California calls for fizzy drink boycott

A new energy drink called 'Cocaine', which its manufacturer describes as a 'legal alternative' to the actual drug, has unleashed a furore amongst parents and anti-drug groups.

The highly-sugared beverage contains 280 milligrams of caffeine per serving, as opposed to 81 for Red Bull and 34 for Coca-Cola.

'Instant Rush. No Crash!' promises the 'Cocaine' website, which also claims drinkers will experience 'possible feelings of euphoria'.

So far the drink is only being sold in Los Angeles, San Diego and New York but opposition to it has spread much further afield.

'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', said David Raynes of the UK National Drug Prevention Alliance.

Cocaine is the latest in an expanding range of energy drinks, with such names as 'Xtazy Energy' and 'PimpJuice', aimed at teens and young clubbers.

Boringly, 'PimpJuice' is mainly water, with other ingredients including high fructose corn syrup, guarana, and colouring agents yellow #5 and blue #1. Its website reassures us that 'PimpJuice's artificial coloring gives it a smooth neon green glow'.

Meanwhile, 'Xtazy Energy' is available in three 'bold' flavours but its ingredients include (you've guessed it) water and high fructose corn syrup plus other goodies such as sodium benzoate, potassium sorbate and colouring.

Life is far more sedate in the RK office, where the only druggy re-branding to catch our attention would be renaming Horlicks as 'Mogadon'.

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