A clearly humorous, fantastical tone – and a lack of overt reference to a health benefit – helped a Red Bull advertising campaign stay on the right side of health claims advertising regulations, according to the UK’s watchdog.
Smart Cups has launched its first ever 3D-polycapsule printed line of energy drinks in four flavors; Tropical Recess, Nerdy Lemon-T, Pucker Up Brain Boost and Magna Cum Latte.
A new Mintel report shows that Chinese consumers drank an additional 545m liters of sports drinks in 2015 compared to the previous year, a 25% volume growth.
Moto, a new Dubai-made energy drink, made its entry at Gulfood and is aiming to leverage the emirate’s growing reputation to carve out its identity in a crowded market.
'We switched from glass to aluminum cans, and the brand just exploded'
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 money”, recalls founder Todd Berardi. In May 2012 he switched to aluminum cans,...
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 to change its name and logo.
Monster Energy admits that Red Bull’s successful Summer Edition launch with 7-Eleven meant it lost market share in Canada during Q3 2014, due its distribution partner’s ‘conflicting priorities’.
Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against established brands such as Red Bull and Coca-Cola without some kind of ‘silo vertical’ protection is fruitless.
Red Bull: 'All future claims will be medically and/or scientifically supported'
Red Bull has agreed to pay $13m to resolve a class action lawsuit accusing it of falsely advertising its energy drinks as providing functional benefits above and beyond what might be obtained from “a simple cup of coffee or a caffeine pill”.
Testing the consumer liking of a new product may be an overrated idea that ‘breeds mediocrity’ and means products fail to differentiate themselves against the competition, according to David Howlett of MMR Research.
The energy drinks market has become more segmented in recent years, but relentlessly negative PR, a flurry of lawsuits and an FDA-probe have not dampened consumers’ enthusiasm for the original caffeine-fuelled formulas, says one beverage industry veteran.
The UK Universities and Colleges Admissions Service (UCAS) is under fire for selling student emails and address to companies including Red Bull, The Guardian reports.
Monster Energy CEO Rodney Sacks says rivals 5-Hour Energy and Rockstar are just ‘treading water’ in sales terms while his brand is outstripping fierce rival Red Bull, which he hints caters more for yuppies.
Red Bull is planning to roll out its best-selling energy drink in China after gaining the necessary permissions, and is building an office in Shanghai, a spokesperson told FoodNavigator-USA. The news was initially reported in Austrian newspaper Kronen...
