Starting Monday, August 17, 2026, customers and members must be at least 16 years old to purchase energy drinks with high caffeine content at Brugseni stores. With this initiative, Brugseni aims to take an active role in creating a healthier environment for children and young people with regard to the sale of energy drinks.
For several years, Brugseni has been working to limit children’s and young people’s access to energy drinks, including through local initiatives during school hours. With the new age limit, Brugseni is taking the next step and implementing a uniform policy in all stores.
The decision is based on health recommendations to limit caffeine intake among children and adolescents. The Danish Veterinary and Food Administration advises against children drinking energy drinks because the high levels of caffeine can cause, among other things, restlessness, sleep problems, difficulty concentrating, and heart palpitations. At the same time, experience from several Nordic and European countries indicates that age restrictions are an effective tool for limiting children’s and adolescents’ access to energy drinks.
As one of Greenland’s largest retail chains, Brugseni therefore wants to make it easier to make healthy choices, especially when children and teenagers are shopping on their own without their parents.
– We know that energy drinks with high caffeine content are not recommended for children. We therefore want to help create a healthier environment and encourage young people to choose products that promote a healthier lifestyle when they shop without their parents. An age restriction alone won’t solve the problem, but it is a concrete step toward creating a healthier environment for children and young people, says CEO Allan Kristoffersen.
Effective at the start of the school year
The age limit takes effect on Monday, August 17, 2026, when many children and teenagers return to school after summer vacation.
The timing was chosen to draw greater attention to the products and promotions that children and young people encounter in their daily lives, when they often shop without their parents. Brugseni also hopes that the initiative will help foster a dialogue about healthy habits and responsible consumption.
How the Program Works
Once the age limit takes effect, employees may ask customers to provide proof of age if they are unsure whether the customer is at least 16 years old.
The age restriction is a voluntary decision made by Brugseni and is not a legal requirement. It applies to energy drinks containing
