While Coke (which is partnering with Nestle for this product) doesn't offer up details (yet!), it already has competition from Elite FX, a small Florida company that believes it was first to the niche with its calorie-burner, Celsius. According to Elite, Celsius, which is increasingly distributed nationally, can burn 70 calories per bottle by boosting metabolism by 12% (it cites studies.) The calorie-burner is something called chromium. Oh, it also has the caffeine of two cups of coffee.
Elite says it's not worried about Coke, but even with Elite's success, it's unclear how big the niche is. "Products that seem interestsing before they come out sometimes do beautifully, sometimes do poorly," says John Sicher, editor of Beverage Digest. "It depends on how good the marketing is."
If Coke succeeds, he says, while it would be relatively small in the scheme of the company, Enviga would be highly profitable.