As global concerns grow over obesity, the food industry’s marketing of "energy" is both puzzling and challenging. In the United States, the energy drink business experienced significant growth in sales and product types in recent years, reaching $3.5 billion in revenue in 2005. These products convey both directly and indirectly the promise of mental alertness, raw muscle power, and sexual prowess through the addition of "pharmaceutically charged" ingredients, which when consumed in a bolus may c…

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