What's Too Much?

September 1, 2005
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What’s Too Much?
Elizabeth Fuhrman  
Managing Editor
After catching my first cold of the season, one of my first thoughts was to hit the grocery store for orange juice along with some cold medicine. Among the orange juice choices, I was drawn to one that offered 240 percent vitamin C. Vitamin C was appealing for my cold remedy, but why would I need more than 100 percent of the daily recommended intake of vitamin C if that is what is recommended?
And it’s not just orange juice. New energy drinks offer 520 percent vitamin E, 800 percent vitamin B12, 920 percent riboflavin, 250 percent B6 and so on. What’s the point?
There are technical aspects of vitamin and supplement degradation during beverage processing, as well as shelf life and the fact that each person’s recommended daily intake varies based on caloric intake, which could be reasons why more than 100 percent can be conceived as reasonable. But what does putting more than 100 percent of the recommended daily intake of an ingredient on a label say to consumers? As consumers are taught to pay attention to calories, sodium and sugar levels, excessive percentages of vitamins might raise a few eyebrows.
In most cases, adding more of a vitamin only gives the person “expensive pee,” as Larry Trachtenbroit, president of Brain Twist succinctly stated at Stagnito’s New Products Conference earlier this month. Do consumers know that? If beverage companies put more than 100 percent of the recommended daily intake of vitamins in their products, they eventually will have to answer why: Will more than 100 percent be beneficial or potentially cause overdosing?
So too much of a good thing might not be bad, but it may be confusing.
Rally day
Close to 80 homebrewers and beer enthusiasts crowded into Iron Hill Brewery and Restaurant in Wilmington, Del., in August. They came to meet brewers and sample craft beers from Iron Hill Brewery, Dogfish Head Craft Brewery, Stewart’s Brewing Co. and Fordham Brewing Co., and as a membership drive for the American Homebrewers Association. To date AHA Membership Rallies have been held in Texas and Delaware garnering 76 new members and 22 members renewing.
Golden partnership
Remy Cointreau USA will collaborate with Boxing Middleweight Champion Oscar de la Hoya and world class boxing through Golden Boy Promotions. The venture will place Remy Martin as the sponsor of upcoming Golden Boy Promotions fights. The highlight of this partnership will be the sponsorship of Oscar de la Hoya’s return to the ring in 2006.
Texas Hold’em
Knob Creek took Texas Hold’em Poker from the big screen to restaurants and bars across Chicago. The Knob Creek Charity Poker Classic offered consumers a chance to show their best poker face and winning hand while enjoying the classic flavors of Knob Creek. From September to early October, professional dealers provided expert advice for those who just can’t decide when to call “all-in,” while expert bartenders served Knob Creek cocktails. Each time a person played in the Knob Creek Charity Poker Classic, a donation was made to the Prostate Cancer Foundation.
Soccer promotion
Heineken plans to sponsor the Union of European Football Association (UEFA) Champions League with the launch of championsplanet.com. The interactive site supports the global campaign “Welcome to Champions Planet,” which invites fans to proactively take part in the spirit of the UEFA Champions League by sharing movies and pictures. The overall campaign will be launched in more than 120 countries throughout the 2005/2006 soccer season.
Mexican heritage
Tequila Cazadores, Los Angeles, began a cultural exchange tour this month that educates U.S. consumers about Mexican culture and in the process introduces two new products: Cazadores Anejo and Cazadores Blance. Through the blend of Mariachi music, traditional costumes, authentic dances and décor, Las Chicas Cazadores illustrate how Tequila Cazadores reflects the heritage of Mexico. The tour is set to roll through 11 states.
Movie trivia
PepsiCo partnered with Screenlife LLC to develop a nationwide in-theater trivia program based on Scene It? The DVD Game. Scene It? Trivia, sponsored by Pepsi, is featured in theaters across the United States and Canada and will be on movie screens through December 2006. The trivia, shown on co-branded slides viewed on-screen before movies, challenges movie fans with questions such as: “Vince Vaughn and Owen Wilson of The Wedding Crashers appeared together in what 2004 comedy?”

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