Energy drink

Energy drink

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Energy drink

A variety of energy drinks are available; the skinny "bullet" can shape is popular.

Energy drinks are also sold in larger cans and resealable bottles (Reload).

Energy drinks are soft drinks advertised as providing more energy than a typical drink. Although the amount of quantitative 'energy' (as measured in calories) in these drinks is often lower than that in regular soft drinks,^[1] there is scientific basis for concluding that the non-caffeine elements in these drinks contribute to mental alertness and physical performance.^[2]

Ingredients
Desirable effects
Adverse effects
History
Packaging
See also
References
External links

Ingredients

Generally energy drinks include methylxanthines (including caffeine), B vitamins, and herbs. Other common ingredients are guarana, which has a high caffeine content, taurine, plus various forms of ginseng, maltodextrin, carbonated water, inositol, carnitine, creatine, glucuronolactone and ginkgo biloba. Some contain high levels of sugar, and many brands also offer artificially-sweetened 'diet' versions. The central ingredient in most energy drinks is caffeine, the same stimulant found in coffee or tea, often in the form of guarana or yerba mate.

The average 237 milliliter (8 fluid ounce) energy drink has about 80 mg of caffeine, with 480 mL (16 fl. oz.) drinks containing around 150 mg.

Desirable effects

A variety of physiological and psychological effects attributed to energy drinks and/or their ingredients have been investigated. Two studies reported significant improvements in mental and cognitive performances as well as increased subjective alertness.^[3] During repeated cycling tests in young healthy adults an energy drink significantly increased upper body muscle endurance. ^[4] It was also suggested that reversal of caffeine withdrawal is a major component of the effects of caffeine on mood and performance.^[5] Restorative properties were shown by a combination of caffeine and CHO in an energy drink,^[6] and some degree of synergy between the cognition-modulating effects of glucose and caffeine was also suggested.^[7]

In one experiment, a glucose-based energy drink (containing caffeine, taurine and glucuronolactone) was given to eleven tired participants being tested in a driving simulator. Lane drifting and reaction times were measured for two hours post-treatment and showed significant improvement.^[8]

Two articles concluded that the improved information processing and other effects could not be explained in terms of the restoration of plasma caffeine levels to normal following caffeine withdrawal.^[9]

Adverse effects

Caution is warranted even for healthy adults who choose to consume energy beverages. Consumption of a single energy beverage will not lead to excessive caffeine intake; however, consumption of two or more beverages in a single day can.^[10]^[11] Other stimulants such as ginseng are often added to energy beverages and may enhance the effects of caffeine, and ingredients such as guarana themselves contain caffeine. Adverse effects associated with caffeine consumption in amounts greater than 400 mg include nervousness, irritability, sleeplessness, increased urination, abnormal heart rhythms (arrhythmia), decreased bone levels, and stomach upset.^[10]^[11] The concentration of sugar in a sports drink is recommended to be 6-7% carbohydrate to allow maximum absorption and minimize spikes and crashes in blood sugar. Higher concentrations such as those seen in energy drinks will slow fluid absorption into the blood and energy system, increasing the possibility of dehydration. When a high level of sugar is in the blood stream the body cannot get the water into the cells that it needs because the water is busy trying to dilute concentration of sugar in the blood stream^[12].

In the United States, energy drinks have been linked with reports of nausea, abnormal heart rhythms and emergency room visits.^[13] The drinks may cause seizures due to the "crash" following the energy high that occurs after consumption.^[14] Caffeine dosage is not required to be on the product label for food in the United States, unlike drugs, but some advocates are urging the FDA to change this practice.^[15]

Until 2008, France banned the popular energy drink Red Bull after the death of eighteen-year-old Irish athlete Ross Cooney, who died as a result of playing a basketball game after consuming four cans of the drink.^[16] The French Scientific Committee (J.D. Birkel) concluded that Red Bull has excessive amounts of caffeine.^[16] Denmark also banned Red Bull. Britain investigated the drink, but only issued a warning against its use by pregnant women.^[16]

History

Energy drinks sold in a drug store in Japan, most of them in small brown glass medicine bottles.

Although not marketed as such, the Scottish drink Irn-Bru may be considered the first energy drink, produced as "Iron Brew" in 1901. In Japan, the energy drink dates at least as far back as the early 1960s, with the release of the Lipovitan. Most such products in Japan bear little resemblance to soft drinks, and are sold instead in small brown glass medicine bottles or cans styled to resemble such containers. These "genki drinks", which are also produced in South Korea, marketed primarily to the salaryman set.

In UK, Lucozade Energy was originally introduced in 1929 as a hospital drink for "aiding the recovery;" in the early 1980s, it was promoted as an energy drink for "replenishing lost energy."

In 1985, Jolt was introduced in the United States. Its marketing strategy centered on the drink's caffeine content, billing it as a means to promote wakefulness. The initial slogan was, "All the sugar and twice the caffeine."

In 1995, PepsiCo launched Josta, the first energy drink introduced by a major US beverage company.

In Europe, energy drinks were pioneered by the S. Spitz Company and a product named Power Horse, before the business savvy of Dietrich Mateschitz, an Austrian entrepreneur, ensured his Red Bull product became far better known, and a worldwide best seller. Mateschitz developed Red Bull based on the Thai drink Krating Daeng, itself based on Lipovitan. Red Bull was introduced to the US in 1997 and is the dominant brand there, with a market share of approximately 47%.^[17]

By the year 2001, the US energy drink market had grown to nearly 8 million per year in retail sales. Over the next 5 years, it grew an average of over 50% per year, totaling over $3 billion in 2005.^[18] Diet energy drinks are growing at nearly twice that rate within the category, as are 16-ounce sized energy drinks. The energy drink market became a $5.4 billion dollar market in 2007, and both Goldman Sachs and Mintel predict that it will hit $10 billion by 2010. Major companies' such as Pepsi, Coca-Cola, Molson, and Labatt have tried to match smaller companies' innovative and different approach, with marginal success.

Energy drinks are typically attractive to young people. Approximately 65% percent of its drinkers are between the ages of 13 and 35 years old, with males being approximately 65% of the market.^[18] A 2008 statewide Patient Poll conducted by the Pennsylvania Medical Society?s Institute for Good Medicine found that: 20 percent of respondents ages 21-30 had used energy drinks in high school or college to stay awake longer to study or write a paper; 70 percent of respondents knew someone who had used an energy drink to stay awake longer to study or work.^[19] Energy drinks are also popular as drink mixers.

"Smart energy drinks" combine energy drinks with smart drinks.

Packaging

In 2002 CCL Container and Mistic Brands, Inc., part of the Snapple Beverage Group, worked together on the national launch of Mistic R?, which used a recyclable aluminum bottle. Since its introduction, many energy drinks are now packaged in the aluminum bottlecans produced by CCL.

Coca-Cola marketed two Powerade brand energy drinks in bullet-shaped, screw-top aluminum bottle cans. Capri Sun targeted 16-25 year-olds with its Island Refreshers line, graduating from a foil pouch design to a bottlecan. In the UK, Coca-Cola has marketed a direct Red Bull competitor, 'Sprite 3G', in a similar 250 mL can and has also launched 'Relentless', a juice-based energy drink in 500 mL cans.

UK supermarkets have launched their own brands of energy drinks at lower prices than the major ones. These are mostly produced by US beverage maker Cott. Tesco supermarkets sell 'Kick' in 250 mL cans and 1 L bottles, Asda sell 'Blue Charge' in similar packaging and Morrison's sell 'Source' in 250 mL cans. Cott sells a variety of other branded energy drinks to independent retailers in various containers.

liftoff� is a not first-to-market effervescent energy drink tablet in the US.