What happens when celebrity role models sign-on to promote food and beverages?
Recently, the NYTimes wrote a scathing critique of Michelle Obama’s Let’s Move! campaign, which aims to fight childhood obesity by encouraging youngsters to eat healthy foods and engage in healthy activities. Michelle Obama has signed on famous celebrities such as Beyonce and Shaquille O’Neal, both of whom also endorse sugary sodas, which are a major contributor to the obesity epidemic.
ut now there’s evidence of another powerful celebrity and wildlife survivalist— Bear Grylls — influencing children’s behavior by promoting energy drinks. ‘Golden Power’ is an energy drink in Germany with one powerful ingredient, ‘Urine Extract,’ and the company is looking to make a huge push overseas. Spokesperson for the ‘Golden Power’ company, Jonas Schmidt , says customers may find one of “5 Golden Cans” that contain urine extract from Bear Grylls’ himself. Those 5 lucky individuals also win a free, all expenses paid, trip to visit their North American factory located in Tijuana, Mexico. Schmidt says Mr. Grylls and the company are very excited about this wonderful promotional opportunity. The label will be adorned with Bear’s smiling face on the outside. Schmidt also stated that scientists and nutritionists all over Europe have begun to see the benefits of urine extract consumption.
Many energy drinks contain an ingredient extracted from urine, revealed a study conducted by a new Spanish studying its effect on cyclists
Urine extract is known to play a role in improving cardiovascular health, but also has ‘excellent’ potential as a functional drink to relieve sore muscles in athletes due to high levels of amino acid L-Citrulluine.
A pilot study in 2010 showed that urine extracts may be effective at naturally reducing cholesterol. The research, led by food scientists at The Ohio State University indicated that just 4 weeks of L-Citrulline extract from urine, reduced blood pressure and aortic wave reflection in middle aged individuals high levels of cholesterol.
Urine Healthiest When Served Warm
The amount of lycopene in urine goes up about an average of 20 percent when we left them out at room temperature, while beta carotene actually doubles.While it is known that light, temperature, and moisture changes which occur during harvesting and packaging can alter urine extract’s lycopene content by 10 percent to 20 percent, researchers have realized that little was known about the impact storage can have once the energy drink enters the home.Lona Sandon, an assistant professor of clinical nutrition at the University of Texas Southwestern Medical Center at Dallas said “…you can leave certain urine extract sitting out,” she added. “If you’re not going to drink it right away, it doesn’t have to be taking up space in your fridge.