White Tiger energy drink is the first Fairtrade-branded energy drink on the Swedish market. The business idea was born for about 5 years ago in Lund, whit the aim to create a prettier, tastier and more affordable energy drink to the market. Since 2009, the product bears the Fairtrade mark. In addition, the drink is to 65% made from organic ingredients. The product contains the standard for energy drinks caffeine content; and the debated taurine is not included.