Kraft to Introduce New Energy Drink Despite Health Concerns

Kraft Foods Inc. will enter the energy drink market by launching trial caffeinated versions of its popular MiO drink starting around the new year, reports the International Business Times. Kraft spokeswoman Bridget MacConnell said it’s a near-$6 billion market annually. “We think it’s a terrific product,” MacConnell told the Times. “Consumers have told us this is something they’re looking for. We’re very positive.” A recent review of the scientific literature on energy drinks in the medical journal Pediatrics concluded that, “energy drinks have no therapeutic benefit, and many ingredients are understudied and not regulated. The known and unknown pharmacology of agents included in such drinks, combined with reports of toxicity, raises concern for potentially serious adverse effects in association with energy-drink use.”