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Energy Drinks & Beyond

Energy drinks are a multi-billion dollar industry, and no category is more controversial. Although pressure from health professionals, politicians and lobbyists hasn't slowed the trajectory for brands like Red Bull, Monster and Rockstar, brands are adapting to new consumer needs - with healthy, diet and natural energy at the top of the agenda.

Energy drinks up swimmer performance: Research

Moderate caffeine consumption may help athletes improve performance, finds research with swimmers.

This week Down Under

Powerade still winning in race for sports drink supremacy

Powerade still winning in race for sports drink supremacy

Rumbling into the US: ‘Supershake’ maker Rumble looks to start small, grow big

Rumble, a company that produces an all-natural “supershake” drink, is launching its brand in the US after ramping up business across Canada.

'We switched from glass to aluminum cans, and the brand just exploded'

Hiball Energy brand worth $15-20m in retail sales, says CEO: ‘The market is finally catching up with us’

Back in 2011/12, nerves were getting very frayed at Hiball Energy, which was doing a steady trade in upmarket energy drinks in elegant glass bottles, but “losing more and more...

France goes off-piste with caffeine, carnitine, creatine, lycopene law? EFSA safe caffeine limit halved

France has proposed new legal daily limits for carnitine, creatine, lycopene and caffeine in supplements – the latter of which was half that defined as safe by the European Food...

Summer Fancy Food Show

U.S. tea sales climb as consumers seek healthy drinks & new flavors

Sales of tea in the U.S. are growing quickly as more Americans are drawn to the beverage for its health benefits, rich history and artisanal qualities, according to industry stakeholders....

Energy drink launches based on branded ingredient message

A new energy drink product has launched based on the science behind two branded ingredients, Cognizin citicoline from Kyowa Hakko, and PurEnergy, a caffeine/pterostilbine crystalline combination manufactured by ChromaDex.

Lawyer: EU’s on-hold caffeine claims are usable

Five caffeine health claims approved by the European Food Safety Authority (EFSA) but not yet EU-approved as industry, consumer and government stakeholders debate concerns, are in use anyway.

Forget extreme sports – it’s about extreme parenting! Energy drinks may market to millennials but parents’ consumption is on the rise

The pressures of raising children, juggling work and home life, and other daily responsibilities mean older millennials are increasingly turning to energy drinks, according to a report from Mintel. 

News in brief

BEUC calls for caffeine claim ban following EFSA opinion

With the European Food Safety Authority’s (EFSA) caffeine safety opinion finally published yesterday, the European Consumer Organisation (BEUC) has called now for the ‘obvious conclusions’ to be drawn....

Product launches in the beverage aisle

What’s hitting the shelves? Ginger Ninja juice, vodka for women, Twix shakes and more

M&M’s peanut thick shakes, sweet and spicy Ginger Nija juice, and art-inspired vodka: just some of the beverages springing onto shelves across the globe.

Rexam sees volume growth in Europe, with energy drinks boosting beverage cans

Beverage can manufacturer Rexam has seen strong volume growth in Europe, including Russia, it said in a trading update this morning. 

Science agency affirms safety at 400 mg daily for adults

EFSA adopts caffeine opinion

The European Food Safety Authority (EFSA) has adopted its opinion on the safe consumption of caffeine with little change to its controversial draft after a heated debate period.

Cardiologists put forward energy drink limits for adolescents, following heart health fears

Researchers say the rapid rise in energy drink consumption among adolescents has ‘serious implications’ for cardiac health, as they compile recommendations for consumption limits in the Canadian Journal of Cardiology.

What do we know about caffeine and Alzheimer's?

It is ‘imperative’ more research is conducted on the potential benefits of caffeine in the treatment and prevention of Alzheimer's disease, say scientists.

Health benefit of sugary drinks tax is ‘a strong claim’, says academic

The Children’s Food Campaign claims a 20p tax on sugary drinks could have major positive impact on health but academics and industry say evidence is lacking.

Irish agri firm Aurivo buys UK sports nutrition player

The Irish agri-business Aurivo Co-operative Society has acquired London-based sports nutrition company My Goodness Ltd in an attempt to gain access to the protein drinks market.

5 days until EU caffeine crunch time

Stakeholders win 5 minutes to state final caffeine case

Last week the European Food Safety Authority (EFSA) gave six stakeholders five minutes each to present their thoughts on its draft risk assessment on caffeine, which stated 400 mg of...

Tropical energy. A new kind of category blurring?

Both Red Bull and Lucozade Sport have launched tropical flavours of their sport and energy drinks – something Mintel says is another example of these sectors trying to slurp soft...

Sports drinks aren’t enough to boost performance - salt may help: Research

Salt supplementation may improve exercise performance according to Spanish researchers – but health claims for sodium are still not authorised.

Special edition: Botanicals

Huge potential for botanicals in energy drinks

Consumers are looking for alternatives to artificial caffeine, meaning even greater opportunities for botanicals in the energy drink market, with small start-ups leading the way.

‘You’re giving us one hell of a corporate wedgie!’ Virginia craft brewer slams 'bullying' Red Bull

Virginia craft brewery Old Ox Brewery has accused Red Bull of bully boy tactics as the energy drinks giant presses on with a trademark action to try and force it...

FOCUS ON...ENERGY DRINKS

Work hard, play hard: Tough Saudi Arabia energy drink market could reap rewards

Tough government regulations on energy drinks means the Saudi Arabian market is a challenging one, but it’s also a land of opportunity for US and European brands, says Euromonitor International. ...

Comment

First things first Europe: Set pan-EU max limit for caffeine

Europe must push for united mandatory upper caffeine limits for all products with added caffeine if it is to counter current member state disparity. 

Sports nutrition specialists eye 'Big Energy' with formula innovations

Specialist sports nutrition firms are using sector knowledge to compete in the energy drinks space that is dominated by the 'Big Energy' beverage giants.

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