It expected to be launched in Britain this summer and will be sold with the word 'Cocaine' spelled out in what looks like a white granular substance, resembling the recreational drug, on the side of the can.Yesterday anti-drugs charities accused the drink's makers of 'cynical and irresponsible' marketing which could tempt young people in trying drugs. Alcohol groups are also likely to protest against the drink as fears grow about the effects of high caffeine drinks, such as Red Bull, on young drinkers.
Harry Shapiro, director of DrugScope, said: 'This is clearly a piece of cynical and irresponsible marketing. However, I hope people will not be fooled by it. They have obviously picked this name because it is a high energy stimulant drink and there are other high energy stimulants out there - cocaine being one of them.'
David Raynes, of the UK National Drug Prevention Alliance, added: 'It is people exploiting drugs. It is a pretty cynical tactic exploiting illegal drugs for their own benefit. The fact is that subliminally it is making the image of drug use cool and that's what kids want to be, cool. Kids will be drinking Cocaine and will inevitably link the two. The drink is relatively innocuous, but they will be linking it with cocaine use and the market, which is far from innocuous.'
The Cocaine drink is made from guarana, a natural 'caffeine' berry from South America, and contains 350 per cent more caffeine than Red Bull.
Las Vegas-based drinks company Redux Beverages claim the only way to get more caffeine per ounce is with an espresso. The U.S. version of the drink also contained wasabi and cinnamon, which numbed the throat to mimic the effect of taking cocaine for drinkers.
However, in February this year Redux was forced to relaunch the drink after complaints from the Food and Drug Administration over its purported health benefits. A source from the newly-formed UK parent company Ocke Cokey, based in Kent, said the drink will be on the shelves in the next few weeks.