Demon Energy

Demon Energy is an energy drink produced in New Zealand by Davies Foods. It is sold in 250ml aluminium cans, 500ml aluminium cans, 600ml, 1 litre and 1.5 litre plastic bottles. During 2009, Demon Energy released 60ml energy shots.[1][2] These are made to be drank at room temperature so can be stored anywhere easily, and can be bought in packs of ten.

Variations include Demon Killa Tropo, a mix of 60% orange juice and 40% Demon Energy; Demon Killa Cola which is Demon Energy with a mix of Cola; and a sugar free version. In late 2016 Demon Energy released Hell Fire.

In February 2009 the company was found to have breached advertising standards by the Advertising Standards Authority for using sexual appeal to sell its product.[3]

In May 2009 the company released an "Energy Shot" containing 200mg of caffeine, twice as much as the average flat white.[4] The release sparked an investigation into caffeine levels in energy drinks by the New Zealand Food Safety Authority.[5] An investigation by the New Zealand Herald found that the drink's caffeine levels were more than ten times the legal limit.[6] In August 2009 a 15-year-old girl collapsed after drinking several of the company's "Energy Shots",[7] leading to calls for the drinks to carry mandatory warning labels.[8] The safety of energy drinks was subsequently referred to Food Standards Australia New Zealand.[9]

In September 2009 a group of New Zealand soldiers were sent home from Afghanistan after photographing themselves posing with a bomb carrying an advertisement for Demon and sending the photograph to the company. The company denied they had organised the stunt, but admitted supplying free drinks and posters to the soldiers.[10]

In May 2012, the drink was introduced in Poland following a license of the brand by Agros Nova.[11][12][13] The advertising campaign involved Adam Darski and was controversial.[14]

References
  1. Bruce, Bill (2009-06-02). "Demon Energy launches Demon Energy Shots". FoodBev Media. Archived from the original on 2016-09-23. Retrieved 2021-11-07.
  2. "Energy drink linked to psychotic episodes". NZ Herald. Retrieved 2021-11-09.
  3. "Energy drink uses sex to sell". Stuff. 18 February 2009. Retrieved 28 November 2021.
  4. "Experts worry about caffeine levels in energy drinks". NZ Herald. Retrieved 2021-11-09.
  5. Keith Lynch (23 June 2009). "Caffeine drinks investigated". Stuff. Retrieved 28 November 2021.
  6. "Energy drinks well over limit". New Zealand Herald. 3 October 2009. Retrieved 28 November 2021.
  7. Nathan Beaumont (19 August 2009). "Change to energy drink labels considered". Dominion-Post. Retrieved 28 November 2021 – via PressReader.
  8. "Call for mandatory warnings on energy drinks". RNZ. 17 August 2009. Retrieved 28 November 2021.
  9. Rebecca Todd (28 October 2009). "Scientific evidence on safety of energy drinks weighed". Stuff. Retrieved 28 November 2021.
  10. "Soldiers photos no stunt – Demon Drinks". New Zealand Herald. 18 September 2009. Retrieved 28 November 2021.
  11. Day, Matthew (2012-08-13). "'Demon' energy drink 'can promote evil'". The Telegraph. Archived from the original on 2012-08-14. Retrieved 2021-11-07.
  12. "BEHEMOTH Frontman Is The New Face Of 'Demon' Energy Drink". Blabbermouth. 2012-07-30. Archived from the original on 2021-11-07. Retrieved 2021-11-07.
  13. Dawiec, Monika (2012-10-01). "Agros-Nova przystąpiła do samoregulacji reklamy napojów energetycznych" [Agros-Nova has started to self-regulate the advertising of energy drinks]. HurtiDetal.pl (in Polish). Archived from the original on 2021-11-07. Retrieved 2021-11-07.
  14. "Najpierw bojkotowali producenta napoju Demon, teraz atakują pracownicę firmy. Internetowa burza wokół Agros-Nova" [First they boycotted the manufacturer of the drink Demon, now they attack an employee of the company. Internet storm around Agros-Nova]. naTemat.pl (in Polish). 2012-09-03. Archived from the original on 2012-09-06. Retrieved 2021-11-07.


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