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Beverage Marketing News Fax
Could Drinking Puffer Fish Based Energy Drinks Become The Next Big Health Craze?By Richard Davis (Adds details, byline, to previous story)BEVERLY HILLS, Calif.--(BEVERAGE MARKETING)--Wednesday, March 30, 2005In Japan, flavor companies are working on a safe fugu (puffer fish) extract to be used in Japanese energy drinks, the fish is highly toxic, but despite this or perhaps because of thisdeadly side effect, it is considered a delicacy among the Japanese. Puffer fish (Sphoeroides testudineus) poisoning results from the ingestion of fish containing the deadly nerve toxin called tetrodotoxin and it is the most common and lethal form of marine poisoning in Japan. Neurological effects vary depending on the severity of poisoning but can include numbness, slurred speech, incoordination, and paralysis. The puffer's highly toxic liver poison is 1,200 times deadlier than cyanide. A lethal dose could fit on a pinhead. Over 10,000 tons of these so-called blowfish or puffer fish are consumed in Japan each year. The deadly symptoms of puffer poisoning have been described by Dr. Bruce W. Halstead MD, in his book Dangerous Marine Animals, (Cornell Maritime Press, Cambridge, MD, 1959), "Symptoms of tingling about the lips and tongue and motor incoordination usually develop within 10-45 minutes after ingestion of the fish. The tingling may later spread to other parts of the body. In some instances, the numbness may involve the entire body, in which instances the victim may feel as though he were 'floating'. Excessive salivation, extreme weakness, nausea, vomiting, diarrhea, abdominal pain may soon follow. Twitching of the muscles, paralysis, difficulty in swallowing, loss of voice, convulsions, and death by respiratory paralysis may ensue. More than 60 percent of the victims poisoned by this fish die. There is no specific treatment or antidote for puffer poisoning." Name your poison, far fetched? also in Japan, marathon runners and other endurance athletes are getting a new buzz from an old energy drink called VAAM, which contains a liquid secreted by hornet larvae. In fact, 2000 Olympic Marathon gold medalist Naoko Takahashi claims the hornet juice contributed to her victory in Sydney. This bug juice, mostly a mixture of amino acids, is normally consumed by adult hornets, and, according to hornet researchers, gives these insects their great endurance and speed. But before you go fishing for blowfish or knock down that wasp nest in your backyard, just look for the new 'danger drinks' at you local c-store. Japanese love the Puffer fish, the icon is second only to Godzilla and Hello Kitty, one US inventor 'Jay Parchman' is taking the Puffer fish to the next logical step, no not another energy drink but a life jacket for soft drinks, called the 'Pocket Puffy' it starts out as a type of business card then inflates in to a full-sized one-of-a-kind beverage cooler. "The POCKET PUFFY, is generating a great deal of buzz with soft drink makers, looking for a unique way to market and display soft drinks pool side, with cool Puffer fish graphics," said Pocket Puffy's Bill Tinsley, "Beverage firms are the prime target for this type of advertising, you could rent a blimp for the Super Bowl, but a lot of Pocket Puffy's could be just as effective, giving companies direct access to consumers." Tinsley likens the approach to putting nickels and dimes together to make a dollar. For more fun in the sun with a puffer fish check out http://www.puffypromo.com. CONTACT:Pocket Puffy Promotions CompanyBill Tinsley, 817/456-5000bill@puffypromo.comhttp://www.puffypromo.com
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