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Red Bull

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For other uses, see Red Bull (disambiguation).
File:Red Bull 250mL Can.jpg
Cans of Red Bull

Red Bull is an energy drink that is sold by Red Bull GmbH.[1] In 2006, more than 4 billion cans were sold in over 130 countries. Having originated in Thailand, the company's main headquarters are located in Austria.

Product

Marketed as an energy drink "to combat mental and physical fatigue", it contains, per 250 mL (8.3 U.S. fl. oz.) serving, about 21.5 g sucrose, 5.25 g of glucose, 50 mg of inositol, 1000 mg of taurine, 600 mg of glucuronolactone, vitamin B — 20 mg of niacin, 5 mg of vitamin B6, 5 mg of pantothenic acid and 5 μg of vitamin B12 , 80 mg of caffeine. The caffeine in one serving is similar to that found in an average cup of brewed coffee (typically 100 mg/250 ml cup, but 72 mg for a U.S. regular 6 fluid ounces cup of coffee) or twice as much as found in a can of Coke (40 mg/330 ml can). A sugar-free version has been available since the beginning of 2003. Sugar-free Red Bull is sweetened with aspartame and sucralose, as opposed to sucrose and glucose.

Red Bull is commonly used as a mixer with alcoholic drinks such as vodka, and is the base ingredient in a Jägerbomb.

Ingredients

A can of Red Bull from the United Kingdom states the ingredients as: Water, sucrose, glucose, sodium citrates, carbon dioxide, taurine, glucuronolactone, caffeine, inositol, niacin, pantothenic acid, vitamin B6, vitamin B12, caramel and riboflavin. In comparison, a can of Sugar Free Red Bull from the United Kingdom states the ingredients as: water, acidity regulator sodium citrates, carbon dioxide, taurine, glucuronolactone, sweeteners (acesulfame K, aspartame), caffeine, inositol, niacin, pantothenic acid, vitamin B6, vitamin B12, thickener xanthan gum, colours (caramel, riboflavin).

Taurine is a naturally occurring organic acid in the human body and is also present in foods like poultry, fish, and scallops. In addition to being an antioxidant, it is mainly used by the body during physical exertion and stress.[2] In its natural form, taurine is derived from animal tissue, having been first isolated from bull (Bos taurus) bile, hence the name "Red Bull"; however, the taurine used in the Red Bull drink is produced synthetically. It is also the first energy drink to list glucuronolactone in its ingredient list. Glucuronolactone is a carbohydrate involved in detoxification. The chemical naturally occurs in the human body, but is also present in foods like grain and wine.[2]

Brand portfolio

Name Launched Discontinued Notes Picture
Red Bull 1987[3]
Red Bull Sugar-Free 2003[citation needed]
Red Bull Cola 2008[4] The company's take on a cola beverage, this product has all natural ingredients and is marketed as a natural product.[4] It is available in both the original 250ml cans and the newer 355ml version.[5]

Health Effects

General

A review published in 2008 found no documented reports of negative health effects associated with the taurine used in the amounts found in most energy drinks, including Red Bull.[6]

Commonly reported adverse effects due to caffeine used in the quantities present in Red Bull, are insomnia, nervousness, headache, and tachycardia (see Caffeine intoxication). In cases of extreme over consumption, death is possible.

A 2008 position statement issued by the National Federation of State High School Associations made the following recommendations about energy drink consumption, in general, by young athletes:[7]

  1. Water and appropriate sports drinks should be used for rehydration as outlined in the NFHS Document “Position Statement and Recommendations for Hydration to Minimize the Risk for Dehydration and Heat Illness.”
  2. Energy drinks should not be used for hydration.
  3. Information about the absence of benefit and the presence of potential risk associated with energy drinks should be widely shared among all individuals who interact with young athletes.
  4. Energy drinks should not be consumed by athletes who are dehydrated.
  5. Energy drinks should not be consumed without prior medical approval, by athletes taking over the counter or prescription medications.

Anaerobic muscular endurance and work

A study conducted in 2007 on 15 healthy young adults, found that Red Bull consumption led to an acute increase in upper body anaerobic muscular endurance; however, no effect was found on either peak lower body anaerobic muscular work, or average lower body anaerobic muscular work.[8]

Cardiovascular effects

The results of a single study conducted in 2008 showed that the ingestion of one, 250mL can of sugar-free Red Bull, in a sample of 30 healthy young adults, had an immediate detrimental effect on both endothelial function, and normal blood coagulation. This temporarily raised the cardiovascular risk in these individuals to a level comparable to that of an individual with established coronary artery disease.[9]

Based on their results, researchers involved with the study cautioned against the consumption of Red Bull in individuals under stress, in those with high blood pressure, or in anyone with established atherosclerotic disease.[10]

Red Bull representatives, however, stated that this observed increase in cardiovascular risk was not felt to be different than that associated with drinking a regular cup of coffee. They also stated that they believed that Red Bull must be safe, as it was felt the only way Red Bull could have such substantial global sales is if various health authorities had concluded the drink safe to consume.

There as been at least one case report of Red Bull overdose causing postural orthostatic tachycardia syndrome in a young athlete.[11]

Advertising

Red Bull has an aggressive international marketing campaign. The numerous sponsored activities range from extreme sports like windsurfing, snowboarding, cliff-diving, surfing, Formula 1 racing, and break dancing to art shows, music, and video games. It also hosts events like the "Red Bull Flugtag" (German for "flight day" or "flying day") and other such contests. Red Bull is also sponsoring football teams, in Salzburg, Austria, and New York, and have included their company name in the club's names. By associating the drink's image with these activities, the company seeks to promote a "cool" public image and raise brand power. In addition, the slender container is used to suggest a "sexier" image than some other cola counterparts. Hence, this one energy drink has helped create a market for over 150 related types of merchandise,[12] like Red Rooster (drink) and Blue lightning. British institution Advertising Standards Authority has upheld complaints about claims made in the publicity of Red Bull in the United Kingdom since 1997.[13] Even with all of the concerns regarding Red Bull, in 2000 the corporation earned around $1 billion in worldwide sales and Red Bull held 65% of the market share.[3]

Polish charitable organization demanded €1 million from Red Bull because of similarity of two slogans used by Red Bull and Fundacja Grażyny Malecha - "Gives you wings" and "Give wings to the children". Both sides have never met in the court.[14]

In Malaysia, however, Red Bull does not use its "Gives you wings" slogan, but instead a single one-word slogan, Bullleh!, a word play on the Malay word Boleh (lit: Can be done) and the word Bull.

The first Wipeout games on the PlayStation had numerous in-game 'billboards' advertising Red Bull on them, but after the release of Wipeout Fusion none have been seen. Instead, the developers have created a fictional energy drink to take its place.

In the Playstation 3's new social app, Playstation Home, Red Bull has developed their own island in-game. Specifically advertising its energy drink and Air Race event.

Litigation

Tesco's Kick energy drink was involved in a UK packaging design dispute during early 2007. Red Bull claimed Tesco's product was too close to that of their own product. The attempted legal challenge was resolved after Tesco decided to settle out of court for an undisclosed sum.[15]

See also

References

  1. ^ see http://www.energyfiend.com/2007/04/the-15-top-energy-drink-brands
  2. ^ a b http://www.redbullusa.com/#page=ProductPage.Ingredients Red Bull North America Inc.
  3. ^ a b http://findarticles.com/p/articles/mi_m0BDW/is_22_42/ai_75286777 A Bull's Market: The Marketing of the Red Bull Energy Drink
  4. ^ a b GenDigital: A New Entrant In The Cola Wars With A Familiar Name
  5. ^ MarketingWeek: Red Bull launches cola drink
  6. ^ Safety issues associated with commercially available energy drinks
  7. ^ POSITION STATEMENT AND RECOMMENDATIONS FOR THE USE OF ENERGY DRINKS BY YOUNG ATHLETES
  8. ^ Effect of Red Bull energy drink on repeated Wingate cycle performance and bench-press muscle endurance
  9. ^ Acute Effects of Red Bull on Platelet and Endothelial Function
  10. ^ Red Bull drink lifts stroke risk: Australian study
  11. ^ Reversible postural tachycardia syndrome due to inadvertent overuse of Red Bull
  12. ^ http://www.speedace.info/red_bull.htm Red Bull Company History
  13. ^ BBC Energy drink claims rejected
  14. ^ http://www.spiegel.de/international/business/0,1518,545495,00.html Slogan Squabble.
  15. ^ Kick Stimulation Drink: Read reviews and compare prices at Ciao.co.uk
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