Demon Energy is anenergy drink produced inNew Zealand by Davies Foods. It is sold in 250 mlaluminium cans, 500 mlaluminium cans, 600 ml, 1 litre, and 1.5 litreplastic bottles.During 2009, Demon Energy released 60 ml energy shots.[1][2] These are made to be drunk at room temperature and can thus be stored anywhere. Demon Energy can be purchased in 10-unit packs.
Variations include Demon Killa Tropo, consisting of 40% Demon Energy and 60% orange juice, Demon Killa Cola, which is Demon Energy mixed withCola, and a sugar-free version. In late 2016 Demon Energy released Hell Fire.
In February 2009 the company was found to have breached advertising standards by theAdvertising Standards Authority for using sexual appeal to sell its product.[3]
In May 2009 the company released an "Energy Shot" containing 200 mg ofcaffeine, or twice as much as the averageflat white.[4] The release sparked an investigation into caffeine levels inenergy drinks by theNew Zealand Food Safety Authority.[5] An investigation by theNew Zealand Herald found that the drink's caffeine levels were more than ten times the legal limit.[6] In August 2009 a 15-year-old girl collapsed after drinking several of the company's "Energy Shots",[7] leading to calls for the drinks to carry mandatory warning labels.[8] The safety of energy drinks was subsequently referred toFood Standards Australia New Zealand.[9]
In September 2009 a group of New Zealand soldiers were sent home fromAfghanistan after photographing themselves posing with a bomb carrying an advertisement for Demon and sending the photograph to the company. The company denied they had organised the stunt, but admitted supplying free drinks and posters to the soldiers.[10]
In May 2012, the drink was introduced inPoland following a license of the brand byAgros Nova.[11][12][13] The advertising campaign involvedAdam Darski and was controversial.[14]