Red bull
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Red Bull. Daniela Zimnea. Catre pagina web oficiala : Red Bull Catre fisierul : Firma Red Bull Catre istorie.

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Red Bull

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Red bull

Red Bull

Daniela Zimnea

Catrepagina web oficiala : Red Bull

Catrefisierul : Firma Red Bull

Catreistorie


Red bull

  • Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the most popular energy drink in the world, with 4.6 billion cans sold in 2011.

  • Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy drink named KratingDaeng, which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of Westerners,and, in partnership with ChaleoYoovidhya, founded Red Bull GmbH in Austria. In Thai, daeng means red, and krating is the reddish-brown bovine called a "gaur", which is an animal slightly larger than the bison. Red Bull is sold in a tall and slim blue-silver can; in Thailand and in some parts of Asia it is sold in a wider gold can with the name of KratingDaeng or Red Bull Classic.The two are different products, produced separately.

  • The company slogan is "Red Bull gives you wings"and the product is marketed through advertising, events (Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (Red Bull Racing, Scuderia Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg, Red Bull New York, RB Leipzig, Red Bull Brasil), celebrity endorsements, and music, through its record label Red Bull Records.

  • Red Bull has been the target of criticism concerning the possible health risks associated with the drink.


History

History

  • ChaleoYoovidhya, the self-made Thai billionaire founded T.C. Pharmaceuticals. In the 1970s, it was first introduced in Thailand under brand called KratingDaeng, or Red Bull in English. It was popular among Thai truck drivers and laborers.

  • In 1992 the product expanded to international markets: Hungary and Slovenia. It entered the United States via California in 1997 and the Middle East in 2000. In 2008, Forbes magazine listed both Chaleo and Mateschitz as the 250th richest people in the world with an estimated net worth of $4 billion.


Ingredients

Ingredients

Red Bull contains caffeine, taurine, glucuronolactone, B-group vitamins, sucrose, and glucose.[16] Red Bull Sugarfree is like Red Bull Energy Drink, but without sugar.

Red Bull is sold in China in two versions: a regular-strength version in a short, wide, gold-and-red can; and an "extra-strength" version in a taller, thinner, blue-and-silver can more like the cans sold in western countries. Neither version is carbonated.

The sugars sucrose and glucose have been replaced by the sweeteners acesulfame K and aspartame/sucralose.


Health effects

Health effects

  • Typical ingredients like caffeine, taurine and glucuronolactone have been assessed by health authorities for their safety. Health Canada conducted a review of the scientific literature on caffeine concluding that the general population of healthy adults is not at risk for potential adverse effects from caffeine if they limit their consumption to 400mg per day.

  • Taurine and glucuronolactone are normal body constituents and also naturally present in the human diet (e.g. scallops, fish, poultry and grain respectively). The European Food Safety Authority (EFSA) in its January 2009 opinion on the safety of energy drink ingredients concluded that the exposure to taurine and glucuronolactone at the levels presently used in energy drinks is not of safety concern.

  • A review published in 2008 found no documented reports of negative or positive health effects associated with the amount of taurine used in energy drinks, including Red Bull. Caffeine and sugar levels in Red Bull are comparable to coffee and fruit juices, respectively.[20] Another publication found that "the number of available publications that really go into the details in this topic is also rather poor".


Legal status

Legal status

Red Bull did not get market approval in France, Denmark, and Norway for several years, but the energy drink is now[when?] on sale in all 27 member states of the European Union and in 164 countries around the world.

The French approval process started in 1996 with concerns about taurine, a normal body constituent and also naturally present in the human diet (e.g., scallops, fish, poultry). This meant the drink could not be sold as-is in France. Instead, a different recipe that did not contain the ingredient was introduced. The refusal of market approval was challenged by the European Commission and partially upheld by the European Court of Justice in 2004, before the French food safety agency relented in 2008 after being unable to prove definitively the existence of any health risk, taurine-related or not.


Advertising

Advertising

Red Bull has a diverse international marketing campaign. The numerous activities range from extreme sports like mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, and breakdancing to art shows, music, and video games. In keeping with their target market of young males, Red Bull has also enlisted help from celebrities, such as Eminem that would appeal to this group (sponsoring the Red Bull "EmSee Battle Rap championships"). It also hosts events like the "Red Bull Flugtag" (German for "flight day" or "flying day") and other such contests. Red Bull also owns association football teams, with clubs in Austria, Germany, the United States and Brazil featuring the Red Bull trademark in their names. By associating the drink's image with these activities, the company seeks to promote a "cool" public image and raise brand power. Hence, this one energy drink has helped create a market for over 150 related types of merchandise, like Red Rooster and Blue Lightning.


Red bull

Official Slogan

Red Bull's slogan "gives you wings" is widely used in these marketing activities. Claims about the drink's effects and performance have been challenged on various occasions, with the UK's Advertising Standards Authority imposing advertising restrictions in 2001 in response to complaints first recorded as early as 1997.[34] In 2011, Red Bull earned around EUR 4.2 billion in worldwide sales and was available in 164 countries globally.


Endorsements

Endorsements


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