Monster drinks can be seen just about anywhere beverages are sold. The popular energy drink is made noticeable by the colorful cans and claw marks running down the side. Now, investigators are coming after the Monster Beverage Company because they say the highly caffeinated drinks are being marketed towards children against FDA warnings.
One of the most profitable beverage companies in the world, Monster Beverage Company is worth a reported $16 billion. The energy drink company has gotten so big that the leaders in beverage sales, Coca-Cola and PepsiCo, are serious about purchasing the company. Coca-Cola made a run at Monster in 2012, but plans fell through. Now, the world famous Coca-Cola brand is ready to make another run at Monster drinks.
But an investigation by the San Francisco city attorney, Dennis Herrera, and New York state attorney general, Eric Schneiderman, could smash the Coke deal. Herrera and Schneiderman have joined forces on a manhunt (or monster hunt) to bring down the energy drink company. Herrera and the city of San Francisco have been after Monster since 2012 for marketing their drinks to minors through the branding of their drink.
The Monster drinks company preemptively filed a lawsuit last year against Herrera for the investigation which they claimed was frivolous and unnecessary. Their lawsuit was thrown out by a California judge last month, giving free reign to both San Francisco and New York to pursue their case against Monster and other energy drink companies.
One of the biggest concerns with energy drinks like Monster is that they may possibly be causing deaths in kids, especially when not consumed properly or in the right amounts. Several reports by the FDA have shown a possible link between energy drinks and health concerns.
Monster spokesperson Tammy Taylor said their drinks are not intentionally marketed to children and are not highly caffeinated. A 16-ounce can of Monster contains less than half the caffeine of a similar-sized cup of coffee, she said.
If the investigation turns up evidence that Monster and other energy drinks have been targeting children in their marketing, it could prove devastating for the energy drink industry. Over the last ten years, with the success of Monster, energy drinks have made a surge towards the top of beverage sales. With more strict regulations, it would certainly cut down on the market for energy drinks.
Do you think Monster drinks are marketed towards children and if so, is there anything wrong with that?