I think NOT! In fact, I think it is just plain wrong. What on earth is the basis or rationale for "adding a new buzz" in the form of caffeine (which after all is a nervous stimulant drug) to foods like breakfast bars????? Am I the only one who intuitively feels this is not right... it is like "mass-drugging", and besides how many people (including children, pregnant women, those on medication) actually read ingredients labels of every food they pick up... least of all breakfast bars - and don't want to take caffeine?
The article "A new buzz about breakfast bars", by Karen Wilmer of bakeryandsnacks.com, reveals...
... a new range of breakfast bars AND cereals that are soon to hit the markets, containing "microencapsulated caffeine" that will give the same kick as a cup of coffee. The products, by EnCaff (who obviously need shooting), are thought to be the first of their kind. Is the man responsible for this... a Robert Bohannon (a molecular scientist in Canada) who has launched Encaff, supposed to be praised for this "innovation". I DON'T THINK SO!
The products apparently contain 50 and 100mg of caffeine. Wilmer states that a standard cup of coffee contains 50mg of caffeine. I believe that an espresso contains more like 80mg by the way.
She informs us that "The encapsulation allows the caffeine to dissolve in the intestine, rather than in the mouth, masking the bitter taste of caffeine that made previous attempts at incorporating such ingredients in baked goods unsuccessful." I think it should be banned............ successful or not.
Apparently "Healthy versions" are also being developed, he said. Quite what he means by this is anyone's guess. He told BakeryandSnacks.com himself, "These are the first pastry/snack items that contain a microencapsulated caffeine," "Encaff Products has learned how to make caffeine tasteless, by microencapsulating small particles of caffeine with an edible, tasteless coating."
Encaff released caffeinated bagels and donuts earlier this year, however is now in talks with companies looking at using Encaff in products ranging from chewing gum to breakfast bars and smoothies.
His justification?
"Some people get their caffeine buzz from soda, chocolate and other sources besides coffee." he said. "Encaff will allow consumers to get their caffeine buzz by simply eating a delicious food item."
Of course he fails to say that these "items" (i.e. donuts, commercial carb-based foods etc.) are those largely responsible for the obesity epidemic and the alarming statistics out this week, telling us that, by the year 2050, 60% of men will be obese and 50% of women will be obese.
Well, congratulations Mr. Bohannon and "Encaff" for helping the world really get to grips with this frankly sickening statistic.
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