Marketing of Sugary Drinks to Kids and Teens: As Strong as Ever

November 2, 2011

The Atlantic

By Kelly Brownell

Today’s children will be the first generation in the history of the country to lead shorter lives than their parents did. There are several contributors to this dim picture, but obesity leads the list.

Many things are being done to help prevent obesity in children and teens. One of the most visible is the effort by cities, states, and even entire countries to wage war on beverages with added sugar. What was once a simple landscape with only a few flagship beverages like Coke, Pepsi, and 7 Up has morphed into entire new categories of drinks with sugar — sweetened teas, vitamin waters, sports drinks, and energy drinks are examples. Collectively, these beverages are referred to as soda, soft drinks, pop, sugar-sweetened beverages, and sugary drinks — all terms referring to drinks high in sugar and containing little or no nutrition. In the 1990s, consumption of sugary drinks overtook milk consumption in the U.S., a trend that makes health experts cringe.

There is a long list of reasons why these beverages are bad actors:

They are the single greatest source of added sugar in the American diet and add little or no nutrition.
The body does not seem to recognize calories very well when they are delivered in liquids, hence sugary drinks appear to fool the body’s feelings of being full.
There is very clear evidence linking consumption of these beverages with elevated risk for obesity and diabetes.
There is massive marketing.

The health consequences of consuming sugary drinks are well known. It is not surprising, therefore, that groups such as the American Medical Association, the American Academy of Pediatrics, the Institute of Medicine, the Centers for Disease Control and Prevention, the World Health Organization, and other groups have said that consumption is too high and needs to come down.

What has been missing from this picture is a detailed analysis of how the industry markets these products to the most vulnerable segment of our population: children. It is important to know this in order to help establish government policies on whether children should be protected from this influence, and also test whether the industry is holding true to its promises to market less to this age group.

The beverage industry, dominated by Coca-Cola and PepsiCo, is represented by a trade association called the American Beverage Association (ABA). The beverage companies have made a number of promises that it will market less to children. Coca-Cola, for example, claims they “…will not place any of [their] brands’ marketing in television, radio, and print programming that is primarily directed to children under the age of 12…” Some industry critics believe that the chief aim of such promises is to court public trust and to convince legislators that government intervention is not necessary. Objective information is needed to see whether industry promises are kept and whether, in fact, children are exposed to less marketing of products that may cause harm.

Our group at the Rudd Center for Food Policy and Obesity at Yale University has just released the most extensive analysis ever of the marketing of sugary drinks to children and teenagers. This new report found that children are exposed to more — not less — advertising for sugary drinks than they were several years ago, and that the companies are finding new and sophisticated ways to reach youth.

Our study looked at 14 beverage companies and examined the nutritional quality of nearly 600 products, including full-calorie soda, energy drinks, fruit drinks, flavored water, sports drinks, and iced teas, as well as diet energy drinks and diet children’s fruit drinks. Some key findings:

Click here for the full report from The Atlantic.

Fizzy Drinks Linked With Teenage Violence

October 26, 2011

The Epoch Times

By Epoch Times Staff

Adolescents who drink over five cans of regular fizzy drinks weekly may be more likely to behave aggressively, including carrying a weapon and behaving violently towards peers and siblings, according to a new U.S. study.

The research was based on a biennial survey of 1,878 teenagers aged 14 to 18 at schools in Boston, Mass.

The number of carbonated non-diet soft drinks that each youth had drunk in the past week was measured to create two groups—low consumption (up to four cans), and high consumption (five or more cans).

Just under 30 percent of the participants were found to be in the high consumption group. The researchers found that people in this group were more likely to have drunk alcohol and smoked at least once during the last month.

They were also more likely to carry a gun or knife, and perpetrate violence towards friends and family members.

“There was a significant and strong association between soft drinks and violence,” wrote the researchers in their paper. “There may be a direct cause-and-effect relationship, perhaps due to the sugar or caffeine content of soft drinks, or there may be other factors, unaccounted for in our analyses, that cause both high soft drink consumption and aggression.”

A dose-response relationship was discovered when these results were split into four consumption categories, despite controlling for factors like drinking alcohol and smoking.

“We thought that when we controlled for cigarettes and tobacco, the effect would disappear. But instead, soft drink consumption was still what mattered,” said study co-author Sara Solnick at the University of Vermont, according to CTV News. “Even if kids used tobacco or alcohol, or they did not, it still boosted the risk.”

The number of people carrying a weapon rose from just over 23 percent in those who drank one or no cans of soft drink to just under 43 percent in those drinking 14 or more cans. Similarly, violent behavior rose as follows:

From 15 percent to 27 percent towards a partner;
From 35 percent to 58 percent towards peers;
From 25 percent to more than 43 percent towards siblings.

Overall, the researchers found that high consumption of regular fizzy drinks was associated with an increase in aggressive behavior of 9 to 15 percent. This correlation is also seen with alcohol and tobacco.

“We can’t explain why this is happening,” Solnick added. “What we have now is just an association. People who are involved in a lot of aggression also drink more soda and we don’t know why.”

Click here for the full report from Epoch Times.

If You’re Putting This In Your Body, Shame On You!

If you’re a regular Red Bull consumer, shame on you! France and Denmark have already banned Red Bull from the country. What do they know that we don’t?

In America, Red Bull is sold in supermarkets across the country and is mostly consumed by children.

What “they” don’t want you to know — is that Red Bull is a drug and its effects are potentially FATAL.

Red Bull was originally created to stimulate the brain in people who are subjected to great physical force and never was designed to be consumed by normal people, let alone children, as a replacement to soda pop.

Here’s the truth. The reason Red Bull was banned in France and Denmark is due to its vitamin components mixed with a highly dangerous chemical which was developed by the United States Department of Defense during the 1960s to stimulate the morale of the troops based in Vietnam.

It was a drug. This chemical that is in Red Bull acts like a hallucinogenic drug that calmed the stress of war in the GIs. But the effects of this in the human body were also devastating. And it was so devastating that the U.S. Army discontinued its use. It caused a high index of cases of migraine headaches, cerebral tumors, and diseases of the liver. And that was all proven by looking at the soldiers who were consuming this drink.

Why won’t the manufacturer put that warning on the can?

Don’t let anyone you know drink Red Bull. In fact, introduce them to the energy drink I personally recommend, Mona Vie. It is all natural, so you don’t have to worry about the harmful, scary side effects!

Yours in Health,
KT

Experts Warn About Energy Drinks

February 14th, 2011

Reuters

By: Frederik Joelving

With Americans chugging energy drinks like never before, fears are growing among doctors that the ingredients might be putting some consumers at risk.

The beverages contain a hodgepodge of caffeine, sugar and dietary supplements such as vitamins and herbal extracts, whose effects aren’t well understood.

In a new report out Monday, Florida pediatricians describe cases of seizures, delusions, heart problems and kidney or liver damage in people who had downed one or more non-alcoholic energy drinks — including brands like Red Bull, Spike Shooter and Redline.

“Across the world there are signs that for some people who consume these drinks, there are side effects,” said Dr. Steven E. Lipshultz, who heads the department of pediatrics at the University of Miami Leonard M. Miller School of Medicine.

“The incidence is low, but in certain groups that pediatricians care for there may be higher risks,” he added.

The report, which calls for regulatory action and more research, comes only months after a U.S. crackdown on alcoholic caffeinated beverages such as Phusion Projects’ Four Loko.

U.S. sales of non-alcoholic energy drinks are expected to hit $9 billion this year, with children and young adults accounting for half the market,

Because the beverages are classified as nutritional supplements, they have received much less scrutiny and are under fewer restrictions than both foods and drugs.

Manufacturers claim their products will enhance both mental and physical performance. Red Bull’s website, for instance, says energy drink will increase concentration and reaction speed, and improve vigilance and emotional status.

“Red Bull’s effects are appreciated throughout the world by top athletes, busy professionals, active students and drivers on long journeys,” the website claims.

In 2010 alone, the company told Reuters Health, it sold in excess of 4 billion cans and bottles of the drink, which is now available in more than160 countries.

But according to the Florida researchers, who reviewed the medical literature on the topic, the industry’s claims of benefit are questionable.

“We couldn’t find any evidence at all of any therapeutic effects,” Lipshultz said.

He began to take an interest in energy drinks a few years ago, when four kids from South Florida were brought to the hospital after swallowing a vitamin concoction their teacher had bottled.

“They all came in feeling tingling all over,” Lipshultz said. “This prompted me to say, we’ve got to really learn about this.”

Click here for the full report from Reuters

Massive Dose of Caffeine Kills British Man

November 3rd, 2010

ABC News

By: Kim Carollo

A 23-year-old British man died from what the coroner said was a dangerous dose of caffeine, according to British media reports.

Information from the coroner’s inquest revealed that Michael Lee Bedford ingested two spoonfuls of pure caffeine powder that he washed down with an energy drink. Coroner Dr. Nigel Chapman said the dose Bedford consumed was equivalent to 70 cans of Red Bull.

“This should serve as a warning that caffeine is so freely available on the Internet but so lethal if the wrong dosage is taken,” Chapman said at the inquest.

A warning label on the product said only one-sixteenth of a teaspoon should be taken, but Bedford far exceeded that amount.

“He wasn’t doing anything wrong, it was just the danger of the dose he took,” said Chapman.

Though toxicologists in the U.S. say they’re not aware of any cases of people overdosing on caffeine powder, they say that caffeine overdoses are on the rise thanks in large part to the wide availability of caffeine-loaded energy drinks. They believe that increased consumption of these drinks can lead to caffeine abuse, which can lead to significant illness, injury and even death.

“It’s already a big problem,” said Bruce Goldberger, professor and director of toxicology at the University of Florida College of Medicine. “we’re a chemical-based society, because so many of us rely on psychotropic drugs to get by every day.”

“We’re seeing a lot more of it, and one of the reasons is, it’s difficult to figure out how much stimulant is in some of these products,” said Dr. Robert Hendrickson, medical toxicologist and emergency physician at Oregon Health and Science University in Portland.

Hendrickson explained that there may be other ingredients in many energy drinks and supplements, such as taurine and guarana, that also have caffeine in them, but there’s no indication of how much caffeine they contain.

Experts say there’s been a rise in the number of caffeine-related illnesses because more and more people are taking caffeine for a variety of reasons.

“Students are using it for studying, people are using it to try and stay awake and participate in late night social activities,” said Dr. Richard Clark, director of medical toxicology at UCSD Medical Center in San Diego, Calif.

Difficult to Determine How Much is Too Much

Medical experts agree that the amount of caffeine that led to Bedford’s death is clearly fatal, and they can only speculate about why someone would choose to ingest that much caffeine.

“It’s a stimulant, so if you’re looking for a stimulant high, caffeine is perceived to be a lot safer,” said Hendrickson.

They aren’t sure how much caffeine is considered life-threatening, although they say there are ways to tell when you’ve reached the caffeine breaking point.

“Caffeine increases our heart rate and our blood pressure and in some people, their degree of anxiety,” said Goldberger.

“[You can also] develop a tremor and feel restless,” Clark added.

When people start to experience these symptoms, it’s a sure sign they’ve had too much caffeine. With extremely high doses, people may start to experience a rapid and irregular heart beat and may eventually have seizures. Death can occur within hours.

“In a life-threatening situation, it’s not unlike the effects of other well-known stimulants like cocaine and amphetamine,” said Goldberger.

Despite the dangers of very high doses of caffeine, studies have shown that caffeine can offer some benefits in small doses.

“A small amount can increase concentration and boost athletic performance, but a lot of caffeine decreases concentration and performance,” said Hendrickson.

While it varies from person to person, Hendrickson said a safe amount is between 150 and 250 milligrams — roughly equivalent to an average-sized cup of regular coffee.

“More than 250 milligrams is that amount that studies have shown concentration to go down,” he said.

Exercise Caution With Energy Drinks and Supplements

Experts say not much is known about the effects of high doses, such as the amount of caffeine that’s in many energy drinks.

“Studies on low doses show there’s not a very dangerous effect, but these drinks have much higher doses, and we don’t have data yet about what it’s doing to our bodies,” said Clark.

Because so little is known about these caffeine-loaded drinks and because they’re so widely available, medical experts urge caution when consuming them.

“You have to know how your body is going to respond to them, so drink one and see how your body reacts,” said Hendrickson.

Even if a person suffers no ill effects from consuming an energy drink, experts advise they should not be consumed regularly or over a long period of time because of all the unknowns.

They also urge people to consume any caffeinated foods and drinks in moderation.

“There is no recommended amount, so the key is to know your body and how caffeine affects it,” said Goldberger.

Experts also expressed concern over the growing trend of mixing alcohol and caffeine. This combination can be dangerous, as one recent incident showed.

A group of Central Washington University students became extremely ill after drinking Four Loko, a legal beverage that’s a mix of alcohol and caffeine. Another popular drink is a mixture of Red Bull and vodka.

“Some folks think they can drive better by mixing caffeine with alcohol, but no study confirms that,” said Clark. “Believing you can go drive this way has all kinds of problems associated with it.”

The family of Michael Bedford also has a strong message about the dangers of products like the caffeine powder that led to his death.

“I feel like it should be banned,” his grandmother told British media outlets.

“I think there should be a warning on it saying it can kill,” his aunt said.

Click here for the full report from ABC News

How Harmful is Red Bull?

France and Denmark have already banned Red Bull from the country. What do they know that we don’t?

In America, Red Bull is sold in supermarkets across the country and is mostly consumed by children.

What “they” don’t want you to know — is that Red Bull is a drug and its effects are potentially FATAL.

Red Bull was originally created to stimulate the brain in people who are subjected to great physical force and never was designed to be consumed by normal people, let alone children, as a replacement to soda pop.

Here’s the truth. The reason Red Bull was banned in France and Denmark is due to its vitamin components mixed with a highly dangerous chemical which was developed by the United States Department of Defense during the 1960s to stimulate the morale of the troops based in Vietnam.

It was a drug. This chemical that’s in Red Bull acts like a hallucinogenic drug that calmed the stress of war in the GIs. But the effects of this in the human body were also devastating. And it was so devastating that the U.S. Army discontinued its use. It caused a high index of cases of migraine headaches, cerebral tumors, and diseases of the liver. And that was all proven by looking at the soldiers who were consuming this drink.

Why won’t the manufacturer put that warning on the can?

Don’t let anyone you know drink Red Bull. In fact, introduce them to the energy drink I personally recommend, Mona Vie.  Get more information on Mona Vie here.

Yours in Health,
-KT