The study on which the Coke’s “negative calorie” drink Enviga are based was finally published this month in the journal Obesity. The publication’s editors were quick to question the strength of Coke’s deductions.
“Increasing metabolism is not the same as causing weight loss or prevention of weight gain,” said Eric Ravussin, professor at the Pennington Biomedical Research Center and president of the Obesity Society. “Increases in metabolic rate may be easily offset by increased energy consumption or decreases in energy expenditure. Far more extensive studies are needed before any claim for efficacy in human weight management can or should be made on the basis of this study.”
The study was based on 31 subjects, and lasted only 72 hours. The weakness of the data hasn’t stopped Coke from a nationwide roll out and marketing campaign.
“I can choose to walk up the stairs or I can choose to have a can of Enviga,” Helen Falco, Coke’s director of nutrition and health policy, told USA Today. — BEN POPKEN