Energy Drink Regulation In Britain’s Supermarkets

Posted on 08/03/2018 · Posted in Blog, Food and Drink

Sales of energy drinks to children under 16 have been banned in a number of major supermarkets.

Retailers including Asda, Aldi, Co-op Food, Lidl, Morrisons, Tesco, Sainsbury’s, Waitrose and Boots will stop sales of energy drinks containing more than 150mg of caffeine per litre to under-16s.

Jamie Oliver has spearheaded the debate with the #NotForChildren campaign urging the government to ban sales of energy drinks to children. Discussion has been particularly vocal on social media and retailers including Co-op Food have tweeted support.

On average, young people in the UK consume more energy drinks than those in other European countries. Sales of energy drinks in the UK increased by 185% between 2006 and 2015, with 672 million litres drunk in 2015 and a total market value of over £2 billion.

This week’s announcement brings huge opportunity for the UK’s burgeoning drinks category to introduce innovative brands with potential for low caffeine alternatives.