Shrugging off its doubters, the energy drink category has proved it is more than a passing fad. The UK has led the way, but Sarah Diston discovers a fledgling US market, where consumer confusion and the FDA stand in the way of future success.

Shrugging off its doubters, the energy drink category has proved it is more than a passing fad. The UK has led the way, but Sarah Diston discovers a fledgling US market, where consumer confusion and the FDA stand in the way of future success.
Shrugging off its doubters, the energy drink category has proved it is more than a passing fad. The UK has led the way, but Sarah Diston discovers a fledgling US market, where consumer confusion and the FDA stand in the way of future success.