The market for energy products is hot. Walk into any convenience store, and you’ll find yourself amidst a huge selection of products that claim to keep you alert and give you extra energy. In part 1, we covered the technical aspects of caffeine, guarana and taurine, popular ingredients in energy drinks. Here, we’ll cover two additional ingredients, as well as products that extend beyond the energy drink category. I’ll also provide a brief review of the regulatory and legal landscape in the energy drink market over the last year.
B Vitamins
While they have their own attributes and responsibilities, B Vitamins (EU), are generally grouped together and aid in cell metabolism and contribute to normal physiological function. In general, the vitamins in the vitamin B complex aid in metabolizing food into energy and brain function.
The US FDA states that they do not encourage indiscriminate addition of vitamins to foods, and specifically call out that they do not consider carbonated beverages appropriate for fortification.
The EFSA has authorized the vitamins thiamine (B1), riboflavin (B2), niacin (B3), pantothenic acid (B5), vitamin B6, biotin (B7), and vitamin B12 claims that they contribute to the energy-yielding metabolism. Also riboflavin, niacin, pantothenic acid, folate, and vitamin B12 may claim to contribute to the reduction of tiredness and fatigue. Consult your regulatory authority to determine if these claims are appropriate for your product and region.
Carnitine
Carnitine (EU) is derived from the amino acid lysine, and is found in nearly all cells of the body. It plays a role in energy production in the body, and is concentrated in skeletal and cardiac muscles, where fatty acids are used as dietary fuel, and can be found naturally in beef.
In the US, the FDA regulates carnitine as a supplement.
Many claims for carnitine have been rejected by EFSA.
Other ingredients that may be included in energy products include arginine (EU), yerba mate (EU), ginkgo biloba (EU) and ginseng (EU).
Beyond the shot and energy drink market
Energy products don’t just stop at the beverage aisle of the convenience store or the supermarket anymore. The US has product entries such as caffeinated waffles, caffeinated chocolate, guarana-marinated jerky, and even caffeinated gum and candy.
While the term energy is most common in the beverage sector, some companies are talking about sustained energy with grains and protein on packaging in other parts of the store. These manufacturers are using other ingredients in foods to deliver energy, but sometimes putting them in familiar packaging to compete directly with the energy drink market.
Mintel highlighted new global product launches in this arena at the 2014 IFT Food Expo. They showed items using green tea combined with honey and coconut water in a shot format, sweetened condensed milk in a tube format similar to yogurt for portability, and high-protein bars, biscuits, and cereals with positioning of sustained energy through the day. Nuts, like pecans and almonds, used as a protein source were emphasized in some of these high protein products.
Recent landscape for the energy market
The past year and a half has been a tumultuous ride for the energy drink market.
In May 2013, the US FDA expressed concerns over the spread of caffeine within the US Food supply, which prompted the Wm. Wrigley Company to delay the production of a new caffeinated gum.
In June 2014, the Center for Science in the Public Interest, a consumer advocacy group, requested that the FDA add a safety warning to energy drinks in the US.
Taurine was cited in the letter as being linked to deaths of European athletes when combined with caffeine in energy drinks.
In July 2014, 3 states sued Living Essentials, the manufacturer of 5 Hour Energy, for allegedly deceptive and misleading advertising claims. A Living Essentials representative referred to the allegations as “grasping at straws.” Monster Beverage Corp faced a wrongful death lawsuit in Oklahoma from a 16-year-old dying in November 2011. And in July 2014, the US FDA issued a consumer advisory not to purchase pure powdered caffeine.
In August, Red Bull offered to settle a proposed class action lawsuit, which contends that false advertising was used for its energy drinks. Also in August, Coca Cola announced that they intend to purchase a minority stake in Monster Beverage Company, pending regulatory approval.
When formulating products with an energy banner, understand the legalities, risks, and specifics of your individual ingredients. You may require more industry advice, especially from your regulatory and legal authorities to recognize the complexities of this market.
Additional Resources:
Caffeinated Energy Drinks — A Growing Problem – NIH
Summary of seminar on caffeine at IFT Expo – foodnavigator-usa.com
Council of Responsible Nutrition – Caffeine in Dietary Supplements
Caffeine Intake by the U.S. Population – FDA.gov
Caffeine Jitters – Chemical & Engineering News
Caffeine in small doses and during training may boost performance- nutraingredients-usa.com
Health Canada – Caffeinated Energy Drinks
EFSA – Gathering consumption data on specific consumer groups of energy drinks
FDA Consumer Bulletin – FDA to investigate added caffeine
Regulatory Status of Caffeine – FDA CFSAN – Antonia Mattia
EFSA discusses draft on caffeine safety – nutraingredients.com
Natural Products Insider –
Part 1 – Energy Drinks at Risk?
Part 2 – Regulation of Energy Drinks in Europe-Toward a stricter regime?
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