April 1, 2010

Woolworths.co.uk launches UK’s first ever negative calorie sweet – APRIL FOOL’S!

World’s first negative calorie sweet unveiled by Woolworths.co.uk

Pic n’ Mix now includes the Diet Cola Bottle

Liverpool, England, Thursday 1st April, 2010. Woolworths.co.uk has today launched the world’s first ever calorie negative sweet – the Diet Cola Bottle. The sweet, part of its Pic n’ Mix range, burns more calories when eating and digesting than the sweet actually contains.

Matthew Jacques, Head of brand at Woolworths.co.uk, says “The Diet Cola Bottle looks almost identical and tastes equally as good as the original cola bottle, but without the calories.”

Woolworths.co.uk has worked closely with health and nutritional expert Prof. A.Prilfoolius to develop the Diet Cola Bottle. The slimming sweet contains seven calories, 50 per cent less than the original.

Energy expended on chewing and digestion uses nine calories* meaning each sweet effectively contains minus two calories per bottle. Eating 100g of Diet Cola Bottles can clock up minus 140 calories. The negative calorie content makes the Diet Cola Bottle a great choice for slimmers and is a bold move by Woolworths.co.uk.

Matthew Jacques adds, “Woolworths has long been the king of Pic n’ Mix and we wanted to make sure that people who have loved it for years now have a greater choice, especially if they’re worried about their waistline.”

Other foods containing minus calories include celery, tomatoes and raw broccoli. *calories burned are based on the average 10st adult.

The science bit:
1 calorie = 4.184 joule
1 negative calorie = -4.184 joules
Commonly Calories refer to kilocalories.
1 kilocalorie (kcal) = 4.184 kilojoules (kJ)
Negative calorie foods are foods that use more calories to digest than the calories food actually contains!

How it works?

All foods have a nutrient (carbohydrate, fat, protein), caloric (calories), vitamin and mineral content. Vitamins stimulate living tissues to produce enzymes that breakdown the caloric nutrients of that food. Foods with negative calorie contain sufficient vitamins and minerals to produce enzymes in sufficient quantities to break down not only its own calories, but also burn additional calories to aid the body’s digestion as well. This is called “negative calorie effect”.

Click to see coverage in the Mirror

Click to see coverage in The Telegraph

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