Launched by eponymous 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. 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. Critics say that the energy drinks market has lost its way as marketers make wild claims for products aimed at specific consumer groups. "Energize your mind and your body with the new Iin3Trinity energy drink," advertizes the company. The lightly carbonated drink contains essence of antioxidant-rich pomegranate and grape. It is enhanced with B vitamins and vitamin C, and has only ten calories. The company, which started by marketing clothing, is mainly geared at Christian consumers – who it says purchase based on values. "We've got a cross on the can so it's based on Christianity," 1in3Trinity president Paula Masters told NutraIngredients-USA. "I don't think you'll find someone who doesn't believe in Jesus carrying the can." The drink is a stark contrast to an energy drink launched in various markets last year called Cocaine. Despite not containing illegal substances, the marketers behind that drink claimed to replicate the buzz created by the drug of the same name. Its target consumer group is young people and clubbers looking for a 'legal high'. 'Cocaine' attracted criticism from industry groups. For instance, Utah-based United Natural Products Alliance (UNPA) called on the federal government to take action to assure what it calls "illicit street drug sound-alike products" are not marketed as dietary supplements. In early December the FDA heard views on how the federal authority should tailor regulations for the functional food and drink category, which has grown in importance and is regarded by some to occupy a grey area between conventional foods and dietary supplements. One of the major concerns relating to energy drinks in general is the high caffeine content of many brands. Cocaine contains 32mg of caffeine per ounce. One serving is 8.4 fl oz. 1in3Trinity contains 50mg of caffeine per serving, which is within the range of regular soft drinks. 1in3Trinity is not going to be conducting trials to see if its drink can be backed up by spiritual health claims though. "I'm a Christian and I know that it doesn't come from drinking something," said Masters.