The DöhlerGroup has developed a range of sports beverages featuring
Palatinose, a new type of sugar that is claimed to add nutritional
value to finished foods.
Coca-Cola, which until now has struggled to make its mark in the
profitable energy-drink market, hopes to rectify the situation with
the launch of Full Throttle early next year in the US.
The European Commission is putting pressure on the Italian
government to amend legislation that effectively prohibits the
marketing of energy drinks in Italy.