If you’re watching your weight but diet soft drinks have never been to your taste, there could now be an alternative.
Pepsi have launched a version of its cola drink that it claims acts as a fat blocker.
Pepsi Special is made with dextrin – an indigestible form of dietary fiber Studies on rats suggest this can reduce the absorption of fat in the body and lower cholesterol levels.
The kicker? This special, extra fiber comes courtesy of, dextrin, a wheat starch extract that is also used in children’s glue.
That’s right, glue. The rationale for using this ingredient? Pepsi says that since dextrin is shown to lower cholesterol and block fat absorption in rats, it will do the same in humans. Oh, well, that makes perfect sense.
There is no information about how much sugar and corn-syrup it contains, compared to standard Pepsi, but a spokesman said it would have a ‘crisp refreshing and unique’ aftertaste.
The drink, which will first be sold in Japan, comes in a ‘luxury’ gold and black bottle with the Pepsi logo emblazoned on the side.
Pepsi hope the drink will have the same runaway success as the Japanese drink Kirin Mets Cola, which also contains dextrin.
It will be distributed by Suntory International.
It is not the first time that Pepsi have released unusual versions of its drink in Japan. In the past they have sold cucumber and yogurt flavored colas. This Christmas they will be selling Pepsi White, which will have a tangerine tang.
Pepsi Special, which will cost 150 Yen or £1.20, joins a crowded functional food market in Japan. Here consumers can find everything from fat-fighting chocolate bars to age-defying alcoholic cocktails.
There is no word yet on if and when Pepsi Special will go on sale in the U.S and Europe.
What’s truly ironic about the product launch is that this “fat-blocking” soda still contains the same amount of fattening high fructose corn syrup as a regular Pepsi: 250 calories and 69 grams carbohydrates in a 20-ounce bottle. It’s not even a diet beverage. Something does not compute.
Sue Baic, a spokesperson from the British Dietetic Association, was skeptical about Pepsi Special’s health claims.
‘I think this drink is unlikely to make much difference to how much fat you absorb,’ she said.
‘I can’t see any studies that shows dextrin works in people. Even if it has an effect on rats that doesn’t mean it will translate into humans.
‘I suggest a higher fiber diet with fruit, vegetables and whole grains would be a better way to fill you up and make you feel less hungry. Plus then you would get the benefits of all the vitamins and minerals as well.’
How stupid does Pepsi think we are? True, everyone is always looking for a diet shortcut — some miracle drink or snack that will stop cravings, taste great, and magically slim us down. But this seems to be a new level of absurd. Thankfully, I just don’t see the FDA approving this for U.S. distribution, so we can just stick to fruits, veggies, and whole grains to get the “fat-blocking” fiber without the fizz.