5-Hour Energy has hit back at a sports science researcher who says there is ‘chasm’ between the claims made by America’s top-selling energy shot and the scientific evidence for its effectiveness.
'WE WILL FIGHT TO DEFEND OURSELVES AGAINST CIVIL INTIMIDATION': 5-HOUR ENERGY
Washington state attorneys insist that 5-Hour Energy wouldn’t work if it wasn’t for its caffeine content in a fierce attack on the credibility of America’s top-selling shot.
5-Hour Energy tells BeverageDaily.com it fears a ‘loss of competitive advantage’ to rivals if the Oregon attorney general forces it to disclose the shot's secret formula.
Changes in marketing direction and a quiet year with lawsuits have seen three big players in the energy category bounce back in the eyes of consumers, but what does 2014 hold for the brands?
RESEARCHER aims to replicate ATTENTION-GRABBING RESULTS
A preliminary study in the US assessing the efficacy of 5-Hour Energy found that the energy shot did not ‘significantly improve’ brain activity and reaction times versus plain water with added caffeine.
Big interview: Eric Schnell, founder MetaBrand; co-founder I AM Enlightened nutrition, Healthy beverage Co (Steaz teas)
Want to get a slice of the action in the shots category? Build a brand with a compelling story or ‘mission’, and formulate a product that delivers a discernible effect on consumers in 20-30 minutes, or you’re wasting your time, beverages and shots guru...
The Center for Science in the Public Interest (CSPI) has hit out at 5-hour Energy, claiming that the brand misled the public as to the body’s stance on the safety of the supplement.
5-Hour Energy is now selling nine million bottles of its energy shots a week compared with seven million last year, a 28% rise in volume, the firm has revealed.
A David vs Goliath battle is set to be waged in the US energy shots sector as two ex-Marines seek to carve out a niche in a market so competitive that even Red Bull has thrown in the towel and made a sharp exit.
