Coke's New "Fat Burning" Drink Fails To Create Buzz

Can a calorie-burning drink re-energize Coke (KO)? You know a company is deeply out of favor when nobody, and I mean nobody, is talking about a product that would otherwise be considered hot.

Beverage Digest recently reported that Coca-Cola has told bottlers it's near rolling out its newest drink, dubbed Enviga, in New York and Philadelphia. Never mind energy or vitamin drinks: Enviga claims through a combination of green tea, calcium and who-knows-what, it will actually help you burn calories. The product is being produced as a joint venture with Nestle. Coke has been hush-hush, and even several items in Beverage Digest -- the industry Bible -- have produced little chatter.

Maybe nobody believes the concept or, worse, they just don't care. Big question: How does it taste? Clearly that wasn't a factor in energy drinks. Then again, energy drinks provide a caffeine kick. This will merely help you keep the fat off (or so they say.)

KO 1-yr chart:

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