Full Copy Of Coke's "Fat-Burning" Enviga Study

We’ve got a a copy of the study Coke based its controversial fat-burning claims for Enviga, the quaintly titled, “Effect of a Thermogenic Beverage on 24-Hour Energy Metabolism in Humans.” The study, published in the February issue of Obesity, says it,

…provides evidence that consumption of a beverage containing green tea catechins, caffeine, and calcium increases 24-hour EE by 4.6%, but the contribution of the individual ingredients cannot be distinguished. Although this increase is modest, the results are discussed in relation to proposed public health goals, indicating that such modifications are sufficient to prevent weight gain. When consumed regularly as part of a healthy diet and exercise regime, such a beverage may provide benefits for weight control.

(emphasis added)

We’re no scientists but this sounds like the same marketing speak that makes eating only Special K an effective diet strategy.

The best way to lose weight is to eat less, and exercise more, but that philosophy is much harder to package and sell than a consumable substance.

Full scans inside…


http://consumermediallc.files.wordpress.com/2007/02/enviga1-thumb.jpg?w=522&h=670

http://consumermediallc.files.wordpress.com/2007/02/enviga2-thumb.jpg?w=522&h=671

http://consumermediallc.files.wordpress.com/2007/02/enviga3-thumb.jpg?w=522&h=670

http://consumermediallc.files.wordpress.com/2007/02/enviga4-thumb.jpg?w=522&h=671

http://consumermediallc.files.wordpress.com/2007/02/enviga5-thumb.jpg?w=522&h=669

http://consumermediallc.files.wordpress.com/2007/02/enviga6-thumb.jpg?w=522&h=671

http://consumermediallc.files.wordpress.com/2007/02/enviga7-thumb.jpg?w=522&h=670

— BEN POPKEN

Download the study. [PDF]

Previously:
Enviga’s Own Study Undermines Calorie Burning Claims
Coke & Nestle Sued Over Enviga’s Bogus Calorie Burning Claims
Shocker: Enviga Doesn’t Actually Burn Calories

Comments

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  1. So given the comparisons to the “Special K Challenge” why not do another proof of concept? I haven’t even seen this stuff on store shelves. Where does one get it?

  2. SHUDUPAHYOFACE says:

    It drives me crazy that 99% of the population can’t seem to grasp what’s healthy to put in their body, and what is not. ARGH, it’s so simple! These drinks are just loaded with sugar and processed gunk. Eat whole foods and not pre-packaged drinks and meals!

    However, I do love that Coke has sooooooo many different global brands of soft drinks. There are some real funny ones listed on Wikipedia.

  3. guroth says:

    Generally things that make you lose more calories than you consume are not good for you anyway.

    Tapeworms anyone?

  4. bambino says:

    guroth: celery?

  5. kerry says:

    I’m pretty sure that green tea, on its own, will cause you to burn a few more calories than it provides, assuming you haven’t added anything to it, like honey. Also, as to the tapeworm comment, I read about a guy who used a controlled volume of self-induced intestinal parasitemia to treat some other ailment, and now I can’t find the damned article anywhere. It wasn’t tapeworms, though, they were of the round variety. Same basic bear, though.

  6. 2xssct says:

    I am shocked, SHOCKED, that a study funded by Nestle found that a Nestle health product is, in fact, healthy.

  7. Karl says:

    I love this little gem at the bottom-left corner of page 1:

    “The costs of publication of this article were defrayed, in part, by the payment of page charges. This article must, therefore, be hereby marked “advertisement” in accordance with 18 U.S.C. Section 1734 solely to indicate this fact.”

  8. shoegazer says:

    Green tea won’t make you burn more calories; however it DOES decrease your absorption of fat and reduces heart and cancer disease risks.

    Also there should be a warning on these energy drinks, as heavy caffeine drinkers can suffer when drinking these in addition to their coffee habit.

  9. hop says:

    eat well and exercise

  10. Ben Popken says:

    @Karl: Wow I didn’t even see that. I think I might post that. Let’s see, Coke paid the page costs and Nestle funded the study…

  11. NoctisEqui says:

    Here’s what I find the most ridiculous: in all the advertising for Enviga, they say you need to consume THREE CANS A DAY of the stuff in order to get the purported weight-loss benefits. Three cans per day is a lot of soft drink- why couldn’t they just put triple the amount of EGCG in one can??? I’ll tell you why not, because their whole “woohoo, weight loss breakthrough!” is merely greed and moneygrubbing dressed up as an advancement in medical research. As someone who is interested in pursuing studies in public health and the food industry, I find this new product exceptionally sad, because they’re just preying on obese people who are positively desperate to lost weight. A large segment of this group is living in poverty, and here is Coke suckering people into spending about $6 a day on beverages when they are probably living paycheck to paycheck anyway. So very sad.