- 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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