One of the reasons I do not like TV is because of the ads. Advert breaks have become longer and greater common throughout programmes, and, having visible the occasional TV programme while skiing in North America, I almost cringe at how an awful lot time is devoted to advertising and marketing. Advertising may be so persuasive, especially if it is, as is more and more the case, being encouraged by using some “celebrity” or media megastar.

Casting my thoughts lower back to 1992 after I attended the New York Marathon exhibition might also appear like a moderate deviation from the challenge in hand, however, bear with me. In addition to exhibitors trying to tell me that I was sporting the wrong strolling shoes, one stand caught my eye, and I became intrigued. It was a stand selling the benefits of sports liquids. This concept became new to me again then – in all of my long distance runs and fitness center education, I best ever drank water. But here became a younger guy telling me that my performance could be higher if I drank his enterprise’s sports activities drink alternatively. Now, I might be the primary character to confess that during the one’s days I turned into pretty opinionated, but I dismissed his advertising advances with a brusque “no thank you, I drink water”. The motive at the back of my immediately dismissal of his “exceptional, overall performance-enhancing” new product? Simple. It became brilliant blue. I am privy to course that, sky apart, very few matters in nature are brilliant blue, in particular meals. Sure, we have antioxidant-rich matters referred to as blueberries available to us, but their pigments are very dark. No, this younger guy changed into looking to get me to accept as true with that sugary, salty water spiced up with food coloring could beautify my sports performance. Even then, before I located what I actually wanted before and after a protracted difficult race, I realized that something must be amiss.

Fast-ahead 20 years, to ultimate Thursday nighttime to be particular, on the karate club. I became paired up with a young lad for fighting practice, and the room becomes hot. No, no longer warm, without a doubt steaming; giving the form of environment that would not be considered out of a location in a Bikram yoga magnificence. I for one, with the attempt I constantly placed into my education, turned into pouring with sweat. Not so my young opponent, who remarkably seemed to be dealing with to keep his pores closed, and changed into simplest displaying a mild alternate to his facial hue.

After a three minute blast of jyu-ippon Kumite (announced assaults with freestyle defense), my little opponent becomes allowed a short refreshment ruin. We can not have the kids getting dehydrated in any case that attempt, are we able to? I declined the possibility to seize a short gulp of water – I ought to have kept going for another couple of hours. He rummaged in his bag and pulled out, to my horror, a bottle of the aforementioned diluted meals coloring. It has been absolutely established that it’s far handiest athletes who have been acting at excessive intensity for over ninety minutes that could advantage from a drink aside from water. After simply three minutes, this 12-year-old idea he needed to “improve his performance”, even though he had hardly ever sweated!

What message is it that we’re giving now not simplest to adults who compete in recreation at something degree, but also to children that would do the bizarre bit of leisure education? Prior to penning this weblog, I regarded up to the ingredients on this cocktail of blueness. Bear in thoughts that the flavor of this unique drink is called “berry & tropical fruits”… Here it’s miles, the little bottle of horrors:

Water, glucose, fructose, citric acid, mineral salts (sodium chloride, magnesium chloride, calcium chloride, potassium phosphate), flavourings, acidity regulator (potassium citrate), stabilisers (acacia gum, glycerol esters of timber rosins), sweeteners (sucralose, acesulfame K), color (top notch blue).

Glucose, fructose: This is sugar. It increases adrenaline manufacturing by 400%. Stresses the pancreas. Causes extended storage of body fats. Acidifies the body and runs minerals out of the bones. Removes teeth from the tooth. Feeds cancer cells. Need I go on?

Mineral salts: People that sweat needs to replace the water-soluble minerals that pop out in the sweat. Of route we do. But the listed mineral salts do no longer adequately do this. They have very constrained bioavailability due to the fact they’re now not integrated into the shape of a plant and haven’t any enzymes attached to them. Nice try advertising and marketing men, however, this does not stack.

Flavorings: I wager that is what allows them to call this liquid “berry and tropical fruit combination” then. Because, as you could see, there may be not a berry, mango or certainly anything else that might be taken into consideration to be part of the plant kingdom within the above list.

Acidity regulator: I in my view would not need to eat this stuff. In business programs, this white crystalline powder is authorized to be contaminated with arsenic and heavy metals (2ppm and 20ppm respectively). It is commercially acquired via fermentation method of glucose with the aid of the mold Aspergillus niger and can be acquired synthetically from acetone or glycerol. Acetone? That’s nail varnish remover. Would you drink that I marvel?

Stabilisers (acacia gum, glycerol esters of wooden rosins): Doesn’t sound correct to me. These additives permit the flavoring oils to combine with the drink and not come out of suspension. The WHO has encouraged that toxicity studies be finished. I couldn’t discover any – perhaps the agencies have come what may wriggle out in their obligations on this regard.

Sweeteners – Sucralose, Acesulfame K: Artificial sweeteners are the lowest of the low. Not most effective do you’ve got sugar and fructose because the primary ingredients after water, it’s far somehow deemed necessary to add greater sweetness to this concoction? This doesn’t make any experience. Acesulfame K is 200 times sweeter than sugar. God only knows what these items ought to taste like! Acesulfame K contains the carcinogen methylene chloride. Long-term exposure to methylene chloride can cause headaches, despair, nausea, intellectual confusion, liver outcomes, kidney outcomes, visible disturbances, and most cancers in people. There has been a high-quality deal of opposition to the use of acesulfame K without in addition checking out, but at this time, the FDA has now not required that those checks be accomplished. As for sucralose, I might treat it with the identical diploma of warning.