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Red Bull energy drink distributors have had their wings clipped in a move by the health authorities in Bahrain to ensure they place a new warning label on each can.
Deliveries came unstuck when the latest shipment arrived and have been held up for more than a month over the plan to prohibit the sale of the popular caffeine-booster to consumers under the age of 15.
As a result of recent GCC-wide labelling requirements, local suppliers BMMI has not been allowed to distribute imports of the energy drink until the new stickers are in place.
Mr Vimal Akshan, sales supervisor for BMMI, said: “There have been rumours going around that the drink is harmful and will be banned, but this is totally untrue.
“We have the stock but have simply been waiting for new warning labels to arrive, which now have to be placed on each can, so that we can conform to new GCC local authority standards.”
According to Mr Akshan, the company has a dedicated team ready to add the labels to the 7,000 cases, each of which holds 24 cans, currently waiting to fill the shelves of supermarkets and cold stores.
“It will take 10 people to re-label around 2,400 cans a day. I’m confident that it will take no longer than three days to complete the job, as soon as the stickers arrive we can begin,” said Mr Akshan.
In recent weeks, fans of the beverage in the kingdom have taken to social networking site Twitter to voice their concerns about its limited availability.
“Why isn’t there any Red Bull in Bahrain,” wrote one user. Another fan added: “I’m suffering without it, please hurry and bring it back.”
Other popular energy drinks in Bahrain must also now carry the new warning labels, which also make the potential health risks of excessive consumption clear.
Mohammed Salman, acting chief head of Food Hygiene at the Ministry of Health, said: “The delay in distribution of Red Bull was caused by a failure to comply with the new GGC standards for all energy drinks.
“Cans must now show an enlarged version of the existing warning, which states it is not recommended for people sensitive to caffeine, pregnant women and children aged under 15.”
Existing stock of energy drinks with smaller sized consumer advice is still being sold in stores across the kingdom until it runs out, but all future imports will feature the new label.
Red Bull is no stranger to controversy and has been the target of criticism concerning the possible health risks associated with the drink.
Since 2004, the US Food and Drug Administration has released 21 reports citing Red Bull in adverse events including hospital treatments for everything from pancreatitis to an irregular heartbeat, vomiting and, ironically, fatigue.
However, a study by the European Food Safety Authority concluded that the levels of taurine and glucuronolactone used in the drink are safe.
At the time GulfWeekly went to print, the new labels had not yet arrived but BBMI said it was hopeful that it could return the kingdom’s wings in time for the weekend.
