Tainted Weight Loss Pills Put Consumers’ Health at Risk

Earlier this week, the U.S. Food and Drug Administration (FDA) alerted consumers in North America not to purchase or consume one of more than 25 different products marketed for 'weight loss' because they contain undeclared, active pharmaceutical ingredients that may put consumers' health at risk and lead to such health problems as high blood pressure, seizures, heart attack, or stroke.

An FDA analysis found that the undeclared active pharmaceutical ingredients in some of these products, often marketed as ‘dietary’or ‘food supplements,’ include sibutramine (a controlled substance, manufactured and legally distributed by Abbott Laboratories as Meridia in the U.S. and Canada, and Reductil in Europe and most other countries), rimonabant (a drug not approved for marketing in the United States), phenytoin (an anti-seizure medication), and phenolphthalein (a solution used in chemical experiments and a suspected cancer causing agent). Some of the amounts of active pharmaceutical ingredients far exceeded the FDA-recommended levels.

Prescription drugs vs. supplements
The Dietary Supplement Health and Education Act, commonly known as DSHEA, does not qualify dietary or food supplements as ‘drugs’ As a result, many of these products fall outside the realm of the FDA regulations for (prescription) drugs. While pharmaceutical companies must meet rigorous conditions for manufacturing, packaging, labeling, advertising and distribution of prescription drugs, dietary and food supplements do not require any proof. However, supplement labels are supposed to exactly state what’s in the product. Unfortunately, as this FDA analysis shows, this is not always the case.

While prescription drugs are monitored by the FDA, the agency does not monitor ‘dietary’or ‘food supplements’ as they do prescription drugs. In this case however, the FDA warned against the use of supplements contaminated with a variety of unlisted pharmaceuticals. Some of these active pharmaceutical ingredients may be approved for marketing as prescription drugs in the United States or Europe. However, the fact that these products are not listed as ingredients on the supplement product labels, as required by law, or exceeds recommended dosage levels, is a violation of existing regulations and a major concern to medical authorities. Dr Robert Mayr, an internationally recognized expert on dietary supplements, noted that: ‘There is a real danger that these ‘weight loss pills’ are putting consumers' health at risk.’

These weight loss products are often promoted and sold on web sites and in some retail stores. Some of the products claim to be ‘natural’ or to contain only ‘herbal’ ingredients, but actually contain potentially harmful ingredients not listed on the product labels or in promotional advertisements. Therefor, these products have not been approved by the FDA, are illegal and may be potentially harmful to unsuspecting consumers.

The FDA advises consumers who have used any of these products to stop taking them and consult their health care professional immediately. The FDA encourages consumers to seek guidance from a health care professional before purchasing weight loss products.

‘These tainted weight loss products pose a great risk to public health because they contain undeclared ingredients and, in some cases, contain prescription drugs in amounts that greatly exceed their maximum recommended dosages,’ said Dr Janet Woodcock, MD., director, Center for Drug Evaluation and Research, FDA. ‘Consumers have no way of knowing that these products contain powerful drugs that could cause serious health consequences. Therefore FDA is taking this action to protect the health of the American public.’

The FDA has inspected a number of companies associated with the sale of these illegal products, and is currently seeking product recalls. Based on the FDA's inspections and the companies' inadequate responses to recall requests, the FDA may take additional enforcement steps, such as issuing warning letters or initiating seizures, injunctions, or criminal charges.

The health risks posed by these products can be serious; for example, sibutramine, which was found in many of the products, can cause high blood pressure, seizures, tachycardia, palpitations, heart attack or stroke. This drug can also interact with other medications that patients may be taking and increase their risk of adverse drug events. The safety of sibutramine has also not been established in pregnant and lactating women, or in children younger than 16 years of age.

Rimonabant, another ingredient found in these products, was evaluated, but not approved by the FDA for marketing in the United States. The drug, which is approved in Europe, has been associated with increased risk of depression and suicidal thoughts and has been linked to five deaths and 720 adverse reactions in Europe over the last two years.

In October 2008 the European Medicines Agency (EMEA) completed a review of rimonabant following concerns over the medicine’s psychiatric safety. The Agency’s Committee for Medicinal Products for Human Use (CHMP) concluded that the benefits of rimonabant no longer outweigh its risks, and that its marketing authorisation should be suspended across the European Union (EU). Following these conclusions, Sanofi-Aventis, in November 2008, decided to discontinue the ongoing rimonabant clinical development program in all indications.

When in doubt...
Consumers in doubt about any ‘weight loss’ or dietary supplement they are currently using, should make sure to contact the manufacturer or distributor listed on the label. In all cases, health care professionals and consumers should report serious adverse events or side effects and product quality problems to the FDA's MedWatch Adverse Event Reporting program either online, by regular mail, fax or phone.

The tainted weight loss products include the following products and brands:

• Fatloss Slimming
• 2 Day Diet
• 3x Slimming Power
• Japan Lingzhi 24 Hours Diet
• 5x Imelda Perfect Slimming
• 3 Day Diet
• 7 Day Herbal Slim
• 8 Factor Diet
• 7 Diet Day/Night Formula
• 999 Fitness Essence
• Extrim Plus
• GMP
• Imelda Perfect Slim
• Lida DaiDaihua
• Miaozi Slim Capsules
• Perfect Slim
• Perfect Slim 5x
• Phyto Shape
• ProSlim Plus
• Royal Slimming Formula
• Slim 3 in 1
• Slim Express 360
• Slimtech
• Somotrim
• Superslim
• TripleSlim
• Zhen de Shou
• Venom Hyperdrive 3.0

A delicious new, low-carb, low-calorie and sugar-free energy drink hits the market.

Having trouble getting started in the morning? Need more energy? At Vitaelin Nutraceuticals , a distributor of the top-quality weight management line BioLean® System and highly-concentrated Omega-3 supplement WINOmeg3complex™, we’re thrilled to meet the demands of the busy, overworked and tired by launching our new, low-calorie, low-carb and sugar-free Winrgy®, a revolutionary new energy and mental performance drink. The new sugar-free Winrgy® is an ideal energizer during stressful activities, while traveling long distances, or anytime peak performance is needed. This new energy drink delivers instant, long-lasting energy and mental performance without the crash or jitters.

Through nutrients in the diet, nerves are able to send signals throughout the body called neurotransmitters. One such neurotransmitter, noradrenaline, provides individuals with the necessary alertness and energy required in day-to-day activity. A unique blend of vitamins and minerals important to the creation of noradrenaline has been incorporated into new sugar-free Winrgy®, making it a delicious, invigorating, citrus-flavored energy drink, a nutritional alternative to coffee, cola and other soft-drinks.

Along with caffeine, vitamin C, vitamin B6, vitamin E, thiamin riboflavin, niacin and folate (as folic acid), new sugar-free Winrgy® contains taurine (2-aminoethanesulfonic acid), which is an essential amino acid found in many of the body's organs to aid digestion.

B-vitamins
Studies reveal that vitamin B2 (riboflavin) helps the body release energy from protein, carbohydrates and fat, while vitamin B12 (cobalamin) is given to combat fatigue and alleviate neurological problems, including weakness and memory loss. Another important component of new sugar-free Winrgy®, vitamin B3 (niacin), works with both thiamin and riboflavin in the metabolism of carbohydrates and is essential for providing energy for cell tissue growth. Niacin has also proven to dilate blood vessels and thereby increase blood flow to various organs of the body, sometimes resulting in a blush of the skin and a healthy sense of warmth. Unlike caffeine, new sugar-free Winrgy® offers all the raw materials necessary to continue the production of noradrenaline and is ideal for anytime performance is required.

A growing market
New Sugar-free Winrgy® is an instant gratification drink that gives consumers mental clarity and lasting stamina without the jitters or crash. Today’s busy lifestyle has recently driven the energy drink market to incredible, explosive growth. Since 2000, sales volume for energy drinks have increased by an impressive 75 percent and increased in value by 71 percent, with sales reaching $6.1 billion in 2005 alone. In addition, the combined sports food and drink market grew an impressive 48 percent between 2000 and 2005, making it one of the highest growth rates among all food and beverage categories.

The demands of professional athletes to weekend warriors require high levels of energy, and Winrgy® delivers an energetic, competitive edge along with mental focus. After two hours of participating in sports or working out, muscle glycogen is depleted and fatigue can set in, leading to reduced recovery, poor quality training and chronic fatigue. Winrgy® can instantly increase glycogen levels and maintain energy levels of athletes for four to six hours. Athletes can also hydrate with Winrgy® to help avoid dehydration, which can lead to reduced mental function and performance, poor decision making, anticipation and skill delivery. An ideal energizer during demanding activities, Winrgy® helps maintain energy and mental fitness with choline and powerful B vitamins, both of which are essential in the production of the acetylcholine, the most abundant neurotransmitter in the body. Acetylcholine promotes concentration, good memory and healthy sleep patterns.

New sugar-free Winrgy® is the perfect vitamin and mineral supplement for people with active lifestyles as its essential ingredients help the body convert energy from carbohydrates, protein and fat. Unlike most canned energy drinks, new sugar-free Winrgy® comes in easy-to-use packets, a perfect fit in pockets and purses for on the spot get-up-and-go.

Part of the Physicians’ Health & Diet® Program, consumers say that the new sugar-free Winrgy® tastes great! Since it’s sweetened with Xylitol, it’s both healthier and better tasting than all the other sugar-free energy drinks available.

To see the new sugar-free Winrgy® video-advertisement, click here.

Read more: How does new, sugar-free, Winrgy® compare? Click here for more information.

New guidelines recommend increasing vitamin D intake

Inadequate exposure to sunlight predisposes to vitamin D deficiency. This may lead may result in impaired bone mineralization which may lead to a disease known as rickets in children and osteomalacia in adults. It may even contribute to osteoporosis.

Vitamin D deficiency may also result from inadequate intake, reduced absorption, impaired or abnormal metabolism or resistance to the effects of vitamin D.

Deficiency of vitamin D is preventable with adequate nutritional intake with nutritional and dietary supplements or by exposure to sunlight. Unfortunately, both dietary intake of vitamin D (other than with supplements) and exposure to sunlight continue decline. Research shows that this especially noticeable with exclusively breastfed infants and infants with darker skin pigmentation in the United States and other Western countries.

Based on recent research The American Academy of Pediatrics (141 Northwest Point Blvd, Elk Grove Village, IL 60007, phone 847 434 4000, http://aap.org) is doubling the amount of vitamin D it recommends for infants, children and adolescents. The new clinical report, "Prevention of Rickets and Vitamin D Deficiency in Infants, Children, and Adolescents," recommends all children receive 400 IU a day of vitamin D, beginning in the first few days of life. The previous recommendation, issued in 2003, called for 200 IU per day beginning in the first two months of life.

The change in recommendation comes after reviewing new clinical trials on vitamin D and the historical precedence of safely giving 400 IU per day to the pediatric population. Clinical data show that 400 units of vitamin D a day will not only prevent rickets, but treat it. This bone-softening disease is preventable with adequate vitamin D, but dietary sources of vitamin D are limited, and it is difficult to determine a safe amount of sunlight exposure to synthesize vitamin D in a given individual. Rickets continues to be reported in the United States in infants and adolescents. The greatest risk for rickets is in exclusively breastfed infants who are not supplemented with 400 IU of vitamin D a day.

Adequate vitamin D throughout childhood may reduce the risk of osteoporosis. In adults, new evidence suggests that vitamin D plays a role in the immune system and may help prevent infections, autoimmune diseases, cancer and diabetes.

"We are doubling the recommended amount of vitamin D children need each day because evidence has shown this could have life-long health benefits," said Frank Greer, MD, FAAP, chair of The American Academy of Pediatrics (AAP) Committee on Nutrition and co-author of the report. “Supplementation is important because most children will not get enough vitamin D through diet alone.”

"Breastfeeding is the best source of nutrition for infants. However, because of vitamin D deficiencies in the maternal diet, which affect the vitamin D in a mother’s milk, it is important that breastfed infants receive supplements of vitamin D,” said Carol Wagner, MD, FAAP, member of the AAP Section on Breastfeeding Executive Committee and co-author of the report. “Until it is determined what the vitamin D requirements of the lactating mother-infant dyad are, we must ensure that the breastfeeding infant receives an adequate supply of vitamin D through a supplement of 400 IU per day.”

The new recommendations include:

• Breastfed and partially breastfed infants should be supplemented with 400 IU a day of vitamin D beginning in the first few days of life
• All non-breastfed infants, as well as older children, who are consuming less than one quart per day of vitamin D-fortified formula or milk, should receive a vitamin D supplement of 400 IU a day
• Adolescents who do not obtain 400 IU of vitamin D per day through foods should receive a supplement containing that amount
• Children with increased risk of vitamin D deficiency, such as those taking certain medications, may need higher doses of vitamin D
• Given the growing evidence that adequate vitamin D status during pregnancy is important for fetal development, the AAP also recommends that providers who care for pregnant women consider measuring vitamin D levels in this population.

For a copy of the report, visit the website of the AAP at http://www.aap.org/new/VitaminDreport.pdf

For more information about Vitamin D, click here.

Functional and energy drinks: a brief history

Market studies are showing that the demand for ‘functional’ energy drinks continues to growing! This expanding market trend is timed perfectly with the release of the new sugar-free Winrgy®, a new energy drink loaded with vitamins, minerals and amino acids. This low-calorie, low-carb drink delivers instant, long-lasting energy and mental performance without the crash or jitters.

Winrgy®, distributed by Vitaelin Nutraceuticals (4960 South Gilbert Rd, Suite 1-286, Chandler, Arizona, USA +1 480 626 7218), is the answer to growing consumer demand for more natural energy drinks and is geared toward an 18-35 year-old demographic. Along with caffeine, vitamin C, B6, vitamin E , thiamin riboflavin, niacin and folate (as folic acid), the functional energy drink contains taurine (2-aminoethanesulfonic acid), which is an essential amino acid found in many of the body's organs to aid digestion.

A growing trend
While other drink segments, such as bottled water and carbonated or ‘fizzy’ soft-drinks are fatigued and showing saturation or even decline, the market for ‘functional’ and ‘energy’ drinks is not affected and rapidly growing. Data compiled by Zenith International Ltd (7 Kingsmead Square, Bath BA1 2AB United Kingdom, phone +44 (0)1225 327900), a European drinks consultancy based in England, shows a market valued at €3.76 billion ($ 5.4 billion) in 2007, with growth at 11 per cent over 2006 for a total of 487 million litres. Although consumer spending is down in most western lands, analyst at Zenith expect that sales of ‘functional’ and ‘energy’ drinks will grow approximately 8% for the next five years, approaching a total volume of nearly 700 million litres by 2012. The prognoses is supported by Mintel International Group Ltd (18-19 Long Lane, London EC1A 9PL, United Kingdom, phone +44 (0)20 7606 4533), a privately owned market research firm, which predicts this continued growth to reach €6.97 billion ($10 billion) of total sales by 2010.

Today’s most national markets for ‘energy’ drinks are dominated by Red Bull, (Red Bull GmbH, Am Brunnen 1, A-5330, Fuschl am See, Austria, phone +43 662 6582 0) which is sold in more than 140 countries in the world and holds about 60% of the total market of energy drinks. While analysts predict an increase in completion, they don’t expect to see a major shift in brand loyalty or market domination.

Traditional soft-drinks manufacturers are turning to 'added functional ingredients' as a means of enlivening the sometimes tired appearance of their mainstream soft-drinks. As Goliaths they are looking to the Davids of the industry, the smaller, emerging, soft-drinks manufacturers who already have embraced an array of ‘functional’ and ‘energy’ options in order to differentiate their products. More than ever, with health and wellness being the driving factor, ‘functional’ and ‘energy’ drinks are entering a new, uncharted, area.

What are ‘functional’ drinks?
To date, there is no real, universally accepted, definition of the term ‘functional’ drinks. However, the generally held idea is that ‘functional’ drinks are beverages fortified with a hodgepodge of nutritional and dietary supplements such as vitamins and minerals, mild stimulants such caffeine, antioxidants, amino acids, and herbal extracts like gingseng, ginko biloba, guarana, yerba mate, green tea polyphenols, kola nut extract and other ingredients and that they may offer specific health promoting benefits and/or disease preventing properties over and above the usual nutritional value. Products within this category are given a number of names including sports-drinks, isotonic-drinks, hypotonic-drinks, energy-drinks, functional-drinks, stimulant- or power-drinks, tonics or elixirs.

But the first ‘functional’ drinks did not resemble the soft-drinks we associate today with ‘functional’ drinks. In the early 1930s Dr Minoru Shirota, then working in the microbiology lab at Kyoto Imperial University's School of Medicine (Yoshida-Honmachi, Sakyo-ku, Kyoto 606-8501, Japan, phone +81 75 753 2047), succeeded in culturing and utilizing lactic acid bacteria. Based on this culture, Shirota started the production of his yogurt-like probiotic-drink containing Lactobacillus casei strain shirota which he marketed under the brand name Yakult (today produced and marketed by Yakult Honsha Co., Ltd., 1-19 Higashi Shimbashi 1-chome, Minato-ku, Tokyo, Japan, phone +81 33 574 8960).

Since then, over a dozen brands of ‘functional’ drinks containing calcium, iron, amino acids, b-carotene, fiber, hangover cures, energy boosters or ingredients to help joint flexibility, have been developed by carefully marrying health and medicine. From the 1930 onwards, many drinks and foodstuffs around the world were fortified with Vitamin D until health authorities in the 1950s limited Vitamin D fortification to milk and read-made breakfast cereals alone, only to allow Vitamin D fortification of a broader range of products again in the late 1980s.

Anti flu beverages
Due to the fact that the potency of vitamins erodes over time, ‘functional’ drinks generally have a relatively short shelf life. To combat these effects Degussa FreshTech Beverages LLC (735 N Water St Suite 1128, Milwaukee, WI 53202-4105, Phone +1 262 549 2517) and Ball Packaging Europe GmbH (formerly Schmalbach-Lubeca, Kaiserswertherstraße 115, Ratingen, D-40880, Germany, phone: +49 2102 130 0) jointly developed the ground-breaking ‘FreshCan®’ technology. This new technology enables vitamins, minerals or probiotic additives to be stored in a dry state inside a can until the consumer opens it. Today, New York based Brain-Twist Inc. (535 W 34th Street, New York, NY 10001-1303, phone +1 212-594-6772) offers this new technology for their immune boosting beverage Defense Effervescent Supplement or ‘Defense’, a beverage specifically designed to combat flu season.535 W 34th St, New York, NY 10001-1303 535 W 34th St, New York, NY 10001-1303 So far, the drink is only available in 7-Eleven stores (2065 Sidewinder Dr, Park City, UT 84060, phone +1 435 645 9595) in North America.

How did we get here?
The history of ‘functional’ and ‘energy’ drinks is quite interesting. Although not marketed as such, the granddaddy of today’s ‘energy’ drinks is probably Irn-Bru, first produced by A.G Barr Plc. (Westfield House, 4 Mollins Road, Westfield, Cumbernauld, North Lanarkshire, G68 9HD, Scottland, phone +44 (0)1236 852400) in 1901, under the name Strachan's brew and later (1946) changed in Irn-Bru because the drink was not really brewed.

Another early brand of ‘energy’ drink can be found in England. Lucozade produced by pharmaceutical giant GlaxoSmithKline Plc. (980 Great West Road, Brentford, Middlesex, TW8 9GS, United Kingdom, phone +44 20 8047 5000) was first developed in 1927 by a Newscastle Chemist searching for a source of energy for the ‘sick and infirm’. After several years of experimenting, Glucozade, a glucose syrup containing drink, was introduced as a special drink for ‘aiding the recovery’ and only available in hospitals. In 1929 the name was changed to the more recognizable ‘Lucozade’. Later, when popularity grew, it also became available outside hospitals and today it is one of the strongest brands sold in England.

While select number of energy stimulating drinks were developed and marketed around the world in the early part of the 20th century, the real advent of ‘energy’ drinks started in Japan were the most popular energy drinks date back to the late 1950s and early 1960s. Before crossing over to the ‘west’ energy drinks had been enthusiastically consumed in Japan and other Asian countries for many decades. Most of the then popular original energy drinks bear little resemblance to modern soft drinks as they were generally sold in small brown glass medicine bottles by pharmacies. Called ‘genki drinks’, these drinks were primarily marketed to the hard working ‘salarymen,’ the overworked and underpaid office clerks for which Japan is famous.

Among the first companies to enter the energy drinks market was Taisho Pharmaceuticals Co., Ltd. (24-1, Takada 3-chome, Toshima-ku, Tokyo 170-8633, Japan, Phone +81 3 3985 1111). In 1962 Taisho developed its drink concept by combining taurine with vitamin B to create Lipovitan D. Today, this brand is with almost a 60% share, still dominating the domestic Japanese market, closely followed by Oronamin C, a carbonated ‘fizzy’ health drink containing isoleucine and other essential amino acids as well as vitamin B2, B6 and C, produced by Otsuka Pharmaceutical Company Ltd. (2-16-4 Konan, Minato-ku, Tokyo 108-8242, Phone: +81-3-6717-1400). More recently Taisho developed special low-calorie versions for women and vitamin-fortified energy drinks for children.

The Asian ‘energy’ drinks remained quite unknown in the western world until Jolt Cola, made by The Jolt Cola Company, now Wet Planet Beverages (Rochester, New York 14625 USA, Phone +1 585 381 3560), was introduced in the United States in 1985. This high caffeinated cola drink was developed by C.J. Rapp, a beverage inventor, and marketed with the initial slogan ‘All the sugar and twice the caffeine’ to promote vigilance and wakefulness.

In Europe, the concept of energy drinks was pioneered by the Austrian company of S. Spitz GmbH., (Fiedlerstraße 10, POB 102, A-4041 Linz, +43/732/70 97-0, a privately held company engaged in manufacturing non alcoholic drinks, syrups, liqueurs, schnapps, brandy, special spirits, ketchup, mustard, mayonnaise, wafers and rolls) when the company introduced Power Horse), a revitalizing energy drink designed to increases mental and physical power, in the spring of 1994.

But today’s dominating energy drink, Red Bull, was developed just a few years earlier, in 1987, when Austrian entrepreneur Dietrich Mateschitz and his Thai business partners Chaleo and Chalerm Yoovidhya founded Red Bull GmbH and created the ghastly tasting berry-flavored energy drink, marketing it to young people using cheeky advertising and extreme sports sponsorships. Spiked with taurine and glucuronolactone the 8.3-ounce can contained 80 milligrams of caffeine, more than double the dose found in an 12-ounce can of regular Coca-Cola (40 mg/330 ml can), but with less calories per serving (110 vs. 140). The high concentration of caffeine (similar to that found in an average cup of brewed coffee, typically 100 mg/250 ml cup, but 72 mg for a U.S. regular 6 fluid ounces cup of coffee), glucose, sucrose, taurine and glucuronolactone was supposed to increase metabolism, thereby improving the drinkers’ concentration, energy, and endurance.

Red Bull’s Asian Origin
Mateschitz and his partners based their drink on the Krating Daeng, a very sweet, non- carbonated syrupy tonic produced by T.C. Pharmaceuticals Industries Company Ltd (39/13 Moo 8 Ekachai Rd., Bangkok, 10150, Thailand, +66 02 415 2258) and sold in pharmacies in Thailand as a revitalizing agent. Interestingly enough, Krating Daeng itself was based on the Japanese ‘energy drink’ Lipovitan D.

Red Bull was an instant hit in Austria and sales continued to rapidly grow. Marketed as ‘to combat mental and physical fatigue’, Red Bull was soon launched in other European countries. Initially, the drink was banned in France and Denmark because of health concerns over the high caffeine level and the use taurine. Today, Red Bull with its enticing brand motto ‘Red Bull vitalizes the body and mind’ has taken almost half of the US market for energy drinks and up to 80% in some other western countries.

To combat the critique for the negative effects of taurine, Red Bull replaced it with arginine in France. Arginine is a semi-essential amino acid linked to enhanced immunity, the release of the Human Growth Hormone (HGH), greater muscle mass, rapid wound healing, increased sexual potency, and helping to reverse atherosclerosis.

David vs. Goliath
Major beverage companies, including PepsiCo, Coca-Cola and MillerCoors, have tried to duplicate the success of Red Bull, Power Horse, Jolt Cola and other energy drinks developed by smaller and more innovative companies. These attempts did not always succeed.

For example, In 1995 PepsiCo Inc.(700 Anderson Hill Road Purchase, NY 10577, USA, phone +1 914 253-2000) launched Josta, a ‘high-energy drink’ with guaraná and caffeine and a predominately fruity flavor and a hint of spice. After a flawed market introduction and a change in corporate strategy, PepsiCo discontinued the drink in 1999. Today, PepsiCo owns not only the established Mountain Dew brand, but also a variety of brands, including the AMP energy drinks, dubbed as Pepsi's first real entry into the energy drink market, that taste like Mountain Dew with a bit more bite, and Jeff Gordon 24 Energy, a brand new energy drink uniquely formulated for race fans and energy drinkers.

MillerCoors (MillerCoors LLC, 3939 West Highland Boulevard, Milwaukee, WI 53208, USA), a joint venture between SABMiller Plc. (One Stanhope Gate, London W1K 1AF, England, phone +44 20 7659 0100) and Molson Coors Brewing Company(1225 17th Street, Suite 3200, Denver, CO 80136, USA, Phone +1 303-277-3500), which owns Sparks, a caffeinated alcohol beverage with a blend of caffeine, taurine, guarana and ginseng extract, has made number of questionable decisions and downright marketing blunders with their alcohol/energy hybrid concept. This has led to a massive backlash against the beverage and may industry observers believe that this may spell the end of the alcohol/energy concept drinks altogether.

Recently, the nonprofit Center for Science in the Public Interest(1875 Connecticut Ave. N.W., Suite 300, Washington, D.C. 20009, USA, Phone +1 202 332 9110) filed suit against MillerCoors Brewing Company because Sparks has more alcohol than regular beer and contains unapproved additives. The lawsuit is asking the Superior Court of the District of Columbia to stop the company from selling the controversial drink, which is also under scrutiny from state attorneys general. Sparks products contain 6 to 7 percent alcohol by volume, as opposed to regular beer, which typically has 4 or 5 percent alcohol. Also unlike beer, Sparks’ appeal to young people is enhanced by its sweet citrusy taste, redolent of SweeTarts candy, and the bright color of orange soda. (Sparks Light also contains the artificial sweetener sucralose). As a result of the suit, the planned release of Sparks Red, which will have 8 percent alcohol by volume, has been temporarily postponed.

Over the last two decades, soft-drink giant Coca-Cola (The Coca-Cola Company, 1 Coca-Cola Plaza, Atlanta, GA 30313-2499, USA, Phone +1 404 676 2121) has been developing its own line of ‘energy’ drinks with varying success. The company brands include, among others, Glacéau Vitaminenergy, Full Throttle, Rehab, Vault and TaB energy. However, it’s most famous and successful beverages outside the cola-drinks are ‘functional’ drinks marketed under the Minute Maid brand.

Minute Maid Heart Wise is the first orange juice containing natural sourced plant sterols and is clinically proven to help reduce cholesterol. The company also markets orange juice with calcium, and was the first to nationally launch orange juice with calcium plus vitamin D, low acid orange juice, orange juice with vitamins C and E plus Zinc. Its most controversial ‘functional’ drinks, co-marketed with Nestlé (Société des Produits Nestlé S.A., Avenue Nestlé 55, 1800 Vevey, Switzerland, Phone +41 21 924 2111), is no-doubt Enviga, a line of lightly sparkling green teas with EGCG and natural antioxidants designed to increase metabolism and help burn calories.

Déjà vu
The irony is that the innovative manufactures of today’s ‘functional’ and ‘energy’ drinks are positioning their products in the same way as the pioneering soft-drink companies in the late 19th and early 20th century by making all sorts of health claims. A good example is Coca-Cola). Invented by Atlanta, Georgia, based pharmacists Dr. John Pemberton, Coca Cola originally promoted their now infamous drink as ‘a valuable brain-tonic and cure for all nervous afflictions,’ and ‘offering the virtues of coca without the vice of alcohol.’ Later, until 1900 the drink was promoted as a tonic for good health (‘For headache and exhaustion, drink Coca-Cola’) and, after 1904, ‘Coca-Cola is a delightful, palatable, healthful beverage’. Health related claims were even used in recent years when the company called its product ‘a wholesome beverage’.

Another good example is Dr Pepper, manufactured by the Dr Pepper Snapple Group, Inc. (5301 Legacy Drive, Plano, TX 75024, USA Tel: +1 972 673-7000), which owns well-known brands such as Snapple, 7UP, Mott’s, A&W, Sunkist Soda, Hawaiian Punch, Canada Dry, Schweppes, RC Cola, Diet Rite, Squirt, Penafiel, Yoo-hoo, Rose’s, Clamato, Mr & Mrs T and many others.

Initially, Dr Pepper, the refreshing soft drink with the tart yet sweet flavor, was not marketed as a simple refreshment but as a health-drink. In the 1930s Dr Pepper’s famous slogan ‘Drink a bite to eat at 10, 2 and 4’ capitalized on the idea of an energy slump and that Dr. Pepper would provide the energy boost needed to make it through the day. Later, in the 1980s, Dr Pepper was marketed as ‘just what the Dr. ordered,’ while the diet version was advertised as ‘the taste you’ve been looking for.’

At the same time, 7 Up), the distinctive, tangy-fresh, lemon-lime flavored-drink, was marketed as a drink that ‘energizes… set you up, dispels brain cobwebs and muscular fatigue.’

By positioning their products as elixirs of good health, companies such as Red Bull, S. Sptiz, Hansen’s (Hansen Natural Corporation, 550 Monica Circle, Suite 201, Corona, CA 92880, USA and the maker of Monster Energy® brand energy drinks, Lost® Energy brand energy drinks, Joker Mad Energy(TM), Unbound® Energy and Ace Energy brand energy drinks, Rumba brand energy juice, and other manufacturers of ‘functional’ and ‘energy’ drinks are returning to the early days of soft-drink marketing, claiming all sorts of unverifiable health benefits.

‘Functional’ and ‘energy’ drinks are by their nature highly focused and targeted. To maintain their market value, it is imperative that soft-drink manufacturers respond to these pressures they face from competition, consumer demands and regulatory restrictions and continue to create and deliver choice for consumers while developing products that can offer consumers the opportunity to adopt a healthier lifestyle. At the same time, while borrowing from history, effective marketing, increased consumer acceptance as well as loyalty have been key contributors to the shift in consumer demands and the rapid growth of smaller, focused manufacturers.

It is in this complex and yet exciting industry that Winrgy®, the new invigorating citrus-flavored, low-carb energy-drink loaded with vitamins, minerals and amino acids, is the ‘new kid on the block’ and will satisfy the demand for a real energy drink!