gmb45
10th July, 2009, 03:09 AM
BRITAIN'S thirst for energy drinks has never been greater - and now a product with TWICE the caffeine of Red Bull is about to hit the market.
Consumers already guzzle around 330million litres of the boosters every year, spending an estimated ?1billion in the process.
But the safety and marketing of these products is about to be called into question again with the imminent launch of the latest feelgood beverage set to be called Cocaine.
It is awaiting approval from Trading Standards and the Food Standards Agency.
Apart from the controversial brand name, the fizzy lemon non-alcoholic brew is packed with caffeine.
Previous attempts to launch a similar product, called Cocaine Energy Drink, were blocked in the UK last year. A beverage with a similar name was banned in the US.
Martin Barnes, head of drugs charity DrugScope, says: "This is little more than an intentionally provocative and cynical marketing stunt. Most young people will see through the branding ploy. But making light of an illegal drug that causes harm isn't helpful or particularly smart."
There are concerns that youngsters who binge on the new drink could be risking their health.
High-caffeine beverages have been a huge hit with young clubbers wanting to bolster energy levels. But drinks such as Red Bull are banned in countries including Norway, Uruguay and Denmark because of health fears.
Alarm
Although a 250ml can of Red Bull contains 80mg of caffeine - only a bit more than a cup of instant coffee - evidence suggests many youngsters binge on several cans at a time.
People can react differently to caffeine. Some are sensitive to the stimulant, which means even relatively small amounts can trigger heart palpitations and increase blood pressure.
Some studies have also raised the alarm over drinking too many energy drinks then doing exercise.
Earlier this year, a 28-year-old motorcyclist in Australia had a heart attack after consuming seven cans of Red Bull before taking part in a race.
Last year experts at Henry Ford Hospital in Detroit, US, urged patients with existing heart problems to avoid energy drinks in case they made the heart race and blood pressure rise to dangerous levels.
And a worrying study at the Cardiovascular Research Centre in Adelaide, Australia, showed a single can of sugar-free Red Bull could have a damaging effect on the heart within 60 MINUTES.
Medics gave 30 young adults a drink and tested them an hour later.
They discovered a "potentially deadly" thickening of the blood similar to that found in patients with heart disease.
A spokesman for Red Bull Australia said: "The study does not show effects which would go beyond that of drinking a cup of coffee."
High-energy drinks have also been blamed for bad behaviour by pupils.
Several schools in England have recently banned drinks such as Red Bull and 925 Energy Shot, which has the caffeine content of six coffees.
June Davison, of the British Heart Foundation, says there is no increased risk from modest amounts of caffeine but added: "Some people can be caffeine sensitive and this can trigger palpitations."
Drinks sold in the UK containing more than 150mg caffeine per litre must be labelled as "high caffeine content", but there is no upper limit on how much they can contain.
Consumers already guzzle around 330million litres of the boosters every year, spending an estimated ?1billion in the process.
But the safety and marketing of these products is about to be called into question again with the imminent launch of the latest feelgood beverage set to be called Cocaine.
It is awaiting approval from Trading Standards and the Food Standards Agency.
Apart from the controversial brand name, the fizzy lemon non-alcoholic brew is packed with caffeine.
Previous attempts to launch a similar product, called Cocaine Energy Drink, were blocked in the UK last year. A beverage with a similar name was banned in the US.
Martin Barnes, head of drugs charity DrugScope, says: "This is little more than an intentionally provocative and cynical marketing stunt. Most young people will see through the branding ploy. But making light of an illegal drug that causes harm isn't helpful or particularly smart."
There are concerns that youngsters who binge on the new drink could be risking their health.
High-caffeine beverages have been a huge hit with young clubbers wanting to bolster energy levels. But drinks such as Red Bull are banned in countries including Norway, Uruguay and Denmark because of health fears.
Alarm
Although a 250ml can of Red Bull contains 80mg of caffeine - only a bit more than a cup of instant coffee - evidence suggests many youngsters binge on several cans at a time.
People can react differently to caffeine. Some are sensitive to the stimulant, which means even relatively small amounts can trigger heart palpitations and increase blood pressure.
Some studies have also raised the alarm over drinking too many energy drinks then doing exercise.
Earlier this year, a 28-year-old motorcyclist in Australia had a heart attack after consuming seven cans of Red Bull before taking part in a race.
Last year experts at Henry Ford Hospital in Detroit, US, urged patients with existing heart problems to avoid energy drinks in case they made the heart race and blood pressure rise to dangerous levels.
And a worrying study at the Cardiovascular Research Centre in Adelaide, Australia, showed a single can of sugar-free Red Bull could have a damaging effect on the heart within 60 MINUTES.
Medics gave 30 young adults a drink and tested them an hour later.
They discovered a "potentially deadly" thickening of the blood similar to that found in patients with heart disease.
A spokesman for Red Bull Australia said: "The study does not show effects which would go beyond that of drinking a cup of coffee."
High-energy drinks have also been blamed for bad behaviour by pupils.
Several schools in England have recently banned drinks such as Red Bull and 925 Energy Shot, which has the caffeine content of six coffees.
June Davison, of the British Heart Foundation, says there is no increased risk from modest amounts of caffeine but added: "Some people can be caffeine sensitive and this can trigger palpitations."
Drinks sold in the UK containing more than 150mg caffeine per litre must be labelled as "high caffeine content", but there is no upper limit on how much they can contain.