Pepsi Launching ‘Fat-Blocking’ Cola

by Nate Wooley | November 12, 2012 2:25 pm

Pepsi Launching ‘Fat-Blocking’ Cola

pepsi special 300x168 Pepsi Launching Fat Blocking Cola[1]Soft drink maker PepsiCo (NYSE:PEP[2]) is launching what it is calling a “fat-blocking soda”[3] in Japan.

The company claims that the new “Pepsi Special” prevents the body from absorbing fat. The new soda uses dextrin, a water-absorbing fiber, to speed up the digestion process of those who consume the drink. It increases the speed at which the intestinal walls contract and causes food to move through the intestines faster thereby preventing fat from being absorbed by the body.

In testing, rats who ate dextrin absorbed less fat from their food, The Atlantic reports.

The new soda has the approval of Japan’s National Institute of Health and Nutrition and may be sold as a “food for specified health use.” Beyond decreased fat absorption, dextrin has other benefits. Consumers may see an increase in absorption of some micronutrients, stabilized blood glucose and lower serum lipids, as well as other effects.

Pepsi Special will go on sale Tuesday in Japan for roughly $1.87 per bottle.

More for the calorie conscious:

Endnotes:
  1. [Image]: http://investorplace.com/wp-content/uploads/2012/11/pepsi-special.jpg
  2. PEP: http://studio-5.financialcontent.com/investplace/quote?Symbol=PEP
  3. “fat-blocking soda”: http://www.theatlantic.com/health/archive/2012/11/high-fiber-pepsi-the-choice-of-a-new-weird-generation/265094/
  4. Coke, Pepsi to Display Calories on Soda Machines: http://investorplace.com/2012/10/coke-pepsi-to-display-calories-on-soda-machines/
  5. Kythera: Big Business in ‘Double Chins’: http://investorplace.com/ipo-playbook/kythera-big-business-in-double-chins/
  6. Tasty Food Trends Coming in 2013: http://investorplace.com/2012/10/tasty-food-trends-coming-in-2013/

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