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?
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Reader Comments (Page 15 of 15)
12-16-2008 @ 4:54PM
Ellen said...
I LOVE stevia; it is a natural and calorie-free herb. Most brands taste great. I would be overjoyed if they made coke with stevia, although it would probably still have some other poisonous chemicals in it.
Probably it will take years to get this approved though.
12-16-2008 @ 4:16PM
Bamarina06 said...
The FDA will say that melamine, BPA, aspartame and countless other products are "safe" in whatever amount they make up that day, and yet a tried and true herb is suddenly public enemy #1 according to the FDA. It's quite ridiculous. In my opinion, it's more safe if the FDA has not approved it.
12-16-2008 @ 5:08PM
ruth said...
nothing like the Real Thing
12-16-2008 @ 5:51PM
Wendi said...
This would be huge for those of us who have food allergies or diabeties and cannot have sugar. Stevia is one of the only sweeteners I can have. I cook with it all the time.
I really hope this happens.
12-16-2008 @ 7:42PM
frank said...
Jones Soda is the only natural soft drink using cane sugar these days. KO and PEP use corn sryup. Stevia is derived from a natural plant, just like cane sugar. What's the problem?
12-16-2008 @ 10:38PM
Brian said...
I don't know what the big deal is, the FDA sells it's blessings to the highest bidders already good or bad, how many of you smoke pot or do crack or coke?
The FDA doesn't bless a lot of things you do and in fact holds up real drugs from the market on worthless science. We're all going to die from something someday and most of you drink solvents already in the form of alcohol in cough syrups to martini's and beer.
There once was cocaine in coke products for many years until it became a controled substance. Pot was legal till it became a controled substance as well. It's not in the best interest of Cocacola to kill the people who buy their products already, that would be an oxymoron.
Companies that are in business to make a quick buck then go away use these practices, but Cocacola, I am sure isn't in this market for a fast buck then file bankrupcy to avoid the lawsuits.
12-17-2008 @ 2:13PM
Carol said...
I've been using liquid stevia, instead of sugar, aspartame, Splenda, etc., for 23 years and have friends that have been using it for 27...and NONE of us have had any side effects. My children were raised using it. We are all healthy. Our blood sugars are normal and we don't get the high-lows of sugar, or the toxic residue in our bodies from artificial sweetners. Stevia has been used for centuries in other countries. It's a food-grade plant that is naturally sweet and it can be used cold or hot without harm. It can be safely used by diabetics and does not create cavities. The FDA is in bed with the sugar and artifical sweetner companies (aka: $$$), thus they play games with anything that may actually be naturally positive for our bodies, as they often do..and why the refuse to 'allow' it to be labeled a sweetner, which is crazy! Stevia is wonderful..do the research..it is safe..even safer than Splenda (which is chemically altered and also contributing to the deep pockets of the FDA). But as a side note..the 'other' ingredients in Coke, Pepsi, etc., have ZERO health advantages and create an acidic environment in the body.
12-17-2008 @ 1:26AM
Terri said...
Do you know what I think ? all these drugs and stuff the FDA say are safe for us to eat and take and later down the road we find out they are not .and a big law suit comes up against the company that made it .lets not just hold them accountable ,lets hold the government too.They approved it. Then maybe they will pull their heads out of their Butts and start doing their jobs .Instead of us paying them to do nothing but take money from those who have the most gets a free ride on their products.
12-17-2008 @ 7:55AM
Deena said...
It's about time, Stevia has been out there for a long time...you don't think it's healthier than the poison they have been using , it's an HERB, I have been using Stevia forever, wake up people, take responsibility for your own health...the FDA hasn't approved yet, let me see...because it doesn't interfere with insulin, OH Ok, or doesn't fatten you, so that can approve another pill for diabetes or weight loss
1-10-2009 @ 4:56PM
Anna May said...
Stevia is a natural South American herb that has been used as a sweetener by the Guarani Indians of Paraguay for hundreds of years.
Japanese manufacturers have been using stevia since the early 1970s to sweeten pickles and other foods. You can buy Stevia in health food stores and nutrition centers in grocery stores or grow your own Stevia herb from herb and plant seed catalogs. The FDA has little control over supplements. The herb has been consumed without apparent harm in different parts of the world for many years. No reports of any adverse reactions have surfaced after 30 years of use in Japan.
1-14-2009 @ 7:39AM
Bob said...
the ignorance of some people..fda deems unsafe only because it (stevia) is a threat to corporate sellers of nutrasweet and all the other cancer causing sweeteners. Stevia has been around a long time. Those studies refered to are junk science. Go research nutrasweet's studies; sugar itself is bad for you. I applaud Coke for doing this..not that I am a fan, dont drink the stuff anymore