Launch of a New Energy Drink

1.Possible outcomes of the launch Launching a new talent shot product presents a moral dilemma. Most verve shots are aimed at teenagers and young adults, and this tar find audience is know to put more trust into the ‘street cred’ of the product, alternatively than medical and government advise, so in that location is an opportunity for form some share of the market, especially if we deliberately exploit the ‘ knot’ aspect of our product. On the other hand, given the ongoing media hype, there is also a chance of attracting negative publicity and befitting a scapegoat for the regulators. Eventually, this can result in long-run reputational damage and substantial (and unpredictable) litigation costs. We could, however, turn the situation to our return by launching a drink that will be based on a different stimulator than the notorious conflate of caffeine and guarana â€" as long as it is technologically viable. such(prenominal) drink would comply with the pabulum Safety Authority’s caffeine concentration standards and could be classified as a formulated caffeine beverage. We could then market it as a healthier alternative to the popular energy shots, so that it appeals both to the target audience and the general public. 2.



Legal aspects The Australia sore Zealand Food Standards Code (FSC) mandates that a formulated caffeine beverage must(prenominal) contain 145 to 320 milligrams of caffeine per litre1 (Commonwealth of Australia, 2009). Popular energy shots do not comply with this requirement: for instance, a 2-ounce Demon nada Shot contains 200 mg of caffeine, i.e. 3333 milligrams of caffeine per litre (Energy Fiend, 2009). The gambol here is that the producers label their drinks as dietary supplements which are absolve from the FSC requirements. However, it is not entirely unlikely that a legal clampdown on energy shots will follow: in Australia, the government of new-made South Wales aims to ban non-compliant energy drinks (AAP, 2009); back in New Zealand, retailers are pressed to restrict the sale of energy... If you want to get a full essay, order it on our website: Orderessay



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