Firebox brings consumers a new energy drink with a name sure to be a “hit,” Cannabis Energy Drink.
The company has paired the phrase, “Amsterdam’s coolest energy drink,” with the marijuana leaf branded on the cans. While the marketing may attract consumers, it is also misleading — you won’t find weed in this beverage.
The ingredients inside the vividly green containers are completely legal. Hemp seed extract, taurine, caffeine, B vitamins, and 11 grams of sugar work together to give you a sugar buzz, rather than the high you might get from actual marijuana.
It appears that the hemp oil is the main draw for consumers. Hemp is often used in eco-clothing and other natural products. The manufacturers of the energy drink, Cannabis, claim that this oil is a good source of essential fatty acids and protein. Cannabis, on the other hand, is part of the hemp family, but made from a different plant.
Although Firebox’s drink has been available in the United Kingdom for 18 months, sales are expected to rise by 50 percent this year alone.Thepopularity of the drink could be partly due to the public appearance of Cannabis Energy Drink in TV chef Nigella Lawson’s boxes, as she moved out of her house after split with Charles Saatchi. Perhaps Lawson is looking for a pick-me-up in between her TV appearances and her relationship ending.