Coca-Cola and Nestlé team up to launch calorie-burning tea drink

Coca-Cola and Nestlé are jointly plotting the launch of a new “functional” green tea-based drink called Enviga, which is designed to help burn calories.

Coca-Cola and Nestlé are jointly plotting the launch of a new “functional” green tea-based drink called Enviga, which is designed to help burn calories.

The move marks an expansion of the partnership that saw the companies create iced tea brand Nestea last summer.

Carbonated and caffeinated soft drink Enviga will be infused with nutrients to burn calories. A single can serving will burn between 50 and 100 calories, it is claimed.

The drink has undergone clinical testing in the US, where it will be on sale from the autumn, and is said to speed up the user’s metabolism, though it is reported to only work once in a four-hour period. Enviga is expected to be rolled out in Europe next year.

The beverage, which will target consumers with active lifestyles, is expected to be launched in several different flavours, which will include green tea, lemon & lime and orange. The latest offering is likely to confound industry and consumer watchdogs who partially blame soft drinks manufacturers for the nation’s child obesity concerns.

Coca-Cola brought its Nestea brand to the UK last summer, backed by a £1m marketing drive through Vallance Carruthers Coleman Priest.

It has also launched a range of functional drinks in the last year including Relentless (MW February 9) and Sprite 3G (MW August 4, 2005) in an attempt to capitalise on the health and wellness trends that have seen the growth of energy drinks, waters, juice and dairy drinks at the expense of fizzy drinks.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here