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?



Reader Comments (Page 1 of 15)
12-15-2008 @ 10:26AM
Cindy said...
First, just what IS a "noncabonated" drink? Second, artificial sweeteners are POISON to your body. Hopefully noone will ever actually buy this stuff and drink it.
12-15-2008 @ 10:41AM
supergaffo said...
any drink that is not carbonated like juice, coffee, tea, fruit drinks.....
12-15-2008 @ 10:48AM
Jcdinform said...
There is no Rivalry between either soft drink company,... They are trying to portray a Paradigm that does not Exist
Both companies Coke and Pepsi are complicit with Monsanto in Poisoning the Population with genetically altered food and the FDA is just as Corrupt.
12-15-2008 @ 11:05AM
Maria said...
If people would do their research, they will find that the sugar companies don't want stevia to be sold here in the US. Stevia has been used as a sweetener in many other countries and the US sugar companies see stevia as serious competition. Stevia is a much better choice as it can be grown in many areas and does not deplete the soil like sugarcane does.
Kudos to Coke and Pepsi for researching other NATURAL sweeteners.
12-15-2008 @ 11:23AM
Gabe Soochor said...
My son has grown and used stevia for years. It is an easy to grow herb. Could it be that the govt has been protecting the sugar industry? After all, if you and I can grow our own sweetener, what will become of the sugar farmers? Or will stevia be a controlled agricultural product like wheat?
12-15-2008 @ 11:26AM
chuck said...
I wish you people would do your homework. Soft drinks do not contain sugar. They contain High Fructose Corn Syrup. Talk about poison. A doctor told me that HFCS is poison in a bottle. His exact words.
If the FDA really want to help the American consumer of soft drinks, tell the American people the truth about HFCS.
12-15-2008 @ 11:27AM
azteka said...
Cindy, first of all get your facts straight.
You are saying artificial sweetners are bad, yes they are but the stevia is natural. It is extracted from leafs of a plant and alot of of pharmaceutical companies use it, if it was not safe they would not use it. As we know it the FDA will end up approving the stevia for COKE's beverage.
12-15-2008 @ 3:14PM
Ashley Grayson said...
Finally, we know why Steve Jobs looks so thin. Coke has been squeezing the juice out of him, called Stevia. Consumers will not only chug this drink, but listen to more music and enjoy a better sense of design.
12-15-2008 @ 2:15PM
mary said...
Sounds like another vanilla coke disaster. Stevia is very sweet but what are they going to do with that terrible after taste.
12-15-2008 @ 12:07PM
Rotcod Dam said...
So lets get this right, artificial sweetener will not get the nod from the FDA so the product will not be for sale at places that sell cigarrettes and Jack Daniels.
12-15-2008 @ 12:28PM
Sandra said...
Stevia has been sold in health food stores for years. This sweetner is truly a threat to the sugar industry (or corn industry) It is actually good for your body, and tastes great! I will be looking for these juices.
12-15-2008 @ 3:17PM
Frank said...
STEVIA is not artificial. It is a plant just like the fruits and vegetables we eat. I have used stevia for years. Entire areas of the world have used stevia in drinks and food preparation for years. It has been available in this country for decades. It is available in any store that offers NATURAL alternatives to the chemicals preferred by the manufacturers of artificial chemicals. Stevia is more accepted by the body than products that are refined, like sugar. If we received whole sugar instead of what is left after the natural parts are removed, it would be more body friendly. Sugar begins as a liquid squeezed from sugar cane. Refining takes out the color, nutrition, and water, leaving us with the dregs which get bleached and granulated. There is nothing natural about what we think of as sugar. The refined chemical we use causes the body to dump insulin to dispose of it. Stevia is as natural as the liquid in your pot after cooking vegetables. It can be grown on your kitchen window sill, along with other plants such as rosemary, parsley, oregano, basil, and thyme. Before modern manufacturing we grew these in kitchen gardens to season or food.
12-15-2008 @ 12:33PM
RB said...
Stevia has been around for decades, it's available in grocery stores right next to the sugar and sugar substitutes. The media is always trying to make something out of nothing.
12-15-2008 @ 12:39PM
jd said...
The FDA breached its own guidelines. Stevia should have been automatically approved due to it being available since prior to 1958 and it was generally recognized as safe since that time. Someone lobbied to have it rejected and it was rejected.
12-15-2008 @ 12:54PM
David said...
What's a "natural" food? One that has no preservatives, that spoil on the shelf? One that may have worms in it because the grower didn't use pesticides? We live much longer today than we did 100 years ago. Why? According to the "naturalists" we should all be dead. Who cares about science? I do.
12-15-2008 @ 12:55PM
EUGENE GUTIERREZ said...
HEY STEVIA IS A NATURAL HERB AND I SURE HOPE COKE COMES OUT WITH THIS AS A ALTERNATIVE TO ASPARTMAME AND THE SPLENDA BASED DRINKS! HOORAY FOR COKE AND I HOPE THE SUGAR INDUSTRY TAKES NOTICE TO NATURAL ALTERNATIVES THAT DON'T GIVE YOU DIABETES!
12-15-2008 @ 1:18PM
gojo said...
Stevia is not an "artificial" sweetener. It is produced from a plant, not made in a lab. Click the Stevia link.
12-15-2008 @ 1:48PM
Angelina said...
First, just what IS a "noncabonated" drink? Second, artificial sweeteners are POISON to your body. Hopefully noone will ever actually buy this stuff and drink it.---------- obviously u didn't pay attention to the story... it is a NATURAL sweetener made from the herb, not artifical.
12-15-2008 @ 1:53PM
emily said...
Well the FDA approved aspartame and it is ridiculously bad for you--tied to like 92 ailments...so I'm not sure what FDA approval is really supposed to get you...
12-15-2008 @ 1:57PM
Ashram said...
Cindy said "just what IS a 'noncarbonated' drink?"
Carbonated beverages are those which have had gas, such as carbon dioxide, dissolved into it, which is what gives a carbonated beverage its characteristic fizz.
Non-carbonated beverages are those which don't have gas dissolved into it, which are drinks that don't have fizz. An example of a non-carbonated beverage: regular drinking water, hot coffee, and orange juice.
As for stevia: non-issue from a health standpoint considering that it is a natural extract from an herb and has been used for decades without incident.