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Caffeinated Snack Company Executive Speaks on FDA Investigation announcement.

Marysville Washington May 1, 2013- Wired Waffle’s Creator speaks on caffeinated snacks.


Caffeinated snacks are all over the news right now. The FDA announced Monday that it will begin an investigation into the safety and marketing practices of several manufacturers including Seattle Area based Wired Wyatt’s. Wired Wyatt’s Founder Roger Sullivan has been a pioneer in this growing segment since early on. Sales in this category have grown to an estimated 1.6 billion dollars in the last few years and show no signs of slowing. Big names such as Kraft, Mars and Frito Lay are jumping into this market hoping not to be left behind.

The recent news surrounds the safety of caffeine and our daily intake of the most consumed drug on the face of the planet. While no one, including the Center for Science in the Public Interest, is saying that any of these snacks are unsafe alone, the concern is the total amount consumed daily. The marketing of these new snack items to children and their availability is also a concern.

In order to address this properly consumers need to be educated and informed of how much caffeine they are indeed consuming. At the heart of these issues are the labeling practices of manufacturers. A look at the side of most caffeinated products or energy drinks and the consumer will not find the exact amount of caffeine in the product. While they may see the total amount of “Proprietary Blend”, they cannot see how much of that blend is actually made up of caffeine. Most consumers also do not really understand how much caffeine is in a 16oz cup of their favorite brew.

At Wired Wyatt’s our Wired Waffles and our Caffeinated Maple Syrup have the quantity of caffeine on the label clearly marked. As a pioneer in the caffeinated snack industry we advocate this open labeling. The consumers have a right to know exactly what they are consuming. We also take a stand against these products being so readily available to children. If a product is being marketed as an Energy Supplement then steps should be taken to assure these are not ending up in the hands of children. Many of these products are intended for athletes and all are intended to be consumed by responsible adults.

Roger Sullivan is the Founder and creator of Wired Waffles and Wired Wyatt’s Caffeinated Maple Syrup. He is currently the Executive Officer of Wired Wyatt’s LLC in Marysville Washington.

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