MONTREAL—Energy drinks are one of the fasting growing segments of the beverage industry and there is no secret as to how they work: caffeine.
“They're being portrayed as a product that is perhaps mysterious or misunderstood, when really it's just a straightforward stimulant,” said Michel Myara, a representative of the Rage line of beverages.
On the market for more than a decade, the drinks have a huge appeal to the young. However, concerns are growing. Health Canada has forced the industry to make certain changes, but for some it doesn't go far enough.
Where there was once Generation Pepsi, students today are hooked into energy drinks.
“At least once a day, sometimes I can go more,” said one student. Others say the rush of a Red Bull is instantaneous. “Energy, you have energy coming. You just have energy!”
The glossy cans are a study aid for many: “You're more awake, you feel like you want to concentrate.”
A regular can of Cola has about 45 mg of caffeine. One cup or 8 ounces of coffee has about 135 mg. Under new Health Canada guidelines, energy drinks are capped at 180 mg of caffeine.
Dr. Paul Poirier wants to know more.
“We're testing the impact of energy drinks on heart rate, blood pressure, anxiety,” said Poirier.
In his lab he is testing with one energy drink, every hour for four hours: stimulate the body, make it move, measure every reaction.
“I have this feeling that I can do anything and I’m not tired,” said one of his test subjects.
Poirier's research project at Laval University Hospital in Quebec City is pushing the drink debate to the brim. With every push of the pedal, every pump of the heart, he's looking to science.
“If you look at the ads on energy drinks it's probably the best thing since sliced bread. But we're not sure of that, so we want to put science into the field.”
He aims to explain how energy drinks have been tied to dozens of adverse reactions across Canada—and three possible deaths, including Jim Shepherd's 15-year-old son.
“The only thing different that day, than any other day, was the energy drink,” said Shepherd.
A normal healthy teen, Brian Shepherd collapsed after a paintball tournament: the autopsy found caffeine.
“I think one of the biggest concerns that I have is these products are potentially dangerous. They are no different from alcohol or tobacco products and yet we're not protecting our kids from them the same way,” said Shepherd.
Yves Plourde's loss is recent and raw; his 24-year-old son collapsed Feb. 12 and died.
“He drank one or two cans every morning and went to work,” said the Shawinigan father. “But that night, it was over.”
The funeral drew hundreds. The morning of his death, Maxime Plourde complained of heart palpitations and dizzy spells after consuming a can.
“Shock, I’ve read about it in newspapers and the Internet,” said Plourde. “And then I had it happen to my baby. It was my baby who died last week.”
Doctors found Maxime had a heart condition. Whether caffeine played a part in his death, cannot be proven. There are mandatory warning labels on energy drinks and those with health conditions or caffeine sensitivity are cautioned away.
“The consumer has responsibilities and their responsibility is to be aware of any underlying health conditions they may have. A consumer’s responsibility is to read the label to know what they're taking,” said Myara.
Health Canada says there is simply not enough evidence to link energy drinks to any deaths. In the U.S., the Food and Drug Administration is investigating more than a dozen deaths with possible connections to energy drinks. However, nothing is conclusive.
“What I find very interesting is with the popularity of energy drinks increasing every year, so are the adverse reaction reports that are coming out,” said Poirier.
ER visits in the U.S. have doubled for those seeking treatment after downing energy drinks. Poirier sees it at CHUL, people with palpitations, dizziness and anxiety.
The death of 14-year-old Anis Fournier from Maryland has sparked serious concern. Her death was ruled as cardiac arrhythmia due to caffeine toxicity. She had drank two cans of Monster.
“This is a no brainer. Too much caffeine is dangerous for you,” said Poirier.
Several jurisdictions, including two in Canada, are not waiting for hard proof, they're pushing to have the drinks banned for minors. The industry calls that ridiculous.
“I think if you're going to look at that, we have to look at what we would do with all the other products out there that have caffeine. Are we going to check for ID if you go into a Starbucks?” asked Stephanie Baxter from the Canadian Beverage Association.
Even Poirier concedes the research isn't ready. But grieving parents, who hold tight to their own beliefs, are not giving up.
“I promised my late son Brian, that I would continue to advocate until youth were safe and that's my plan,” said Sheperd.
Both sides remain deeply divided over the power and potency of a can of caffeine.
