• Ad Age, Thursday, October 12, 2006 12:30 PM

Coca-Cola and Nestle are launching Enviga--a sparkling green-tea drink under the Nestea umbrella that will be marketed as a "negative calorie" product that boosts metabolism. "There's calorie, low-calorie, zero-calorie, and now we offer consumers negative-calorie products," says Jason Warner, group marketing director for Beverage Partners Worldwide Americas, the companies' joint venture unit. Rhona Applebaum, chief scientist for Coca-Cola, says that extensive scientific studies show that three cans a day of Enviga will burn a net average of 60 to 100 calories.

The brand--which claims twice the amount of the green-tea extract Epigallocatechin gallate (EGCG) of its competitors--will roll out in the New York Metropolitan area on Nov. 5 and go national in February 2007. It is also being tested in global markets. Enviga competes against the recently launched Celsius, a calorie-burning drink marketed by Elite FX.

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