"CAFFEINOMANIA"! A NEW AMERICAN AFFLICTION OR ADDICTION?

Coffee, Tea and Cocoa have been the villains during early days of development of food industry as these beverage crops contain the unique ingredient Caffeine, considered a stimulant and addictive. Though these were being consumed for decades, no harmful effect was reported till recently. However during the last few years Caffeine has found its way into many other beverages and foods which trend seems to be growing day by day. Safety of chemically pure Caffeine is mired in controversy and no one is absolutely certain regarding the upper limit of Caffeine that can be tolerated by humans. That it is not a harmless chemical is reflected by the world wide consensus that Caffeine is not advisable for consumption by Pregnant women and children. If recent reports are to be believed Americans are seized with an obsession to consume more and caffeine in any form or through any medium and this trend is being exploited by even big industry giants by launching different types of products containing more and more Caffeine! Here is a critique on this latest development.    

"The Wall Street Journal reports companies are taking the obsession with caffeine to a new, more chewable form. From jerky to candy and even condiments, companies are cashing in on a caffeine-crazed nation. Frito-Lay, for example, now offers Cracked Jack'D Power Bites in Cocoa Java and Vanilla Mocha flavors. In 2007, Jelly Belly came out with caffeinated Extreme Sport Beans. There's even Perky Jerky, Wired caffeinated waffles and DoubleKick brand hot sauce. While the industry of caffeinated food products is still small compared with energy drinks, The Wall Street Journal reports sales in the U.S. have increased nearly 50 percent to $1.6 billion since 2008. Amped-up food is a unique challenge because of caffeine's bitter taste, but the real challenge for companies' may be bigger in that health regulators will look at the industry in a new way, according to The Wall Street Journal. There's also concern caffeinated snacks will be more desirable to children".

What is surprising is the utter insensitivity on the part of the health authorities in that country who is doing precious little to arrest this disturbing trend. The industry is not being asked to prove the safety of such high Caffeine containing products and in the absence of evidence to the contrary these products are "making merry while he sun shines"! what is forgotten in this charade is that Caffeine in natural products may act in a different way compared to that of pure isolated Caffeine and unless conclusively proved through clinical trials regarding the safety of the existing products containing chemically pure Caffeine their manufacture and marketing must be stopped forthwith.

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

BITTER ORANGE EXTRACT-QUESTIONS REGARDING ITS SAFETY

Health supplements are flooding the market all over the world making claims often not supported by scientific evidence. Since this industry is one of the least regulated most players in this game of charade get away by making health claims often outlandish in nature. The authorities vested with the responsibility of protecting citizens from spurious foods either are ignorant to deal with this industry or powerless to take the industry head on or simply looking the other way to avoid unnecessary controversies. It is only recently that the EU safety authorities took serious note of the uncontrolled growth of healthy foods that many products were disallowed from making claims not substantiated by scientific evidence. In India also lot of noise was made by the food authority about major industry players making spurious clams but nothing concrete came out from this paper tiger. Since food safety is a top topic of concern, ceaseless vigilance can only weed out fraudsters from this field. One of the latest issues now being scrutinized is how far products containing bitter citrus extract and caffeine can seriously compromise the health of the consumers if taken regularly and it is now believed that such products must be banned in the market. Here is a take on this interesting development. 

Some products sold as sports or weight loss supplements may contain synephrine, which may enhance the effects of caffeine, according to the Federal Institute for Risk Assessment (BfR). Synephrine is a compound found in plants such as bitter oranges (Citrus aurantium). Bitter orange comes from a flowering, fruit-bearing evergreen tree native to tropical Asia, but is now widely cultivated in the Mediterranean region and elsewhere. Bitter oranges have been used in ancient Chinese medicine to treat constipation, improve energy, and calm nerves in cases of insomnia and shock. Amazon rain forest tribes have used bitter orange tea as a laxative and to relieve nausea, stomach pains, indigestion, gas, and constipation. According to BfR, sports or weight loss supplements often contain caffeine in addition to synephrine and are often referred to as food supplements or dietetic foods by manufacturers. Because caffeine and synephrine both affect the heart and blood pressure, they may increase each increase the other's effects when taken together. Most notably, taking caffeine and synephrine together may increase heart rhythm and blood pressure. Other ingredients contained in bitter orange extracts may also add to the effects of synephrine on the heart. The BfR recommends that quantities of these compounds ingested through such products should be limited to food intake levels from oranges and bitter oranges. The institute advised that no more than 6.7 milligrams of synephrine be taken daily in the form of a food supplement. This quantity of synephrine may help ensure that even frequent consumers do not exceed a total daily intake of more than 25.7 milligrams of synephrine. Due to dosage levels, some products that are currently available on the market may be classified as unsafe. The effects of these products on the heart may be more intense in people who are already putting increased strain on the heart due to physical activity or being overweight. It is claimed that bitter orange is an effective aid to weight loss and a safe alternative to ephedra, a plant that contains compounds that may stimulate the nervous system. In 2004, the U.S. Food and Drug Administration (FDA) issued a final rule prohibiting the sale of dietary supplements containing ephedra because such supplements present an unreasonable risk of illness or injury. Due to the ban on ephedra in the United States, some products previously containing ephedra have been reformulated to include Citrus aurantium.

It is rather queer that consumers are having a fatal affinity to Caffeine which is categorized as a brain stimulating addictive chemical not to be taken by children and pregnant women and why industry is marketing products containing this chemical in concentrations much higher than that present in coffee beverage consumed world over is beyond comprehension. How can a normal consumer get any benefit by drinking water containing Caffeine? There is no scientific justification for creating such outlandish products though industry stands to benefit in the form of high profits dealing with such psychotropic products! Already the extract derived from Bitter oranges is implicated in episodes related to heart and kidney and when industry tries to formulate products containing Caffeine and Bitter orange extract, both anti-cardiac substances, possible synergistic effect may magnify the damage much more than either of the substances consumed singly. Scientists do believe that substances like Caffeine present in Coffee or tea are safe as long as their daily consumption is not more than what is ingested daily in the natural form. Also not known is the possible protective effect of ingredients other than Caffeine in Coffee or Synephrine in bitter oranges on alleviating the negative impact of the chemicals when consumed in natural form. Every consumer must bear in mind that natural food products consumed for centuries can invariably be less dangerous than the isolated constituents present in them!.     

V.H.POTTY

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COFFEE VS SODA-THE EMERGING TREND

Modern America is considered the consumption capital of soda (say cola drink), the much hated sugary drink with caffeine, phosphoric acid and caramel color. Compared to any other nation in this planet Americans can boast that their per capita consumption of soda is the highest in the world and some time one wonders whether soda consumption and power go hand in hand! It took quiet some time for these super rich nation to realize that soda consumption can be dangerous to the health of their citizens and what New York did recently to ban large sized soft drinks through retailers is a right step in the right direction to curb consumption of sugary drinks. Now comes the news that there is a distinct trend emerging where brewed coffee is being increasingly being favored in preference to soft drinks. Here is a commentary on this new development that may have some implications on the health of the population in that country.

"And that makes sense. New survey data from the NPD group, which tracks trends in what Americans eat and drink, finds that 18- to 24-year-olds are turning to coffee, rather than caffeinated sodas, as their pick-me-up of choice. In 2002, about 25 percent of 18- to 24-year-olds reported drinking coffee sometime within a two-week period. But by 2012, the percentage of young adults drinking coffee in that same time frame hit 39 percent. For evidence of this trend, I hit a coffee shop near the campus of George Washington University, which is just a Metro-ride away from NPR headquarters here in D.C. In mid afternoon, I found a packed house. "This is nothing for two o'clock in the afternoon," senior Arturo Lichaucho tells me. Often times, the line is out the door and around the block, he explained, and lots of students hit the coffee shop before hitting the books in the late afternoon. The students I chatted with gave lots of reasons for a steady coffee habit, including increasing demands on their time that lead to less sleep, and the 24/7 culture of overstimulation. And why not drink more coffee? Recent studies link coffee consumption to a range of good health effects, including decreased risk of dementia and decreased risk of depression among women.
But experts say there is one downside that's often overlooked: Coffee consumption can get in the way of a good night's sleep. "Our data has shown that a brewed coffee contains much more caffeine than a cold cola beverage" says Bruce Goldberger, a toxicologist at the University of Florida. The Center for Science in the Public Interest took a look at several popular items and analyzed their caffeine content. It found that a 12-ounce cup of coffee from Starbucks contains about 260 milligrams of caffeine, which is about five times more than a 12-ounce can of Diet Coke".

What worries some health pundits is the possibility of increased levels of caffeine consumption as coffee contains significantly higher levels of this intoxicant. Caffeine is a natural component of beverage crops like coffee, tea and cocoa and beverages based on these crops have been consumed for ages without any adverse consequences. However an issue that needs consideration is whether at the moderate levels of coffee consumed during yesteryear it has any ill effects at all whereas to day there is a tendency to over consume that can result in undesirable impact on health. Advent of decaffeinated coffee was thought to lessen the impact of caffeine on human health through high consumption of this stimulant beverage but it appears there are not many takers for this version except for medically impaired conditions. Is it not time ripe for the WHO to come up with a universal safe upper limit for caffeine for the sake of millions of people who are addicted to coffee? If appropriate guidelines are forthcoming from competent sources, coffee consumers may yet moderate their coffee drinking habit to stay below the danger mark vis-a-vis caffeine.  

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

ENERGY DRINK UNDER A CLOUD-A FRAUDULENT PRODUCT?

Lot has been said and written about the new trend among youngsters to consume the so called energy drinks recklessly believing the spurious claims made by the manufacturers which are not supported by any shred of scientific evidence. After all any drink which contains glucose or sucrose (common sugar) will yield energy when consumed almost instantly and it is not for nothing that pure glucose, both plan and flavored are sold world over for those seeking instant energy. Same is true with hospitals also where glucose drip is the most acceptable way of infusing energy into weak and convalescing patients. The so called "energy drinks" also have sugar as the energy source but contains caffeine and some minor ingredients with no relation to boosting energy. What is truly shocking is the total indifference of the U S safety authorities to the fraudulent practice of making and selling such products knowing pretty well that the claims are spurious while high caffeine content can be lethal to some consumers! It is interesting to read about the on-going investigations, supposed to be carried out by the USFDA.   

"The drinks are now under scrutiny by the Food and Drug Administration after reports of deaths and serious injuries that may be linked to their high caffeine levels. But however that review ends, one thing is clear, interviews with researchers and a review of scientific studies show: the energy drink industry is based on a brew of ingredients that, apart from caffeine, have little, if any benefit for consumers. "If you had a cup of coffee you are going to affect metabolism in the same way," said Dr. Robert W. Pettitt, an associate professor at Minnesota State University in Mankato, who has studied the drinks. Energy drink companies have promoted their products not as caffeine-fueled concoctions but as specially engineered blends that provide something more. For example, producers claim that "Red Bull gives you wings," that Rockstar Energy is "scientifically formulated" and Monster Energy is a "killer energy brew." Representative Edward J. Markey of Massachusetts, a Democrat, has asked the government to investigate the industry's marketing claims. Promoting a message beyond caffeine has enabled the beverage makers to charge premium prices. A 16-ounce energy drink that sells for $2.99 a can contains about the same amount of caffeine as a tablet of NoDoz that costs 30 cents. Even Starbucks coffee is cheap by comparison; a 12-ounce cup that costs $1.85 has even more caffeine".

It is some what difficult to refrain from calling the activities of the energy drink manufacturers as "fraud" because the premium price charged for these products is scandalous! Why the consumers are paying such huge prices for products which are no better than the established soft drinks is a big mystery! Those making and peddling these products are bringing a bad name to food technology since they are calling the product "scientifically" formulated and a specially "engineered' blend though there is neither science nor engineering involved in making such murky "concoctions"! It is a pity that government of India is permitting these products to be imported into the country without realizing their consequences on the health of young generation of school going kids and other vulnerable consumers. They must be banned forthwith. Keeping the health of the citizen is much more scared than pleasing a few American manufacturers marketing such dangerous products!  

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

THE "OMNIPOTENT" CAFFEINE-WHY THERE IS NO OVERSIGHT YET?

Caffeine, which is both a stimulant as well as an addictive substance, is present in beverage crops like Coffee, Tea and Cocoa. As consumption of these beverages increases the alertness of the consumer, there are millions who take them regularly every day though medical experts and health pundits frown upon its consumption by pregnant women and children. According to present thinking an intake beyond 300 mg a day may carry potential health risks for many people and this maximum recommended level is slowly being reduced to 180 mg per day per an adult. Recent reports about some deaths in the US being ascribed to consuming Caffeine loaded energy drinks highlight the piquant situation in which safety agencies find themselves. In absence of scientific evidence that implicates Caffeine as an unsafe food constituent and safe levels at which it can be ingested not arrived at, it becomes difficult to clamp a ban on the use of Caffeine in formulated foods and beverages. This situation seems to be encouraging many processors to use Caffeine as an ingredient in new formulations claiming some or the other beneficial effect for such products. Here is a take on this evolving situation which is receiving attention world over.

In light of new reports linking 5-Hour Energy drinks to several recent deaths, sleep-deprived consumers may need to find another source of packaged vigor. PepsiCo's Frito-Lay has an unlikely alternative: Cracker Jacks. The company is launching a new line of the sugary treats — aptly named "Cracker Jack'd" — that will contain caffeine, Advertising Age reports. The Center for Science in the Public Interest, which has previously battled such consumer products companies as MillerCoors Brewing Company and Airborne, claims the caffeinated Cracker Jacks violate federal food laws. "Boxes of Cracker Jack are famous for having a toy surprise inside," CSPI said in a Wednesday statement. "But what parent suspects that Cracker Jack might come with a surprising dose of a mildly addictive stimulant drug?" CSPI warned that if the government doesn't crack down on the upcoming Frito-Lay product, it could "set off a new craze in which manufacturers add caffeine to more and more varieties of foods and beverages."

Those who oppose use of Caffeine, often considered as a drug, cite the present US Rules which allow this chemical only in Cola beverages which may contain about 72 mg per a serving size of 12 fluid ounce. Unfortunately there is no mention about using Coffee solids or extracts in any food preparation which loophole is being exploited by the industry and there are such products already in the market providing more than 70 mg per a 2 Oz serving size. The argument by the industry that these products are targeted at adult consumers or the level of Caffeine is already declared on the label cannot justify putting in the market such potentially harmful food products. Probably it is time for safety agencies to revisit presence of Caffeine, either used as a chemical ingredient or through coffee solids and extracts and make the law relating to this more explicit.

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

ENERGY DRINKS UNDER THE SCANNER-WHAT IS ITS TRUE WORTH?

During the last few years carbonated soft drinks and other sugary beverages have seen their market progressively shrinking or the growth rate very disappointing. The most pressing issue vis-a-vis their consumption is the presence of High Fructose Corn Syrup (HFCS) which was linked to development of obesity and health disorders, though no clinching evidence to support this accusation has surfaced yet. Whether it is HFCS or natural sugar, nutritive sweeteners if consumed abundantly can cause undesirable health consequences against which consumers need to be cautious. The very basis of the policy of New York civic authorities to ban sale of over sized sugary beverages is based on the perception that citizens must be restrained at least indirectly from over consuming these "fattening" drinks. Another contentious issue is presence of caffeine in some products like Cola beverages which is claimed to be an intoxicant that can cause damage to children and pregnant women folks. The new breed of drinks being marketed by the Energy Drinks sub-sector of beverage industry has escaped the regulatory regime, especially with regard to caffeine and some of the other ingredients used and its surprising growth is some what a mystery. While the caffeine content is about 3 times more in Energy Drinks as compared to that in soft drinks, the products are usually supplemented with Taurine and B-vitamins and the target consumers are athletes and sports persons, obviously suggesting that energy drinks are helpful in restoring energy and boosting the performance. Though these drinks were having a free run without being challenged by the food safety authorities during the last few years, they are now coming under the scanner after the reported death of a girl due to arrhythmic heart failure after consuming energy drink. Here is a take on these emerging developments.

Energy drinks remain a tiny part of the carbonated soft drinks market, representing just 3.3 percent of sales volume, according to the industry tracker Beverage Digest. But while soda consumption has flagged in recent years, energy drinks are growing by leaps and bounds. Last year, sales volume for energy drinks rose by nearly 17 percent, with the top three companies - Monster, Red Bull and Rockstar - each logging double-digit gains, according to Beverage Digest. The drinks are often marketed at sporting events such as surfing and skateboarding, popular among younger people. The levels of caffeine in the drinks have raised worries. Although the U.S. Food and Drug Administration caps the amount of caffeine in soda to 0.02 percent, there is no such limit for energy drinks. "The FDA could easily say energy drinks are soft drinks," said Michael Jacobson, executive director of the Center for Science in the Public Interest, which advocates for food safety. But he noted that the FDA cap was established about 60 years ago, long before energy drinks came to the market. In general, the level of caffeine in energy drinks (160 milligrams in 16 ounces) is about half that in the same amount of brewed Starbucks coffee (320 milligrams), according to CSPI. But compared with soda such as Coca-Cola,energy drinks have more than three times as much caffeine. That could be problematic for younger consumers who may guzzle them without realizing how much caffeine they're consuming, Jacobson said. The other risk is that kids would drink it at parties along with alcohol, he said. As for the other ingredients energy drinks often tout - such as taurine or B vitamins - Jacobson said it's mostly for marketing purposes and that they serve no real function. "They say it serves as a detoxifying agent or that it improves mental performance," he said. "That's malarkey."

Justification for marketing such drinks is based on the fact that brewed coffee provides much more caffeine per drink compared to that ingested through energy drink. What makes the energy rinks more risky is that the major target group is youngsters who rarely take coffee and volume of energy drink consumed tends to be high frequently. Total quantity of caffeine consumed via energy drink could be significantly higher, especially during sports events and athletic gatherings and therefore some sort of regulation needs to be put in place sooner than later. Also claims made because of addition of Taurine and B-vitamins do not make any sense, as they are not based on science or clinical evidence.

V.H.POTTY
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http://foodtechupdates.blogspot.com

THE CAFFEINE "MESS"-AN IRRELEVANT ISSUE!

There is a famous saying that "Law is an Ass" and the on-going exercise by the GOI Health Ministry to formulate a law to regulate use of caffeine in beverages has to be seen from this perspective. As if there are no problems confronting the hapless consumer or the food industry in the country, great focus is being bestowed on a trivial matter like restriction of caffeine in some food products which any how 99% f the population do not consume. Look at the efforts put in by the GOI in clamping a restriction on Caffeine with the Health Minister saying in the parliament that no evidence of any risk was found by its scientists while another panel of the food "Authority" wants Caffeine limit not to exceed a certain limit. Why any one is so bothered about a particular brand of products mostly imported and consumed by well to do consumers, that contain relatively high levels of Caffeine, is beyond comprehension. Here is a take on this silly issue.

"The government is contemplating restricting use of caffeine in energy drinks and non-carbonated beverages made or sold in the country. An expert group of scientists from the Food Safety and Standards Authority of India (FSSAI) has in a report suggested fixing of caffeine levels in energy drinks. As of now there are no prescribed limits of caffeine for energy drinks. However, under the FSSAI guidelines use of caffeine cannot exceed 145 mg/litre in carbonated water such as soft drinks. The group submitted a detailed report after examining scientific literature and global position on use of caffeine and non-carbonated beverages and their labelling. Its recommendations also suggested suitable safety measures and products standards of energy drinks. However, during a discussion in parliament on the safety of energy drinks and caffeine levels, health minister Ghulam Nabi Azad said another panel has said there was no evidence of health implication on consumption of the drinks. Therefore, they did not recommend a ban on energy drinks".

It is very true that reasonable safety restrictions must be in place to prevent run away practices by the food business that can jeopardize the health of the main stream population and by no stretch of imagination one can say that the so called Energy Drinks are items of popular consumption. Generally speaking no one can justify the use of Caffeine in any foods as it is neither a nutrient nor a health promoter and if its presence in beverages like coffee, tea and cocoa makes it a natural substance, it does not mean new products developed need to have caffeine! in fact caffeine is more a pharmaceutical ingredient endowed with some physiological activity helpful in combating medical conditions rather than a desirable food ingredient. If the food industry wants to use Caffeine as an ingredient full technical justification must be forthcoming based on science and it should not be allowed as a standard additive in foods.

V.H.POTTY
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http://foodtechupdates.blogspot.com

"CAFFEINATED" BEER-HOOKING THE YOUNGSTERS!

That Caffeine is an intoxicant is well known and its consumption by vulnerable population like children and pregnant women are universally frowned upon. Similarly alcohol consumption is restricted only to adult population in many countries because of the inebriating effect on the consumer of beverages containing alcohol. Imagine what will happen if these two intoxicants are formulated into a beverage, that too cheaper than the conventional soft drinks. Recent industry adventure into this "dangerous" area in some countries is raising all round concern regarding the repercussions on the health of younger generation.

Health advocates and others have increasingly worried in recent years about sweet malt beverages known as "alcopops," which often mask the flavor of alcohol and tend to be marketed to younger drinkers. Michael Scippa, a spokesman with the Marin Institute, an alcohol industry watchdog group, said the drinks have only become more dangerous since companies began adding stimulants such as caffeine and guarana. Scippa noted that many of these products come in 23-ounce cans that contain the equivalent of five to eight cups of coffee, are 12 percent alcohol and are sold for $1.99. A regular energy drink, by contrast, can cost $2.99, he said. "The bottom line is they create a low price point entry drink for a lot of youth that brilliantly keeps them alert and wanting to keep drinking the product," he said, adding that up to 60 percent of the caffeinated malt beverages sold in California are consumed by underage drinkers. "It's a marketer's dream, but I don't know how they sleep at night."

Serving alcohol requires age proof in many bars but these new generation drinks which mask the alcohol smell are freely available in the market attracting young consumers in hordes. It is incredible that the industry can be so irresponsible as to offer a drink which will infuse more caffeine into the consumer than that caused by several cups of coffee at one go. Such socially unacceptable behavior by one segment of the industry can bring bad name for the entire food and beverage sector in no time. It is a wake up call for this industry to exercise self restraint and discipline those who try to make a fast buck through unfair, unhealthy and unethical means.

V.H.POTTY
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http://foodtechupdates.blogspot.com

CAFFEINE AND ALCOHOL IN ENERGY DRINKS-HOOKING THE CONSUMER!

For succeeding in the market, management pundits do not consider any means as unfair. To some extent playing around with the economic quality of a product can be tolerated, but when it comes to consumer safety blatant violations should never be condoned. Money cannot be more precious than lives of human beings and those who opt for "money at any cost" deserve to be accorded the severest forms of punishment that exist in the statute book. With food safety issues bedeviling every country, it is time the vested agencies overhaul their surveillance and punishment protocols with no mercy on defaulters.

"The Food and Drug Administration is challenging makers of alcohol-infused energy drinks to prove their beverages are safe, citing complaints that the products can cause risky behavior and injury. The FDA issued a letter Friday to 30 beverage manufacturers, giving them 30 days to provide evidence that the combination of caffeine and alcohol is safe. FDA has listed caffeine only as an ingredient for use in soft drinks. The agency has not approved caffeine for use in alcoholic beverages. FDA officials stressed they have not reached a conclusion about the safety of beverages like Joose and Charge. Instead they are questioning the companies' legal rationale for marketing the products. There are some unusual safety questions raised by the addition of caffeine to these alcoholic beverages. So the burden is on the companies to provide evidence that supports the conclusion this use is safe."

First of all the so called energy drinks, atrociously priced, attractively branded and promoted heavily, should have no place in the menu of a normal healthy person. After all the energy is derived in these drinks from sugar which is one of the cheapest commodities in the global market. Adding alcohol and caffeine to such ridiculous drinks in the name of value addition and better "performance" cannot be considered logical. It is puzzling as to why the authorities tolerated these products for so long!

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com