Its indeed tough time for Monster Energy as they are facing slew of complaints from consumers who allege Monster's highly caffeinated drinks to be the cause behind five deaths in the last three years. On the same lines, the US Food and Drug Administration has already started investigating the case. It has further been elaborated that the FDA has got complaints of deaths and one heart attack, all associated with Monster Energy drink.

It was only after mother of one of the possible victims filed a lawsuit against the company for its alleged role that the issue caught the attention of one and all. It was told that the victim, Anais Fournier, had apparently taken two cans of Monster Energy over a 24 hour period, before dying in December 2011. While parents are furious over company's alleged role, company has refused all the charges.

"Monster has to balance the very important need to make sure it says enough but doesn't endanger its legal case, along with the need to guard it's very important reputation", said Lance Ignon, co-head of the New York office of prominent crisis management firm Sitrick And Company, which apparently is not part of the case, while asserting that it won't be easy for the company to deal with this matter.