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Imminent EU regulation will pile pressure on energy drinks

By Ben Bouckley+

10-Dec-2013

The 2014 EU Food Information Regulation (FIR) will pile further pressure on energy drinks brands but will spark a wave of ‘healthier’ beverage launches in this space.

Mintel senior trends consultant, Richard Cope, predicts that in the coming year consumers will migrate from caffeine towards functional green vegetable drinks.

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