AG Questions Enviga’s ‘Calorie-Burning’ Claim

Hartford — Attorney General Richard Blumenthal this week announced that his office is investigating claims by Beverage Partners Worldwide (BPW) that its new beverage Enviga has “calorie-burning” ingredients.

BPW, a joint venture between The Coca-Cola Company and Nestle USA, Inc, has announced it will launch Enviga nationally this month. The company is already selling the beverage in New York, New Jersey, and Philadelphia.

The company’s claims include that each can of Enviga causes a consumer to “end up burning more [calories] than you consume — so for the first time you can actually ‘drink negative.’”

It claims that consuming three cans of the carbonated caffeinated beverage over the course of a day helps increase calorie burning by an average of 106 calories.

In separate letters to BPW, Coca-Cola, and Nestle, Mr Blumenthal has asked for evidence to support the calorie-burning claims, which appear to rely on questionable and “unpublished” studies.

“Unless there are credible scientific studies to support these calorie-burning claims, they may be nothing more than voodoo nutrition,” Mr Blumenthal said. “Promise of wondrous weight loss must be supported by science, not magic. These two reputable companies imperil their own credibility if they exploit the public’s perennial impossible dream — a magical drink that may be perceived as a substitute for exercise and a balanced diet. The rollout of this product should include legitimate studies substantiating such counterintuitive claims.

“My office has successfully pursued beverage and snack food companies for unproven claims — products that purportedly prevent illnesses — and we will do it again, if necessary. ‘Drink negative’ could become the rallying cry for stronger diet gimmick regulation,” the Attorney General added.

Mr Blumenthal’s office has demanded copies of all scientific studies, clinical trials, tests and/or papers that support the calorie-burning claims — and information about any group that may have sponsored the studies. The companies have been asked to provide this information by next week.