Drink’s calorie-burning claims probed

the controversy about enviga is going to be about their marketing claims. in conjunction with atty gen blumenthal, they’re actually being sued by another nonprofit – center for science in the public interest.

the thing is, bluementhal is saying enviga is the first to claim that theres some weight loss associated with drinking it. however, enviga doesnt market it as a weight-loss aid, they market it as a calorie burner. those claims may be unsubstantiated, however there is no more or less substantiation for calorie reduction than there is (or not) for any other product offering antioxidants. for instance, their marketing relies on the whole EGCG antioxidant concept, which, with some small amounts of caffeine are supposed to be weight controllers or calorie-burners or cholesterol reducers. atleast thats what we’ve been told by scientists. however, if you look on say, snapple’s green tea, they market the same ingredient.

thus, the question becomes whether or not blumenthal is targeting the effect of the product itself or the validity of marketing claims. and if he succeeds in rejecting the claims, then i would be curious to see what kind of impact this has on the marketing of any other product that contains antioxidants.