Facts about energy drinks
Energy drinks are functional beverages that have been developed for people who want to have a clear and focused mind, perform physically, are dynamic and performance-oriented whilst also balancing this with a fun and active lifestyle. The product category was first developed in Japan in the 1960’s and then in Europe in 1984. Energy drinks are now available in more than 160 countries and have been in New Zealand for almost 15 years.
What are energy drinks?
They are non-alcoholic beverages that are characterised by the addition of a number of energy enhancing ingredients. They are sometimes lightly carbonated and can include the addition of sugar, caffeine and/or guarana (a botanical source of caffeine). Energy drinks tend to have added water-soluble vitamins such as B group vitamins including niacin, pantothenic acid, vitamin B6 and vitamin B12, and amino acids such a taurine.
How many energy drinks can people drink a day?
Caffeine can be found in, for example, coffee, tea, chocolate and cola beverages. In general, a 250 ml can of energy drink contains the equivalent amount of caffeine as a cup of brewed coffee, around 80 mg. How much of a caffeine containing beverage a person can drink depends in large part on the sensitivity to caffeine. This is why Energy drinks are not recommended to children or pregnant or breast-feeding women. A good benchmark is a cup of coffee. V contains a similar level of caffeine to a regular cup of coffee, however you will notice a recommended daily maximum stated on V packaging. To comply with the Formulated Caffeinated Beverage standard of the Food Standards Code, we recommend a daily maximum of 2 servings (1 serving = 250ml). Up to two cans or one and half bottles a day on our packaging. This is equivalent to the maximum daily intake of inositol allowed under the Food Standards code.
Regulation of energy drinks in New Zealand
Food Standard 2.6.4. (Formulated Caffeinated Beverages) applies to all energy drinks. As well as prescribing the maximum amounts of ingredients like caffeine, taurine, and glucuronolactone the Standard also requires all energy drinks to contain advisory statements regarding recommended daily consumption as well as who should limit their consumption. Energy drinks in New Zealand are some of the most heavily regulated of all world markets. Our regulations compare to the USA and Europe where there are no limits to the levels of caffeine that can be added to beverages. Moreover, US regulations do not require any specific labeling of energy drinks.
What is Caffeine?
The history of caffeine is as colourful as its many current uses. A naturally occurring material, it is found in the leaves, seeds and/or fruit of more than 63 plant species growing around the world. It simply keeps you awake. Since ancient times, people have consumed caffeine in foods and beverages as a pick-me-up ingredient. Small amounts of caffeine have been used in various soft drinks for over a century. It was part of the original formula for cola soft drinks found in one of the flavouring extracts. Like other foods and beverages, the flavour and taste of soft drinks depend on subtle amounts and combination of ingredients. Caffeine contributes to the overall flavour profile of cola type soft drinks by providing a slightly bitter flavour to the product.
What is guarana?
Guarana is a shrub native to the Amazon. The small, red fruit from the shrub is reputed to increase mental alertness and fight fatigue. It has been used by Amazonian Indians for hundreds of years for these very reasons. Various parts of the plant are used but it is the seed, which is responsible for its popularity today. Traditionally the seeds were dried and ground and made into a beverage. Today extracts are prepared from the ground seeds, which are then concentrated, dried into powders, or made into soft drinks. In Brazil locally made soft drinks outsell Coca Cola. Guarana grows naturally in the rain forest forming a vine reaching up to 10 meters high. In more open areas it is a tree 2 – 3 meters high. The fruit are orange or red and form in clusters. When ripe the skin splits to partially reveal the seed and white flesh around it called arilo. Hanging from the tree the ripe fruit gives the impression watching eyes. It is the appearance that gave rise to the legend of guarana.
How much caffeine is in a V?
To ensure that V complies with the caffeine limits set out in the Food Standards Code, our formulation includes 78mg of caffeine per 250ml – similar to that found in an average cup of instant coffee. Basically… enough to give you all the energy you need.
Can I drink V if I’m diabetic?
The advice given by health professionals for people with diabetes is to choose products with less than 10 grams of sugar per 100mls. Because V contains added sugar (11.2g sugar per 100ml) it’s best to limit these drinks to no more than 1/2 can or 1/2 bottle of V at a time as they can still elevate blood sugar levels. Sugar-free V or diet drinks are preferable if you are a person with diabetes.
Is Taurine from Animal origin?
In short: No. In a slightly lengthier description: The Taurine used in V is not from animal origin and therefore makes V suitable for vegetarians. Taurine is an amino acid that is important for metabolism and is a component of the bile acids, which help absorbs fats and fat-soluble vitamins.
Why is V different?
V captures all the essential pick me up qualities that made the Energy Drink category famous all around the world. Whether you require a morning kick-starter, a mid-afternoon wakeup call or the energy for a big night out – V is the energetic little green pack that gets you onto it. So what are the two main things V does differently to all the other energy drink brands? It doesn’t try to copy any other brand – it’s logo and personality are all totally unique. V does its own thing, respecting and differentiating itself from other international brands. Next – it’s predominately a daytime Energy Drink brand. We seek to provide a boost for people who work hard & play harder- and want to get their act together during the day – not just at night. We all obviously enjoy V’s great tasting Guarana powered formulation – right from the start it’s been Australasia’s most well-known and popular Energy Drink.