The ads, in wide circulation several years ago, instantly injected all the power of the Armstrong myth into the FRS Company, maker of FRS Energy beverages and supplements.

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From water purification systems and biohazard sensors to efficient energy systems and nutritional supplements in baby food, the spinoffs from space technology are myriad.

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U.S. regulators have capped caffeine at roughly 6 milligrams an ounce for traditional sodas such as cola under a decades-old rule, but haven't done the same for energy drinks, many of which are marketed as dietary supplements and subjected to less government oversight.

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In March, Monster Energy Corp. decided to begin marketing its products as beverages instead of dietary supplements and said it would include the caffeine content on each can of its energy drinks.

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The amount of caffeine in energy drinks is hard to pin down, because many are marketed as supplements, rather than as foods, allowing them to wiggle around FDA regulations and labeling laws.

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