Calorie-burning drink no diet in a can

0 Comments | Philadelphia Inquirer, The, October, 2006 | by Harold Brubaker

It's just what many Americans want, said one food-marketing professor: A beverage that burns calories. But Enviga, a new drink coming to the Philadelphia market early next month that claims to burn calories, will not be a workout in a can. Anyone who counts on Enviga for weight loss is "likely to be setting themselves up for disappointment," said David Sarwer, director of clinical services at the Center for Weight and Eating Disorders at the Hospital of the University of Pennsylvania.

Still, "from a marketing standpoint, it will be gold," said Nancy Childs, the St. Joseph's University food-marketing professor. While Coca-Cola Co., which developed the product in a joint venture with Nestlé S.A., will pitch Enviga's calorie-burning properties, it will not market the drink as a...