Billboards feature more energy drink ads than Taliban state propaganda.
A production line in a warehouse in western Afghanistan produces 24 bottles of energy drinks every second. These drinks are consumed to forget the hardships of life and to remove disappointment.
The Taliban regime has removed many signs of Western influence, but a craze for stimulant drinks, which came with American troops, still exists and has fueled local industry.
Alcohol is banned in Afghanistan, but caffeinated energy drinks are consumed by everyone, from secret police to children, and appear on more billboards than Taliban state propaganda.
Many local brand names are reminiscent of the old war: ‘Commando’, ‘Attack’, and ‘Predator.’
“It is clear that there are more difficulties and problems in the lives of young people here,” said Malad Ghaznavi, who was at a supermarket in Herat city, where 40 varieties of the drink were available.
“Energy drinks have become a habit of people and they have become addicted to them,” Malad Ghaznavi told AFP.
“They drink anything that relaxes them,” said the 19-year-old. According to him, he himself was ‘addicted’ but quit due to health reasons.
Energy drinks, which are high in caffeine and sugar and often more available than drinking water at roadside stalls, are seen by many Afghans as a way to make up for insufficient food.
According to the World Food Program (WFP), nearly 90 percent of people in poverty-stricken Afghanistan do not receive adequate nutrition. The latest figures from March show that 86 per cent of households are relying on less favored and cheaper food, with more than a third reducing the number of meals and more than half reducing the amount of food they eat. has done
Gulzar, a laborer, drinks four cans of ‘hit’ for his 14-hour daily toil. “We work here, we sweat, so when we are tired we drink energy drinks,” said Gulzar, 40. If you don’t drink, you’ll get tired, you’ll get a headache, you’ll be tired.’
But drinking so many energy drinks comes at a price. Gulzar’s diet contains more than 100 grams of sugar — twice the amount recommended by the World Health Organization — and the amount of caffeine equivalent to six espressos (coffee), which he compares to a cigarette.
According to the US Food and Drug Administration, excessive caffeine consumption can cause high blood pressure, increased heart rate, anxiety and insomnia. But Gulzar says he has no alternative.
According to him, ‘There is extreme poverty in Afghanistan, if we had the resources, we would not use them.’
Local brands cost only about 30 afghanis ($0.40) while imported Red Bull or Monster, popular names globally, are beyond the purchasing power of most Afghans.
The poorest Afghans, dependent on dwindling foreign aid, cannot afford energy drinks and instead subsist on bread with caffeinated green tea.
August 12, 2024 Afghan workers prepare energy drinks at a factory in Herat (Mohsen Karimi/AFP)
According to research firm Future Market Insights, energy drinks were invented in Japan in 1962 but grew in popularity during the 2000s, and are now a global sector worth about $40 billion.
In the industrial heartland of western Herat, the Pamir Cola Company says it produces 1 million cans a day. Still, Pamir Cola says he has a small stake in an industry he estimates produces two cans a day for Afghanistan’s four million citizens.
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It is impossible to verify this number because the Afghan Ministry of Commerce lacks information. Company workers pour sugar and stearic acid into the machine, which produces the product every moment the power is turned on.
Pamir Cola says it manufactures its products according to EU standards, although Afghanistan’s market is largely unregulated and left to its own devices.
While Red Bull is associated with Glamorous Extreme Sports and Monster Motorsports, Zaheer Shah Bahadury, who runs Pamir Cola along with his two brothers, is well aware of the challenges ahead.
The 45-year-old said: ‘For people in Afghanistan who work hard and don’t have a good diet, drinking energy drinks is the best alternative for them. I think business is good and will probably get better.’
On the side of a highway in Kabul, vendors stack crates of energy drinks in tall rows, while cars rumble by.
Ahmed Gulab, 36, who occasionally sells to customers in crates, said, ‘It relieves their exhaustion. Their joy is in life.’
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#Energy #drinks #addicted #Afghans
2024-09-11 23:51:39
How are energy drinks becoming a primary source of nutrition for many Afghans amid food scarcity?
Table of Contents
Energy Drinks Take Afghanistan by Storm: A Craze Unlike Any Other
In a country where alcohol is banned, energy drinks have become the go-to beverage for many Afghans. From street carts to corner shops to fine restaurants, energy drinks are sold everywhere in modern Afghanistan [[1]]. The Taliban regime may have removed many signs of Western influence, but the craze for stimulant drinks, which came with American troops, still exists and has fueled local industry.
Billboards in Afghanistan now feature more energy drink ads than Taliban state propaganda [[2]]. Energy drinks, which are high in caffeine and sugar, are seen by many Afghans as a way to make up for insufficient food. According to the World Food Program (WFP), nearly 90 percent of people in poverty-stricken Afghanistan do not receive adequate nutrition [[3]].
The energy drink craze has taken over Afghanistan, with high-caffeine sweet beverages enjoyed by all ages – including toddlers and pregnant mothers [[3]]. Local brand names such as ‘Commando’, ‘Attack’, and ‘Predator’ are reminiscent of the old war.
For many Afghans, energy drinks have become a habit. Malad Ghaznavi, a 19-year-old from Herat city, said, ”Energy drinks have become a habit of people and they have become addicted to them” [[3]]. Ghaznavi himself was addicted but quit due to health reasons.
Gulzar, a laborer, drinks four cans of ‘hit’ for his 14-hour daily toil. “We work here, we sweat, so when we are tired we drink energy drinks,” said Gulzar, 40 [[3]]. However, drinking so many energy drinks comes at a price. Gulzar’s diet contains more than 100 grams of sugar – twice the amount recommended by the World Health Organization – and the amount of caffeine equivalent to six espressos (coffee), which he compares to a cigarette [[3]].
Despite the health risks, energy drinks are seen as a necessary alternative for many Afghans. According to Gulzar, “There is extreme poverty in Afghanistan, if we had the resources, we would not use them” [[3]].
Local brands cost only about 30 afghanis ($0.40), making them an affordable option for many Afghans. Imported Red Bull or Monster, popular names globally, are beyond the purchasing power of most Afghans [[3]].
The poorest Afghans, dependent on dwindling foreign aid, cannot afford energy drinks and instead subsist on bread with caffeinated green tea [[3]].
The energy drink industry in Afghanistan is thriving, with companies like Pamir
**PAA Questions for the Title: Billboards Feature More Energy Drink Ads than Taliban State Propaganda in Afghanistan**
Billboards Feature More Energy Drink Ads than Taliban State Propaganda in Afghanistan
In a surprising turn of events, energy drinks have taken Afghanistan by storm, with billboards featuring more ads for these caffeine-rich beverages than Taliban state propaganda. Despite the Taliban regime’s efforts to remove Western influences, energy drinks, which were introduced by American troops, have become an integral part of Afghan daily life [[1]]. From street carts to corner shops to high-end restaurants, energy drinks are sold everywhere, with local brands such as “Commando,” “Attack,” and “Predator” becoming household names [[2]].
A Booming Industry
The energy drink craze has fueled the local industry, with production lines in warehouses producing 24 bottles of energy drinks every second [[3]]. These drinks are consumed by Afghans of all ages, from secret police to children, as a way to cope with the hardships of life and forget their disappointments. Many Afghans see energy drinks as a way to make up for insufficient food, which is a major concern in a country where nearly 90% of the population does not receive adequate nutrition [[4]].
A Habitual Addiction
“It is clear that there are more difficulties and problems in the lives of young people here,” said Malad Ghaznavi, a 19-year-old who was addicted to energy drinks but quit due to health reasons [[5]]. “Energy drinks have become a habit of people and they have become addicted to them.” Gulzar, a 40-year-old laborer, drinks four cans of “Hit” energy drink every day to get through his 14-hour shift [[6]]. While energy drinks may provide a temporary energy boost, they come at a price, with excessive caffeine consumption leading to high blood pressure, increased heart rate, anxiety, and insomnia.
Local Brands Dominate the Market
Local brands, which cost around 30 afghanis ($0.40) per can, dominate the market, with imported brands like Red Bull and Monster being beyond the reach of most Afghans [[7]]. The poorest Afghans, who depend on dwindling foreign aid, cannot afford energy drinks and instead subsist on bread with caffeinated green tea.
A Global Phenomenon
Energy drinks were invented in Japan in 1962 but gained popularity in the 2000s, with the global market now worth around $40 billion [[8]]. While energy drinks may be a global phenomenon, their impact is particularly significant in Afghanistan, where they have become an integral part of daily life.
energy drinks have taken Afghanistan by storm, with billboards featuring more ads for these beverages than Taliban state propaganda. While they may provide a temporary energy boost, they come at a price, and their excessive consumption has serious health implications. As Afghanistan struggles to rebuild and recover, it remains to be seen how this energy drink craze will shape the country’s future.
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