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Sports drinks is a fast-growing segment in the sports nutrition sector. Yet, misinformation on these products poses a serious challenge for the industry; especially now that the EU and the UK are restricting products high in fats, sugars and/or salt (HFSS) to tackle obesity and policy-makers need to understand that sport drinks are not HFSS as they aim to meet the nutritional needs of active consumers.

The European Specialist Sports Nutrition Alliance (ESSNA), for whom the Whitehouse team manages the secretariat, shares on Beverage daily key-insights on how sports drinks companies can debunk myths about their products and reinforce their communications plans. According to the Chairman of ESSNA, Dr Adam Carey, the key-messages that a business should promote are the following:

Against the backdrop of HFSS regulations in Europe, it is important that consumers and decision-makers understand the target groups of the sports drinks industry and the composition of these products.  Sports drinks are intended for people engaging in sports activities. In contrast to energy drinks, which can be consumed at any time of the day, sports drinks aim to meet the nutritional needs of people when they exercise, such as the need for electrolytes lost through sweat or for high energy intake.

ESSNA also stresses that sports drinks usually do not contain caffeine. Sports drinks with caffeine contain specific levels that the European Food Safety Authority (EFSA) has confirmed as safe and they aim to increase endurance during exercise.

Dr Carey stresses that communicating these facts secures success for sports drinks companies and strengthens the reputation of industry. You can find ESSNA’s article on the promotion of sports drinks here.

The Whitehouse Consultancy, one of Europe’s leading communications agencies, provides the secretariat, public relations, and political strategy for ESSNA. If you would like to learn more about reputational management please email mayar.raouf@whitehouseconsulting.co.uk.

The Whitehouse team are expert political consultants providing public relations and public affairs advice and political analysis to a wide range of clients, not only in the United Kingdom, but also across the Member States of the European Union and beyond. We work in a number of sectors, including food and nutrition. For more information, please contact our Chair, Chris Whitehouse, at chris.whitehouse@whitehousecomms.com.

You can read the latest developments in food and nutrition on our Newsletter and subscribe to our mailing list here. You can find more information on the regulation of HFSS products in Europe and the challenges and opportunities for food businesses here.