Red Bull appeared in the US in 1997, forerunner to Amp (2001), Rockstar (2001), Monster (2002), Full Throttle (2004), et al. Jolt Cola, released in the US in 1985, pioneered a marketing strategy which is still in use by energy drink marketers. Lipovitan, released in 1962, began the energy drink craze in Japan. 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.

Moxie, a Crème Soda invented in 1876, is now a synonym for energy. Energy drinks effect people differently, though, whether you’re an athlete or a rock star. “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.” You probably have the tools to critically evaluate these claims. Health Effects Marketing Risks and Legal Issues Alternatives University of Wisconsin-Madison CBE 555 April 25, 2011Ģ Outline Background Manufacturing What’s in Energy Drinks? Presentation on theme: 'Energy Drinks Martin Bushman Chemical Engineering Senior'- Presentation transcript:ġ Energy Drinks Martin Bushman Chemical Engineering Senior

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