Good morning, Madam Chair and members of the committee. Thank you for having me here today.
My name is Justin Sherwood. I'm the president of Refreshments Canada. Refreshments Canada is the national association representing the non-alcoholic beverage sector in Canada. Our members produce a variety of beverages, including soft drinks, juices, sports drinks, iced teas, energy drinks, and several brands of bottled water.
Refreshments Canada would like to reaffirm our sector's commitment to producing safe, effective, quality products that meet or exceed all regulatory requirements. No one--not the consumer, not the government, and not the beverage sector--stands to gain through the production of unsafe products.
According to Health Canada, Canadians get an estimated 90% of their caffeine from coffee and tea. The remaining 10% comes from other beverages, chocolate products, and medicines.
The beverage sector utilizes caffeine in two key product categories: in all energy drinks and in some soft drinks.
Caffeine has been used in soft drinks in Canada since the introduction of cola and cola-type beverages. Caffeine levels are regulated and are generally in the marketplace at levels between 25 and 30 milligrams per 250 millilitres. This is roughly a quarter of the caffeine of a 237-millilitre serving of filter-dripped coffee. Caffeine is used in colas and cola-like beverages as a flavouring agent that imparts a certain degree of bitterness within the overall flavour profile of the product.
Prior to March of this year, provisions of the Food and Drugs Act and regulations permitted caffeine in cola-like carbonated soft drinks at levels of 200 parts per million. Following the March decision by Health Canada, caffeine will now also be permitted in other non-cola carbonated beverages at a reduced level of 150 parts per million. Health Canada has asked manufacturers of these beverages to voluntarily declare quantity of caffeine on their labels, and Refreshments Canada and our members are committed to that transparency.
Refreshments Canada is also prepared to partner with Health Canada in a communications strategy to educate consumers on responsible consumption of caffeine and caffeine-containing products, something that we have communicated to Health Canada.
The other product category in which the beverage sector utilizes caffeine in the ingredient profile is energy drinks. Energy drinks are a relatively new product in Canada, entering the market in 2004. Like any new product category, growth rates in percentage terms appear high. However, in absolute terms, the market is very small. In volume terms, in litres, the energy drink segment in Canada is just 0.46% of all commercial non-alcoholic beverages sold in Canada.
Mainstream energy drinks contain approximately 80 milligrams of caffeine per 250-millilitre serving, compared to a cup of coffee that contains anywhere from 118 milligrams to 179 milligrams per 237-millilitre serving. There is a small number of products with higher levels, but they still fall within the caffeine levels of one to two cups of coffee.
Energy drinks are subject to tight controls in Canada relative to the efficacy, safety, and quality of these products, as set out by the NHP regulations. As a matter of law, these products are regulated as drugs. Claims relative to efficacy must be clearly substantiated, safety must be thoroughly investigated, and the quality must be highly controlled, all of which is subject to regulatory review by Health Canada.
I would like to make a few key points on energy drinks. The caffeine levels in energy drinks from all sources, natural or synthesized, are quantitatively listed on the label, as are usage and precautionary statements.
The category has been subjected to extensive review and analysis by regulatory authorities worldwide, including the European Food Safety Authority and Australia. Without exception, these reviews have all confirmed the safety of these products. In fact, in all other jurisdictions, they are regulated as food or food supplements.
The industry takes consumer complaints and spontaneously reported adverse events very seriously. It is for that reason that we recommended to Health Canada and to the minister that a thorough science-based “pharmacovigilance” analysis be undertaken. The industry has already retained independent pharmacovigilance experts to examine the information very recently provided to us by Health Canada. Their preliminary analysis is as follows.
There is no evidence of a causal relationship in any cases that can be used to draw any conclusions. Detection of a safety signal requires a rigorous assessment of evidence that goes well beyond spontaneously reported events to include, for example, background incidences in unexposed populations to put the events into perspective.
In fact, based on the information provided to us, in many cases it cannot even be confirmed that energy drinks were actually consumed; if so, how much; and additionally, the temporal relationship to any event.
My last sentence--