Energy Drinks Martin Bushman Chemical Engineering Senior University of Wisconsin-Madison CBE 555 April 25, 2011.

Energy Drinks

Martin BushmanChemical Engineering Senior

University of Wisconsin-MadisonCBE 555

April 25, 2011

Outline

Background Manufacturing What’s in Energy Drinks? Health Effects Marketing Risks and Legal Issues Alternatives

Claims

“Redbull gives you wings.” “Everlast Improves performance,

increases concentration, improves reaction speed, increases metabolism.”

“ROCKSTAR is scientifically formulated to provide an incredible energy boost for those who lead active and exhausting lifestyles–from athletes to rock stars.”

History of Energy Drinks Moxie, a Crème Soda invented in 1876, is now a synonym for

energy. Coca-Cola put 9mg of cocaine in its product in 1886 Lucozade originated in Newcastle, UK, in 1927, as a source of

energy, electrolytes, and refreshment for hospital patients. Lipovitan, released in 1962, began the energy drink craze in Japan. Jolt Cola, released in the US in 1985, pioneered a marketing

strategy which is still in use by energy drink marketers. Red Bull appeared in the US in 1997, forerunner to Amp (2001),

Rockstar (2001), Monster (2002), Full Throttle (2004), et al. Wave of popularity with energy shots after the introduction of 5

Hour Energy in 2004. The alcoholic energy drink craze lasted from 2002 with Sparks to

2010 with an FDA ban on adding caffeine to alcoholic beverages.

Consumption

In North America, 90% of adults consume caffeine daily.

Worldwide annual caffeine consumption is estimated at 120,000 tons.

Energy drinks are a $4.8 billion/year industry (400% growth since 2003)

2008 survey of teenagers indicated 35% use energy drinks, compared with 19% in 2003.

The “healthy” alternative to soft drinks.

Energy Drink Market

“Twelve to nineteen-year-old boys consume thirty-four teaspoons of sugar a day in their diet, and about half of that comes from soft drinks.”

Carbonation Some energy drinks are carbonated Myth: Calcium absorption and skeletal effects

Diuretic effects leach calcium from the body Myth: Not the carbonate ion, but the phospates that cause

bone/tooth degradation Again, the experiments don’t agree with this hypothesis.

Conclusion: carbonated water has same effects as sparkling water.

Manufacturing

What’s in Energy Drinks—Caffeine

Stimulant Found naturally – natural plant pesticide Metabolized in the liver Antagonist of Adenosine Moderate use:

200-300mg daily Heavy use:

500-600mg+

Caffeine

Pros –

Temporarily: Improved concentration Increased wakefulness Fewer worker mistakes Increased athletic performance Lower risk of diabetes &

cardiovascular disease Increased Epinephrine, plasma

lactate, and cortisol levels.

Cons – Addictive

Caffeine and Sugar Contents

Caffeine (mg/fl. oz)

Per Serving

(serving size)

Sugar (g/fl. oz)

Per Serving(serving size)

Coffee, brewed 7-16 (varies)

56-128 (8fl oz) - (varies)

- (8 fl oz)

Tea, brewed 2-7.5 (varies)

16-60 (8 fl oz) - - (8 fl oz)

Espresso 20-50 (varies)

40-100 (2fl oz) - - (2 fl oz)

Mountain Dew 4.5 54 (12 fl oz) 3.92 47 (12 fl oz)

Rockstar 10.00 160 (16 fl oz) 3.75 60 (16 fl oz)

Red Bull 10.88 80 (8.46 fl oz) 3.19 27 (8.46 fl oz)

5 Hour Energy 40 80 (2 fl oz) - (2 fl oz)

http://www.energyfiend.com/the-caffeine-database http://www.energyfiend.com/sugar-in-drinksSources:

Guarana Similar effects as Caffeine Extract of the berry of the Guarana

plant Effects:

quickens perceptions delays sleep Increase effectiveness in endurance

based activities hangover recovery aid impaired appetite/upset stomach diuretic increases blood pressure, heart rate Jitters, tremors

Studies show cognitive and memory benefits in low doses.

Taurine Amino acid that naturally

occurs in food Necessary for skeletal

muscle function Benefits for regulating blood

pressure, and cardiovascular disease

One study suggested physical activity benefits.

No studies capable of demonstrating cognitive performance claim.

Energy drinks contain significant amounts

Up to 3000mg is deemed safe

Little is known about long term use.

Ginseng

“Panacea” “Adaptogen” Effects:

Stress reduction Quality of life, physical stamina

improvement No effect on memory A number of side effects

Present in too low dosage in energy drinks to have any medicinal benefit

May enhance the effect of caffeine

Glucuronolactone

Natural metabolite found in the body Claims:

Detoxicant Fight fatigue Provide a “sense of well-being”

Benefits uncertain, but not a health concern NOAEL = 1000 mg/kg/day

B-Vitamins

Support and increase metabolism rate Enhance immune system function B6, B12

"[i]n general, B vitamins aren’t toxic in large amounts. They’re water-soluble, which means they pass out of the body in urine. But high doses of B6 can cause nerve damage, tingling, and numbness in the arms and legs."

B6 - Pyridoxine B12 - CobalaminB3 - Naicin

Health Impact of these chemicals

“Crash-and-burn” Effect "The amounts of guarana, taurine, and

ginseng found in popular energy drinks are far below the amounts expected to deliver either therapeutic benefits or adverse events”

“A psychosomatic placebo effect of having consumed an “energy drink” may compound the chemicals’ actual effects”

Indication of some synergistic effects

Short-term Health Risks Dehydration

It is not advisable to use energy drinks during or after athletic activity or a strenuous workout

Caffeine Intoxication 250mg+ / day (2.5 cups of coffee or 2-3 energy drinks) Adverse effects are (to varying degrees) severe Muscle twitching, impaired mental processes, heart palpitations

Caffeine Overdose Cases involving seizures, deaths “Man’s heart stops after consuming 8 Red Bulls” Caffeine LD50 = 150-200mg / kg body mass Caffeine Half-life ~= 5 hours As little as ~2g may require hospitalization.

Long-term Health Effects

Caffeinism, dependence, addiction Stress hormone levels increased. Affected sleep cycle

For moderate intake: MYTH: Atrial Fibrillation MYTH: Cardiovascular disease MYTH: Arteriosclerosis MYTH: Calcium loss in bones, osteoporosis

Vehicle

Most come as canned beverages Powdered Energy Drinks Some are just an energy shot

5-Hour Energy

Claim: No crash Half bottle =

moderate energy Whole bottle =

MAXIMUM ENERGY Warnings:

No more than 2 bottles/day Caffiene Content Naicin Flush

Marketing

Marketing targets: Overworked professionals Young adults Teens Gamers

Speed, Energy, Flash, Instant Thrill

Brands Red Bull

Energy Drink Monster Energy

Drink Full Throttle

Energy Drink Amp Energy

Drink XS Energy

Drink Redline Energy

Drink Rockstar

Energy Drink Spark Energy

Drink

Legal Issues

"As long as we sell drinks,

I really don't care.” Caffeine labeling voluntary? Caffeinated alcoholic beverages

Dangers

Caffeine’s alertness and jitteriness effects are canceled by the alcohol’s effects.

Sensory cues telling a person that they’re drunk are masked by caffeine’s effects.

Blood alcohol content and its regulation independent of perception

Alternative Energy

Adequate sleep Maintaining a healthy diet

Fruit Juices, Milk Exercise Water

Less than 250mg caffeine every day

Yerba Mate Tea

Active Ingredients: Caffeine, Theobromine, Theophylline

Health Benefits Polyphenol Antioxidant Lower dosage of caffeine Claims: strengthen immune system, relieve

allergy symptoms, aid in weight loss Health Risks

May increase cancer risk

Questions/Thoughts?

Major References http://www.tajapi.com/caffeine-Metabolism-half-life.htm http://en.wikipedia.org/wiki/Caffeine http://en.wikipedia.org/wiki/Energy_drinks http://www.medscape.com/viewarticle/583831_3 http://www.5hourenergy.com/QandA.asp http://www.energyfiend.com/the-caffeine-database http://www.timesonline.co.uk/tol/life_and_style/health/article4537831.ece http://www.healthguidance.org/entry/14379/1/Long-Term-Effects-of-Energy-

Drinks.html

Taurine Clauson, KA; Shields, KM; McQueen, CE; Persad, N. "Safety issues associated with commercially available energy drinks". Journal of the American Pharmacists Association : JAPhA 48 (3): e55–63;

Pictures and References Consumption http://en.wikipedia.org/wiki/Caffeine, http://www.mintel.com/press-centre/press-releases/339/classic-soft-drinks-fall-out-of-favor,

http://www.mintel.com/press-centre/press-releases/268/energy-drink-explosion-hits-food US Market http://www.franchiseonline.com/cgi-bin/profile.php?key=159385, Carbonation http://www.mindfully.org/Plastic/Recycling/Noncarbonated-Beverage-Containers1feb07.htm, Manufacturing http://www.tramaico.com/zone-energy-drink-info.htm, http://www.solarnavigator.net/solar_cola/soft_drink_canning_process.htm Caffeine http://www.tajapi.com/caffeine-Metabolism-half-life.htm, http://en.wikipedia.org/wiki/Caffeine Guarana http://www.mahatu.org/mahatuleticia.manaus.html, http://www.guarana.com/facts.html Ginseng http://www.wildgrown.com/, http://www.vanderbilt.edu/ans/psychology/health_psychology/ginseng.htm Glucuronolactone http://en.wikipedia.org/wiki/Glucuronolactone 5 Hour Energy http://www.5hourenergy.com/healthfacts.asp Taurine http://www.mayoclinic.com/health/taurine/AN01856 Long term http://www.healthguidance.org/entry/14379/1/Long-Term-Effects-of-Energy-Drinks.html http://en.wikipedia.org/wiki/Energy_drink Rockstar http://rockstar69.com/ Marketing http://secondmethod.com/2008/01/07/new-designs-attack-marketing-crunk-energy-drink-promo-posters/ Brands http://www.southernsavers.com/2009/07/kroger-free-energy-drinks/, http://www.thisnext.com/item/81BE0651/Rockstar-Energy-Drink,

http://www.amazon.com/XS-Energy-Drink-Citrus-Blast/dp/B0030HWX9G, http://energyfanatics.com/2008/05/03/nos-energy-drink-review/, http://monsterenergydrinks.org/, http://www.bevnet.com/reviews/sobe_adrenaline/SoBe_Adrenaline_Rush/, http://www.kospn.com/?pg=products-vault

Kids http://www.picshag.com/kids-on-energy-drink.html Legal Issues http://www.dailymail.co.uk/news/article-406304/Cocaine-drink-claims-real-thing.html,

http://en.wikipedia.org/wiki/Joose, http://en.wikipedia.org/wiki/Sparks_(drink), http://en.wikipedia.org/wiki/Four_Loko Conclusion http://reliableanswers.com/med/energy_drinks.asp