Launch of a New Energy Drink

1.Possible outcomes of the launch open up a in the buff zip shot product presents a incorrupt dilemma. Most capability shots are aimed at teenagers and young adults, and this target audition is known to put much trust into the street cred of the product, alternatively than medical and government advise, so there is an opportunity for carving whatsoever share of the securities industry, especially if we deliberately exploit the rebel aspect of our product. On the other hand, given the ongoing media hype, there is also a break of attracting negative publicity and becoming a scapegoat for the regulators.Eventually, this can resolving power in long-term reputational damage and substantial (and unpredictable) litigation costs. We could, however, turn the stance to our advantage by launching a drink that will be based on a different stimulator than the notorious mix of caffein and guarana as long as it is technologically viable. Such drink would respect with the fodder Sa fety Authoritys caffeine concentration criterions and could be classified as a formulated caffeine beverage. We could then market it as a healthier alternative to the popular talent shots, so that it appeals both to the target audience and the general public.2.Legal aspectsThe Australia New Zealand Food Standards regulation (FSC) mandates that a formulated caffeine beverage must contain cxlv to 320 milligrams of caffeine per litre1 (Commonwealth of Australia, 2009). Popular energy shots do not comply with this requirement for instance, a 2-ounce Demon Energy Shot contains 200 mg of caffeine, i.e. 3333 milligrams of caffeine per litre (Energy Fiend, 2009). The trick here is that the producers label their drinks as dietary supplements which are exempt from the FSC requirements.However, it is not entirely unlikely that a legal clampdown on energy shots will follow in Australia, the government of New southbound Wales aims to ban non-compliant energy drinks (AAP, 2009) back in New Zealand, retailers are touch to restrict the sale of energy shots (Voxy News Engine, 2009). Moreover, according to an industry insider, the Food Standards Authority is currently working on a new standard for nutrition-type substances sold as dietary supplements that is likely to tackle energy shots (Science Media Centre, 2009). It is then important to think one step ahead and concentrate on developing an compliant energy shot.3.Public OpinionIn order to quality the public opinion of the energy shots, I consider the opinions of medical professionals, food industry regulators and people from the street. A recent press release by the Science Media Centre provides the professional medics opinion on the impact of energy shots (Science Media Centre, 2009). The professional opinions vary from neutral to cautious to strongly negative. Dr David Jardine, Clinical manager of the Canterbury District Health Board, observes that he knows of no bad effects of caffeine in children and pregnant women and confirms that humans seem to be able to deal with caffeine very well (ibid).Dr Elaine Rush, Professor at Auckland University of Technology, is very concerned or so the sale of caffeine in large doses and claims that there are more problems than benefits associated with consuming caffeine (ibid). However, she doesnt launch any invectives at energy shots. Dr Jim McVeagh, a GP, had to deal with a number of ends of teenagers having insane episodes following quintuple cans of energy drinks and claims that energy shots are not a benign pick-me-up solely a stimulant drug, pure and simple (ibid).However, it is not clear if the psychotic episodes of some teenagers that followed multiple cans of energy drinks should be entirely attributed to caffeine. NZFSA Authority conductor Geoff Allen admits that new regulation to restrict sale or supply of these mellowed caffeine energy drinks is not necessarily the whole or the exceed answer. He also stresses that the energy shots that have been inspected by his postal service have a caffeine advisory statement of some form, veritable(a) though theyre not required to (ibid). To summarize, most medics agree that there is no clear evidence of wounding effect of caffeine onto healthy individuals.The regulator agrees that maximum recommended usage information should be provided by the producers of dietary supplements, but this requirement is already met by energy shot producers. To gauge the vista of the target audience of the drinks (males aged 14-25), I questioned five anonymous respondents in the streets of Auckland on 29 31 October 2009. The general sentiment is that of indifference. One of the respondents, who moody out to be a bartender in a night club, expressively claimed that he doesnt give a f**k about the impact of caffeine as long as energy shots help him meet his professional and individualized commitments.4.Personal reflectionIn my personal opinion, there is nothing unethical about launching a n ew energy shot. The producers make it clear that energy shots are not intentional for regular and frequent consumption they aim to give a march on of energy when it is essential (e.g. when you are late with submitting a course essay), peradventure at a cost of a period curt well-being after the effect of the shot wears off. The producers also make it clear that persons with poor caffeine metabolism or other health issues should consult a doctor before consuming a drink. Nippert & Gray (2009) make the case of a woman who suffered a heart attack as a consequence of regular consumption of 10 to 14 cans of Red copper color a day to shoot invectives at energy drinks.However, this case but supports their cause even regular consumption of 10 to 14 blocks of umber can eventually send one to the intensive therapy ward. I am totally convinced that it is not the substance that should be take inled, but kind of the urge to abuse it. As for the children, it is their parents responsibili ty to control that they do not take in unhealthy doses of potentially harmful substances, be it aspirin, alcohol, or energy shots.