FDA not happy about Cocaine Energy Drink

The Cocaine Energy Drink produced by a Las Vegas company is under attack by the FDA. According to an article, the Food and Drug Administration said Redux Beverages LLC is illegally marketing the drink as both a street drug alternative and a dietary supplement.

The FDA cites as evidence the drink's own labeling and Web site, which include the statements "Speed in a Can," "Liquid Cocaine" and "Cocaine — Instant Rush." In addition, dietary supplements cannot carry claims to prevent or treat a disease — something only drugs can do. The Cocaine Web site lists an ingredient called inositol and says it reduces cholesterol and helps prevent hardening of the arteries, among other health claims, the FDA said.

The FDA is saying that Cocaine is a new drug and as such cannot be sold without FDA approval. The FDA gave the company 15 days to notify the agency of its plans to correct the violations of federal law. Otherwise, it can face seizure of its products, injunctions and possible criminal prosecution.

When I introduced Cocaine Energy Drink in my blog I mentioned that I disagreed with the product, its Web site and its marketing tactics. I believe that FDA is doing the right thing by forcing Redux Beverages LLC to make a change in the marketing and claims about their product.

Energy MILK?

Bravo! Brands Inc. (BRVO) , a brand development and marketing company that promotes and distributes vitamin-fortified, flavored milk drinks and other beverages, announced that it will expand milk into two new categories by entering the large and fast growing sports and energy drink markets with milk-based products.

Bravo! is currently researching and testing Slammers(R) Energy Milk, which is expected to combine the goodness of milk in a beverage that provides twice the energy of the leading energy drink.

By creating this product, Bravo! is seeking entry into the energy drink market, and because milk can play an important role in post-exercise recovery and rehydration I think they have created a product that is going to really sell. The energy drink marketing is pulling in a lot of money, and energy milk seems to be a healthier alternative to, say, Red Bull or Spike Shooter. The only thing I worry about is what the energy milk could possibly taste like. I’m thinking not too good.

The Good, The Bad and The Ugly

As soda makers put more information about caffeine content on their products, people are becoming more aware of the amount of caffeine they are putting in their bodies. However, many people may not understand the good, bad and the ugly of caffeine intake. This is why a recent ABC News article took a look.

The article touches on the “good” explaining that caffeine increases your basic metabolic rate and can open up air passages and help to increase respiration rates. In addition it you have low blood pressure, caffeine can also be a simple way to give it a modest boost.

On the other hand, caffeine can be addicting, even resulting in withdrawal. Withdrawal effects include headaches, nausea, sweating, attention problems and drowsiness.

So, how much caffeine is too much? The article lists several different beverages and the amount of caffeine contained in each. It encourages readers to add daily intake of each beverage to determine how much caffeine they're getting.

Once again it all comes back to making sure you know how much caffeine you are drinking. In moderation there seems to be no problem. It’s just important to avoid excessive intake.