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THE CLAIM

The main principle of marketing a product is to portray it as a solution to the consumer’s problem. But what problems are the MRPs claiming to solve and how do they claim to do so? While products labelled as MRPs cover a range of market niches from weight gain to sports performance, for the sake of this article we will focus on those marketed as weight-loss shakes.

These products generally claim that they aid weight loss by being time-efficient, satiating, tasty and by causing an increase in metabolism. Some of these products go as far as to market themselves as must-have fashion items – one well-known product claims to form part of ‘the most stylish’ way to lose weight.

But do these products carry through with these promises and to what extent? Before you go out and buy the most heavily advertised weight-loss drink you can fi nd, read on so that you can make an informed decision.

THE EVALUATION

Th ere is no doubt that these products are time-effi cient. Simply mix with milk or water, give it a shake and you have your next meal ready to go. In this situation it is easy to see why MRPs are attractive to those living a busy lifestyle but still want to drop a few kilos.

Then there are the claims of creating a sense of fullness and resulting in less food being consumed throughout the day. This holds some sense of truth in that these shakes are normally high in protein, which has been shown to result in a greater satiating effect.
The issue, however, is that food in liquid form may not be as satiating as the marketers claim it to be.

One relevant study aimed to test the diff erent eff ects on appetite as a result of liquid versus solid meals (albeit the test was performed using pure carbohydrate). They found that liquid meals resulted in reduced feelings of fullness and increased energy consumption while those consuming the solid food did not experience this effect (1). It is also important to note that the directions of use for these products instruct the consumer to use them in place of a regular meal (well duh!). It sounds obvious but you would be surprised how many people consume the shakes on top of their regular diet and wonder why they fail to lose any weight. The relevance of this statement is that when you combine the failure of liquid foods to result in satiety with the feeling that a regular meal has been removed or forbidden, it is easy to see how in some cases MRP consumption may actually result in increased energy intake.

KNOW THE INGREDIENTS

There is another substantial issue with these products being in liquid form. Many MRPs claim to increase metabolism, with the basis of this claim being that the product is high in protein. As you may know, protein has a higher thermogenic eff ect than carbohydrate or fats, meaning in simple terms that the body expends more calories digesting the food. But again the issue lies with the protein being in liquid form. We know that solid food has a higher thermogenic effect than the equivalent food in liquid form. Therefore it can be argued that those few calories that are in essence burnt for ‘free’ are lost when you consume the meal in liquid form. You would be better off choosing high-protein foods that provide you with protein and the thermogenic effect that accompanies solid food.

This also raises the importance of ensuring the MRP you choose is in fact high in protein so as to take advantage of any increase in metabolism that protein consumption causes. Most would claim that this thermogenic eff ect is minimal and does not cause a significant difference to our energy expenditure at the end of the day. However, there is evidence to suggest otherwise.

One study determined the different thermogenic eff ect as a result of high-protein
MRPs and low-protein, high-carbohydrate MRPs. They concluded that “different
types of lowcalorie meal-replacement shakes do invoke significantly different thermogenic responses”, with the high-protein drink causing a greater calorie burning effect. (2) While the difference was not significant on its own (approximately 130kJ or 31kCal), when larger portions are consumed and when multiple meals are replaced with these supplements the difference can add up.Considering the extra calories burnt are done so without any extra effort on your part, it would be wise to ensure that the MRP you choose is one that is high in protein. While on the topic of the ingredients in MRPs, it is important to point out that an American study found that all too often “The principal ingredient of liquid meal replacement shakes is sugar.” (3) The negative eff ects of sugar consumption are well documented as including increased appetite, fat storage and hypertension(high blood pressure) (4) This again emphasises the importance of knowing theingredients in the particular weight loss shake you choose, if you decide to go that route.

IS IT WORTH IT?

So far we have established that meal replacement shakes are time-saving and taste nice. However, we have also established that the claims of an increase in metabolism and feelings of fullness may not be entirely true. With this in mind, is it worth spending the money on these heavily marketed products?

The answer may rely upon your own discretion. These products can be useful for fitting in a meal you may otherwise be too busy to include and will hopefully reduce the desire to eat in excess later in the day. Also beneficial is the range of flavours available today. Gone are the days of a weight-loss shake tasting like blended cardboard – now they actually taste like what they claim to taste like and varieties range from fruit fl avours to cookies and cream.
But there is a downside.These products base their favourable claims on the sole fact that they are high in protein.

Considering you could potentially acquire the same amount of protein from meat, chicken or fish in addition to the increased thermogenic eff ect that solid food provides, one wonders whether it is worth investing in meal replacement shakes. And since the science points to claims of increased satiety and metabolism being exaggerated (to put it mildly) it appears you would be better off investing the cash in gym memberships, healthy foodsand training gear.

Like always, the choice is entirely yours. If you are prepared to outlay the cash for a quick and tasty meal then go ahead. Just remember to look for high-protein, low-sugar options. Make sure to actually replace a meal with the weight-loss shake and be careful not to consume excess calories from other sources. One thing is certain: at least you will be losing weight in the most stylish way possible!

Article contributed by:

Ultra Fit magazine

www.ultrafit.com.au