The culture of consuming caffeinated beverages: useful tips from New Products Group


Caffeine is the most common tonic in the world, found in many everyday foods, such as coffee, tea, chocolate, cola and energy drinks. Many studies have shown that in moderate doses it improves various aspects of the brain’s function – memory, mood, alertness, energy level, reaction time and mental activity – without compromising health. The general chemical and biological mechanism is this: after absorption into the blood, caffeine enters the brain, where it blocks a neurotransmitter called adenosine, which informs our body of fatigue and exhaustion. At the same time, the concentration of other neurotransmitters – norepinephrine, which is responsible for determination and courage, and dopamine, commonly known as the “hormone of happiness” – increase, which as a result actively stimulates the brain cells – neurons.

But, of course, caffeine, like all biologically active substances, has its own rules of consumption and mixing that must be followed.

Consume sensibly

International research data and the findings of reputable experts show that energy drinks, like any other caffeinated product, have a positive effect on the body. The effect of caffeine in them is similar, and therefore, in addition to the beneficial effect, they are subject to the same warning: consume in moderate doses.

In 2015, at the initiative of the European Commission, the European Food Safety Authority (EFSA) re-conducted the most comprehensive and in-depth energy drink research in the world since 2011. The latest published scientific opinion on the safety of the use of non-alcoholic energy drinks components states: “Single doses of caffeine up to 200 mg (about 3 mg/kg bw for a 70-kg adult) do not give rise to safety concerns. The same amount does not give rise to safety concerns when consumed < 2 hours prior to intense physical exercise under normal environmental conditions. Other constituents of “energy drinks” at typical concentrations in such beverages (about 300–320, 4 000 and 2 400 mg/L of caffeine, taurine and D-glucurono-γ-lactone, respectively) would not affect the safety of single doses of caffeine up to 200 mg. Habitual caffeine consumption up to 400 mg per day does not give rise to safety concerns for non-pregnant adults. Habitual caffeine consumption up to 200 mg per day by pregnant women does not give rise to safety concerns for the fetus. Single doses of caffeine and habitual caffeine intakes up to 200 mg consumed by lactating women do not give rise to safety concerns for breastfed infants. For children and adolescents a safe daily caffeine dose is 3 mg per 1 kg of body weight. One can of energy drink contains about 80 mg of caffeine, which is only a fifth of the daily rate of caffeine for an adult. For comparison, one cup of espresso (60 ml) also contains 80 mg of caffeine, a cup of black tea (220 ml) – 50 mg, and a bottle of cola (355 ml) – 40 mg of caffeine”.

As a responsible producer, New Products Group has been consistently promoting a culture of conscious attitude towards introducing energy and low-alcohol beverages to the consumers’ food ration. Each cocktail package produced at at Zhashkiv’s plant has a special sign «Consume Sensibly», which encourages compliance with recommended doses, and the company specialists constantly carry out educational work with the population through various channels of communication. Since 2014, the company has supported the eponymous public initiative “Consume Sensibly”, which aims to reduce the risk of unwanted consequences by raising awareness of the recommended doses of consumption of this product category.

Mix responsibly

Even without exceeding the recommended daily intake of caffeine, you can harm yourself by combining it indiscriminately with other potent substances.

For example, you should not prepare caffeinated alcoholic beverages on your own or consume alcoholic hand-made cocktails containing caffeine. Mixing these components at home can have unpredictable consequences. Being sure of the correct proportion is possible only with factory-made alco-energy drinks, the formulation of which is developed by specialists, clearly agreed and carefully adhered to.

A bottle or can of a pre-mixed alco-energy drink always states caffeine and alcohol content, so each consumer can read this information and control the amount of stimulants consumed, given their individual physiological characteristics. In addition, when consumers mix the drinks themselves, they are more likely to unknowingly exceed a safe dose of alcohol.

Caffeine is not always compatible with medications. In some cases, it may reduce the therapeutic effect of certain medications, in others it may increase it. In particular, it is not recommended to wash down medication with caffeinated beverages. In any case, be sure to follow the instructions to the medications and consult your family doctor if necessary.