Coming to an energy drink near you: MG of Caffeine

Most energy drinks would begin to disclose their caffeine content under a policy being considered by the American Beverage Association (ABA).

A pair of ABA committees recently approved a recommendation that its member companies begin to publish the information on energy drink labels. Most large beverage manufacturers are members of the ABA, and a similar move has already been undertaken by two of its largest constituents, the Coca-Cola Co. and PepsiCo, both of which will soon publish caffeine content information on all of their drink products, not just energy drinks.

If the measure is approved by the ABA board, however, it would still comprise a major concession to the notion that there is at least a growing interest in caffeine among consumers.

“We have members who have energy drinks as one product or core product,” said Kevin Keane, the ABA’s vice president for communications. “They’re consumer oriented and service oriented and they want to appeal to the customer in a positive way.”

For energy drinks, the presence of caffeine is often a selling point due to its stimulant effect. Nevertheless, there have been growing public concerns about the overuse of caffeine, mostly by young people who might not be aware of its addictive qualities. Most official health warnings concerning the substance are made in regard to the youngest sets of consumers, but there have been scares, as well, due to the extremely high levels of caffeine in some energy drinks and in some coffee or coffee-based products.