HELL ENERGY also reacted to the new rule regarding energy drinks

By: Trademagazin Date: 2025. 04. 29. 14:20

According to the decision of the Hungarian Parliament, a law in Hungary now prohibits the purchase of energy drinks by those under the age of 18. Only four countries in Europe have similar laws, but based on international experience, their impact is still questionable. HELL ENERGY, as one of Hungary’s most successful FMCG export brands, which distributes its products in more than 60 countries, monitors changes in the regulatory environment as a responsible manufacturer.

It is important to emphasize that the adopted regulation is not about banning energy drinks: energy drinks can still be legally distributed and consumed in Hungary. The new provision only affects purchases by those under the age of 18. According to the European Food Safety Authority (EFSA), healthy adults can safely consume up to 400 mg of caffeine per day (which corresponds to approximately five cans of HELL).

The energy drink complies with strict Hungarian and EU food safety regulations, as confirmed by the NÉBIH tests. Caffeine is indeed not recommended for children – but this is true for all caffeinated drinks, including coffee and cola.

There is no uniform regulation on this issue in the European Union: neither Germany nor Austria – where health awareness is high – nor the United Kingdom or the United States have introduced similar restrictions. Austria is an example for us: Red Bull was able to develop freely there, and the state supported a domestic brand to achieve global success.

HELL ENERGY has created one of the world’s largest single-site investments in the energy drink sector in Hungary. This unprecedented investment not only strengthens the domestic economy, but also provides the brand with a significant international presence in the competitive sector. No other domestic FMCG brand has such a large investment behind it; taking into account ongoing supported projects, the overall support rate of HELL ENERGY Hungary Ltd. is only 18%.

We are convinced that the currently adopted restriction is not necessarily the most effective tool for protecting the health of young people. We believe that promoting conscious consumer decisions through targeted information and education is worth supporting – this would be a sustainable and proportionate approach in the long term.

HELL ENERGY remains committed to responsible consumption, the development of quality Hungarian products, the strengthening of the domestic economy and the expansion of its international success. We are convinced that successful Hungarian brands need a regulatory environment that supports their competitiveness in domestic and international markets.