Jerusalem is unlikely to call in the Shayetet 13 naval commandos to raid hacker hideouts, or disrupt hacker supply lines by sending drones to strike truck convoys carrying Red Bull energy drinks.

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With the growth of energy drinks such as Monster and Red Bull expected to slow, Kickstart could also signal the emergence of a new category that plays off the promise of energy and other health benefits, said John Sicher, publisher of the trade journal Beverage Digest.

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Red Bull makes energy drinks.

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Monster had 36.8% of the U.S. retail market for energy drinks last year by volume, ahead of Austria's Red Bull GmbH, with 29.9%, and Las Vegas-based Rockstar Inc.

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All these activities are geared to one objective: to expand Red Bull's presence amid a deluge of new energy drinks being introduced by upstarts and beverage behemoths like Pepsi and Coke.

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PepsiCo said it doesn't consider Kickstart to be an energy drink, noting that it still has far less caffeine than drinks like Monster and Red Bull and none of the mysterious ingredients that have raised concerns among lawmakers and consumer advocates.

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Monster energy drinks were launched in 2002, rolled out in 16-ounce cans, twice as big as Red Bull.

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