Responding to dietary challenges: responsible portions for energy drinks
As part of the broader beverages industry, Energy Drinks Europe acknowledges that energy drink manufacturers have an important role to play in in both addressing overweight and obesity, and in promoting the responsible consumption of caffeinated beverages.
To address both challenges, EDE members have long promoted a 250 ml energy drink as the appropriate and responsible portion size for single serve energy drinks, in addition to developing sugar free options.
The McKinsey Global Institute concluded in their important study, Overcoming obesity: An initial economic analysis, that smaller portion sizes are the most effective measure to address overweight and obesity, and are a much more impactful response to dietary challenges than fiscal measures or other restrictions. EDE is committed to promoting meaningful solutions and advocates for the importance of portion control with consumers, regulators and the general public.
As well as being an effective solution to overweight or obesity, EDE members endorse portion control for two other important reasons:
1. A 250 ml can of a typical energy drink contains around 80 milligrams of caffeine. According to recent conclusions of the European Food Safety Authority, 75-80 milligrams of caffeine in a single serve is all that is required to achieve the functional effect that energy drinks provide; and
2. A 250 ml can contains the same amount of sugars as the same-sized apple juice, orange juice or conventional soft drink. Small portion sizes promote moderation of both sugar and caffeine which is an important part of a balanced diet and healthy lifestyle for all age groups and demographics.
EDE members strongly believe that portion control of all food and beverage products is an effective and evidence based solution to dietary challenges. EDE members already commit to setting the standard reference size for single serve beverages at 250 ml, and propose this not only for the energy drink category, but for all sugar-sweetened beverages.