Drink Up to Slim Down?
Earlier this month, the federal government imposed stiff fines on some well-known marketers of weight loss pill for deceptive marketing. Now, there are signs of concern about the marketing of other products that appear to promote weight loss. A new green tea beverage is drawing sharp criticism from scientists and from a consumer group that says the drink's promotional material implies that it could help with weight loss.
Enviga -- a green tea beverage supplemented with calcium and caffeine -- has been test-marketed in Philadelphia and New York since October. A joint venture of Coca-Cola and Nestle S.A., Enviga is slated to be sold nationwide in early February. A 12-ounce can is expected to cost between $1.29 and $1.49, according to Coca-Cola.
Enviga has five calories per can, according to its makers. It provides 90 milligrams of green tea extract, known as epigallocatechin gallate (EGCG), as well as caffeine and 20 percent of the daily value for calcium. That's a combination that is "proven to burn calories," its makers say on their Web site.
How many calories? That's under debate. There's limited research on the calorie-burning effects of EGCG and caffeine. There's also little, if anything, to show that consuming these substances translates into actual weight loss, since most studies have been small and short-term.
Take the company-funded research presented in October at the annual meeting of the North American Association for the Study of Obesity (NAASO). It found that drinking about three cans of Enviga daily boosted metabolism by about 100 calories. "When consumed regularly as part of a healthy diet and exercise regime, such a beverage may provide added benefits to help in weight control," the team concluded.
But the experiment lasted just three days and involved 32 people, a sampling that scientists would consider small. And all participants were either lean or of normal weight. Whether Enviga would have the same effect on overweight or obese people is not known.
NAASO was concerned enough that the researchers went too far in their conclusions that it issued a statement on the findings: "It is improper to state or imply that the results of this study support any weight loss or any statement related to this."
These scientists aren't the only ones concerned that Enviga might boost hopes for weight loss. The Center for Science in the Public Interest, a consumer advocacy group, has threatened legal action to stop Coca-Cola from marketing and promoting Enviga as a calorie burner.
"The implication is that this will help you lose weight," says the center's executive director, Michael Jacobson. "The effect of these ingredients on weight is trivial. . . . We have told Coca-Cola that if they don't stop making these claims we will sue them."
Ray Crockett, a spokesman for Coca-Cola, said that "we have worked very hard to get across the point that we are not presenting Enviga as a weight-loss product. We've said quite the opposite. It is not a magic bullet. It is a small step that a person can take in conjunction with a sensible diet and regular exercise to help maintain a healthy lifestyle."
As the obesity epidemic rages on, Enviga illustrates a growing interest in beverages and the role they may play in body weight.
When most people think about calories, they consider food, not drink. Yet beverages now account for about 20 percent of daily calories consumed by those 2 and older, according to Barry M. Popkin, director of the Interdisciplinary Obesity Center at the University of North Carolina at Chapel Hill.