Legal difficulties in France
due to health concerns over Taurine (one of the drink's main ingredients) once forced Red Bull to
produce a “modified” version of the beverage for export to France only. This unforeseen development made it impossible for Red Bull to continue producing a globally standardized product.
When the ban was eventually lifted in 2008, Red-Bull used the opportunity to push the original recipe once
again in France, only this time with a marketing twist. New cans emblazoned
with a stamp that read “Taurine Formula” were produced for the French market to both alert loyal consumers to the change and to attract
newbies by emphasizing the mysterious ingredient on the packaging.
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