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Scientific Opinions, Publications & Reports
Statement on studies designed to investigate the safety in use
of taurine and D-glucurono-γ-lactone in "energy"
drinks by the Scientific Panel on food additives, flavourings,
processing aids and materials in contact with food (AFC)
Statement
Documents were received from the company Red Bull GmbH in July 2004
and were initially discussed at a meeting of the Working Group on
Additives of the Scientific Panel on Food Additives, Flavourings,
Processing Aids and Materials in Contact with Foods in September
2004. The Working Group stressed that its views are advanced without
prejudice, for the assistance of the company, and should not be
considered as an endorsement of arguments put by the company, nor a
binding constraint on the Panel’s eventual discussions and
assessment once the final results and submissions are received. The
Working Group considered that taken as a whole and with additional
appropriate supporting argumentation and evidence, there was likely
to be sufficient information to warrant a re-evaluation of taurine
and D-glucurono-γ-lactone at the end of the proposed studies.
Publication date: 17/02/2005
Last updated: 17/02/2005
A
REFRESHED CREW IS AN EFFICIENT CREW
In
1982, Dietrich Mateschitz learned about so-called “tonic
drinks”, which enjoyed wide popularity in Asia. While he was
sitting sitting in the bar at the Mandarin Hotel in Hong Kong he got the idea of
marketing those particular functional drinks outside Asia. This
was not a new idea, but a variation on the Lucozade
theme, another popular energy drink marketed by Smith Kline
Beecham. However, Red Bull included other ingredients to achieve
a different flavour.
So it was that in 1984, Mateschitz founded the Red Bull GmbH company. He fine-tuned
the product, developed a unique marketing concept and started selling
Red Bull Energy Drink on the Austrian market in 1987. Red Bull rapidly
gained in popularity, giving people wings right from the start. In 1992, Red Bull touched down in its first foreign market, in
Hungary. Today, Red Bull is energizing over 100 countries around the
globe, such that many superstores have copied the idea with their own
brand products, which invariably are inferior in one aspect or
another.
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Red
Bull Energy Drink
Category: US Energy Drinks;
Packaging: 8.3 oz can
While
our opinion on Red Bull's flavor hasn't changed -- it is truly
painful to drink -- we will give Red Bull credit where credit is
due. Namely, the brand power that this product has created is
truly amazing. Many people in the industry may hate Red Bull,
but without Red Bull there wouldn't even be a market for the
other 150+ products currently crowding the shelves. However, Red
Bull faces some potential bumps in the road in the coming 24
months. First, the product has completely oversaturated the
market -- Red Bull is in just about anywhere that you can fit a
mini-cooler as well as mass merchandisers, bike shops, bars,
etc, etc, etc. This could result in Red Bull becoming passe by
removing the "cool" factor that made the brand so
successful. Second, while other companies are improving
formulations, flavors, and packaging, Red Bull stays the same.
Will consumers find something that truly works better? Third,
from our point of view Red Bull has a less-than-stellar industry
reputation -- and many people are praying for their demise as a
result. Finally, given that Red Bull is a one trick pony
(compared to others such as Coke and Pepsi), the party is in
serious jeopardy if sales start to slump, a price war starts, or
press over energy drink health concerns start to proliferate
(hypothetically speaking). Overall, tremendous brand power right
now, but does it have true staying power to last another 5 years
as number one?
Ingredients:
carbonated water, sucrose, glucose, sodium citrate, taurine,
glucuronolactone, caffeine, inositol, niacin, D-pantothenol,
pyridoxine HCL, vitamin B12, artificial flavours, colors
Nutrition
Facts: Serving Size: 8.3 fl. oz Servings per Container: 1 Amount
per serving: Calories: 110 Total Fat: 0g Sodium: 200mg Protein:
0g Total Carbohydrates: 28g Sugars: 27g
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Red
Bull Sugar Free
Category: US Energy Drinks;
Packaging: 8.3 fl oz can
(Second
testing) When we first heard about Red Bull Sugar Free we were
extremely intrigued. First of all, this is a real test for Red
Bull in that this is their first product extension in the US.
Second, when you take the sugar out of a medicinal tasting
beverage like Red Bull, we weren't quite sure what to expect.
The flavor is basically the same as the original but with
artificial sweetener. Not very exciting. In addition, they used
the same packaging as the original. Not very innovative.
Overall, it's the same old stuff, but with a different
sweetener. This being said, we don't think Red Bull passed the
product extension test.
Ingredients:
carbonated water, sodium citrate, taurine,
glucuronolactone,caffeine, acesulfame k, aspartame, inositol,
xanthan gum, niacinamide, calcium pantothenate, pyridoxine hcl,
vitamin b12, artificial flavors, colors
Nutrition
Facts: serving size 1 can; calories 10; fat 0g; sodium 200mg;
total carb 3g; sugars og; protein less than 1g; niacin 100%;
vitamin b6 250%; vitamin b12 80%; pantothenic acid 50%
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Red
Bull Energy Supplement
Category: Int'l Energy Drinks;
Packaging: 150ml glass
Right
from the start, Red Bull Thai edition looks quite different than
its US or European counterpart. Packaged in a 150ml glass bottle
and labeled as a liquid vitamin supplement, the packaging
definitely presents the product in a different light than the
stock 8.2 oz can that energy drinks usually come in. As for the
taste, the core flavor is the same as the other formulations,
but this one is not carbonated and is much sweeter than the
others. Not too mention that the taste is actually palatable.
Overall, much better than the US formulation. Give it a try. |
More than a billion cans of Red Bull are consumed each year.
Responsibility for the unparalleled success of the world’s No. 1
energy drink is shared by the company's 1,850 employees, of whom
around 200 work at Red Bull Headquarters in Fuschl am See, not far
from Salzburg/Austria.
Red Bull is much more than a soft drink. It
was made for moments of increased physical and mental stress and
improves endurance, alertness, concentration and reaction speed. In
short: it vitalizes body and mind. The effectiveness of Red Bull
Energy Drink has been proven by a large number of scientific studies
and is appreciated by many of the world's top athletes and drivers,
opinion-leaders and hard-working people with active lifestyles.
Game
On!
Thirty
East Coast surfers have made the cut and are awaiting the green light
from event organizers to compete in the ice cold water of the main
event.
Red Bull Ice
Break
02/03/2005
Red Bull Art of the Can
America’s
first-ever Red Bull Art of the Can Contest made its explosive debut on
February 24, to a crowd of hundreds. Out of more than 400 talented
artists, representing 44 states and 11 different countries, it was
Bostonian John Crowley and his inspired piece “Energy Explosion”
that walked away with top honors.
Check
out the winners
05/03/2005
Faster DVD Available
Two
wheels. 200mph. Every man for himself. MotoGP, the ultimate road racing
challenge, is brought to life on this incredible DVD.
Purchase Here
13/02/2005
Red Bull Silo Summit
Collegiate
climbers conquered iced silos at Red Bull Silo Summit.
Click
here for the full story.
06/12/2004
Australians Become the First Giants of Rio
The
dust has settled from the first-ever Red Bull Giants of Rio multi-sport
relay competition. The team from "down-under" has triumphed
over a field of over 30 countries.
Click here
for the full story.
06/12/2004
Red Bull Ice Break DVD Now Available
Catch
all of the ice-cold action from last year's Red Bull Ice Break surfing
event in Nova Scotia.
Buy
now from Surfline
A
thirst for adventure
....
330ml
Earth Can - The
World in Your Hand
Solar
Red | Solar
Crush + | Solar
Cola | Solar
Citrus + | Solar
+
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