Will the Coca Cola Company buy Monster Energy in the largest beverage industry acquisition ever? The Wall Street Journal reported yesterday that a deal, valued at over $10 billion dollars, was in the works.
That’s a lot of money to spend on a company that sells sugar loaded caffeine water. But when Coca Cola, the leader in sugar water, realizes it has failed to compete in the caffeine water category, it brings out its acquisition card.
Energy drinks are the fastest growing segment in the beverage industry ($8.9 billion in sales last year). Monster is the market leader with about a third of the market. Red Bull is number 2.
What you need to know:
This is a sad commentary about the state of affairs in nutrition today. Not only is this a totally unnecessary product category, energy drinks are being consumed in growing numbers by teens, some of which overdose on caffeine and find themselves in hospital emergency rooms.
The caffeine content in Monster is 160 mg per can, which is about 2-3 cups of coffee worth. Coke has 35mg.
A 16 ounce can of Monster has 27 grams of sugar – that’s 7 teaspoons of sugar. If that’s not sweet enough, it also contains artificial sweetener sucralose. For Pete’s sake!
Here is the
ingredient list ”Energy Blend”:
Energy Blend: L-Carnitine, Glucose, Caffeine, Guarana, Inositol, Glucuronolactone, Maltodextrin. Carbonated Water, Sucrose, Glucose, Citric Acid, Natural Flavors, Taurine, Sodium Citrate, Color Added, Panax Ginseng Root Extract, L-Carnitine, Caffeine, Sorbic Acid, Benzoic Acid, Niacinamide, Sodium Chloride, Glucuronolactone, Inositol, Guarana Seed Extract, Pyridoxine Hydrochloride, Sucralose, Riboflavin, Maltodextrin, Cyanocobalamin.
Can you identify anything good in here?
For a deeper drill down, check out Monster’s Fooducate grade: