Coke's new drink may be unveiled without FDA approval

[Guest guest]

Coke's new drink may be unveiled without FDA approval

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The Coca-Cola Co. (NYSE: KO) is expected to launch a drink this week with an

ingredient that has not yet received Food & Drug Administration approval,

according to The Wall Street Journal. The new drink is a non-carbonated juice

containing a natural, calorie-free sweetener made from the herb stevia.

 

Coke plans to market three juice drink flavors in its Odwalla line using

this natural, noncaloric sweetener. PepsiCo Inc. (NYSE: PEP) also has several

drinks ready to go in the U.S. market using stevia. There's only one little

problem, though. The FDA has approved stevia only as a dietary supplement, but

labeled it an " unsafe food additive " in 1991 because some studies suggested

adverse health effects from stevia-based products. Companies working with Coke

and Pepsi to make the sweetener have submitted new data to refute that but

have yet to receive approval.

 

Thing is, it seems an approval isn't actually required under the FDA's

voluntary program for new ingredients. Already Cargill Inc., which makes Coke's

stevia-based sweetener, is marketing and selling a table-top version, called

Truvia. So while Pepsi is holding its new drinks while waiting for the FDA's

blessing, Coke may not wait and could unveil the drinks in the U.S. before the

approval.

 

It's quite possible, then, the American consumer could be exposed to an

ingredient the FDA right now deems unsafe. If Coke doesn't wait for the

approval,

it takes a financial and PR risk, not to mention a chance with consumers'

health. If the FDA doesn't end up approving stevia as a food additive, Coke

will have to recall these products and could suffer all kinds of consequences,

from bad PR to perhaps some legal ramifications.

 

I know the rivalry between the two companies has always been great, but is

this really worth it just to beat Pepsi and come out with stevia-sweetened

juices first?

 

(http://www.papercut.biz/emailStripper.htm)

 

 

 

[Guest guest]

I don't understand.

What is wrong about using Stevia?

Maria

>

>

> On Tue, 16 Dec 2008 14:25:53 EST, you wrote:

>

> >Coke's new drink may be unveiled without FDA approval

The FDA has approved stevia only as a dietary supplement, but

> >labeled it an " unsafe food additive " in 1991 because some studies

suggested

> >adverse health effects from stevia-based products. Companies

working with Coke

> >and Pepsi to make the sweetener have submitted new data to refute

that but

> >have yet to receive approval.

> >

> >Thing is, it seems an approval isn't actually required under the

FDA's

> >voluntary program for new ingredients. Already Cargill Inc.,

which makes Coke's

> >stevia-based sweetener, is marketing and selling a table-top

version, called

> >Truvia. So while Pepsi is holding its new drinks while waiting

for the FDA's

> >blessing, Coke may not wait and could unveil the drinks in the

U.S. before the

> >approval.

> >

> >It's quite possible, then, the American consumer could be exposed

to an

> >ingredient the FDA right now deems unsafe. If Coke doesn't wait

for the approval,

> >it takes a financial and PR risk, not to mention a chance with

consumers'

> >health. If the FDA doesn't end up approving stevia as a food

additive, Coke

> >will have to recall these products and could suffer all kinds of

consequences,

> >from bad PR to perhaps some legal ramifications.

> >

> >I know the rivalry between the two companies has always been

great, but is

> >this really worth it just to beat Pepsi and come out with stevia-

sweetened

> >juices first?

> >

> > (http://www.papercut.biz/emailStripper.htm)

> >

> >

> >