10 things Coke, Pepsi and soda industry won’t say

The hard truth about soft drinks

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By Quentin Fottrell

Chip Wass

1. “Energy drinks aren’t for everyone.”

Energy drinks often seem to target young people, with rock concerts, skateboarders and surfers featuring prominently in their advertising. But the City of San Francisco filed a lawsuit on Monday alleging that one company has gone a step too far. It accuses Monster Energy of marketing its caffeinated beverage to minors as young as six. The lawsuit alleges that Monster “targets children and teenagers by promoting a ‘lifestyle’ that features extreme sports, music, gaming, military themes and scantily-clad ‘Monster Girls.’”

“Monster Energy is unique among energy-drink makers for the extent to which it targets children and youth in its marketing, despite the known risks its products pose to young people’s health and safety,” San Francisco City Attorney Dennis Herrera said on Monday. Monster disputes the allegations. The lawsuit’s allegations are “demonstrably false” and Monster will “vigorously defend” the action, a spokeswoman for the company said in a statement. They appear to be motivated by publicity rather than fact or science, she said. “Monster — as it has repeatedly said — does not market to children,” she added.

www.monsterenergy.com

Monster Energy Drink

The lawsuit follows a decision by the Food and Drug Administration last week to investigate the effects that food and beverages high in caffeine have on young people. Maureen Beach, a spokeswoman for the American Beverage Association, says energy drinks have been “enjoyed safely” in the U.S. for more than 15 years and around the world for over 25 years.

For their part, other drinks companies also say they are careful about their marketing. 5-Hour Energy (manufactured by a company that is not a member of the ABA) is a 1.93 fluid ounce “shot” rather than a “drink” and is only marketed to adults as a dietary supplement, says Elaine Lutz, a spokeswoman for 5-Hour Energy. Lutz says 5-Hour doesn’t market its products to children and does not recommend individuals take more than two shots a day (spaced several hours apart).