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The Power Of Caffeine

THE PREVAILING THEORY of why caffeine increases alertness took shape only in the early 1970s. The theory holds that caffeine interferes with the depressant effects of adenosine, which is one of the chemicals that the body makes to control neural activity~ Adenosine triggers a serieThe Power Of Caffeine

THE PREVAILING THEORY of why caffeine increases alertness took shape only in the early 1970s. The theory holds that caffeine interferes with the depressant effects of adenosine, which is one of the chemicals that the body makes to control neural activity~ Adenosine triggers a series of slowing effects: it depresses mood and alertness, lowers the need to urinate and slows gastric secretion and respiration. After it is released by nerve endings in the brain, adenosine must reach receptors on the surface of certain brain cells in order to work. Caffeine, the theory has it, acts as an adenosine impostor. Molecules of caffeine counterfeit molecules of adenosine, locking into the adenosine receptors on brain cells. They fool the body into thinking that adenosine is circulating, but they produce no depressive effect of their own.

Caffeine speeds you up, then, by not slowing you down. Its effects are the opposite of what adenosine does: it makes you feel brighter and more alert, increases gastric secretion, makes you urinate more and stimulates respiration.

Proponents of caffeine speak of its ability to increase vigilance and heighten the ability to perform various tasks. Its effects are most pronounced, how- ever, when compared with performance levels that are low because of fatigue, boredom or caffeine abstinence. Too, its effects seem to vary by personality type. For example, caffeine appears to help extroverts keep performing vigilance tasks better than introverts, who can evidently plow through such tasks unassisted.

Despite the generations of writers who have thought that coffee helped them think more clearly, caffeine seems only to increase intellectual speed, not intellectual power. Subjects in experiments do things like read and fill out crossword puzzles faster-but not, unfortunately, more accurately.

Caffeine quickens reaction time and can enhance both hand-eye coordination and the capacity of muscles to work. This boost to overall endurance has led to its use by cyclists and runners. But caffeine also has a diuretic effect, increasing frequency of urination. Caffeinated drinks are thus dehydrating, good for neither athletes nor flyers: dehydration is one of the worst problems of air travel and a prime cause of jet-lag.

Caffeine speeds up the metabolism and makes you burn calories faster, although not so much faster that it will help you lose weight. Its inclusion in over-the-counter diet pills in place of prescription-only amphetamines (“speed”) seems to be largely ineffective. Amphetamines, which diminish appetite, work differently than caffeine does on the brain.

This general quickening does not mean that coffee can sober you up – either black or with milk. Your motor functions will be just as impaired by alcohol as they were minutes before you downed that cup of coffee, and even if you feel more awake, you’re just as dangerous a driver. Similarly, caffeine does not counteract the effects of phenobarbital and other barbiturates. It does, however, help reverse the impairment of cognitive activity caused by benzodiazepines, the compounds that are the basis of Valium and many other tranquilizers. This reversal affects how you think as opposed to how fast you react. If you are taking a muscle relaxant or tranquilizer that you think might be one of these compounds, ask your doctor; he or she will probably advise you not to defeat the effects of the drug by drinking coffee.

Some researchers speculate that a similar restorative effect on cognitive activity might take place in the interaction between caffeine and alcohol, but no one yet knows. Remember, though, that the question is whether caffeine can help you think more clearly after you have drunk alcohol – not whether it will improve your reflexes. No one imagines that coffee can make you a safer driver after you’ve been drinking.

Besides being a self-prescribed antidepressant and alertness drug, caffeine has been shown to be useful to people with asthma, since it works as a bronchodilator, meaning that it widens the air passages in the lungs and eases breathing. It might even be something of an aphrodisiac, if the results of a University of Michigan study can be generally applied: the study showed that older subjects were more likely to be sexually active if they were coffee drinkers than if they were not.


Unique, hyper-caffeinated coffee company joins with goodwest industries, the pioneer of bag-in-a-box system…

Buy Shock-a-lots and Shock Coffee Products

New York, NY June 7, 2007- Shock Coffee, the leading Hyper-Caffeinated coffee with over 50% more caffeine than other gourmet coffees, announced today that it has partnered with GoodWest Industries, the innovators and leaders in “Bag-in-a-Box” shelf-stable food service dispensing solutions. Never before available in iced-coffee form, consumers can now purchase Hyper-Caffeinated Shock Iced Coffee to “perk” up and cool down.Each box that GoodWest supplies will contain two 6-liter bags of Hyper-Caffeinated Shock Iced Coffee that arrive brewed and ready to drink. Distributed along with custom made, easy-to-use dispensers splashed with Shock’s bright yellow and red logo, GoodWest has developed a simple and efficient way to capture the expanding Hyper-Caffeinated specialty coffee category that Shock has pioneered.A leader in the field and only 10 years old, GoodWest Industries continue to develop and deliver dispensing equipment and product to all 50 states as well as military bases around the world. Before partnering with Shock Coffee, GoodWest iced coffee products were only offered in mocha or French vanilla flavors.“Shock Coffee is a unique addition to our iced coffee products as we’ve never carried a regular brew before, let alone a Hyper-Caffeinated drink,” says CEO Bill Goodwin. “Both Shock and GoodWest are well-known nationwide as well as overseas, and therefore I am positive that this will prove to be an exciting partnership.” Already seen on Nightline, NBC’s Today Show and The Tonight Show with Jay Leno among others, Shock Coffee has gained popularity coast to coast.

“Sometimes there’s uncertainty when joining forces with other companies but the folks at GoodWest make me feel right at home,” says Jeffrey Rosen, president of Shock Coffee. “Achieving national brand recognition with Shock Coffee’s products was no easy task, and it’s very important that we partner up with a company like GoodWest who understands the importance of brand awareness.”

About Shock Coffee
Currently distributed in over 8,000 stores in all 50 states, New York City-based Shock Coffee is the world’s first Hyper-Caffeinated gourmet coffee comprised of all-natural high-quality beans that are selected for a combination of taste and caffeine content. The blend was carefully created over a long testing period with their roast specifications a tightly guarded secret. Shock’s Hyper-Caffeinated product line includes ground coffee, Shock Ready-to-Drink Mochas and Lattes as well as Shock-a-lots, chocolate covered coffee beans for those who prefer to chew their caffeine and Shock-A-Cino, a hyper caffeinated cappuccino.  Its packaging features a striking logo and graphics featuring eye-catching red, yellow and black colored bags. The products’ catch phrase is “Sleep Is Overrated.”

Buy Shock-a-lots and Shock Coffee Products

Source: D.L. Blackman and Co.

 

[tags] Shock Coffee, Hyper-caffeinated Coffee, Iced Coffee, Shock-a-Cino, High Caffeine Coffee[/tags]