Cool energy drink monsters?

Liquid that provides energy with sugar and ingredients like caffeine, taurine and other weirdos sounds a bit scary. And for sure not healthy. Some even find energy drinks pure evil.

Picture from www.foodmall.org

Now shop owners of Finnish K-market chain have independently started to ban energy drinks from kids. Store by store the policy is going further.

In Finland the issue has been handled for couple years. Last time the age limits were required in 2008. So, energy drink companies are facing mainly negative attitudes towards their products in Finland as well as in international stage.

But, in the end, how bad PR is it among the heavy users? Or what do you think… How cool are energy drinks among tweens and teens now?

The debate is quite easy to understand in the light of today’s health oriented atmosphere. Consumers’ consciousness and ability to communicate opinions is way easier through internet. But should society control more? We tend to scream for freedom and guidance.

Finnish Ministry of Agriculture and Forestry has continuously commented that there is no evidence or lawful right to set age limits. Finnish Food Safety Authority Evira admits that energy drinks are not recommended to children and warning labels are required when products have certain amount of caffeine. Still, parents should take care of the buying habits.  Click to read what they say about safety.

I am quite interested to follow the development. Will some true actions take place at some point (for example what has happened with cigarettes)? What will be the reaction if so? How much power the worried consumers have? Can this kind of dissonance decrease trust on the Ministry? How will the energy drink companies react? Will the conversation just ease down again?

Sources: 

http://www.taloussanomat.fi/kauppa/2008/06/18/energiajuomien-ikarajasta-nousi-haloo/200816470/12

http://www.evira.fi/portal/en/food/information_on_food/food_categories/energy_drinks/

http://www.taloussanomat.fi/markkinointi/2010/07/27/energiajuomat-ovat-huumetta/201010326/135

http://www.taloussanomat.fi/myynti/2010/10/22/is-energiajuomien-myynti-kielletty-alle-13-vuotiailta/201014576/135