It is not the first drink on the market that promises to boost your metabolism and burn calories. Enviga is, however, the first that promises to do the above with the marketing and distribution muscle of Coca-Cola and Nestle behind it.
The new drink, which comes through Beverage Partners Worldwide (a joint venture between Coca-Cola and Nestle), will be marketed as a “negative-calorie” beverage.
Jason Warner, group marketing director for Beverage Partners Worldwide Americas, told Ad Age, “There’s calorie, low-calorie, zero-calorie, and now we offer consumers negative-calorie products.”
According to Rhona Applebaum, chief scientist for Coca-Cola, consumers who drink three cans a day of Enviga will burn a net average of 60 to 100 calories.
The company is looking to tout its new drink without engaging in the marketing excesses of others, said Ms. Applebaum. “When you look on the Internet or made-for-TV statements that are out there, it is concerning to us that we make sure … there isn’t any magic bullet out there.”
“This is not a plan or a diet pill. No magic or exercise replacement,” said Deborah Roberts, senior brand manager for Coca-Cola North America. “This is about the little steps you take every day in order to have a more balanced lifestyle. [It’s for] consumers who think of health and wellness as a lifelong habit as opposed to instant results.”
Enviga, according to its maker, uses a blend of green-tea extracts known as epigallocatechin gallate (EGCG) to boost the metabolism of those who drink it. Beverage Partners Worldwide claims its drink contains twice the EGCG as competitive products such as Celsius, Fuze and Skinny Water.
Beverage Partners Worldwide plans to rollout Enviga on Nov. 6 in New York City, New Jersey and Philadelphia with the national launch coming on Feb. 5.
Single-serve versions in 12-ounce cans of Enviga will retail for $1.29 and initially will come in berry, peach and green tea flavors. The drink will also be available in six-packs and 12-packs for clubs.
Celsius, a calorie-burning drink marketed by Elite FX, also uses EGCG, as well as ginger, vitamins, chromium and calcium. The marketer claims its drink will burn as much as 77 calories in a single serving. The company, like Beverage Partners Worldwide, participated in a double blind, placebo-controlled study before launching its product.
“Our original objective was to bring health and nutrition to the soft-drink category, which we believe is long overdue,” said Steve Haley, president of Elite FX, in a released statement. “Consumers continue to want a refreshing beverage, but they are also demanding functional benefits and a healthier product and Celsius delivers on both fronts.”