 | |
| Type | Energy drink |
|---|---|
| Manufacturer | T.C. Pharmaceutical Industries Co. Ltd. |
| Origin | Thailand |
| Introduced | 1976; 49 years ago (1976) |
| Color | Yellow |
| Related products | Red Bull |
| Website | www |
Krating Daeng (Thai:กระทิงแดง,RTGS: krathing daeng,pronounced[krà.tʰīŋdɛ̄ːŋ];lit. 'red bull' or 'redgaur')[1] is a non-carbonatedenergy drink created byChaleo Yoovidhya. The drink is marketed and sold primarily inSoutheast andEast Asia; its derivative,Red Bull, is available in 165 countries.[2]
Chaleo took the name from thegaur (Thai:กระทิงkrathing), a large wildbovine of Southeast Asia. The logo of the drink underlies its branding, with two red gaurs charging at each other backdropped by a sun.[2]
Krating Daeng was first devised in 1975. It contains water, cane sugar,caffeine,taurine,inositol andB-vitamins. It was introduced in Thailand in 1976 as a refreshment for rural Thai labourers, in the same year that the similarly-namedRed Gaurs paramilitary organization carried out attacks on students. "At first it was not very popular...", says current CEO Saravoot Yoovidhya. "It was quite different from others in the market, and Chaleo focused first on upcountry markets rather than in the cities where other competitors concentrated."[2]
Theworking class image was boosted by sponsorship ofThai boxing matches, where thelogo of two red bulls charging each other was often on display.
Krating Daeng has lost its leadership position in its home market of Thailand toM-150 and is now third in the country's energy drinks market,[3][4] down to possibly only 7 percent market share in 2014.[3]
The Thai product is from a different company than the globalbrandRed Bull as co-founded byDietrich Mateschitz, anAustrian entrepreneur.[5] Mateschitz was the international marketing director forBlendax, a German toothpaste company, when he visited Thailand in 1982 and discovered that Krating Daeng helped to cure his jet lag.[6] He worked in partnership with Chaleo's T.C. Pharmaceuticals to adapt the formula and composition to Western tastes. Red Bull was launched in 1987.[7]
The two companies are often mistaken for each other, but they are separate entities focusing on different target markets running in conjunction with one another. At the time of founding and as of today,Red Bull GmbH, who owns the trademark for the drink in Europe and the United States of America, is 51 percent controlled by the Yoovidhya family.[2]
Confusingly, the Thai company and its partners do use the name "Red Bull" on some of their products.[8]
As a result, the mere presence of the wordmark "Red Bull" does not imply that the product is made by Red Bull GmbH of Austria or one of its subsidiaries.
Two separate companies use the golden-can Krating Daeng design in China under the wordmark "红牛 Red Bull". This was the result of two separate agreements made by the T.C. Pharmaceutical Industries Co. Ltd. (later the "TCP Group") with Chinese companies. The first company was founded in 1995 a licensed production byReignwood Group, with the trademark authorization lasting until 2016.[9] The second was founded solely by TCP in 2019, buying up a Chinese drinks company in whole.[10]
Ever since the end of license terms in 2016, the TCP and Reignwood has been embroiled in legal fights trying to become the sole legal party allowed to use the trademark 红牛. Different Chinese local courts have made conflicting judgements favoring either side.[10]
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By volume, Krating Daeng contains the same amount of caffeine compared toRed Bull sold in the US. Both contain 32 mg caffeine per 100 mL, or 80 mg caffeine per 250 mL can.[13][14]
Krating Daeng also containstaurine,glucose, andB vitamins. It is not carbonated.[13]
A 250 mL can of Krating Daeng imported to Australia contains: taurine 1000 mg,glucoronolactone 600 mg, caffeine 80 mg,inositol 50 mg,vitamin B3 20 mg;pantothenic acid 5 mg,vitamin B6 5 mg,vitamin B12 5 mg.[15]
Media related toKrating Daeng at Wikimedia Commons