A David vs Goliath battle is set to be waged in the US energy shots sector as two ex-Marines seek to carve out a niche in a market so competitive that even Red Bull has thrown in the towel and made a sharp exit.
The US energy drinks sector is continuing to generate ”quite remarkable” growth despite the depressing economic climate and high gas prices, according to the owner of Monster Energy drinks and Worx Energy shots.
Makers of relaxation beverages could face problems in light of the FDA’s draft guidance on the distinction between dietary supplements and beverages, says New York-based food and drug attorney Marc Ullman.
US researchers have singled out children and teenagers with heart abnormalities, attention-deficit hyperactivity disorder (ADHD) or other health or emotional problems as being susceptible to adverse events when consuming energy drinks.
Scientists and health professions should not wait for FDA action and should be educating consumers of the dangers of consuming energy drinks, says a new commentary in the Journal of the American Medical Association (JAMA).
Consumers are no longer satisfied with drinks that cause energy to spike and rapidly drop - but manufacturers are looking at new ways to provide consumers with an energy boost, says Beneo's Claudia Meissner.