Drinks in a Fix Over Caffeine

Monday, November 11th 2002

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"Energy" drinks give nothing more than a quick sugar hit- and the possibility of the caffeine jitters, according to new research in consumer magazine.

Consumers' Institute tests found two of the most popular drinks, Red Bull and V, exceeded proposed maximum levels of caffeine- claims the manufacturers deny. An excess of caffeine could be risky for people with high blood pressure or cholesterol.

Many of the drinks contain guarana promoted as an Amazonian wonder supplement, but the main ingredient in guarana, guaranine, is chemically identical to caffeine.

Consumer tests showed the caffeine content in energy drinks is higher than in a cup of plunger coffee or tea.

From December 2002, an Australasian joint food standards code will make companies declare products containing guarana with the added caffeine content, change the official name of energy drinks to 'formulated caffeinated beverages' and limit the maximum caffeine level to 320mg/L.

V brand manager Kylie Murray said its target market was 18-24-year olds and ads were never screened during children's programme times. The company's advertisers always checked ads did not screen during children's shows.

Frucor Beverages general manager technical Dr Eric Wilson said when the new regulations came into force the company would probably look at lowering V's caffeine content, which now complied with the New Zealand dietary supplement regulations.

Red Bull spokeswoman Janelle Neath said Red Bull was not marketed to children, "Red Bull has always taken the approach that children too young to drink coffee are also too young to drink Red Bull" She said Red Bull was more than a caffeine-charged, sugar based drink. "Red Bull is a functional energy drink, developed to provide energy for time of increased stress or strain."

Auckland optician Greg MacLeod, 42, who consumes at least two V energy drinks a day and uses Red Bull as a mixer with Vodka, said he did not know if he was addicted because he had never gone a day without an energy drink. He never got a real "hit" out of the drinks and said it was just a "habit".

Teacher Pip Sapsed, 31, who drinks a couple of energy drinks a week as well as coffee, used them an energy boost before the gym. However, she used the drinks only in moderation "if I take lots I can't concentrate, I get jittery. I wouldn't be able to do an aerobics class, I would never have more than one a day"

Source: Amie Richardson Sunday Star Times 12 May 2002

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