Saturday, March 03, 2007

Just what we don't need

A new energy drink has just been launched in the US aimed at Christians.

Launched by a Texan 'faith-inspired' company, 1in3Trinity is marketed as the liquid companion to an active Christian lifestyle. 1in3Trinity claims its energy drink contains a special blend of grapes and plants that once originated from the Holy Land.

"Energize your mind and your body with the new Iin3Trinity energy drink," advertises the company.

According to Nutraingredients, an industry information service, "drinking an energy drink may not be what Jesus had in mind when he told his disciples, 'do this in memory of me'. But with 83 percent of Americans identifying themselves as Christians, this value-added approach could leave other companies wishing they had done it unto themselves earlier."

"We've got a cross on the can so it's based on Christianity," 1in3Trinity president Paula Masters told NutraIngredients-USA.

Nutraingredients commented that "The jury is out on whether a faith-based beverage called 1in3Trinity could prove a blessing or a curse for the functional products industry."

Whether this type of approach will be good for the functional foods industry is one thing, but whether it will be good for the image and credibility of Christianity is quite another. Quite frankly, with the challenges facing Christianity today this is the kind of 'help' the church doesn't need.