UK: Ban sales of energy drinks to under 16s, urges Action on Sugar report

15 Dec 2017 --- A new study by campaign group Action on Sugar has revealed the sugar, calorie and caffeine content of energy drinks sold in the UK in 2015 and 2017 – and the results have reignited calls for a ban on sales to children under 16. Published in the BMJ Open by Action on Sugar based at the Queen Mary University of London, the study details how the industry has, to a certain extent reformulated some energy drinks to reduce sugar and caffeine, but the super-sized servings still remain a big problem.

The study analyzes the sugar, caffeine and carbohydrate content of brands such as Monster and Rockstar as well as supermarket own-brands.

Some examples include a Rockstar Punched Energy + Guava Tropical Guava Flavour 500ml containing 78 grams of sugar per serving, Relentless Energy Drink Passion Punch 500ml contains 70 grams and Rockstar Xdurance Performance Energy Blueberry, Pomegranate and Acai Flavour 500ml contains 69 grams. 

Meanwhile, some lower sugar examples include Lucozade Energy Orange 250ml with 11.3 grams, Tesco Blue Spark 250ml containing 12.2 grams and Asda Blue Charge 250ml with 12 grams. 

While the study shows that the number of products (per serving) available on the market has fallen from 90 to 59 between 2015 and 2017, sugar, calorie and caffeine content remain at concerning high levels in 2017. 

Action on Sugar is now calling for a complete ban on the products for under 16s.

The energy drinks surveyed show a 10 percent reduction in sugar from 10.6g to 9.5g/100 ml and a 6 percent reduction in calorie content per 100ml between the same periods, highlighting that certain manufacturers have started to reformulate before the impending soft drinks industry levy that comes into force next April.

The manufacturers of the reduced products have either only reduced sugar or have alternatively reduced sugar and replaced it with non-caloric sweeteners, according to Action on Sugar.

Soft drinks are the main contributor of sugar intake in children aged between four and 10 and teenagers aged between 11 and 18, as well as the second main contributor in adults aged between 18 and 64 years. 

They contribute to 30 percent, 40 percent and 25 percent of sugar intake, respectively. While youngsters in the UK are among the highest consumers of energy drinks in Europe.

Serving sizes 
The study found that typical serving sizes of energy drinks are larger than other sugar-sweetened drinks, at an excessive 500 ml, which is twice the standard serving. 

Furthermore, the average sugar content in energy drinks in both 2015 and 2017 (per serving) was more than an adult’s entire maximum daily recommendation for sugar intake in the UK.

Likewise, 86 percent of products in 2015 and 78 percent in 2017 exceeded the maximum daily recommendation for sugar intake for a child aged seven to 10 years (24 g/day – equivalent to six teaspoons of sugar). 

Therefore, to reduce the amount of sugar, calorie and caffeine consumed from energy drinks, larger serving sizes (500ml bottles and cans) should be restricted, while warning labels for caffeine should be kept, says Action on Sugar. 

The study concludes that to reduce the harmful impact of energy drinks, further reductions in sugar, calorie and caffeine content are urgently needed. Other measures such as a ban on the sale of energy drinks to children, which was previously called for by Action on Sugar and now supported by celebrity chef and food campaigner Jamie Oliver, should also be implemented, the group claims.

Oliver recently said that he would fight for new legislation to ban energy drinks being sold to children within the next six months.

Registered Nutritionist Kawther Hashem co-author of the BMJ Open study and researcher for Action on Sugar at Queen Mary University of London says: “While it’s encouraging to see that some energy drinks manufacturers have reduced sugar in advance of the levy next spring, the huge can and bottle sizes (500ml) means youngsters are still consuming far too much unnecessary sugar and caffeine.”

“It’s clear that further reductions in both sugar and caffeine are urgently needed, and that they should get rid of large serving sizes – action must be taken now without further delay.”

Tooth fairies confront Coke with a call for change
Meanwhile, healthy food advocates dressed in tooth fairy outfits and Sugar Smart  t-shirts descended on the O2 Arena in London recently to deliver free toothbrushes to families and an open letter to Coca-Cola's marketing lead, asking the company to clean up its Christmas promotional campaign, which Sustain describes as “irresponsible.”

Campaigners and local supporters from Sugar Smart – a campaign run by Jamie Oliver and Sustain helping local authorities, organizations, workplaces and individuals to reduce the amount of sugar they consume – and the Children's Food Campaign met with Paul Gordon, Coke’s Vice President of Sales & Marketing, to deliver an open letter asking the company to cease promoting free sugary drinks, particularly to children and young people. 

The group also delivered a letter to AEG, the company behind the O2 Arena in Greenwich who hosted the Coke truck, asking them to set limits to how the brand promotes its sugary drinks in the future.

In November 2017, Sustain and Children's Food Campaigns sent the open letter to Coca-Cola Great Britain signed by health advocates and public leaders from 28 cities asking the company to clean up its act and cease handing out its signature sugary cola for free to the public, especially to children and young people. 

The letter generated so much interest that Public Health England issued a directive to local authorities to resist proposals to host the Coke Truck tour and similar corporate promotions of unhealthy food and drink on public land in the future. 

Duncan Selbie, chief executive of PHE, has criticized the soft drink giant’s annual PR stunt, adding: “Big-name brands touring the country at Christmas to advertise their most sugary products to children and boost sales does nothing to help families make healthy choices and wider efforts to combat childhood obesity and rotten teeth.”

The Coke Truck started its 2017 tour in Glasgow, which has some of the highest childhood tooth decay rates in the UK. It was met there by protests, that have also been seen in Bournemouth and Leyton, and most recently Greenwich. Coke's stop at the O2 Arena coincided with the Jingle Bell Ball at the venue, which featured some of the biggest pop stars and attracted thousands of young people from around the country.

“In light of the UK's childhood obesity crisis, we urge Coca-Cola to clean up its marketing strategy and stop tempting children and young people with free sugary drinks by only handing out water and sugar-free options,” says Vera Zakharov, Sugar Smart, Campaign Officer.

“We also ask Coke to request parental permission to promote freebies to any young person below the age of 16.”