The food and beverage industry is a big and powerful system, with various brands constantly competing with each other for our attention. Sports drinks and energy drinks are extremely popular today in different sports of all levels and age groups. We take these products to the gym, on a light jog or a dog walk, and sip some on a hot day while camping. Kids love them because they taste good, have fun colours and make them look “cool”... After all, if they were designed f