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Leather jacket or straightjacket? Energy drinks have an image problem
date:Aug 30, 2012
nding, plus the inevitable link in my mind to a slightly reckless attitude towards consumption) and retain its youthful mass market appeal?

More to the point, can it ditch or lower the levels of funky-sounding ingredients that give consumers a boost, and that form the bedrock of its success, in a category where buyers expect drinks to 'do something' for them?

Clearly, as New York probes whether firms have overstated the effects of novel ingredients and understated that of caffeine, a leather-j

12/23 00:12