Pepsico bought part of Celsius, which makes calorie burning drink, for $500 million. Why do we still believe in miracle products?
Every now and then a new company comes along with such spectacular claims about their products that they seem too good to be true. We already talked about miracle drinks in this post here.
What does Celsius sell?
Celsius produces a sugar-free, preservative-free carbonated beverage with ingredients with thermogenic properties. Did you think of ultra technological ingredient synthesized in some modern laboratory? Or in a natural ingredient that no one knew before, in a distant forest? None of the options illustrates this case, thermogenics are pretty basic, we’re talking about ginger and green tea.
/i.s3.glbimg.com/v1/AUTH_b3309463db95468aa275bd532137e960/internal_photos/bs/2022/u/a/wSWAVHRBuTpKc8ACIoRA/pepsi.jpg)
It’s tempting to solve our problems with a drink, in the rush of everyday life, losing weight eating (or drinking) really seems like a dream. Believe me, at the height of my current 103kg, I know what I’m talking about. And I didn’t even get into the merits that we should question our the pressure to lose weight and reach an often unrealistic standard. Yes, that’s where we should be channeling efforts, to mindful eating, to behavioral nutrition, but that doesn’t make companies like Celsius worth $7.5 billion.
How does a ginger and green tea drink manage to become so valuable? With strong marketing, with influencers, athletes and top models, that is, those who already have a slim and sculpted body and, obviously, did not reach this result by drinking thermogenic soda.
How long will we be deceived by some calorie burning drink?
This isn’t the first and certainly won’t be the last product with this kind of promise. Anti aGin, was a gin with collagen (it seems that it has already left the market):
Or Esthechoc, developed by Dr. Ivan Petyaev, from Cambridge University, a chocolate with antioxidants that increases blood micro-circulation, improving the appearance of the skin. This at least has studies to prove the claim, even so, the results are based on the volunteers’ own perception, their feeling of soft and radiant skin, that is, quite subjective criteria.
As discouraging as it may be, the stark reality is that no single food makes a person lose weight or have firm skin, this is the result of years of consistent habits. There are a lot of cool supplements on the market and functional products in other categories, but it was not this time that we will get a magical weight loss product.
In this case it is magical only for the seller’s pocket!
Sources: Valor Econômico, Fine Dining Lovers, Mashable, Chocólatras Online
COMMENTS