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Waitrose to introduce age limit on sales of high caffeine energy drinks from 5 March 2018

LONDON, 2018-Jan-10 — /EPR Retail News/ — Waitrose has today (4 January 2018 ) announced it will introduce an age limit on sales of high caffeine energy drinks.

From 5 March 2018, customers buying caffeinated energy drinks containing more than 150 mg of caffeine per litre will be asked to prove they are over 16 years of age.

The move builds on existing industry labelling guidelines, which require any soft drink with more than 150 mg of caffeine per litre to carry a high caffeine content warning and state it is not recommended for children.

Waitrose is currently the only UK supermarket to announce it will introduce a sales policy aligned with the guidance present on energy drink packaging.

Simon Moore, Waitrose Director of Technical & Corporate Social Responsibility, commented: ‘As a responsible retailer we want to sell these products in line with the labelling guidance.

‘These drinks carry advice stating that they are not recommended for children, so we’re choosing to proactively act on that guidance, particularly given the widespread concerns which have been raised about these drinks when consumed by under 16s.’

Notes to Editors

More information on high caffeine energy drinks can be found on the Food Standards Agency website.

Waitrose has 352 shops in England, Scotland, Wales and the Channel Islands, including 65 convenience branches, and another 27 shops at Welcome Break locations. It combines the convenience of a supermarket with the expertise and service of a specialist shop – dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service. Waitrose also exports products to 53 countries worldwide and has seven shops which operate under licence in the Middle East. Waitrose’s omnichannel business includes the online grocery service,, as well as specialist online shops including for wine and for plants and flowers.

Waitrose was awarded the much-coveted European-wide Compassion in World Farming ‘Best Retailer Award’, Soil Association’s ‘Best Organic Supermarket Award 2017′ and The Drinks Business’ ‘Retail Buying Team of the Year Award’.

For more information please contact:

Eleanor Gillingham
Telephone: 01344 825080

Source: Waitrose

EPR Retail News