“Your product, Cocaine, is a drug.”
What might seem a very obvious statement from federal regulators is actually directed at Redux Beverages, the Las Vegas beverage manufacturer behind Cocaine energy drink.
The Food and Drug Administration recently sent the company an official letter pointing out that, while the product did not contain any actual cocaine, it does contain a drug subject to regulation, and therefore cannot be sold without official FDA approval. The substance in question is an ingredient, inositol, which the company's website claims can reduce cholesterol and hardening of the arteries.
When the beverage debuted in October of last year, it received widespread attention for its bold — shameless, said some — marketing tactics. Now, under federal scrutiny, Redux officials say they are discussing compliance with federal law.
