Fuschl am See, Austria-Not satisfied with the inability of regular infant formulas to vitalize the body and mind, Red Bull GmbH, the eponymous producer of an energy drink that is popular with college students and young males around the world has set its sights on infants under a year of age.
"We're going to revolutionize the infant formula market with our new Baby Red Bull Extreme," company founder Dietrich Mateschitz explained. "Parents are sick and tired of infant formulas that don't provide vital substances that have been lost by their babies during times of increased mental and physical exertion, while also reducing harmful substances. With Baby Red Bull Extreme energy formula, which comes in both powder and ready to feed varieties, you get both!"
But helping young humans to maximize their concentration and reaction speed is only one aspect of Mateschitz's plan. "My goal is for all babies around the world to benefit from our scientific advancements in energy formulas. Every single one. Only then will humanity reach its true potential as shepherds of our Mother Earth!"
According to the Baby Red Bull Extreme website, their formulation has been scientifically designed to be as similar to human breast milk as possible, with a few additions that Mateschitz claims add up to more than the sum of their parts. "Sure breast is best, if it's all that is available. Like if you are in some kind of depressing third world country or something like that. But only Baby Red Bull Extreme provides these growing children with the taurine, glucuronolactone, caffeine, acesulfame K and aspartame that their bodies need on a daily basis."
Infant nutrition experts have expressed concern regarding the addition of infant energy formulas, like Baby Red Bull Extreme, to a child's diet. Farahilde Obermoser, a pediatric clinical nutritionist at Rot Stier General Hospital in Vienna believes that a diet consisting of a significant amount of Baby Red Bull Extreme infant energy formula might not be the right choice for some families. "Sure we would all like for our babies to achieve their full genetic potential, and they definitely would on this formula, but not all parents love their children enough to make sure that happens. And not every parent is cool enough."