"Anuj Bhasin, general manager of Gatorade, said roughly 32 million consumers reject the energy drink category for the negative health effects. Fast Twitch aims to attract those consumers, offering plenty of caffeine but no sugar or carbonation."

Its not the fizzy sugar water.  I know plenty of people who have a Pepsi or Coke instead of a cup of coffee in the morning.  Flat, sugar free energy drinks like 5-hour also sell well.  People didn't switch to 4 Loko when it came out because they were looking for a new sugar-free alternative for caffeine.

The negative health effects that makes individuals reject energy drinks is the ridiculous amount of caffeine that makes both your heart and bladder want to explode. Its the dizziness brought on by too much niacin.  Its the ridiculous amount of taurine that literally makes your kidneys ache and you feel like throwing up. Its having so much ginko-biloba that you lose the the benefit of increased blood flow to the brain and get it interfering with multiple cardiovascular drugs.Doubling the dosages you get from a can of Red Bull but saying its healthier is deceptive marketing and they should be ashamed of themselves.