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 makers of the Red Bull energy drink will continue lobbying the
Turkish government, after being forced to reformulate to meet the
country's ban on high caffeine energy drinks.
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
Among the new products highlighted by Mintel in this month's look
at the Global New Products Database are lettuce cake, a
controversial opium energy drink and a new look for Kellogg's
Frosties.
Mad Cow, a milk-based energy drink to challenge market leader Red
Bull, has been launched in the USA. The product is manufactured by
New Jersey-based Liquid Billboards.