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July 12, 2009
Living Essentials
ENergy shots and drinks are giving the beverage companies a run for the money. The 5 hour and 6 hour shots that is flooding the markets gives everyone a huge hope. The hope is that students will be able to deal with attention deficit disorder and will be able to make it up for any lack of energy. These are sophisticated ways of giving caffeine shots without any sugar. The word on the street is that Living Essentials alone spent a lot of advertising dollars to claim the reach of a hit product. Now it is in a legal battle with Custom Nutrition for having entered into a zone of infringing on the secret recipe for the drink. One one end it is going to be advertising dollars spent on creating a category for this energy drink. On the other end it will be working on the fight over the legal rights for the drink. As NY Times reads'' But Living Essentials and many of its competitors will not reveal exactly how much of it is in the products, saying only that it is about as much caffeine as in a cup of coffee. The caffeine in coffee can vary widely, from about 80 to 175 milligrams in an eight-ounce cup''. Isnt it scary to not know the caffeine content of a 5 hour energy drink. What if the 5 hour energy is a way to create a sinister drug for students who cannot remember what sleeping and dreaming is all about. I shall not imagine what will be the future of the me-too red bull drinks.
