Problems for Red Bull
I. Increased Scrutiny on Health Benefits vs. Risks
Red Bull makes the following claims about its energy drink :
1. Increases performance
2. Increases concentration and reaction time
3. Improves vigilance
4. Stimulates metabolism
5. Makes you feel more energetic thus improving your overall wellbeing
The company provides very little information regarding the health side effects of consuming their product.
Many studies have been conducted, and there is overwhelming evidence that there are many negative side effects of consuming Red Bull.
The University of Wisconsin has found that Red Bull does not give the boost of performance and alertness that the company claims.
Research has shown that some of the side effects of Red Bull are: increased risk of heart disease, increased blood pressure, anxiousness, jitters, and increased chance of stroke.
Red Bull must try to avoid what happened to the tobacco industry after the Surgeon General’s study.
There is debate about whether the FDA should increase its regulation on energy drinks. If they decide to take further action, Red Bull as a company would be unable to survive.
II. Possible Alternatives
Red Bull has yet to comment on the adverse effects of their product.
To help avoid the possible devastating effects of the studies being conducted Red Bull could:
Do their own studies and accept whatever results they find.
Decrease the amount of taurine and caffeine that is currently used in Red Bull.
Create a PR campaign in which they focus on the positives of the product rather than the negatives.
III. Immediate Action
It is important for Red Bull to know exactly when and where various governments are increasing the regulation of energy drinks.
The energy drink industry needs to increase its lobbyist presence in governments around the world.
While there may not be a quick fix to this situation, Red Bull should plan for the worse by looking into different formulas for their most popular product.