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    FDA Warning Leads to Cocaine Marketing Makeover

    Company ceases communications calling the beverage "the legal alternative" to the drug.

    BALTIMORE -- After much controversy and a stern warning from the Food and Drug Administration (FDA), Redux Beverages LLC -- the company behind Cocaine Energy Drink -- has stripped its Web site of all text calling the beverage an alternative to the illegal drug, The Baltimore Examiner reported.

    Redux Beverages underwent inspection by the FDA on Feb. 14, and the agency found issues with Cocaine being marketed as a dietary supplement "intended to prevent, treat, or cure disease conditions," and as an "alternative to an illicit street drug."

    "We're correcting the violations that the FDA believes we have," Jamey Kirby, senior partner and founder of Redux Beverages, told the newspaper. "We're not going to try to get into a battle with the FDA, because, well, we'd lose."

    The company's Web site previously called the product "the legal alternative" to the drug cocaine, "liquid cocaine" and "speed in a can."

    The FDA sent Redux a letter saying that, as marketed, Cocaine Energy Drink is a drug because the Web site listed the health benefits of the ingredient inositol as preventing hardened arteries and reducing cholesterol. Redux was given 15 days to respond to the warning and correct all violations, or it might face legal action.

    "We have gone through and made most of the changes they have requested," Kirby said.

    The company's myspace.com page now states, "Cocaine Energy Drink is an energy supplement; following the guidelines set forth by the Federal Food and Drug Administration for dietary supplements," but notes the FDA has not reviewed those statements.

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