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Subject: Re: EJ-10 Energy Drink
From: Kent Garber
Posted: Sat Jan 26. 2002, 03:54 UTC
Followup to: "EJ10"  by roberto  (Sat Jan 26. 2002, 02:06 UTC)
http://www.f1jordan.com/html/jstuff/ej10/ej_10.asp

What is EJ-10?

Jordan EJ-10 is a hypotonic performance enhancing drink aimed at drivers.

Its unique properties create a new category of functional drinks known as 
"High Intensity". EJ-10 is named after Jordan Grand Prix's high-energy 
charismatic founder Eddie Jordan (EJ), and the 10 active ingredients in the 
drink. It is a hypotonic (i.e. refreshing, thirst quenching and rehydrating) 
high intensity drink aimed at enhancing performance and focus. 

EJ-10 is caffeine and taurine free, meaning consumers do not undergo a sugar 
crash, which some energy drinks can cause, and it will not act as a diuretic 
as some caffeine based products do. With its zingy fantasy fruit flavour EJ-10 
is extremely effective, providing energy after 8 minutes which can last for up 
to 90 minutes. It is packaged in a uniquely shaped 380ml bottle and 250ml can 
in Jordan Grand Prix yellow team colours. 

What are the benefits?

Provides energy for muscles and mind 
Improves memory function 
Increases focus and concentration 
Boosts and stabilises blood sugar without provoking insulin 
Contains half the calorie value of many energy drinks currently on the market 
because complex sugars contained in EJ-10 are derived from foods such as bread 
and pasta
All ingredients claims are backed with clinical evidence and trials. 

What's in EJ-10? 

Phosphatidyl Serine
Phosphatidyl Serine is part of the outer coating of human nerve cells and is 
responsible for their function. As a matter of course Phosphatidyl Serine is 
destroyed on a daily basis and more rapidly in older people. Clinical research 
shows that a daily dose of 50mg of Phosphatidyl Serine improves memory and 
focus, as well as other key cognitive functions.
 
Isolated Proteins
The three isolated proteins are rich in a particular ratio of amino acids, 
called the branch chain amino acids, which are the primary fuel for both 
muscles and the liver. They also ensure that the brain's central fatigue 
pathway involving Serotonin is satiated.

Maltodextrins
Maltodextrins are also known as complex sugars/carbohydrates. EJ-10 has a 
range of different length sugar strings that allow fast acting energy to be 
delivered in 8 minutes and this supply is constant for up to 90 minutes.

Unlike the simple carbohydrate used in other drinks, those included within 
EJ-10 do not provoke a sugar crash that would normally occur approximately 30 
minutes after consuming a standard energy drink. This is achieved by not 
provoking the release of the hormone insulin.

Vitamin C
Otherwise known as Ascorbic Acid, it is an essential vitamin for good health.

Amino Acids
Amino acids are essential building blocks for protein.
 

What's not in EJ-10?

Caffeine
Caffeine has received numerous news reports over the last three years with 
regard to the risks of excessive caffeine consumption. Caffeine is a diuretic 
(enhances your need to urinate) thus dehydrating the body. Caffeine can also 
cause palpitations and elevates blood fats. 

As a result, many caffeine based products and energy drinks have been banned 
in France, Italy and Brazil - and only low caffeine products are permitted in 
Scandinavia.

Taurine
Taurine has no side effects, but has no upside effects in the quantities 
included within standard functional energy products.

Where can I get EJ-10?

Ireland
EJ10 is available in Ireland in the following store groups: Dunnes Stores, 
Tesco Ireland, Supervalu, Centra, SPAR, MACE, Londis, Roches Stores, 
Costcutters, Quik Pick, Emerald, Musgraves and Gala. It is also available in 
Ireland in the these forecourt groups - Esso, Statoil, Texaco, Shell and Maxol.

United Kingdom
Safeway, Sainsburys, Europa, Granada and a number of Esso and Total forecourts.

Is it popular?
EJ-10 is currently available in over 1,500 outlets, and has received very 
positive feedback from consumers and trade and the product is on track to meet 
first year sales targets. The combination of Jordan's name, with its energetic 
image and high-tech connotations, and the refreshing and functional reality of 
the drink, are proving to make EJ-10 a successful product in the marketplace.


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