Coke Is It

Coca-Cola would like you to believe that the answer to the U.S. obesity crisis is at hand: a sparking green tea beverage called Enviga that purports to kick up your metabolism so that if you drink three cans per day (!), you can burn between 60 and 100 extra calories.

But can we trust our weight loss to a company that many claim has contributed to the abovementioned crisis? Green tea almost certainly has health-enhancing properties. And when you up the caffeine content of a tea-based drink to about the amount of caffeine in a cup of coffee (as Coke has done with Enviga), you’re bound to get a warm feeling.

But The Wall Street Journal is skeptical. In an article picked up by several dailies, writers Betsy McKay and Chad Terhune counter the theory that Enviga is a miracle weight-loss medicine. Even Coke itself, through its head scientist Dr. Rhona Applebaum, isn’t calling Enviga a weight-loss pill.

‘This is not a magic bullet,’ she says. Enviga should be consumed as part of a healthy diet and regular physical activity, she says. Enviga ‘gently invigorates your metabolism. It gives your body this extra boost.’

But the biggest flaw in Coke’s research may be that they tested the beverage for metabolism-enhancing properties only on normal-weight men and women. The Journal article mentions this more than once:

And while overweight people are the logical market for a drink that promises to burn calories, Coke says it hasn’t tested the drink’s effects on them.

Oh well, it looks like I’ll have to look into that hoodia stuff I keep getting email about if I want to lose 10 pounds by next Friday.