Thursday, July 31st14.9°C
22568
21755

Coca-Cola drops controversial ingredient from Powerade, following move by PepsiCo, Gatorade

NEW YORK, N.Y. - Coca-Cola is dropping a controversial ingredient from its Powerade sports drink, after a similar move by PepsiCo's Gatorade last year.

The ingredient, brominated vegetable oil, had been the target of a petition by a Mississippi teenager, who questioned why it was being used in a drink marketed toward health-conscious athletes. The petition on Change.org noted that the ingredient is linked to a flame retardant and is not approved for use in Japan or the European Union.

In response to customer feedback, PepsiCo said last year it would drop the ingredient from Gatorade. At the time, Coca-Cola declined to say whether it would remove the ingredient from the two flavours of Powerade that contain it as well.

But this week, bottles of Powerade in fruit punch and strawberry lemonade flavours being sold in the Detroit, Michigan; Omaha, Nebraska, New York and Washington, D.C. areas no longer list the ingredient. Some bottles still list it, however, suggesting Coca-Cola Co. may have started phasing it out recently.

A representative for the Atlanta-based company confirmed Sunday that its Powerade brands are "BVO-free." But no details were immediately available on when the change would be complete or how the drinks were reformulated.

Powerade's website still lists brominated vegetable oil as an ingredient for its fruit punch and strawberry lemonade flavours.

The Food and Drug Administration says brominated vegetable oil is used as a stabilizer for flavouring oils in fruit-flavoured drinks. Coca-Cola has said in the past that it uses it to "improve stability and prevent certain ingredients from separating."

The decision by Coca-Cola to remove brominated vegetable oil from Powerade is just the latest evidence that food makers are coming under pressure for the ingredients they use. While companies stand by the safety of their products, some are making changes in response to the movement toward foods that people believe are natural.

Earlier this year, for instance, Subway said it would remove an ingredient dubbed the "yoga mat chemical" from its breads. The ingredient, azodicarbonamide, is approved for use by the FDA and can be found in a wide variety of breads. The petitioner, Vani Hari of FoodBabe.com, said she targeted Subway because of its image for serving healthy food.

Likewise, brominated vegetable oil can also be found in several other drinks.

But the Mississippi teenager, Sarah Kavanagh, said she targeted Gatorade and Powerade in petitions because they're designed for athletes, who are likely more concerned about what they're putting into their bodies. Her Powerade petition had more than 59,000 online supporters while the Gatorade one had more than 200,000.

"Consumers are coming together quickly and efficiently to influence the world's biggest beverage companies in an unprecedented manner," said Pulin Modi, senior campaign manager for Change.org.

As Americans cut back on soda, sports drinks have become more important for Coca-Cola and PepsiCo Inc., which is based in Purchase, New York.

Although Coca-Cola has long dominated rival PepsiCo on the soda front, it lags the company in the growing sports drink category. According to the industry tracker Beverage Digest, Gatorade has 64 per cent of the sports drink market.

___

Follow Candice Choi at www.twitter.com/candicechoi

The Canadian Press


Read more Business News




Recent Trending




Today's Market
S&P TSX15524.82+78.271
S&P CDNX1011.10-5.40
DJIA16880.36-31.75
Nasdaq4462.902+20.204
S&P 5001970.07+0.12
CDN Dollar0.9164-0.0007
Gold1310.00+6.70
Oil99.19-1.08
Lumber328.70+6.40
Natural Gas3.73-0.017

 
Okanagan Companies
Pacific Safety0.1850.00
Knighthawk0.01-0.005
QHR Technologies Inc1.22+0.02
Cantex0.085+0.02
Anavex Life Sciences0.26-0.0075
Metalex Ventures0.08-0.005
Russel Metals35.22-0.07
Copper Mountain Mining2.83-0.03
Colorado Resources0.22-0.005
ReliaBrand Inc0.10+0.019
Sunrise Resources Ltd0.03-0.005
Mission Ready Services0.15-0.005

 





FEATURED Property
1427452Crooked Lake Cabin
$110,000
more details
image2image2image2
Click here to feature your property
Please wait... loading


Take charge of your debt

Photo: Thinkstock.comWays to reduce your Debt:Make a budget and get budget counselingA basic first step for debt reduction is to prepare a budget and plan your spending. Once you have a budget, you mu...


Geopolitical tensions rattle markets

The Big Picture Geopolitical tensions rattle markets The spectre of rising geopolitical tensions in Ukraine and Gaza cast a shadow over an otherwise positive week in the markets. News that a passenger...


Learn to delegate effectively

Photo: ContributedI have the pleasure of witnessing people delegate tasks quite often. Sometimes with tremendous success and sometimes with disastrous consequences. I have chaired a lot of committees...

_








Member of BC Press Council


22758