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 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
http://vhpotty.blogspot.com/
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