Decocainised coca leaf extract, which has been linked to the recent alleged discovery of traces of cocaine in some samples of Red Bull Simply Cola, will not face regulatory scrutiny regarding its wider use in formulations.
Red Bull says it is not concerned over an upcoming European Food Safety Authority (EFSA) review the use of ingredients like taurine and glucuronolactone in energy drinks and remains committed to EU expansion.
This week, Red Bull launches a new natural cola brand as a first
step away from energy drink production, Diageo receives a setback
in its vodka expansion plans and a US-based vodka manufacturer
launches a new bottle with a built in...
The European energy drink market has seen something of a slowdown
in growth in the last couple of years, as we reported earlier this week, with a plethora of
'me-too' products launched in the 1990s falling by the wayside in
Red Bull is already by far the most popular energy drink brand in
Europe, and now the company is hoping to win over a whole new raft
of admirers with its Red Bull Sugarfree variant, which contains the
same energy boost but with just...