‘Health’ drink Enviga trying to cash in on the health trend
Coke in collaboration with Nestlé launched Enviga nationally in America this month, cashing in on the new Health drink fad (press release). Guess what? The drink is supposed to burn calories! Drink three cans of the stuff and lose 60-100 calories! Through it’s green tea extracts, calcium and caffeine they say. It’s the “active plant micronutrients (which are) designed to work with your body to increase calorie burning, thus creating a negative calorie effect.”
At least, that is what the company claims. Apparently, they have research to prove it. However a huge controversy seems to be erupting over whether the claims of the company are misleading or not.
The truth is that companies are desperate to cash in on the health food and drink fad that has taken over people’s lives. In developed countries like America the awareness of health food and drink is already very high and companies like Coke, which have so far been selling junk colas now want to get on the right side of the consumer.
Frankly, I am suspicious of sweeping claims like these. How many cans of Enviga can one drink anyway? However, if consumers decide to give up Coke and consume Enviga instead, no harm done as Coke itself isn’t too high on nutritional values. But to market Enviga as a weight-loss product – give me a break!
India is suspicious of Coke
Coke is on a health-spree in the other side of the world as well, to cash in on the rising health consciousness amongst the urban elite in developing countries like India. In fact the recent scare over the presence of pesticides in colas has pushed many Indians away from soft drinks. Schools have taken the intiative to ban colas altogether! Not just that – the pesticide controversy has made made people more conscious than ever of the fact that a lot of the other stuff they eat – like burgers, chips and samosas (fried with potato filling) – are junk. This news report says:
“Colas with or without pesticides are harmful for health and should not be consumed. We want all forms of junk food like pizzas, chips, samosas and burgers banned from canteens,” India’s health minister Ambumani Ramadoss told reporters on the sidelines of a conference on nutrition in New Delhi.”
Sales of fruit juices on the rise
In fact, manufacturers and producers of fruit juices in India have experienced an upturn in sales. Just six months ago, these marketers were struggling to sell their juices and prices had been slashed by 30% by almost all. A cursory look at department stores today shows that these discounts are not easy to come by. The sales girls inform me that people are buying juices now, without the discounts.
Coke to launch it’s fruit juice in India
Is it any wonder then that Coca-Cola is launching it’s best-selling fruit juice brand Minute Maid in the Indian market soon?
Ofcourse, fruit-based drinks will never be as popular as milk-based drinks here as we are partial towards milk. Most of us, whether adult or children start our day with milk. But fruit juices have a big market as a replacement for colas and other soft drinks…or as an additional breakfast drink.
I would like to catch Coke revealing it’s secret formula!
Coke better get it’s act together soon because the Indian government is getting a little paranoid over the ingredients in colas. Just a few days ago the Supreme Court of India actually demanded that Coca-Cola should reveal its secret formula! Heh heh. Wonder how Coke reacted to that!